Development Stage And Management Strategy Of Infant Stores

In recent years, the domestic baby industry has made rapid progress, and the baby channel is also developing rapidly. Many industry people say that the development of baby industry is still very large.

With the continuous development of the domestic baby and baby industry, competition in the industry is becoming more and more intense.

Whether we can find the law and pulse of market development, and grasp the core development characteristics of different development periods of stores, is the key to promote the rapid development and expansion of infant stores.

Many people in the industry have divided the development of infant stores into three stages: early, intermediate and advanced, or simply use single stores, regional chains or national chains to divide them.

Others use Internet terms such as "traffic dividends, value dividends, service dividends, fans bonus" to describe the development stages of infant stores.

At the same time, it is found that these terms can more accurately describe the development stages of children's stores in different periods, and enable operators to accurately grasp the business strategies that should be adopted by children's stores in different periods.

In e-commerce, there is a term "traffic bonus", that is, "sales dividends generated by the increasing number of new customers in the traffic flow and the increasing average sales volume of users".

In the initial stage of operation, the competition is not fierce yet. There is such a stage, that is, as long as the stores are well chosen, the traffic volume is large, the entry rate of consumers is high, the turnover of stores is high, the turnover is high, and the gross profit is high.

A major feature of the "traffic bonus" stage is that the entry rate determines the competitiveness and turnover determines the profit.

Based on this characteristic, the location of children's stores is very critical in the traffic bonus stage, and the "store location" has become the core strategy of this competition.

Therefore, we will find that during this period, children's stores are mostly opened near hospitals and maternal and child health centers or the core business circle with relatively large volume of traffic.

With the maturity of the development of the industry, infant stores have sprung up like mushrooms. There are too many pregnant and infant shops. In order to ensure a reasonable profit and development needs, stores began to focus on product management and category management, and began to benefit from meticulous management.

Stores are beginning to really pay attention to those customers and products that can bring value to their business. This stage can be defined as the "value bonus" stage, that is, you can catch a customer who has a strong purchasing power, which is much better than that of maintaining the "off season" customers who have little purchasing power.

The characteristics of store value bonus stage are: stores begin to benefit from meticulous management and item management. The number of value customers and sales of high margin products determine the profitability of stores.

Based on this feature, in the value bonus stage, stores began to pay attention to membership management and member development, and began to establish their own membership system. Meanwhile, stores began to pay attention to the sales of high margin products, and began to search for and own some private brands (i.e. direct brand, direct cooperation with manufacturers, exclusive regional distribution) products.

The competition impact on infant stores not only comes from the competition among peers, but also includes the competition of e-commerce. With the rapid development of mobile Internet, the age of information asymmetry between stores and consumers is gone forever. Before consumers get used to shopping, they learn about product information through mobile phones, compare product quotes on the line, and stores have entered the era of homogenization competition.

In the era of homogenization competition, the unit price of customers decides the turnover, and the turnover determines the profit. Whether customers enter the store can let customers produce joint sales directly determines the competitiveness of the stores.

The core of joint selling is the professional promotion ability of shop assistants, and stores must win more customers by providing more consultative services to customers, which is the operating characteristics of the "service bonus" stage.

When entering the service bonus stage, stores must focus on team building, because providing customers with professional services and building professional teams is the key. The team is more professional and the team will win the competition.

At present, many enterprises and stores have begun to pay attention to this aspect. For example, San Yuan has promoted the service ability of the national nutrition Commissioner through "Mulan decision". More chain stores in China have begun to ask the shop assistants to apply for "nutritionists" to serve consumers better. Dr. Yu is a joint expert of many industry experts who set up a "business school" to serve the pformation of the majority of children's stores to the "service dividend" stage.

Store

It is being refined, but if you think that just improving the service quality of the store can make your shop stand at the forefront of the competition of the baby store once and for all, you are totally mistaken.

In the process of pforming from "flow bonus" and "value dividend" to "service bonus" stage, the children's stores are also pforming to the "fans bonus" stage.

In the mobile Internet era, the word "fans economy" is sweeping the whole country.

Business income generating behavior on the relationship between fans and those who are concerned.

Initially it was mostly based on celebrities and celebrities, but now it has changed completely. A WeChat account with logical thinking has been opened for one year, and millions of members have been raised at one time. The receipts of the camp receipts have reached 8 million; a lobster shop (the charming crayfish) and a shop selling fried cakes (Huang Taiji pancake) can be made into a big Mac business; the society has entered the era of fans bonus.

The next change in baby channel is not the scale of the chain, nor the electricity supplier, but the business dividends brought by fans and fans.

When it comes to fans' economy and fans' bonus, many people think that only Internet companies can do it. Only celebrities can have fans effect.

The biggest feature of the store's "fans bonus" stage is: to benefit from repeat customers, to introduce increments, word-of-mouth and customer loyalty determine the competitiveness of stores.

At this stage,

We must pay attention to the interaction and feedback of consumers. During the stage of fans' bonus, consumers need participation, sense of presence and respect. They need a fixed topic or activity as a carrier.

Apple and Xiaomi mobile phones are the originator of the fans economy. They form a large number of fans and loyal consumer groups through interaction and participation with consumers.

In the baby industry for a longer time, there will be many small stores and chain stores that have the potential to develop fans' economy.

For example, a small baby chain in Guangxi always buys a big cake outside the store when it celebrates stores, invites members to take photos and share with customers who come to the store that day, and always attracts lots of new customers to become members.

Other children's chain stores often attach importance to interaction with the community. They regularly carry out activities such as infant disease prevention salon and crawling competitions regularly with mothers and expectant mothers and infants in the community.

When we integrate some activities that have been done or ready to do, have already done or can do to enable consumers to participate in, enhance consumer loyalty, and promote the spread of word of mouth in the community, the stores will gradually have the capital and qualification to enter the "fans bonus" stage.

In the future, the development of infant stores in China will depend on the influence of stores in the community, and the interaction between consumers and consumers in the community. That is the so-called word of mouth publicity. This is a new trend for every baby industry to attach importance to.