Great business opportunities in the mother and infant market, how to play 02O retail is the door technology live

New Express reporter Pang

Intern Feng/Wen Congratulations/photo

Want your baby to eat milk powder are imported? Do you want your baby's clothes to be affordable and good-looking? Think children's toys are fun and safe? For the baby's health, mothers are always generous in opening their wallets, which also makes the mother and child market become a merchant's gold. And with the rapid development of electric business, maternal and infant electricity Market 2015 scale of 100 billion yuan to 200 billion yuan in the forecast also makes the mother and child merchants have to transform, linkage line under. But in the capital together behind, there have been rumors recently, has been a number of industry bosses 200 million yuan investment of the only excellent products announced failure, but also caused the industry vibration. In front of the huge business opportunities in the mother and infant market, how to play 02O retail is a technical job.

A

Child prospects + rich margin for business

All said that mother's money is good, it is based on the mother and child market huge demand and huge gross margin. According to the latest national census statistics, China's existing population of more than 70 million-3-year-old infants and children, accounting for 1/5 of the total population, infant and young population accounted for relatively large. With the birth of a new generation of parents is coming, the national "separate child" policy gradually open, is expected by 2020, China's mother and child consumption market will be more than 2 trillion yuan, become the world's largest maternal and child consumption market. At the same time, rigid consumer demand is still maintaining rapid growth, the parents ' consumption concept ahead, pay more attention to childcare and health, become the mother and child market consumption main.

And, in general, the mother and child supplies shop's profit is so determined-because the mother and child supplies market demand, each child basically has 3~4 bit have the economic ability to buy baby products, so, although the brand different gross margin is also different, but generally, milk powder profit of 5%-15%, baby supplies profit 35%-45 %, diaper profit 5%-10%, children's wear children's shoes profit 50%-70%, toy profit 50%-80%, child bed, baby stroller Profit 35%-50%, maternity apparel profit 50%-80%.

These attractive data, let the current E Love Baby Network Technology Co., Ltd. General manager Wangxia saw business opportunities. Wangxia has worked as a retail store in Carrefour, with over 15 years of experience in retailing, and has more than 20 years of experience in retail business. "After I gave birth to my daughter, I wanted a place where I could buy everything and offer one-stop service," he said. "So she turned to the mother and child industry, and then the offline mother and child retail business development is climax, but soon the wave of E-commerce swept." Wangxia felt the east wind had reached, last year, its establishment of Guangdong Foshan City, the South China Sea e-Love Baby Network Technology Co., Ltd., in October, received a large investment in Hing Mei Group, and with China Resources Bank to reach a strategic partnership, and the key to attract investors is its "internet-based new concept O2O stereo retail model."

Management Team + Direct channel decision Advantage

In fact, since 2004, the mother and infant electrical business has undergone a 10-year change. While online marketing has shifted some of the physical store's consumer groups, lead to the decline of its sales performance, but related to maternal and infant products, development for many years of comprehensive electrical business such as Taobao, Jingdong, and now the distribution of maternal and infant electric companies such as Beibei nets, honey Bud baby's profit space is not larger than the entity retail enterprises. In addition, no network, no system, no quality control of the retail store also mastered 96% of the market share.

"Mother and infant this industry is still in the initial stage, a single only sell milk powder, diaper electric dealers also cannot be called Mother and infant electricity quotient." "In Wangxia's view, because the main consumer groups are infants, maternal, commodity quality is sensitive, not professional, do not touch the goods, do not fall, the category is not homogeneous electric dealer, ignoring the safety of goods, quality, cost-effective and customer consumption experience, coupled with the online return of the program complex difficult to get the support of the mother consumer groups.

So, E love baby in the management team, category management and retail system all for the mother and infant group characteristics to set: Based on O2O, the company online set up an official website, released the app, under the line in South China opened 4 direct experience shop and the country's first professional mother and child bonded shop, to achieve the real line up and down the fusion. From the data disclosed, the company currently operates a commodity SKU (inventory) of nearly 30,000, each category of each series are corresponding to different manufacturers, each manufacturer is responsible for their own products, and the company regularly carry out quality inspection.

In addition, the world's major brand manufacturers and large chains are direct relationship, not only to bypass all intermediate links to reduce costs, but more importantly, the product quality can be traced back to the source. Take powdered milk For example, E love baby in Australia registered subsidiary, directly to the ex-factory price will be ameek Australia-the Australian free Zone brand original milk powder into the country, deduction of freight, postal tax, tariffs and other costs that can be independent of the free brand sales, eliminating the intermediate spreads, effectively ensure the supply of stability, quality and sales margin.

C

Play O2O effect, let mother consume and sell

In the field of maternal and infant electrical business, cross-border electricity dealers in recent years, the rapid development, and e-Love is one of the baby. But Wangxia not only exert the expansion of overseas channels, but also attach importance to the terminal market with Cross-border electric dealers--Strengthen the mobile end layout, seize the time of the young parents ' fragmentation. According to the large childcare website Community Baby Tree published in 2014 China's maternal and child population consumption Behavior Research report shows that the electric business channel to buy mother and child products accounted for 55.24%, through the mobile phone network to obtain maternal and infant products and brand information ratio of up to 0.94%. For mothers who are busy taking care of their babies, it will be more convenient to take advantage of the time of debris and use the mobile phone to shop.

The system of strengthening mobile terminals also provides another sales model for Wangxia. As prices soar, the cost of childcare is increasing, in the two or three-line city, many mothers do not work while taking care of the children, is at home as a full-time mother, almost abandoned their careers. Wangxia revealed that the company is planning to implement an offline franchise partner system to encourage mothers to become partners. When they became partners, the mothers became lifelong members of the company, not only in the company's management college free of charge of industry training and related knowledge of childcare, and can get 30,000-50,000 products wholesale price, with independent pricing sales to obtain profits, not only free to have the entire shop online, but also to receive online app Mall , and these shopping malls in the façade decoration, product types, sales channels, and all supporting complete.

Counting

Estimation of market economic benefits of maternal and infant supplies store

100 square meters of the following start-up funds: 100,000-150,000 yuan

Renovation Fee: 800-1000 yuan/square meter

Monthly Income: 50,000 RMB

Small mother and child shop: 20%

Large chain store gross profit margin: 31%-40%

Businesslike

Services and products to be customized for Mom

New Express Reporter: Why let mothers become your partner, even let them buy things and let them sell things?

Http://d1.sina.com.cn/pfpghc/18014ed83f1641df843a9795a6708cab.jpg
Wangxia: O2O Experience Shop is the best way to open a community store, the development of members, do a good job offline service is the foundation of the online mall, especially the mother and child shop, it differs from other industries, mothers only see you know you trust you can buy your products, and mother in the process of raising children will meet a variety of problems, we hope to create " At the mother's side, "the atmosphere, so that the mother has a sense of belonging, buyers and sellers can exchange childcare experience, so let mom to do our business is a win." And the most difficult to do electricity business is the logistics problem, let mother sell goods, can solve the last kilometer distribution problem.

New Express Reporter: Mother and child electric business is in crazy investment period, you think in the case of capital, which aspect is you most want to do and think the most should do?

Wangxia: Control the baby into the hospital before the paragraph, I want to be a child health forum, a group of experts on the site with the mother of real-time exchange of parenting experience, tell mothers what to pay attention to when raising children. In the future. I also hope that every baby will be born to produce a blood report, tell mothers what the potential risk of the child, let mothers become a sensible person. If the Industry 4.0 era really progress, the future may be a private custom milk powder, different baby set different formula.