"At first, clothing stores were booming and rents were rising, but with the rise of e-commerce, physical clothing stores declined and rents fell, and now clothing stores are alive again. I believe that such a trend will also occur in the maternal and child industry. ”
Chen Anqiang, general manager of Tiantai Baozhiling, put forward such a point of view at the "2024 Launching Ceremony of the 2024 Dynamic Sales China-Zhejiang Matchmaking Conference and the Launching Ceremony of the 10th Anniversary of Dynamic Marketing China".
Tiantai Bao Zhiling General Manager Chen Anqiang:
You can't do it all at once
In the realm of Zhejiang, discussions online and offline have become numb. Tiantai Bao Zhiling's choice is to focus on online and intensively cultivate stores.
Chen Anqiang, general manager of Tiantai Bao Zhiling, believes that online is the number one competitor, while physical stores are in the tide of closure, and there are relatively few competitors.
Tiantai Bao Zhiling is the 40th case of our preliminary research conducted by Zhongtong Media for 24 years of mobile sales in China, and its general manager Chen Anqiang noticed the changing trajectory of local clothing stores:
At first, clothing stores were booming and rents were rising, but with the rise of e-commerce, physical clothing stores declined and rents fell, and now clothing stores are alive again. Chen Anqiang believes that such a trend will also occur in the maternal and child industry.
In the past two years, the worst performance and no profit of baby and child stores have been the worst, and the second worst is that there is performance and no profit. But fortunately, Tiantai Bao Zhiling has performance and profits when it is the most difficult, and there are still many things that can be done, such as services, nutritional products, etc. Cotton products, which have been popular for a long time, have been less involved in maternal and child stores in recent years, and Chen Anqiang believes that it is time to pick up such subdivisions.
Maternal and infant stores can cover many categories, such as milk powder, nutritional products, clothing, bathing, etc., and stores should consider whether to intensively cultivate in subdivided fields or do all categories.
Different supply chains and different categories have different ways of playing, Chen Anqiang believes that stores should focus on one or several categories, and it is unlikely that all categories will do well at the same time.
At the same time, he said that he would not invest a lot of money online. However, we will always pay attention to popular online products, and participate in price competition in a timely manner according to the output and profit. "There are online difficulties, offline and offline difficulties, don't be so pessimistic, it's all good. ”
Ten years ago, it was more daring to open a mother and baby store and throw money down. Now we pay attention to intensive cultivation, build a fortress, and constantly refine. Mother and baby stores still leave much to be desired, and they are also opportunities for future improvement.
General Manager of Wenzhou Binbin Rabbit Lu Binbin:
2 80% divergences
In 2010, Wenzhou Binbin Rabbit made a fortune from a small town and began to make high-end children's clothing, with T-shirts not less than 1,000 yuan / piece, and the price range of down jackets was 5,000 yuan to 15,000 yuan. At present, it has three self-operated stores, with a population of 180,000, covering eight formats, including commodity retail, Chinese sweet soup, etc., and is positioned as a maternal and child health service company.
Wenzhou Binbin Rabbit is the 41st case of our Zhongtong Media in order to sell in China for 24 years, its general manager Lu Binbin said that 80% of its consumer orders are online shopping, but in terms of customer unit price and sales amount, 80% are still offline.
Compared with large chain stores, Wenzhou Binbin Rabbit has a limited sales scale. Therefore, since the epidemic, Binbin Rabbit has transformed again, except for the gross profit margin of the retail goods sector, which has remained unchanged, and increased the gross profit margin of all other sectors.
In the process of reducing costs and increasing efficiency, Binbintu chose to buy the store to offset the rent pressure and turn to self-owned property. However, due to the increase in manpower, decoration depreciation and other expenses, the overall gross profit margin only increased by 3 points. Among them, in terms of decoration depreciation, Binbintu believes that this involves the consumer's sense of experience, so he raised the decoration budget of 2,000 yuan/m² to 5,000 yuan/m², hoping to make the three-year depreciation of the store into ten years of depreciation.
Yu Jianying, general manager of Ningbo Wali Baby:
If you are "real", you can retain users
The most important word in a brick-and-mortar store is "real", which should be real, practical and sincere.
At present, customers have many ways to shop, and e-commerce platforms such as JD.com, Tmall, Vipshop, and Pinduoduo are all available. In the case of a significant decrease in customer arrivals, the store has only one goal, which is to keep customers.
Ningbo Wali Baby is the 42nd case of our children's media for 24 years of sales in China and the preliminary research, its general manager Yu Jianying said that in the past, Ningbo Wali Baby has used some marketing methods, such as 79 yuan to sign up, you can get a year of laundry detergent, wet wipes, but you need to go to the store every month to collect. Although there is a drainage cost, the behavior of each customer entering the store 12 times a year will definitely promote consumption to a greater or lesser extent.
Ningbo Wali Baby will ask manufacturers and distributors to hold some free activities in stores every weekend, such as fishing, triage, games, etc., to increase consumer stickiness and stabilize potential customer groups.
Retain users with real benefits. With the "reality" of the Wali baby, let the mother and baby survive. Try to make the "real" of the physical store as strong as possible, so that you may have more energy to resist the impact of the future or the present.
At the 24-year China National Tour Conference held by Zhongtong Media, we will focus on the theme of "Breaking Boundaries and Selling Good Goods", and invite the visiting channel providers to discuss how the current maternal and infant channels can get out of the dynamic sales dilemma and return to blood.