Text | Children's Media reporter Whitewater
With the smooth progress of the children's powder online live broadcast conference, the discussion on all aspects of children's powder has also become more intense. Some channels say that the sales of children's powder in the store have even exceeded the baby powder, and there are also channels that the subdivision of children's powder can not beat children's liquid milk in the end, and once it is confronted with children's liquid milk, liquid milk is easy to use the advantages of the online platform to cut off the milk powder.
Whether it is a big child powder or a small child powder, when the milk powder profit is seriously squeezed, the channel has seized this high gross profit and sold it first. Regardless of the fierce battle between the children's powder brands, we may wish to first go to see what kind of situation is in the front-line mother and baby stores.
01.
The children's powder in the store is already hot!
The author interviewed a number of chain stores and single stores owners and store managers. Taking the community stores in the chain as an example, the stores generally operate at least 5-6 children's powders, and more than a dozen or even twenty. Among them, there are both first-line brands of baby powder, second-line brands, and independent children's powder small brands. Moreover, children's powder operated by different chains in different stores in the same region rarely appears except for the overlap of large brands. As a result, the popularity of children's powder can be seen.
In terms of sales, store owners said that there are still big differences in consumer acceptance of children's powder. For the part of the mother who only drinks liquid milk as a nutritional supplement, the acceptance of children's powder is relatively general. For those children who drink liquid milk for a long time, mothers are generally more willing to buy children's powder for their children as a supplement.
It can be seen that the sales of children's powder and the nutritional concept of parents are closely related, once there are parents with rich nutritional knowledge in the family, the degree of choosing other nutritional substitutes will be higher, and it is difficult to promote this part of the people to drink children's powder. However, for parents who supplement their children with relatively single nutritional means, the function of children's powder is more clear and more liked by this part of consumers. Therefore, in the two years when the children's powder market was hot, many bosses and store managers said that children's powder was easier to sell than before.
02.
Vigorously out of the miracle, small brands are more powerful!
In the stores investigated by the author, there are chain bosses who said that they are a small brand of children's powder, and the team of the brand side is very powerful, although it is niche, but the market performance is very good. I also have a good children's powder brand, consider taking over! Nowadays, the children's powder brands continue to exert their efforts, and the channels have seen more opportunities from them. Children's powder is selling well, and the channel has also begun to consider taking over other children's powder brands, hoping to seize the opportunity in the new round of market changes.
Nowadays, there are more than a thousand children's powder brands, and the next round may be a cruel round of survival of the fittest. At this time, the brand side must be gearing up and making its own uniqueness in the homogenized children's powder market. And the channels must also be fully prepared to play their fists and feet in the children's powder track.
The future children's powder market is worthy of every mother and baby's attention!
Click one to see, 2022 fortune