The period from 2020 to 2021 should be a growth year for the maternal and infant industry. The impact of the epidemic abroad has had a great impact on cross-border e-commerce and purchasing agents; Also because of the frequent detection of viruses in imported food, parents have turned their attention to the domestic market. But for traditional mother and baby stores, the fact is just the opposite. In the whole year of 2021, more than 70% of the offline mother and baby stores' revenue of infant milk powder and diapers declined, and the revenue of the two core products was no longer brilliant.

Extend the sales lifeline of milk powder and diapers and continue their professional development

Recently, I visited a number of offline mother and child stores, which are mostly empty. In recent years, with the continuous decline of the newborn population, the continuous impact of the e-commerce industry, the continuous fleeing of goods and disorderly prices in the industry, the market environment and the continuous impact of the epidemic, it is more and more difficult to crack down on offline mother and child stores. Many stores have transformed and started & ldquo; Human nature & rdquo; And & ldquo; Convenience & rdquo; Business.

“ Now the business is becoming more and more difficult. The prices are transparent. When people search the Internet and find that your price is expensive, they turn around and leave. This is the reality. Now basically, there are many acquaintances and surrounding customers. We can deliver goods to the door if we buy more& rdquo; Ms. Zhang, who has eight years of experience in shopping guide, said.

“ The era of high gross profit of infant milk powder has passed. Now there are so many consumption channels, brands are closer and closer to consumers, prices are more and more transparent, and the profit space of channels is constantly compressed. In addition, the continuous internal volume among peers forces some stores to give up high profit and adopt the strategy of small profit and quick turnover& rdquo; Introduced by Ms. Mao, the store operator, & ldquo; When rigid needs such as infant milk powder and diapers no longer become the profit point of traditional mother and baby stores, a large number of stores will inevitably fall down. Now we can only do & lsquo; Acquaintances & rsquo; Business, barely maintain the normal operation of the store& rdquo;

“ Nowadays, we seldom go out to buy daily necessities. Most of the time, we store them online. One reason is that it is inconvenient to take care of children. The other reason is that the online price is transparent and the quality is guaranteed when we buy them in official stores& rdquo; 1-year-old Baoma Tan said: & ldquo; Usually going to the mother and baby store is an emergency. In addition, the store does have discounted goods, which can be used by itself. I mainly don't like the feeling that the shopping guide in the mother and baby store is chasing you for promotion. It's very uncomfortable. In addition, with the current epidemic, it's better not to go out if you can squat at home for the sake of children& rdquo;

It can also be seen from the above interview that such problems are determined by many reasons, but no matter what the specific reasons are, it is certain that our traditional mother and baby industry is facing great challenges, and it is becoming more and more difficult to make money in the mother and baby retail industry. As an operator, how to change their strategy and thinking?

Absorb the advantages of online e-commerce and give full play to the advantages of diaper mother and baby stores

Milk powder is the most specialized in the maternal and infant retail industry. With the increasingly popular fine feeding, children's milk powder has also been developed. According to the survey, in 2021, children's milk powder online showed explosive growth, with an increase of more than 1000%, and baby snacks and supplementary foods also exceeded 90%. In the traditional mother and child retail channels, children's milk powder has also made good achievements. In 2021, beinmei yizhigao children's nutritional formula was put on the shelves in more than 300 stores in Huaihua, Hunan, and the sales exceeded 7000 cans in just 18 days. It is reported that it has signed a strategic cooperation with beinmei yizhigao with an annual sales of 100000 cans, which is enough to see the market prospect of children's milk powder.

It is reasonable to say that the shopping guides of mother and baby stores rely on the knowledge of infant milk powder, and there are many 0-3-year-old infant customer groups, which can be said to occupy the best time, place and people, but the sales of children's milk powder in most mother and baby stores are not satisfactory& ldquo; There are markets, customers and services. Why can't they be sold& rdquo; ① Failed to fully tap the characteristics of brand consumption. Most parents tend to choose the same brand of milk powder for children aged 0-3, so we should respect the habitual consumption behavior of consumers when choosing brands. ② The pursuit of a complete range of categories is not to accept all according to the order. As far as the current children's milk powder market is concerned, it is a common problem that the brand difference is not obvious, the selling points are the same, and the characteristics are not distinct. When selecting a brand, operators need to pay more attention to the value of the brand itself, which can also leave & ldquo; Not selling miscellaneous brands & rdquo; Good impression. ③  Change consumer awareness and habits, and change their sales awareness. Children's milk powder is not a necessity and needs to be sold for a longer period of time, which requires our salespeople to have a rich reserve of parenting knowledge and product knowledge to deal with the problems of consumers. Operators should change their business ideas and have new publicity means in the face of new consumer groups.

With the development of traditional stores, it is better to retain mothers and babies than to retain mothers and babies through the development of traditional stores. Here is just an example. There are still many details for operators to consider in order to run a good mother and baby store. The only thing we can be sure of is that the mother and baby industry is no longer the place where anyone can take a share.