Jingdong Supermarket and Beiquan will open 5,000 Jingdong Maternal and Child Experience Stores in the country, Suning launches Red Kids Second Generation Store and plan to open more than 2,000 stores by 2020, and the Swedish high-end maternal and child chain brand bebele shells enter China... Maternal and child The supply store has become the influx of capital, and the competition in the maternal and child products market has been burned from the line to the offline.
Jingdong Maternal and Child Experience Store
The maternal and child products market is over one trillion yuan
The increase in newborns will inevitably lead to the prosperity of the entire maternal and child supply market. According to Roland Berger Management Consulting, due to the growth of birth population and the upgrading of consumption power, the demand for maternal and child products in China will continue to rise in the next five years. The overall market size in 2020 is close to 3.6 trillion yuan.
With the overall improvement of China's new family life and consumption quality, offline consumption channels have regained vitality, and the experience-based maternal and child consumption format is more favored by parents and children. According to public data, the representative of the maternal and child products store - Kid King Children's Products Co., Ltd. achieved overall profit in 2017, and earned a net profit of 60 million yuan in the first half of the year.
Three main business models
According to UBM survey data, many toy brands regard maternal and child products stores and maternal and child department stores as the main sales channels for future expansion. So, what is the current situation of domestic maternal and child supply stores? The reporter interviewed some mother-infant channel toy dealers in Shandong, Shanxi, Henan, Urumqi, and Guangdong, and learned that the current domestic maternal and child supply stores are mainly distributed in crowded areas such as communities, commercial streets, hospitals, shopping malls, etc. The main forms include small Husband and wife shop, franchise chain stores, direct chain stores.
Husband and wife shop: This type of shop is usually located around the community, small but flexible, and the management is completely independent. And because it is located around the community, it is easy to form a fixed customer base. The disadvantage is that the store area is small, the product category is not rich enough and the update is not timely enough. Under the impact of the continuous development of the maternal and child brand chain stores and the impact of e-commerce, such stores are the most vulnerable.
Franchise chain stores: maternal and child franchise chain stores are currently the most common maternal and child products store model in China, such as music friends, love pro, love front, cute and so on. However, due to the lack of strict unified management, many stores are just the same as the name of the facade, but there are great differences in management, goods and business models. Most operators pay for the initial fee, they can open a store in the local area, and relying on the headquarters brand resources, goods resources, the initial business will not be too bad. However, due to the low threshold and lack of follow-up support, once the operators are not well managed, they are most likely to close down.
Direct chain stores: At present, the most well-known mother-and-baby direct chain stores in China are non-children. Compared with the franchise chain stores, the direct chain stores have a stable development due to the unified management and unified management, and the headquarters to provide backup support for the stores.
Introducing toys to achieve a win-win situation
In recent years, the penetration of toys in maternal and child supply stores has increased, and it has become an important means for many stores to attract customers. In fact, the entry of toys into maternity stores can expand product sales channels and increase sales, which in turn will help maternal and child stores attract more customers. The combination of the two will lead to a win-win situation.
Toys into maternity products must-have products
An important channel for toy sales
“By analyzing the sales of our customers, the sales of small and small toy stores, department stores and supermarkets in the past have been declining year by year, and it is even difficult to continue to operate. This part of the sales has been transferred to online and baby physical channels.†Taiyuan Youhe Trading Co., Ltd. The general manager of the company, Qi Binbin, said this when analyzing the current proportion of toy sales in various channels.
According to the survey data released by the Hong Kong Trade Development Council on the demand characteristics of the Chinese baby toy market, maternal and child products stores have become the third largest choice for domestic consumers to purchase baby toys, second only to department stores and large supermarkets. Cheng Fenghua, general manager of Jinan Nahu Children's Products Co., Ltd. said that maternal and child products stores have a great effect on the sales and brand promotion of toys.
During the Spring Festival, when the reporter visited the market, he found that there were many maternity and baby goods stores in the county and rural areas, and most of them were newly opened in the past two years. The commonality of these stores is that the area is larger and the product range is more complete. In addition to the essentials of infants and young children such as milk powder, diapers and milk bottles, the toy area is basically opened. In fact, the sinking of maternal and child supply store channels has become a trend. For example, Jingdong Maternal and Child Experience Store will focus on third- and fourth-tier cities; Suning Red Kids will infiltrate maternal and child products into three to six through Suning Tesco The consumer market is strong in the rural maternal and child products market.
The further expansion of maternal and child supply store coverage will bring toys to a wider market.
Leverage toys to achieve differentiated competition
Toys were not initially valued by merchants, and even some maternity stores did not have toys at all. Cheng Fenghua said that in the past, many maternal and child products stores did not pay attention to toys, mainly because the business was not bad. However, after the e-commerce giant hair line under the mother-infant channel, the maternal and child supply store must further tap the potential to survive.
How to tap the potential? Toys are a choice. With the introduction of the new retail concept, maternal and child products stores need to strengthen the experience to achieve breakthrough, and toys as a maternal and child supplies store, the most suitable carrier of interactive experience, will have the opportunity to become a weapon to achieve differentiated competition.
According to Qi Binbin, with the development and improvement of the maternal and child products market and the changes in consumers' purchasing channels, more store operators have switched from traditional single products (milk powder) to compound operations. In terms of toy selection, some third- and fourth-tier prefecture-level regional maternal and child products stores only operate large-brand toys from the beginning (as long as there are toys in the store, do not ask for sales), and change to increase the number of toys (reduced profits) Low and slow-moving toy categories), increasing domestic second- and third-line brands with high profits and fast sales.
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