The China · Anhui Station held by Zhongtong Media came to a successful conclusion on July 17th in Hefei, Anhui Province!
Co-sponsored by: Hefei Luye, Sukang International, Yibao Kang, Liujin Time, Youcao Trading, Libai Trading, Besten, Hefei Boluo
Strategic cooperation: Jiabaite, Ambel, Regen
Supported by: Fonterra Amon
The name of the dinner: Regen
"Change starts with perception." A friend from Anhui maternal and Child Channel expressed such feelings in the moments after participating in the Motor Marketing Anhui. Another channel friend said during a break, "This is the first time to come out this year. The opening segment was very touching. I also gained a lot of dry goods in a day, which is a long lost sense of learning fulfillment." What he means by "moving" is the "recitation" of the opening segment: light in the eyes, dream in the heart, not afraid to move forward.
Liu Lin, general manager of Zhongtong Media, said in her opening speech that 2020 is different and the hearts of every Chinese are together. We all say that China is now the safest country. This kind of safety not only comes from the body, but also from business, work and other environment. Today is the first gathering of the whole maternal and child industry, so the significance is particularly different.
What's more meaningful is that this is an all-round 3D presentation of the moving-pin Anhui. The organizing committee of Dot-Com went deep into each brand for interaction and communication, and introduced the highlights and advantages of the products through the whole network live broadcast on platforms such as Douyin and Kuaishou. Online community also has real-time synchronous graphic live broadcast, set off a lot of attention and discussion, even in Guangdong Shanwei channel friends wechat online inquiries and requests to share dry goods.
And most importantly, the home forum guests shared a lot of dry goods, so that the guests are not worth the trip.
Zhongtong media founder and chief planner Luo Wenzhu shared the mother and child industry restart ideas and play method, put forward the future industry development is store experience, cloud store heavy transaction, community heavy viscosity.
Zhou Yang, deputy general manager of the company, said, "In the post-epidemic era, the health awareness of the whole people has been further awakened, and the comprehensive population coverage from baby to mother to home is provided. The company takes family health as a breakthrough to expand consumer groups and provide brand new solutions for the healthy life of family members."
Liu Yufei, founder of Ambel brand, believes, "Stores are still the biggest traffic entry, e-commerce traffic is becoming more expensive, and private traffic is more valuable. Mother and baby stores should change from managing members to managing members and from thinking about goods to thinking about users."
Pu Hailong, general manager of China Brand Milk Powder Division of Yashili Group, pointed out that "the important measures to break through the channel are to optimize the product structure, distribute differentiation, subdivide categories, create private brands with brand power, rationalize the proportion of channel brands, maintain operation through reasonable profits, improve the store's own recognition, and attract customers."
Yu Changqing, general manager of Luye Trade, shared the first talk show in the industry to redefine the niche of agents, "What I want to do is to choose good upstream partners and a part of customers who trust each other in this ecological chain, so that we can minimize the game together, build a chain of mutual trust together, hand in hand through the short decline period, and live longer together."
Sukang International Trade chairman Zhou Ling said, "the strength of the market is to keep the stock, to meet the needs of old members, good service of old members, so that old members do not lose, whether it is a few line brand or, after a period of time in the store precipitation, there will be a certain member base."
Chen Xiaohong, general manager of Ebao Kang, said, "The child fan base is very large. Baby fans are 0-3 years old, children can be sold to 3-15 years old, even 18 years old, and there is a huge growth room for adult and elderly fans, but we haven't tapped this demand enough."
Wang Zhonggui, general manager of Liujin Years, said, "We hope that in the second half of the year, we will work with our partners to increase the proportion of non-complementary foods in our stores, shorten the difference between them and the head, and bring more customer flow to our stores."
Chen Dalin, general manager of Youcao Trading, believes that "the infant market in the early stage is supported by the brand, and the following development is not necessarily supported by the brand. We can adjust our thinking to the flow and members, enhance the value of members through the development of multiple categories, and deeply explore the value points such as extending the age of members."
On the scene, Gao Dongmei, president of Zhongtong Research Institute, shared the investigation report of Anhui maternal and child channels after the epidemic, showing that Anhui maternal and child market will be continuously divided and integrated in the next few years in the "three wars", namely: the battle between e-commerce wholesale and traditional agency channels, the battle between large stores and traditional street stores for customer sources, and the price war between maternal and child stores before and after the epidemic.
Xuancheng acridine general manager Guo Peibin believes, "2020 is the watershed of the maternal and child industry, the epidemic accelerated the process of industry integration and change, because the whole consumption scene, consumer subject, consumption form has changed, live, community in the offline maternal and child stores may not be able to account for the mainstream, but they must be the future consumption form of extension and expansion."
Wang Fakai, general manager of Parent-Child Town, shared, "In order to increase passenger flow, we need to fundamentally solve the problem. First, to provide the goods that consumers need; Second, to meet the needs of consumers in all aspects. At the same time, we need to use new tools to realize the transaction process, not only to realize the physical store transaction, but also to focus on online communities, small programs and other transactions."
Tang Jie, general manager of parent-Child Jiajia, shared the "price strategy" -- fee system membership. At present, the store can continue to add fee members, and the cost problem can be solved through the benefit of the fee members to consumers. The membership upgrade will be carried out next month.
Chen Huaping, founder and general manager of Boluo Consulting, shared, "In the first half of this year, a cooperative customer increased by 26%, but the data found that in-store transactions only accounted for 30% to 40%, and the remaining 60% to 70% of transactions were done on mobile phones. Therefore, the use of new technologies and the training of shop assistants in transaction scenarios must be done in maternal and infant stores. Especially for those shop assistants who are older and not good at playing moments and Douyin, special improvements should be made."
Wang Jun, founder of Jindou Live, shared the winning way for brick-and-mortar stores of mothers and babies to counter e-commerce. Wang Jun said that live broadcast is an efficient tool to serve users, increase sales for stores, and promote brand marketing efficiently. Live broadcast is "a drama", which takes three minutes on stage and three years of success off stage.
Community marketing expert Liang Wenbin summed up the community private domain traffic for live enabling formula, preheating to prepare for sales, adding fuel to the fire in sales, residual temperature does not scatter sales back, one to one private letter to catch up.
Zhao Weilin, COO of United Tong, shared that the transformation is the first project. "I also meet a lot of clients who are so used to being the boss that they think they can give it to their manager. The real enterprise upgrade and reform must be the top project, not only to choose, but also to organize your organizational capacity around the chosen change, to establish a good operating mechanism of new retail reform and omni-channel operation, and to do a good job of the corresponding resource allocation."
China children media editor Wang Chen shared the store selection is the restart of the basis point. "The current store rate to recover to 50%, the higher the more difficult, the competition for new customers is extremely fierce, a section of white to expand, three sections of reduction, non-rigid need to shrink, downgrade, children's wear is the worst disaster area large single sharp drop, price war from this, water and gross profit double drop."
"But this is temporary. It is caused by the sudden contraction of demand and stampede of shipments. This vicious competition is not sustainable, especially in the price war to maintain their own profit at the expense of quality. Because the general direction of maternal and infant consumption upgrading has not changed, customers' pursuit of cost performance is still based on quality, which is the low price and parity of good quality. If you give up quality, you will earn money in the short term, but you will lose money in the medium term. Finally, I would like to express my special thanks to the great support of the title brand of the dinner, Regen, and its strategic partner, Fonterra Amon.
As the first station in China in 2020, the successful conclusion of Anhui station is of pioneering significance. In the next 3 months, we will also start 7 regional moving pins, which are 7.21 Henan Station, 7.24 Shandong Station, 8.24 Jiangsu Station, 8.26 Hunan Station, 9.10 Sichuan-Chongqing station, 9.15 Guangxi Station and 10.27 Guangdong Station.
In addition, when Zhongtong first proposed segmentation, there were not only regional segmentation, but also industry segmentation. From August 13 to 16, we will hold three forums of segmentation industry in Guiyang, Guizhou, namely the Third China Sheep Milk Powder Development Forum, the third China Nutrition Development Forum, and the third China Baby and Children Food (non-complementary food) Development Forum.
