Text | Zhongtong Media Reporter Tangerine
Anyue County is located in Ziyang City, with a permanent population of 934,000 and about 1,000 new students in 2023. In recent years, the maternal and infant market is more serious, Ziyang City is a market that even the king of children can not do, but there is such a chain in the local area, in the case of the newborn year after year, but against the trend of expansion, this maternal and infant chain on the baby love.
In the 2024 China Children's Media Annual National Tour - In-depth Research of the Front Station of Dynamic Sales China, we got acquainted with Meng Baby Love, which has 10 directly operated stores and 30 franchised stores in the local area. And her founder is a post-95 generation, that is Lai Xuemei.
Entering the industry, chance is also inevitable
She started her business at the age of 18 and has been in the maternal and child industry for 11 years now. At first, he was a rehabilitation therapist, and later followed her husband to enter a diaper brand to open up the Sichuan and Chongqing market. "At that time, I was driven to the door of the store by my husband and asked me to ask for the store owner's phone independently." Lai Xuemei recalled.
"When you don't give it, are you shy?" The reporter then asked a question.
"I was young and didn't think much about it. But looking at the phone number that I didn't want to come out, my husband easily got it, and he was still a little unconvinced, and then he tried to prove himself. She replied.
Later, he opened a mother and baby store.
At that time, the brand manufacturer where she worked had a batch of diapers to deal with, and Lai Xuemei and her husband used only 8,000 yuan in their bodies to pick up a house with only a 3-month rental period to deal with diapers. As a result, diapers were sold out quickly, and the store began to open.
"Actually, the definition of us at that time was wholesale price." Lai Xuemei said.
Pushing products is the core competitiveness
This store is the 68th case of our preliminary research conducted by Zhongtong Media in order to sell in China for 24 years. In the impression of wholesale prices, cute baby love is growing step by step.
At present, milk powder accounts for more than 50%, mainly second- and third-tier brands. Lai Xuemei told reporters that the reason why she chose to be a second- and third-tier milk powder brand was because she didn't want to lose her core competitiveness.
For your own store, the most important thing is the ability of the clerk to push products.
"If I sell milk powder that is popular in the market, it will be easy. But people are inert, and with products that are easy to sell, they will naturally no longer gnaw on difficult bones. If you want to stabilize your ability to push products, you need to consider more second- and third-tier brands when choosing milk powder. ”
"The first-line brand is indeed very easy to sell, and buying the products that everyone needs, for a long time, will make the shopping guide have a kind of inertia, thus losing their ability to push products. Therefore, the second- and third-tier brands of milk powder are a real test of a shopping guide's ability to push products. Lai Xuemei said.
In the market to kill the disabled mother and child market, in addition to the ability to push products, what else has been done?
That is to join Tong Menghui. Lai Xuemei told reporters that at present, the alliance involves eight regions in southern Sichuan, including Ya'an, Chengdu, Leshan, Suining, and Yibin. The main product is Junlebao's Aoruijia, and the diapers are trendy elves.
At present, on the whole, the sales of cute baby love are on the rise.
Personal charm is also the secret of business success
In fact, Lai Xuemei's business has a lot to do with personal charm. She told reporters: "I am selling milk powder, this is my label." I will carry this label throughout my life. ”
"Actually, my customers are national. But I didn't do live broadcasts, and I didn't settle in any e-commerce platforms. The reason why I say this is because I love traveling, and the people I know during my travel will become my customers. ”
Lai Xuemei took out her mobile phone and showed the reporter the people she knew while enjoying the scenery of various places. For example, the kayaking coach, when she meets the other party, she will emphasize that she sells milk powder, and she can find herself if necessary. After getting along, they will buy from their own stores.
In fact, buying locally is the same as buying from Lai Xuemei, and the price difference is not big, why would you choose Lai Xuemei? When the reporter shuttled through Anyue with Lai Xuemei, he kept thinking about this question. Maybe this is the charm of her personality.
Lai Xuemei is not only selling milk powder, but also solving the concerns between employees. Whether it is the consumers encountered at work or the trivial things in life, I will always listen patiently and persuade at the same dinner table.
"The young lady who sells milk powder" is the first impression that Lai Xuemei is familiar to everyone. Because she is always energetic to face her customers. Today, she is more like a mature "adult", not only full of vitality, but also a warm-hearted "parent" while thinking about the market comprehensively, and solving problems for the clerks.
The reporter saw from her the tenacity and personality of the post-95 mother and baby, and the future is promising, which is the best interpretation of Lai Xuemei.
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.