Text/Zhongtong Media Reporter Yuan Ye
"In the next 3-5 years, capital will play an important role in the wave of integration of the maternal and infant industry, and the industry is expected to have more than 10,000 chain giants, promoting the development of the entire industry in the direction of FMCG. ”
In the 2024 China Children's Media Annual National Tour - the front station of Dongpai China's in-depth research, Zheng Guangrui, the founder of Duoai Yiying, shared this amazing judgment with China Children's reporters about the integration of maternal and infant channels.
Driven by the integration, mother and baby stores will be "retail digested quickly"?
If this is the case, the maternal and infant channels will be subverted, and the pressure on small and medium-sized chains will be even greater.
Elementary stage
"Now, the integration has just begun, and the integration methods are relatively low-end, such as replacing chain signs, enjoying some customized products, etc., which are in the primary stage of the primary stage, and have not gone deep into the real operational integration. Zheng Guangrui said.
Zheng Guangrui said: "A retail chain brand like 711 has entered a mature stage of integration, adopting a centralized supply chain management model, that is, the headquarters provides a unified supply chain. Joining 711, you can directly access its powerful supply chain system and obtain a complete set of outputs including product supply and sales strategy. ”
"Franchisees make a profit by selling goods, and a portion of the profits will be distributed to franchisees on the same day according to a certain percentage to motivate franchisees to improve sales performance. ”
"As far as more love and one baby are concerned, the current implementation is also similar to the franchise model - based on the supply chain, to achieve unified operation and management within the system, to achieve the effect of win-win cooperation. ”
"In order to further strengthen the advantages of supply chain resources, last year, Duoai and BabyBelle jointly established Huaen Technology, which currently covers more than 3,000+ stores. ”
"This is just the first step in the wave of integration." In the future, the company not only plans to continue to expand the scope of stores, but also will lay out warehousing and logistics, back-end digital systems, refined management and other aspects to meet the trend of larger-scale integration in the future. ”
"Duoai Yiying has planned and built the headquarters building, which is expected to be completed in May this year. We are also building a modern warehousing and logistics, back-office system and other integrated offices to improve the efficiency of the entire operation. Zheng Guangrui shared.
How fast and saving
"The ultimate goal of integration is to improve operational efficiency and economies of scale, and if it is not achieved, then this integration will not provide consumers with more choice and better service," Zheng said.
"If maternal and infant retail wants to truly develop, it cannot be separated from the essence of business - consumer-centric business behavior. ”
"Commercial retail has not changed fundamentally for thousands of years, and when consumers choose products or services, they can usually be summed up in four words: more, faster, better, and cheaper. ”
"Many" refers to the diversity of goods or services, and consumers have more choices;
"Fast" represents efficiency, whether it is service response speed or logistics distribution, it is necessary to quickly meet consumer needs;
"Good" is the guarantee of quality, and high-quality products or services can win the trust and loyalty of consumers;
"Save" refers not only to price savings, but also to saving consumers' time and energy.
"At present, for many mother and baby stores, it is difficult to do more, faster, better and cheaper. If you don't want to improve on these four words, most of them will be eliminated and integrated. ”
Zheng Guangrui said: "In many countries and regions, the maternal and child industry has been quite mature, profit margins have been solidified, and sales channels have also stabilized, mainly concentrated in supermarkets and pharmacies. ”
"In contrast, the opposite is true domestically, so consolidation is bound to be the trend. Through integration, the efficient allocation of industry resources can be realized, and more, faster, better and more economical. Zheng Guangrui said.
Finally, Zheng Guangrui said: "Brands and channels will eventually achieve deep integration, and this integration will promote a more detailed division of labor: the brand side focuses on product development, quality control and brand output, while the channel side is responsible for sales, consumer education, etc., so that all parties can focus on their core strengths and improve the overall operational efficiency and development quality of the industry." ”
The reporter believes that integration has become an established reality in the current maternal and infant industry, and we cannot escape or ignore this trend, and we must face up to and actively respond to this change, because any practice that is out of touch with the times may lose future development opportunities. However, we should not blindly "tend to the flames", but still combine our own actual conditions, tailor-made, and achieve steady and sustainable development.
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.