Text | Middle-aged media reporter Peach
"In the three years of the epidemic, our performance has declined year after year, and it is more difficult to push. The store's appeal to nutrition is also relatively high, we can say that it is a single leg to walk, and now we find that it is really not OK. Zhao Ze (pseudonym), an agent in a certain area, complained.
In fact, since the development of the maternal and infant industry, agents have played an indispensable role in the entire supply chain. According to the maternal and infant category, different categories of agents are derived, including agents who specialize in milk powder, agents who specialize in nutrition products, and agents who specialize in supplies, lathes, and children's cotton products.
The maternal and infant industry is still in the era of dividend period, intensive cultivation of a category, the category to make it stronger is the advantage. However, after the dividend period, the mother and baby industry ushered in a cold winter, and "walking on one leg" became the fuse of the crisis.
Looking at the maternal and infant industry, after experiencing repeated epidemics, the agents who live well are "blossoming on all sides". At this point, the widely circulated phrase in the investment industry, "Don't put your eggs in the same basket", makes some sense.
Zhao Ze found us, and during the exchange, he revealed: "Nutrition is our old business, and we will certainly not give up." However, we are also looking for new directions, and our procurement and I have been discussing recently whether washing can be done.
The decline in the birth rate is an objective reason, and there is nothing we can do about it, but we can tap into the potential needs of the mother and baby population. Post-90s and post-00s consumers themselves are loyal users of washing and care, and the cultivation of consumption habits does not require much effort for us to educate consumers. On the contrary, it is the selection of products and brands, which require special attention. ”
Zhao Ze believes that the main body of maternal and infant consumption is Bao Mom and child, and mother is the dominant role in family consumption, so in addition to choosing the products used by the baby, it is also necessary to pay attention to and tap the needs of Bao Mom.
For example, skin care products for pregnant women and skin care products for lactating women, in the past, after giving birth to a baby, the mother often ignored her own feelings, and the focus was basically focused on the baby. But consumer iteration, these are the new generation of moms have a very strong sense of attention to themselves, and their needs will inevitably bring very big opportunities.
In the words of Zhao Ze: "We expand new categories, completely because of the compulsion of survival." Through this crisis, I think everyone still has to have a sense of danger, and when everyone has food to eat, we must plan in advance how to deal with the crisis. ”
As for why he chose to do washing, Zhao Ze gave the answer: "The demand for washing and care categories is rising, which will closely follow the opportunity of consumer demand." ”
Click one to see, 2022 fortune