Affected by the iteration of the main force of maternal and infant consumption and the convenience of information interaction, traditional marketing methods such as buying gifts and discounting promotions have gradually failed. In the face of operational difficulties such as promotion but no sales, low efficiency, etc., both brands and channel stores are actively exploring the second growth curve and trying to open up the incremental market.
Since the beginning of 2024, the domestic peptide energy medical functional nutrition brand Ruimuli, focusing on the oral beauty qi and blood subdivision track, the large single product "Xingcong Blood Peptide Drink", has suddenly become famous in the circle of boutiques and innovative stores, not only nearly 9 out of 10 people have high repurchases, but also 4 of them will spontaneously refer relatives and friends to promote re-transactions, and spontaneously become the disseminators of Xingcong Blood Peptide Drink products.
At the moment of surplus products, Ruimuli, which has its own traffic, is showing strong vitality and growth momentum. Perhaps from it, we can find a methodology and growth path through the cycle against the trend.
Above the tuyere: women's nutrition leverages the increase of stores, making nutrition simple for the whole family
As we all know, from 18.46 million in 2016 to 9.02 million in 2023 at the peak of the maternal and infant industry, the birth rate of the newborn population has nearly halved, causing a major earthquake in the maternal and infant market. According to the statistics of the Scout Research Institute, there were once 300,000 mother and baby stores, and now there are only 156,800 left, and the elimination rate of mother and child stores this year is 45%.
In the face of the challenge of saturation competition in the consumption of infants and young children aged 0-3, it has become the key to the survival of maternal and infant channel stores by deeply cultivating the stock market while expanding the incremental market. Under this, some maternal and infant channel stores try to expand service sectors such as height management and vision management, and try to open up performance increment channels with professional conditioning. However, it turns out that reaching consumers professionally requires strong trust as the foundation, and it takes at least 2 months to follow up a new customer, which is very time-consuming and energy-consuming, and learning is inherently anti-human, and it is not applicable to all stores.
At the same time, by adjusting the category structure, expanding the consumption target from infants and young children aged 0-3 to the whole family, and focusing on the layout of family nutrition, it is also another major trend for channel stores to "self-help". The essence behind this is that the fast-growing nutrition category has become a new pillar for maternal and infant channel stores to maintain performance growth. However, it is undeniable that from infant nutrition consumption to the nutrition consumption of the whole family, a suitable incision is needed.
In this regard, some mothers and babies said that female consumption is a stepping stone to leverage the nutritional increase space of the whole family. "Men have always been regarded as the least able to consume the group, the elderly market, although the pet market is growing, but the mother and baby people are not even familiar with their own track, cross-border will be able to do a good job? A channel dealer in Suzhou said.
As he said, in recent years, the "she economy" is constantly rejuvenating new consumption momentum, and women have become a "must fight" for businesses. According to Accenture's research, there are nearly 400 million female consumers aged 20-60 in China, who control up to 10 trillion yuan of consumer spending every year.
Similarly, the new generation of mothers has strong spending power, especially the demand for beauty and self-pleasing is more obvious. In the maternal and infant community, there have also been Internet celebrity stores that shared: It took an hour to educate and guide the VD to get started, but it only took one minute for Bao Ma to directly transfer the hyaluronic acid drink of 3,998 yuan.
Secondly, Bao Ma is both a family consumption decision-maker and a user. According to iiMedia Research, 75% of the total household consumption is decided by women, and women dominate household consumption. In other words, it is equivalent to getting the whole family to consume, and the mother is more willing to socialize and share, which can bring more customers to the store while activating old customers and tapping more consumption value.
From this point of view, in less than a year after entering the market, the monthly sales of a single product can exceed 3 million, and the store sales of 20 boxes per customer have become the norm, and the highest single transaction is as high as more than 180 boxes.
Ultimate empowerment: Private domain operation locks in growth and makes online business simple
"If you are still using your inherent thinking to manage the current business, then the maternal and infant channel stores will definitely die!" This is the point of view emphasized by many guests on the stage of the Maternal and Child Frontier Conference. In recent years, in order to solve the problem of reducing the natural customer flow of stores, mothers and babies have also done their best to iterate on new ways of playing and new ideas, such as the "private domain" that has been frequently mentioned in the industry, claiming to repeatedly reach users at the lowest cost and tap the maximum commercial value of users.
According to iResearch, from 2016 to 2022, the proportion of online maternal and infant consumption has increased from 22.6% to 34.6%. In addition, in 2023, more than 50% of the sample population will increase the frequency of online shopping, and 50% will increase the average monthly spending, and online consumption will become an expanding trend. It can be seen that creating private domain traffic is a new way for channel stores to improve their customer acquisition capabilities, and it is also in line with the needs of the times.
Under the trend, there are many actors. However, from the perspective of the market, there are very few people who really know how to operate in the private domain, and even fewer who do it well, which also brings greater challenges to the survival of channel dealers. The empowerment of channel providers to carry out the ultimate private domain operation is another core reason for Ruimuli to gain market supporters.
For a long time, Ruimuli has always been clear about the importance of dealers in the link of deep linking local channels and reaching more consumers. In order to better provide all-round support and empowerment for dealers, Ruimuli continues to carry out meetings across the country, and continues to emphasize to the channel terminals: the future business is more sticky than who and users, precipitate private domain fans, and create private domain lifelong assets in order to enjoy time compound interest.
At the same time of cognitive improvement, Ruimuli gives full play to the value-added innovation characteristics, solidly deepens channel empowerment, not only builds a perfect distribution empowerment system internally, but also builds the ultimate professional trainer team, and formulates a detailed "three-stage escort empowerment plan", aiming to build a high-level play circle power, so that the brand and the channel form a dual driving force and win-win growth.
In this plan, Rui Muli not only integrates offline standardized investment promotion, "hi" offline kick-off meeting, a 30-day antenna single camp, Ruili study tour project and other innovative gameplay, and will send special personnel to help regional dealers on the spot, start experiential product training and empowerment for the store side and other activities, through teaching, tracking strong feedback and other paths, combined with the honor system of learning to catch up and help out, fully accompany the implementation of maternal and infant stores, and all the results will be checked through the actual sales of dynamic sales.
In addition, while helping channel providers to improve their "cold-resistant" capabilities such as sales decision-making and in-store negotiation in a step-by-step manner, Ruimuli also strictly controls the area and price of goods to provide a stable business environment for the market. "In the past, dealers were resource-based businesses, whether upstream or downstream, as long as the relationship was in place, business could naturally be done, but now business is becoming more and more difficult to do, the main reason is the lack of core competitiveness. There are many brands on the market that shout slogans to empower and actually cut leeks, but there are not many brands that can really let us keep the profits we deserve and continue to win the reputation of customers. A cooperative dealer said frankly.
Extreme product power: good products can speak for themselves, making it easy to repurchase
Direction is more important than hard work, to sum up, it is not difficult to see that Ruimuli's brand positioning is not as simple as creating a popular product, but to provide an incremental new solution to the market.
It is worth mentioning that in the current consumer market where "consumption is king", driving new growth with product power is also the best shortcut for brands to enter the fast lane of growth. In the operation of the private domain, the necessary feature of the product to explode the private domain is the ultimate product power. In this regard, the five "0" project and the three-excellent plan that Ruimuli has always adhered to have provided key assistance for the brand to win the terminal market and form a closed loop of the private domain empowerment program.
Since the establishment of the brand, Ruimuli has always been determined that the ultimate product power is not only the foundation of its existence, but also its core competitiveness, and has always followed the research results of Nobel "peptide" as the guiding direction, and realized the brand's "three excellent planning" with disruptive innovative technology, that is, small molecule, high purity, and large dose, so as to truly achieve targeted supplementation of cell nutrition.
Taking the popular Xingcong blood peptide drink as an example, the product closely follows the needs of female consumers that are most concerned about qi and blood, whitening, and anti-aging, and not only adds two patented ingredients of blood peptide and collagen peptide, but also glutathione that enhances immunity and delays aging, as well as a variety of medicinal and food homologous ingredients.
In terms of small molecules, the patented ingredient blood peptide used by Ruimuli is a kind of biologically functional active peptide substance obtained by processing hemoglobin in animal blood through biological enzymatic hydrolysis technology. Experimental data have shown that compared with simple organic iron supplementation, supplementation of blood peptide + ferrous gluconate at the same time can directly increase the number of red blood cells by 72%.
In addition, in terms of high purity, the Chinese nutrients added by Xingcong Blood Peptide Drink are not only authentic medicinal materials, but also the essence of the original solution purified by using innovative extraction technology, which has better bioavailability value. For large doses, it is clinically measured according to a special diet. For example, the amount of blood peptide added to each Xingcong blood peptide drink product is as high as 100mg, which is ten times higher than the 10mg addition of ordinary blood peptide products on the market.
It is worth mentioning that most of the blood and qi products on the market will be "criticized" because of their taste, which restricts the transaction and repurchase of category products. In order to solve the problem of taste pain points, before Xingcong Blood Peptide Drink officially entered the market, under the five "zero" addition concept of zero gluten, zero hormones, zero flavor, zero pigments and zero preservatives adhered to by the brand, after hundreds of debugging, a variety of fruit extracts rich in vitamin C were finally selected for blending, making the taste more refreshing and rich, and at the same time, reducing trivalent iron to bivalent iron to further improve the effect of blood replenishment. It is enough to see that Ruimuli is to create brand products from the perspective of consumers, which is also another core of Ruimuli's continuous explosion.
The ultimate product polishing has made Xingcong Blood Peptide Drink, which was already standing on the tuyere, like a bamboo after entering the market, easily captured the affirmation of the mothers of the ingredient party and the formula party, and set off a wave of repurchase boom in the channel and consumer side. "No self-use, no sharing, I am also drinking this product myself, and I have studied the formula of this product in depth, which is very attractive and impresses me, and the taste is very good, sweet and sour. Tonglu's innovative shopkeeper feedback.
Another store also said: "Good formula, good taste, sufficient materials, good feedback, this is the confidence of Rui Mu Li blood peptide drink once planted grass and pulled weeds for life, I am lucky to meet Rui Mu Li, activate the old members, let our store performance further growth." ”
After only 3 centimeters in 4 years, it grew at a rate of 30 centimeters a day from the 5th year, and it only took 6 weeks to grow to 15 meters, which is the well-known law of bamboo. Looking back on the brand growth of Ruimuli, it is not a thick accumulation under thorns. In the future, Ruimuli will continue to increase R&D investment and always strive for the ultimate goal: to become a young, professional, healthy and peptide family nutrition brand.