From June 27th to 28th, the 7th Nutrition Conference 2024 organized by Zhongtong Media will be held at Holiday Inn Hangzhou Taixu Lake.
Last year, we said it was a big year for nutraceuticals, with rapid expansion accompanied by fierce competition.
It is precisely because of the continuous attention of every person in the industry to nutrition products that this year's nutrition products show a thin trend. This journey is also inseparable from the leadership and construction of each industry person in the field of nutritional products, each nutrition conference is also more stable because of your support and accompaniment, let's listen to the first-line voice from the chain, boutique & health tube stores, agents!
6th Nutraceutical Congress 2023
"Live up to the circle drawn by the country. ”
Li Anwei, general manager of Zhengzhou Baolang: The state classifies many nutritional products as food for management, which demarcates a broad field, and cannot do very narrow things, and the categories of agents can be very rich.
"Milk powder keeps me alive,
Nutrition guarantees a quality of life. ”
Wang Hong, general manager of Wuhan Muai Tribe: Milk powder and nutrition products are the problem of rice and vegetables. Milk powder is the biggest rigid demand of mothers and infants, and it is the basic plate of agents. If you want a better living space and profit margin, rely on nutritional products.
"I want to see the pattern of the boss. ”
Zhao Lipeng, general manager of Shenyang Litonglai: What kind of brand does it represent? It depends on whether the brand wants to take out the money it makes to continue to grow bigger and stronger, and whether it is willing to contribute to the industry.
"America's today is our tomorrow. ”
Fu Teng, general manager of Jiangxi Minerle: The reason why I chose the allergy track is closely related to the potential of the allergy market, there are many people with allergies abroad, and the incidence of allergies in China is getting higher and higher.
"We choose brands
There is no such thing as a brand superstition. ”
Cao Rui, General Manager of Jinan Kangweilai: We follow our own judgment to solve the problem quickly on the basis of safety, and the unit price of customers should be relatively reasonable.
"It is necessary to have a big brand to protect the basic disk,
There should also be high-margin brands. ”
Lai Hongsheng, general manager of Guangdong Shanwei Chengzhen Commerce: The brand popularity of many nutritional products is at most three years, and manufacturers must continue to dig new products to supplement the shrinking profits caused by high opening and low walking of products.
"Boutique customers love to be unique,
There are differentiated products. ”
Shao Yuqin, founder of Blue Castle Mother and Baby: The nutritional dosage forms on the market are either drops, powders, or capsules, but Bao Ma is willing to accept some innovative dosage forms, such as oral melting film.
"Nutrition will be just needed. ”
Liu Jiangwen, executive director of Nanguo Baby: Nutrition products currently account for a relatively small proportion of the chain, but with the joint efforts of brands and channels, the new cultivation of nutrition to the rigid demand will usher in an outbreak in the chain.
"For the sake of filling the pit milk powder to make nutritional products,
The odds of success are relatively small. ”
Bai Guangzhi, general manager of Ainbao: Because milk powder can't make money, making nutritional products for the pressure of survival is not out of long-term considerations, just to find a category that can make money, and the chance of success is relatively small.
"Nutrition should not be deducted as extravagant,
A hat for high-end consumption. ”
Jin Yong, co-founder of the Binqu mother and baby chain: As far as the customer base of boutiques is concerned, the information gap is getting smaller and smaller, and the consumption of the entire nutritional product, whether it is a boutique or an imported store, will eventually become more common like the United States.
"The post-90s mother is very patriotic and subversive. ”
Tan Zuaner, founder of iKbebe children's products: The boutique contacts more post-90s mothers, and our nutrition road can refer to Europe and the United States, learn from Hong Kong and Macao, but must have Chinese characteristics. ”
"Just one thing, just one thing. ”
Lin Qian, founder of Xiamen Infant Federation: On my personal IP Douyin and Xiaohongshu platforms, more than 90% of the fans who interact with me are because my children are allergic, so I focus on allergies.
"These mothers are on the Internet. ”
Du Cong, founder of Du Dad Parenting Association (Du Dad Youtong Association): In many cases, it is not the baby's own problem, but the mother's cognition and feeding problem, and we need to change their cognition.
"High gross margins are not the first consideration. ”
Gao Xinfei, founder of A7baby: Solve customer problems in the shortest time, although the revenue in a short period of time cannot be compared with high gross profit products, but this is a long-term business.
"An upgraded version of the health management store,
It must be the unity of body and mind. ”
Yu Ping, founder of Yu Ping Health Management Center: Many diseases originate from psychology, and in my case, I found that not all diseases can be solved with medication, and not all problems can be solved with nutrients, and psychology accounts for more than 60%.
5th Nutrition Congress 2022
Du Chung, the founder of Daddy Du Parenting Club, shared in "How to Build a Health Management Store More Healthily": "The first thing to do in a health management store is to weaken the product, and we must find the pain points of the mother, which is to solve some real realities from the baby. ”
Founder of Daddy Du Parenting Club, Chung To
Zhong Chanjuan, founder of BBCT Bao Baby City, shared in "The Road to Breakthrough in Family Nutrition": "In addition to deepening and optimizing the entire industry of mother and child, the general trend of family nutrition, our stores must have a vision, must occupy this market, and family nutrition is just around the corner." ”
Zhong Chanjuan, founder of BBCT Baoying City
Wang Haijun, co-founder of Yierle Health Technology Co., Ltd., shared in "Service and Commodity Dual Drive, Building Store Competitiveness": "The current state of sales is that there are not a few customers in the store, and the guests are eager to 'go down' to let customers buy everything after they come in, which is a vicious circle for the store, which violates the original intention of the mother and baby store, and the mother and child store must be able to provide some help to customers and solve some substantive problems." ”
Wang Haijun, co-founder of Yierle Health Technology Co., Ltd
Cheng Rong, the founder of Changle Nursery Workshop, shared in "How to Professionally Improve Nutrition Sales in Health Management Stores": "It is happy when you sincerely help others to get healthy, and employees sell nutrition products as sales, which is different, so the original intention of selling nutrition products is very important, and helping people solve problems and solve pain points is the most critical." ”
Cheng Rong, founder of Changle Nursery Workshop
Tian Tian, general manager of the new era, shared in "Transforming from a Breakthrough in Nutrition to Seize the New Power of Maternal and Infant": "If the store still circles a wave of customers through various activities as before, and positions customers and store shopping guides at the buying and selling level, it is basically impossible to catch the pain points of customers, and it is useless to attract more flow in this way." ”
Tada, general manager of the new era
Kong Fanxia, the founder of Aibao Mother and Baby, shared in "How to poke the pain points of customers in one sentence?": "When milk powder has become a drainage product, when everyone is fighting a price war, we must keep our original intention and bottom line, let ourselves stabilize, and be born to the sun!"
Love Baby Mother and Baby founder Kong Fanxia
Huang Yuhui, founder of Baby-Friendly Imported Maternal and Child Chain, shared in "4 Key Points for Breakthroughs in the Transformation of Maternal and Child Stores into Health Management Stores": "To do transformation, the first breakthrough point of transformation is the boss's thinking. ”
Huang Yuhui, founder of Baby-Friendly Imported Mother and Child Chain
Jin Yong, co-founder of the Binqu maternal and infant chain brand, shared in "How Boutiques Can Seize the New Dividends of Nutrition in This Special Period": "Boutique mother and baby stores often give consumers solutions rather than products in terms of nutrition. With a clear categorization and a high level of expertise, we are able to plan for consumers to improve infant nutrition and health issues. ”
Jin Yong, co-founder of the Binqu maternal and infant chain brand
Huang Miao, the founder of Guangzhou Angel Miao, shared in "The Nutrition of Boutiques Lies in "Excellence"": "Find a breakthrough point in conservatism, constantly specialize yourself, learn more good knowledge, choose categories that are more suitable for store management, focus on customer retention, and meet the unknown future through conservative and precipitated practices." ”
Huang Miao, founder of Guangzhou Angel Miao
Wu Qifei, the founder of Dinan Beibei, shared in "How to Achieve the Proportion of Nutritional Products to 30%+ in New Shopping Center Stores": "Don't rush to make an order, find a way to close customers, get close to customers, and then find a way to make nutritional products after a certain degree of customer affection, and use professionalism to maintain customers, rather than making orders for customers." ”
Wu Qifei, founder of Dinan Beibei
Wang Yanzhi, the founder of Marijasmine, shared in "Accurately Positioning Consumer Groups, I am Their Choice Wind Vane": "Creating personal IP is 'selling people first and then selling goods', and when personal IP is established very well, it determines the direction, promotion and selection and rigor of our brand. ”
Wang Yanzhi, the founder of Marik Jasmine
Du Xiaowei, the founder of UCOSY, shared in "How to Make Nutrition a Strong Category in Boutique Chains!": "We must abandon product logic, because the era of poor product information and product price difference is basically over. ”
UCOSY优可齐创始人堵晓伟
Hou Jianxin, general manager of Hangzhou Aomei Window, shared: "Some conditioning products don't need too many discounts, value is more important than price, if you blindly pursue low prices, the pursuit of the so-called explosive and low prices, the entire industry, the product itself and the store itself are harmful." ”
Cao Rui, General Manager of Convilè, shared: "Nutrition products may be a category that is just needed, and the most important thing is to provide customer value and solve consumers' symptoms through our nutritional intervention program. ”
Li Anwei, general manager of Baolang, shared: "We will send students with relatively high quality training to the hospital for internship, we talk about the nutrition system, and the doctor talks about the treatment, sometimes it is not in the right place, we must combine nutrition and clinical practice, so that consumers will be more logical when they accept it." ”
Nie Wendan, general manager of Hubei Sanping Square Trading Company, shared: "Our performance will still rise, because no matter how turbulent the economy is, the economic impact of the top 20% must be the smallest. ”
"Post-90s mainstreaming + the new normal of the epidemic, nutrition products are brewing new forces"
4th Nutraceutical Conference 2021
"All parties need what they want. In his speech on the theme of "Working Together to Shape the Second Potential Category - Nutrition", Liu Jiangwen, Executive Director of Nanguo Baby, believes that there are huge business opportunities in the field of nutrition and will become the "second largest category" in the future. In terminal stores, the proportion of nutrition has the opportunity to reach more than 10%, or even more than 20%. However, the promotion of nutritional products cannot rely too much on channels, but also needs to be pulled by brands.
Liu Jiangwen, executive director of Nanguo Baby
Zhang Ziyue, general manager of Hongtengzhi Commerce, shared his two key ways to do a good job in nutritional products: first, service empowerment. Ten years do not hold an order meeting, but based on customer needs, open a meeting, team building meeting; We are where the customers are, and we take them with them what the store does not want to do.
Zhang Ziyue, general manager of Hongtengzhi Commerce
Li Zhiheng, chairman of Shanxi Gugen Pregnancy and Infant Pregnancy, shared in the "talk show" link: "In the first half of the year, we made great adjustments to nutritional products: first, improve professionalism, carry out some academic exchanges with associations and chains, and penetrate the exclusive agent of nutrition products into pregnant women through interaction, communication and strengthening professionalism; Third, live broadcast conversion, stimulate consumer interest, establish a private domain traffic pool, and live broadcast conversion is a matter of course. ”
Li Zhiheng, chairman of Shanxi Gugen Pregnancy and Baby
Yu Liang, general manager of Eagle Baby, has been making nutrition products for 15 years, and he has made nutrition the most effective magic weapon to gain more customers by virtue of his deep cultivation of the words "faith", "eating", "preaching" and "teaching".
Yu Liang, general manager of Eagle Baby
Yang Huichen, chairman of Hebei Prince Sheep, provided a sample of the development of Prince Sheep: in the conditioning store, it cooperated with the Maternal and Child Health Hospital and the China Maternal and Child Health Association to train employees, mobilize employees to learn, and obtain national qualification certificates and other nursery teacher certificates for health management, so as to complete the creation of corporate IP and personal IP from this dimension, and truly solve problems for consumers.
Yang Huichen, chairman of Hebei Prince Sheep
Wu Haihuai, a partner of the parent-child town, shared the "three major layouts": first, increase the proportion of nutritional products as a whole, which may even be equal to the weight of milk powder, second, improve the display of goods in the store, and third, take "functional products" as the basis for the extension of nutritional products.
Wu Haihuai, partner of the parent-child town
At the inflection point of the industry, how can agents keep up with the post-golden age of maternal and infant nutrition? Li Anwei, general manager of Zhengzhou Baolang, said in the talk show that a 100-meter-deep and 1,000-meter-deep place is made in a one-meter-wide place. Agents should focus on professionalism and service, and reflect the value.
Li Anwei, general manager of Zhengzhou Baolang
Cai Huihua, general manager of Hefei Qibinhui, believes that if nutrition agents can be focused and professional, they can lead stores to account for more than 15% of nutritional products. She shared: "As a professional nutrition agent, we must have three capabilities: first, the ability to choose, including the selection of upstream brands and the selection of cooperative stores, second, the ability to truly serve, and third, to help stores empower consumers, so that consumers can increase the power to empower stores. ”
Cai Huihua, general manager of Hefei Qibinhui
"If a brand only relies on agents to build conditioning stores, then the development of the brand is worrying. Cao Rui, general manager of Jinan Kangweilai, said in the keynote speech "How to Build a Nutrition Conditioning Store" that agents should maintain irreplaceable value in the local region, find good brand cooperation, and cooperate with strong brands to build elite stores and conditioning stores.
Cao Rui, general manager of Jinan Kangweilai
3rd Nutraceutical Conference 2020
Shen Zhiqiang, general manager of Lvchen Trading, said: "Some niche brands are very good at fission, and the drainage cost is very low. We need to find out this kind of store with new genes. ”
Shen Zhiqiang, general manager of Lvchen Trading
Liu Jiangwen, executive director and general manager of Nanguo Baby, said: "It is necessary to pay attention to the single-customer economy: from operating commodities to operating customers, from market share to customer share, from waiting for customers to arrive at the store to providing door-to-door service. ”
Liu Jiangwen, executive director and general manager of Nanguo Baby
Li Yuzhang, general manager of Foshan Parent-Child Fang, also shared: "Nutrition products are to promote large orders, and it is possible to reach tens of thousands, because she doesn't buy them during the event, let alone expect them to buy them usually." ”
Li Yuzhang, general manager of Foshan Parent-Child Fang
Yan Lin, general manager of Guiyang Dairy Supply Company, said: "Many stores are not very enthusiastic about nutritional products, and feel that the volume is too small and not interested. Therefore, the upstream should dare to invest, empower stores, and increase the volume to exceed their expectations. ”
Yan Lin, general manager of Guiyang Dairy Supply Company
The rise of nutrition sales and profits is obvious to all, but the vicious turmoil of some short-term nutrition brands has repeatedly impasseed the establishment of reputation in the nutrition market.
Channel attitude
2019 2nd Nutraceutical Conference
Li Anwei, general manager of Zhengzhou Baolang, said that Baolang's "magic weapon for growth" can be summed up in four points, namely, the belief promotion of "missionaries", the whole process of interactive marketing, the way of sales, and the 360 return visit mechanism.
Li Anwei, general manager of Zhengzhou Baolang
"We started with nutrition products and started making milk powder in 2013, and the common pain point of the store for nutrition products is that they know that nutrition products have great potential and have a subjective willingness to do it, but it 'backfires'. Shen Zhiqiang, general manager of Lvchen, said.
"On the one hand, there is a disproportionate input-output. Taking Guangdong as an example, many retail customers and brand owners do blast marketing together, bringing some performance. The blasting activities are vigorous, and behind the high popularity of the circle of friends, the profits have not come up. The growth of the total amount of nutritional products is based on high inputs. Second, it is overly recommended. Under the pressure of indicators, the store staff shopping guide will overly recommend, which will cause disgust among some consumers, and even the loss of members. ”
Shen Zhiqiang, general manager of Luchen
Li Jianming, general manager of Maoming Aijia Baby, believes that "there will inevitably be shadows behind the sun, and to a certain extent, overdraft customers will hurt customers, but there is no problem with our selection of products, and we can help customers to avoid this situation." Many stores do it in line with the original intention of "one-shot trading", consumers will not use it after buying, and a large number of returns will be generated, so the second step of explosive product marketing must be to do a good job in consolidating and following up sales, so that consumers can buy your products and really use your products. Selling to customers is just the first step. ”
Li Jianming, general manager of Maoming Aijia Baby
"Nutrition is an important growth point for stores. Li Yuzhang, general manager of Parent-Child Fang, said, "First, the incremental improvement, is the improvement of customers' awareness and demand for this category; For customers who buy milk powder, if they bring 5 or even 10 points, the increase is considerable. ”
Li Yuzhang, general manager of the parent-child workshop
Li Lizhen, a clerk at the Shuguang store of the Baby-Friendly Yuan Maternity and Infant Department Store, said that if you want to sell explosive nutritional products, you must learn three points: 1. Observe words and colors, and visually recommend symptoms; 2. Associate sales, according to the disease, and 3. Wonderful nutrition in spring and summer.
Li Lizhen, a clerk at the Shuguang store of the baby-friendly Yuan Maternity and Infant Department Store
Chen Yadi, manager of Guangdong 123baby Gaozhou Changpo Station Store, believes that it is necessary to do a good job in nutrition marketing, tap customer needs through professionalism and trust, be familiar with product knowledge, carry out joint sales, and stick to it, and more importantly, do a good job in after-sales service of nutritional products, follow up return visits, collect feedback, and publicize them.
Chen Yadi, manager of Guangdong 123baby Gaozhou Changpo Station store
2018 1st Nutrition Conference
Li Zhiheng, chairman of Gugen, said that Gugen started from pregnant women and made nutrition a major feature of the store. At present, among the high-end members of Gugen, but in terms of calcium supplementation, products that exceed 100 yuan are very popular.
Shen Zhiqiang, general manager of Dongguan Lvchen Trading, said that nutrition products are a new growth point, and the consumption space spawned by the mother's economy will be broader.
He Jiang, general manager of Jiangyin Leyin, said that we not only grasp infant nutrition, but also implant adult health consumption to help improve the overall performance.
Chen Yan, general manager of Guizhou Fuzhongxin, said that what are the benefits of nutritional products to stores? First, we must have customer thinking, think from the perspective of customers, what is good for customers, in order to sell with peace of mind. Second, if the store sells the nutritional products well, there will be no problem with the milk powder, because the nutrition products are the core professional grasp of the store.
Ye Genshui, general manager of Zhejiang Qiyue, revealed that in Zhejiang, many chain stores may not sell as well as single stores, not because of how professional these small stores are, but because 1. The customer service is good; 2. They are good at spreading through community marketing. This may bring some inspiration to some stores that want to sell nutritional products but do not sell well.