He made a series for maternal and child stores, and cross-border marketing made the maternal and child business more grounded.

In recent years, the number of maternal and child stores has gradually become saturated, followed by the growing voice of integration, and the owners of maternal and child stores increasingly feel the need to hold a group to keep warm. So we can see that some high-quality mother-infant joining systems are gradually emerging. They integrate resources, optimize supply chain and improve retail efficiency in various places, which is a force that cannot be ignored in the maternal and child industry.

Sichuan Baby Emperor's mother and baby are among the best. Founded nearly 65,438+00 years ago, Baby King, under the leadership of Mingbo and three other shareholders, has gradually grown in scale, and has developed into a leading brand of comprehensive maternal and child services in Sichuan, with nearly 200 stores, and has launched maternal and child joining, independent brand research and development and sales, online WeChat professional services, and comprehensive parenting services.

At the same time, the infant emperor gradually explored a set of survival rules, and its unique communication mode of combining performing arts with mother and baby provided new ideas for the planning and publicity of mother and baby channels; Online and offline combination of empowerment stores, the performance under the epidemic has risen steadily; The story of four partners from grassroots to legend is also wonderful!

Boldly enter the business and transform the clothing store into a maternal and child store.

In 2006, Mingbo graduated from Sichuan Normal University, and then entered the famous Saiwu Department Store in Chengdu as an assistant director. Three years later, his father asked him to take the civil service exam, but Mingbo refused. He really didn't want to live the same office life.

Later, Ming Bo did various jobs, selling trinkets in lattice shop, setting up a stall in a university, opening four clothing stores in a shopping mall and renting out shops in lattice shop. But without exception, in every job, Mingbo only makes a profit. It can be said that he has an excellent business mind.

20 1 1 year, the maternal and child store has just emerged, but it is also a golden age. The success rate of opening a store was very high, and the seller's market enriched the channels.

After listening to relatives say that making milk powder is very profitable, Mingbo made a bold decision at this moment-transforming the clothing store into a maternal and child store. Mingbo's point of view is very accurate. But what really opened up more space for him was the next decision.

Establish a media company to make the marketing of maternal and child stores more grounded.

In 20 12, mingbo, who had been a mother and baby for one year, felt a little weak, so she joined the baby emperor mother and baby, which was only established for one year at that time. The two sides warmed up and officially opened a new chapter in their careers. At the beginning of 20 13, mingbo officially became the fourth shareholder of Baby King, in charge of the company's exhibition hall department, planning department and business school.

This completely ignited Ming Bo's passion. Because of his design background and strong interest in advertising planning, Mingbo boldly put forward the idea of setting up a media company. When Mingbo discussed the idea with several shareholders, he didn't expect it to be unanimously passed.

So at the end of 20 13, the media company was established. Its main business is to plan activities for its maternal and child store every two weeks. In case of major festivals, Bashu comedians who are well known to the local people are sometimes invited to perform on stage. "This kind of grounding gas combined with popular marketing method can not only bring huge benefits to the store, but also enhance the visibility and influence of the store in the local area, which is rare in the southwest and even the whole country." Ming Bo said.

Some people can't help wondering: Do Baby Emperor's mother and baby want cross-border entertainment? In fact, Ming Bo and his friends continue their madness!

Don't take the usual road, shoot a TV series for the maternal and child store.

In terms of planning and publicity, the common ways of playing mother-infant channel are to publicize on WeChat official account, Weibo and other channels, advertise in online print media, and plant grass in social media such as Little Red Book. Few people advertise on TV stations, and even fewer people shoot TV dramas like Baby Emperor.

"I think this may be the first one in the country to make the story of the maternal and child store into a series." Ming Bo told China Baby Business Situation.

It turns out that sctv has a column called happiness rake ears, which is a series, and its ratings rank first not only in Sichuan, but also among the top three local TV stations in China. Ying Huang joined hands with Yipin Dairy and selected local famous actors, and invested hundreds of thousands of yuan to shoot a TV series 1 1-The Story of Ying Huang in happiness rake ears.

In this way, The Story of the Baby Emperor in happiness rake ears has become an advertising drama customized by the baby emperor. "Eighty-nine percent of the shooting scenes are in the Baby Emperor Maternal and Infant Store. We will interpret some stories, including factory salesmen, shop assistants, and some interesting things about consumers' daily consumption in Baby Emperor. "

But the advertising is very soft. "The mental outlook, service concept and product quality of our clerk will be displayed intuitively, but it is not hard and wide. It is based on a story with a plot and is a soft advertisement with better effect." Ming Bo said.

Ming Bo revealed that the contract for the play has been signed, the deposit has been paid and the script has come out. Shooting will probably start in March and April this year. "At that time, we will use this drama to promote the momentum, on the one hand, to join the business, on the other hand, to boost the confidence of the store."

In fact, as early as two years ago, Baby Emperor had already advertised in TV stations, besides local TV stations, he also entered CCTV. During the epidemic, the baby emperor was still in Sichuan Satellite TV "Sichuan Merchants? The anti-epidemic campaign was publicized in the "Action" column. These seemingly unconventional baby king games provide new ideas for the planning and publicity of maternal and infant stores.

Online and offline empowerment stores, the performance has risen steadily.

The epidemic situation has a general impact on maternal and child stores across the country. Consumption has been downgraded, and the rate of entering stores has dropped, but the performance of Baby King has steadily increased. On the one hand, the company makes up for it online, such as launching three kinds of member day activities with the theme of double points, discounts and full payment; On the other hand, try to keep offline activities, such as holding manual activities with manufacturers every festival, including mom's class. During the epidemic in Chengdu, the company also actively communicated with stores to do a good job in safety and help them resume business.

Baby Wang's products include milk powder, diapers, nutrition, milk bottles, complementary foods, toiletries and so on. It has also developed its own brands, such as dry and wet towels and laundry detergent. Our products are mainly domestic brands, such as He Fei, Junlebao, Shengyuan, Baiyue and Yipin.

From grassroots to legend, because there is a dream, you can counterattack.

Today, Baby Emperor has nearly 200 stores in Chengdu, Meishan, Ziyang, Deyang and other places, with the highest market share in the local market. It has a 5000-square-meter warehouse department, and its headquarters is located in Chengdu Global Center, which is the largest single building in the world.

However, Ming Bo did not dare to relax, and repeatedly mentioned Do not forget your initiative mind. "The conditions of our four families are not very good, especially the other three shareholders are rural and can bear hardships. I hope that we can continue to carry forward the spirit of hard struggle in Do not forget your initiative mind in the future. "

China Baby Merchants learned about the other three shareholders of Baby Emperor: Du Changhai is the founder and corporate legal person of Baby Emperor, who once established Baby Emperor with his own funds of 8,000 yuan and borrowed 40,000 yuan; Liu Jianhui, the second shareholder, was engaged in aquatic products business, and joined the company when it opened its second store, taking charge of the warehousing and logistics department of the company. The third shareholder, Liu Xuan, is a hairdresser, who joined the company when it opened its third store, and is mainly responsible for the company's finance department.

Because of the dream, we came together; Because of the dream, I created the baby emperor and completed the counterattack from grassroots to legend!

The company's short-term goal is that stores can get better profits and lead them to practice their internal strength; The long-term plan is to take root in Chengdu, Meishan and Ziyang and be the first in the region.

Mingbo is full of confidence in the future of the other three shareholders and the precious emperor. "I believe we can do it well. After all, we are still young, and we can learn what we don't understand. Take the baby as the emperor, the customer as the emperor, and the maternal and child cause as the emperor, and build the southwest maternal and child chain leader! "