The rhythm of the consumer market in the new consumption era began to change, maternal and infant goods have become the new upstart of the consumption track, according to the statistics of Ai Media Network, in 2020, China's maternal and infant market has exceeded 4 trillion yuan, affected by the 3-child policy, the market may increase to 7.5 trillion yuan in the future 2024, and with the continuous improvement of people's consumption level, the pricing of maternal and infant commodities is even far more than ordinary commodities.
On October 14, 2021, Child King Children's Products Co., Ltd. was officially listed on the Growth Enterprise Market of the Shenzhen Stock Exchange. The listed market value of Child King rose to more than 25 billion yuan, and as of 15:00 on October 29, the market value of Child King was 17.386 billion yuan.
The listing soared, and the child king seems to have really become the "king", but the slide after the surge is not a good signal for the market, after all, the mother and baby category, as a track in which the consumer market is extremely competitive, may be far more than the surface of such a calm.
<h1 class="pgc-h-arrow-right" data-track="4" > Wang Jianguo's business empire, and the child king is only one of them</h1>
The "king" of the child Wang is most appropriate to describe Wang Jianguo, which has a great relationship from his half-life business experience.
Wang Jianguo, who was influenced by relatives since childhood, planted the seeds of a business empire in his heart, his first venture was "five-star electrical appliances", ranking after The United States at that time, but also the third domestic electrical appliances, although Wang Jianguo modestly said that almost opening an electrical shopping mall in Nanjing at that time can make money, but being able to achieve the third position is enough to prove that his ability is outstanding.
Wang Jianguo, the second entrepreneur, set his sights on the mother and baby track, which is now the child king. Based on the huge domestic population base, the number of mothers and babies is not a minority, the commodities in the mother and baby industry are also easy to gain a foothold in the domestic market, coupled with Wang Jianguo's proficiency in commercial planning, he has opened the operation mode of "commodity + service + social", and in the process of continuous development, a mature maternal and infant ecological community has been built, so the child king has quickly gained a foothold in the mother and baby track, and even surpassed the peer competitors.
The rapid growth of the child king is manifested in two aspects, one is the expansion of the plate, and the other is precise positioning.
Plate expansion is almost a commercial company after the creation of the need to start to do things, and the expansion of the child king surpassed most of the peers at that time, a single store even reached 6,000 square meters, the subsequent expansion of single stores is mostly between 2000-6000 square meters, almost every store is a big store, but also better with the "goods + services + social" model into the store.
A big reason for the success of The Child King is to seize the interaction between mother and baby consumption, and the role of the Child King store is to build a deep connection between the ecology and consumers, so that consumers can trust or like the consumption scene of the child king, so that adults and children can enhance emotional exchanges in the process of store consumption, which is an indispensable part of the consumption scene of the mother and baby track.
The expansion of the plate also means that the share occupied by the child king in the mother and baby track is increasing or about to increase, which is the assessment choice of the child king whether the future market is worth betting on.
The second precise positioning means that the child king's "goods + services + social" model is perfectly combined with the expansion of the plate, so that consumers can experience a more comfortable consumption process. In the consumer environment, brands will always intentionally or unintentionally set some characteristics to attract consumers, and the characteristics of the child king is that the interaction in the consumption process is strengthened, and even because of the background of the big store, there can be more social + service space.
The purpose of accurate positioning is drainage + retention, the Internet era consumers experience the most is the enterprise drainage, diversion, exposure and retention of the behavior, so through the operation mode to accurately capture and attract consumers, is one of the reasons why the child King set the "goods + services + social" model.
Wang Jianguo's business territory is not limited to the two brands of five-star electrical appliances and child king, in addition, in Wang Jianguo's business map, investing in some valuable commercial companies is also his act of creating a business empire, and at this stage, the listing of child king is the first time that Wang Jianguo uses his own works to examine the commercial competition mode of the new class.
<h1 class="pgc-h-arrow-right" data-track="15" > the mother and baby track has not stopped fighting, and the service and social networking outside the commodity have become the mainstream</h1>
In business, competition from all walks of life is inevitable, and the mother and baby track belongs to the category of fast-selling products / hot products, the competition is extremely fierce, although the current child king is in the position of the industry leader, but the intensification of competition will not affect the industry position of the child king.
Before contact with an Alibaba agency operation company, the head of the operation group told the author that in the Alibaba commodity category, women's clothing is the most difficult to do the plate, because the women's clothing market in the e-commerce industry belongs to the largest consumer plate, which is incomparable to other plates, so the number of merchants who open stores, the competition is naturally large, and even if the background is to do ranking, drainage, distribution is difficult to let a store suddenly increase traffic and orders, the same reason, although the maternal and infant category is not as hot as women's clothing, but compared to other industries, Competition is still like fighting.
The operation supervisor believes that like some large brands have fixed consumer groups, even in the e-commerce platform can stabilize the position, but this situation can only be maintained on the e-commerce platform, the impact on offline stores is very limited. Compared with the fierce competition in the e-commerce region, the role of offline stores is greater, because the child king itself is not only a commodity, but also a service and social network.
The mother and baby track itself is a combination of multiple subdivisions, and to understand the mother and baby track, it is necessary to understand the composition of the term mother and baby. In the family, the mother and baby are the main body of different "forms", pregnancy preparation, preparation for delivery, infant birth period, toddler, language period, etc., as well as the play period between the ages of three and eight, corresponding to each stage of the family for the mother and baby situation is different, so the child king's service itself will be different, can be prepared for pregnancy, mothers who are preparing for childbirth to provide prenatal and postnatal work and rest, nursing and other teaching, can also provide experience help for postpartum children's toddlers, learning language, etc., these are factors that attract consumers.
Among them, social networking is easier to understand, such as play between children and children, communication between parents, emotional cultivation between parents and children, etc. are all social, and social is also the key to the retention of child king users, at the same time, for child king, providing such services and scenes is also an important support for its drainage, diversion and retention.
At this stage, many shopping malls will provide a playground for some school-age children to play, and some restaurants will place some blocks, puzzles, sand tables, etc. at the entrance to entertain the family with children, these fragmentary scenes are actually non-commercial competitors of the child king. In addition, Suning Tesco's red child position in the maternal and infant commodity market is also at the apex, and it is a strong competitor of the child king in the commodity sales track.
The child king itself model is more inclined to the "goods + services + social" model, but this model in the eyes of peer competitors is a low threshold competition, so although the child king relies on operation to occupy the opportunity, but not can fully occupy the market share, if the competitors are willing to operate in the same way, then soon the next "child king", so for the future, the listing is only a big step in the progress of the child king, want to maintain this leading position, do not maintain the status quo, you need to always conceive of a new business map.
<h1 class="pgc-h-arrow-right" data-track="23" > the future competition under calm, determines the next step of the child king</h1>
The market value decline after the listing is not a very good phenomenon, the child king has been listed for nearly two weeks, and the current market value is hovering below 20 billion yuan, and the secondary market may have a certain idea.
According to the financial report of the child King, the revenue from January to September 2021 was 6.3 billion yuan to 7 billion yuan, up 8.19% -20.21% from the same period last year, and the profit is expected to be between 220 million yuan and 270 million yuan, compared with last year's increase of -15.03% -4.28%, and its growth curve began to show slow growth or even decline.
The annual revenue exceeds 8 billion yuan, and the profit even exceeds 300 million yuan, and the child king is unstoppable after the listing?
The brand side of the child king is still strengthening the construction of marketing channels through "scientific and technological power + humanized service", which is mainly reflected in the membership system of the child king. According to public information, at present, The Child King has 48 million members, and with the support of a huge user group, the listed stock price of the Child King has risen by more than 300%, creating a good story for the Child King.
Child King listing, can also see its future development boundaries.
Membership system has certain requirements for consumption level, in the eyes of consumers, members themselves represent a certain level of consumption, so generally see the membership system of the store, curiosity is inevitable, but want to enter the consumption as a member, but also consider their own comprehensive consumption level. In precise positioning, the membership system can screen out a large number of consumers with low consumption demand, and the membership system also weakens the commonality with the sinking market.
In Wang Jianguo's business map, perhaps the future driving route has been designed, although the store is difficult to sink, but you can still rely on the e-commerce plate to absorb the nutrients of the sinking market, but the sinking market is mixed, all kinds of large and small brands alternate on the market's big network, leaving consumers with too much room to choose, which also intensifies the competition between the child king and his peers.
In addition, the financial report shows that half of the revenue of the child king comes from the milk powder sector, for the current stage of the maternal and infant market, the family's choice of milk powder is mostly divided into free screening, relatives and friends introduction, big brands, etc. Feihe, Yili... Coupled with many foreign milk powder brands, the milk powder market competition is extremely fierce, and Feihe has increased its marketing margin again in recent years, and it is determined to compete in the milk powder track, and how the child king wants to maintain or even grow in the face of surging competition is indeed a test.
In general, the listing of the child king is a long-term business war of the enterprise, but also the business king Wang Jianguo debuted on the listing stage, with the legendary experience of five-star electrical appliances, and many investment and financing experience of Wang Jianguo, how long can lead the listed child king to be called "king", probably what peer competitors and secondary markets want to see.
![Mistakenly hit and bumped into CCTV, did half a lifetime of "child king", 64-year-old Dong Hao went after retirement[fig]](data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACwAAAAAAQABAAACAkQBADs=)