In recent years, callers are still in the stage of rapid development. Why do you choose to be an offline mother and baby store (MBS)? Is there a bonus? Is the improvement of profit margin sustainable?

After 2008, mother and baby stores grew savagely, and their development logic is similar to cosmetics CS and pharmacies - not driven by the demand side, but more the result of upstream subsidies: after the melamine incident in 2008, the first-line market was dominated by foreign brands, while domestic brands moved to the low-line market and mainly invested in mother and baby stores. Moreover, mother and baby stores are also the key channels for children's clothing, supplementary food and nursing supplies. The brand pattern of these categories is also scattered, and the market space is concentrated in the low line.

Mother and baby stores still have advantages

Mother and baby stores have a natural barrier, which determines that this channel will not be impacted by e-commerce: the consumption cycle of mother and baby products is short, such as milk powder and baby supplementary food. Brands are highly dependent on channels that can "pull new", and only a few first-line foreign brands with high cost performance can realize transformation in e-commerce. However, most brands still rely on offline mother and baby stores to obtain new customers. Even big foreign brands are increasing investment in mother and baby stores. Therefore, the Ka channel is more impacted by e-commerce, and the profit margin of mother and baby stores will continue to improve in the next few years.

It is worth noting that not all mother and baby stores are expanding. In fact, mother and baby stores are in the throes of rapid reshuffle. Due to the low threshold and high profit of mother and baby stores, participants were mixed during the rapid development of the industry in the past. In 2018, there were 110000 mother and baby stores registered nationwide, many of which depended on small brands. Nowadays, a large number of small stores are gradually closed with the upstream clearance. Only mother and baby stores with their own characteristics and service community types can survive, and at the same time, the profit margin is improved.

demographic dividend 

From the birth data of recent years, the relative peak of fertility is in 2016 and 2017, with a birth population of about 17-18 million, but later it is basically only about 15 million, and there is only 14 million new-born population in 2019, which is the lowest year in the past 10 years. At this node, the demographic dividend born in 2016 and 2017 may have a small outbreak in the future.

List of mother and baby categories

In terms of sub categories, children's clothing and children's shoes were the largest in the category of mother and baby in 2019, accounting for nearly 40% of the sales; Followed by toys and educational products, with the fastest year-on-year growth rate of 38.1%; Although the year-on-year growth rate of children's shoes is lower, only 22.9%, it is also higher than those of diapers, sleeping home, baby travel and so on. Therefore, the overall performance of children's clothing and toys / educational categories is better, especially the growth rate of toys / educational categories has been relatively fast in recent years.

Children's wear market, fast fashion brands and sports brands are growing rapidly. According to the sales ranking, Balabala ranked first, with a growth rate of 19.6%. Although it is not as fast as some brands, its volume is the largest, so the growth rate is still very high.

Gap, a fast fashion brand, has performed poorly in the past two years, falling to No. 9, with a growth rate of 3.6%. During the epidemic, many stores were closed, and gap generally performed poorly.

Relatively new fast fashion brands, such as H & M, have been online for a short time and opened stores a little late, but they ranked 15th, and the growth rate is also the fastest in the field of children's clothing, up to 130%; Zara is also a fast fashion brand, with sales ranking fifth, with a growth rate of 56.7%.

Among domestic brands, in addition to balabalabala, Anta is also very worthy of attention. As a sports brand, it has ranked seventh, and the growth rate has also reached 38.2%. Compared with other domestic sports brands, it should take a step first. In addition, it is also quite good in other categories.

Market scale of maternal and infant industry

In 2019, the market scale of China's maternal and infant industry has reached 3495 billion yuan. With the rise of a new generation of young parents and the improvement of income level, their consumption willingness and consumption ability of mother and baby products will be greatly improved. The driving force of maternal and infant market growth has changed from population growth to consumption upgrading, with broad development prospects. It is expected that the market scale will exceed 4 trillion yuan in 2020.

Current market changes

Affected by the epidemic, the operation of offline mother and child stores was blocked, and mother and child enterprises accelerated their online layout and adopted online live broadcasting for brand marketing. Analysts believe that consumer information acquisition channels are fragmented and diversified, and the marketing mode of passive customer acquisition is difficult to resist fierce competition. The marketing mode of online live broadcasting is expected to be normalized.

In 2020, the competition of mother and baby stores will become more and more fierce. Now that the Internet, social networking and mobile communication are developing rapidly, what should mother and baby stores do to keep up with the pace of industry transformation and stand out from countless mother and baby store peers?

1、 Do a good job of service from the perspective of children

The mother and baby industry is a caring industry. Being good for children is the initial intention of the mother and baby industry. The most powerful weapon for the comprehensive competitiveness of mother and baby stores in the future is childlike innocence. Only by grasping the child's heart can we grasp the parents' wallet. Doing a good job of childlike innocence is an issue that store owners must consider.

2、 Make your own characteristic brand

Brand strength determines competitiveness. Whether it is a product brand or a brand of a physical store, we should choose after investigation. Maternal and infant products are related to health. The first thing to consider is the brand. Only by making its own special brand can it gain a foothold in the region.

3、 Choose a good product

As a terminal retailer, purchasing products is the most important, which is related to the survival of physical stores. Some store owners do not understand the mother and baby industry and have no experience in the mother and baby product portfolio. They purchase products according to their own preferences, or purchase products with high profits and give up products with low profits. They do not consider whether these products are needed by consumers and whether they can stimulate the sales of other products in the store. This kind of blind and unplanned product purchase and marketing can only make the stores worse and worse, and gradually be eliminated by peers. Therefore, how to find good products with product power and how to purchase and sell high-quality, cost-effective, brand growth and dynamic products have become the key to the survival of mother and baby stores.

4、 Do a good job in marketing and improve purchasing power

With good products, how to guide consumption is very important. For example, stores should have a perfect membership system, set brand discount days, have reasonable package matching, product layout methods and so on, so as to guide consumers' consumption. These are important ways to do a good job in mother and baby stores

(this article is integrated from the Internet, invaded and deleted)