Text丨 Zhongtong Media Reporter Pillow Lane
"The maternal and child industry will always be there, but you and I may not always be there. ”
In April 2016, at the 10th anniversary special session of the China Entrepreneur Club at the annual meeting of China Green Company, Ma Yun argued with Yu Minhong, the founder of New Oriental Education Group, that in the next 100 years, education will be there, but New Oriental may not be there.
In the 2024 China Children's Media Annual National Tour - the in-depth research trip of the front station of Dongmai China, Wu Hai, the owner of Zhongyi Pregnancy and Baby Store in Wengong Town, Renshou County, Meishan, quoted Ma Yun's words to describe his views on the future of the maternal and infant industry.
"Wengong currently has 7 mother and baby stores, and at its peak there were 13. ”
Wu Hai's description of the situation is not unique, in the context of the overall shrinking market and increasing economic pressure, many places have ushered in a wave of store closures, and how to survive has become an unavoidable theme.
Stick to retail
"I still don't want to transform at the moment. ”
Wengong Town Zhongyi Pregnant Baby is the 63rd case of our Zhongtong Media in order to sell in China for 24 years, but Wu Hai does not plan to do so at the moment when the store transformation and health conditioning are in full swing.
"It's tiring to do conditioning every day, and there's no point. What adults and children are doing conditioning, in fact, the way has gone astray. ”
"You are a maternal and infant retail store, and doing conditioning is equivalent to a complete transformation, and you are completely out of the maternal and infant retail sector. ”
Wu Hai believes that the mother and baby store still has to return to the product.
"The most focused on the mother and baby store is the milk powder, the milk powder is selected, the product is selected, this is the first, and then your store sign, store name, this should be ranked second. ”
"What we sell in our stores now, you have, others will basically have. So a new product is coming, and we want to be the first to eat crabs. ”
The pursuit of differentiation is a key point in the development of stores, and another reason why Wuhai continues to pursue new products is that the price of new products can be controlled.
"You get a profitable formula once in a while, and it doesn't last long, unless the customer doesn't go out and get out there. ”
"Then the market is slowly messing up, and I have to change new products, so I have to constantly change new products and categories, because being a brand is not good. ”
"It is also possible to return to the supermarket model, graft some small commodities, like many of our friends now have started to sell drinks.
Wu Hai suggested that snacks could become an important profit point.
"For example, like that little yogurt, small drink, little hawthorn roll, the profit is terrible. ”
"You can earn a dollar at the cost of one dollar! As for milk powder, you may only have a profit of 20 yuan at the cost of 200 yuan, and sometimes you don't dare to calculate it carefully!"
Don't "harass" customers
"The township is that you pass on me, I pass on you, you just need to do a circle of business, and the mothers in this circle basically trust you. ”
"You don't have to maintain it, she will come naturally if she believes in you. ”
"Just like you, I call you every day, ask you to take out a loan every day, tell you about credit card installments every day, do you want to hear it? ”
"I'll do the opposite, we won't harass any of our clients unless they come to us. ”
Wu Hai said that today's young mothers don't like you to harass her, although there will be some customers who are embarrassed to refuse when facing the contact of the store, and the store's cheekiness will also have some effect, but most young parents are very disgusted with this sales model.
"No matter how much we say, it's useless, and the people in their circle can say more than we can say ten words. ”
As for how to build trust with Mabao, Wu Hai believes that it is still necessary to return to the product.
"First of all, you have to build trust with a product, and that's the most important thing. ”
"For example, the milk powder she eats in your store, she thinks the doll eats very well, and she will basically buy other things from you. ”
As Wu Hai said, the maternal and infant industry will always be there, no matter what happens in the future, there will always be people who want to have children, and there will always be people who need maternal and infant products and services. However, the impact of changes in the general environment on every operator is real, and in the maternal and infant industry has entered a new stage, it is more necessary for operators to clarify the characteristics of themselves and consumers, so as to make themselves "always there".
At the 2024 Sichuan-Chongqing Summit of China Dynamic Marketing held by Zhongtong Media on May 15, we will focus on the theme of "Breaking the Boundary and Integrating to Sell 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.