How to market maternal and child retail?

The maternal and child industry is one of the few trillion-dollar markets, including the total daily consumption of maternal and child groups from pregnancy preparation to pregnancy production and infancy, covering the consumption of clothing, food, housing, transportation and use. The industry radiates retail, medical care, education, tourism, entertainment, sports, Internet of Things and other fields, and the overlapping phenomenon is obvious. All industries can find sub-sectors to access the maternal and child market according to their own resource advantages. The maternal and infant market can be divided into maternal and infant products (milk powder, diapers, feeding/toiletries, toys and books, children's wear, bedding, travel goods, pregnant women's products, etc.). ) and maternal and child services (pregnancy management, infant/maternal care, medical services, education, etc. ) .2065438+06-2020, the birth rate of newborns in China continues to decline, but the total amount remains objective, and the growth rate of second-child families has greatly increased, which has become the focus of attention in the future maternal and child market. China's maternal and child market continues to grow. In 2020, the maternal and child market in China has reached 4 trillion yuan. Science and technology promote the development of maternal and child retail from traditional industries to "digitalization" and from single commodity retail to diversified fields of "goods+services+industrial ecological economy". In the future, maternal and child products will develop into high-end, refined and personalized products, and "channel upgrade+channel integration" will develop simultaneously. But at the same time, the maternal and child industry is also facing many problems: insufficient online exposure, small word-of-mouth radiation, single marketing means, insufficient consumption demand mining, and difficult employee marketing monitoring. Let's take a look at the portraits of maternal and infant consumers. Nearly 60% (56%) of the post-90s generation became consumers of maternal and child products. Parenting responsibilities are more subdivided, the whole family goes into battle together, and the assistance of elders is indispensable; The population of infants aged 0-3 in low-tier cities is 65438+ 0.5 times that in high-tier cities. Consumption status: the cost of child care is high, and the average proportion of child care cost to family income is 25%. Clothing/food/use is the main category of consumption. Although the consumption of baby products and early education entertainment is less, it has certain consumption potential, because mothers and babies after 90 s and 85 s buy more. The popularity of online shopping habits has strengthened the online trend of maternal and child consumption, especially baby products and clothing, followed by baby food and toy education products. After purchasing maternal and child products through multiple channels, the maternal and child population is more willing to purchase maternal and child products through multiple channels, and the post-85 s and post-80 s prefer traditional shopping channels; The rapid delivery in first-tier cities has prompted mothers and babies to prefer online channel consumption. Maternal and infant consumer groups often obtain information through short video platforms, social media and e-commerce platforms, pay attention to scientific parenting information, and prefer short videos and graphic forms. Ma Bao's "nurturing" and "self-satisfaction" are correct. Maternal and child retail marketing strategy Business marketing pain ① Insufficient online exposure is affected by the epidemic situation. Ma Bao prefers to buy online, but the product information of maternal and child stores lags behind, and there is no online store or low visibility, which has no high spread, which affects the customer acquisition rate. (2) Word-of-mouth, after the baby consumes, he can only share his own experience through oral communication and the communication of relatives and friends, which has a small communication intensity and affects innovation and fission. (3) The marketing means is single, the marketing ability is insufficient, and the information such as promotion means and product promotion conveyed by the shopping guide is single, with long cycle and low efficiency. (4) The consumer demand is not fully explored, and the stage index of consumer demand is strong, and the problems and products needed in different stages are relatively clear, but most of the demand in Ma Bao has not been deeply explored, and the customer retention rate is not high. ⑤ Employee marketing is difficult to monitor. In personnel management, the overall education level of employees is uneven and older. Service quality and process can't be controlled, which affects customer retention. Online exposure is insufficient, and word-of-mouth radiation is small-the solution can be Ke Yu, Ningxia. Com platform to build enterprise websites and shopping malls, multi-channel display and drainage. Click on the registered account to enter the enterprise center to use the product. Online: Baidu channel display+WeChat traffic acquisition+multi-channel soft text promotion; Offline: store diversion; Ke Yu Platform Shopping Center. Com can have a computer mall+mobile mall+applet mall with one account, and generate external links, which can be placed on Baidu, Tik Tok, headlines, SMS, WeChat and other platforms. And you can build a maternal and child information platform through the corporate website, or yuke. com- light application applet; Light applications can be published on WeChat, Tik Tok, Headline and Baidu platforms. Brand omni-channel display: Baidu Collection +seo ranking+Baidu Encyclopedia+Baidu knows, covering the public domain traffic pool of hundreds of millions of users such as Baidu, 360, sogou and WeChat, dominating the whole network, promoting corporate brands, precipitating private domain traffic belonging to enterprises, and multi-platform soft text marketing. Build a small program mall, grab 65.438 billion WeChat traffic, open nearby small programs, and get surrounding customers. The official account of WeChat is connected to the online mall to provide a consumption entrance. Expose the QR code of the mall and stick it on the goods shelves of the store, or put the QR code of the goods at the door and checkout counter, scan the code and jump to the online mall to learn about the details of the goods, or directly place an order online and deliver it to your door. Guide to add shopping guides, standardize store shopping guides, provide professional services and solutions to care about the actual situation of customers, and promote transactions. Or provide mother-infant parenting knowledge resource packages or small gifts, guide customers to add personal micro-signals or business cards, package the image of parenting experts, and promote more online transactions in the later period. A single marketing method-rich solution strategies can make novel and interesting H5 flyers, and the sales system can carry out articles, short videos and live broadcasts. Carry out online interactive activities according to the needs of different scenes, carry out different forms of marketing activities, adopt various promotion methods, carry out various forms of promotion activities, and carry out social marketing activities in combination with the characteristics of maternal and infant consumer groups that attach importance to product quality, pay attention to information and are willing to share. Online shopping malls do a good job in commodity classification, graphic introduction, so that customers can understand the store and commodity information and do a good job in transactions. Shopping malls set up "new guest courtesy" and "limited time promotion" areas to shape value, reduce customers' thinking time when placing orders and form scarce marketing. Set up the payment of courtesy and welfare, provide a variety of online payment methods, promote transactions, and reduce the customer turnover rate. Provide online consultation, answer questions for Ma Baobao, and enhance customer information. Show the store environment and sales products through the lens, use the online live broadcast of the mall+preferential price for marketing, and guide users to buy while watching. Use the activities of group bargaining to guide users to forward, use promoters and distributors to find more people to help sell goods, carry out community group buying activities, and use KOL to bring goods. Suggestions on marketing ideas ① Classify users (pull groups) and pull them into different groups according to their different needs, such as: knowledge sharing group during pregnancy, good things sharing group between mother and baby, postpartum care sharing group, etc. ② Guide users to enter the mall (community operation), share maternal and child knowledge and good things by live broadcast, short videos, articles, etc., conduct interactive activities regularly, and set up professional consultants in the group to answer questions. (3) Train users to log in to the mall (member points) to get points for integral mall and low points. (4) Cultivate users' habit of spending in the mall (mall marketing), carry out spike and limited-time promotion activities, and keep the frequency of activities online and offline. At the same time, through the official account message of WeChat, consumers are informed of insufficient consumer demand and difficulties in employee marketing monitoring-solving the strategy mall, precipitating users as online members, and stimulating users to register the sales system with multiple member benefits, creating employees' professional image, standardizing employee business cards, and providing professional maternal and child articles to share materials; Unified planning of marketing behavior, unified release of marketing tasks, real-time monitoring of marketing data. By precipitating users, a complete reward-consumption system will be established for the online member mall, creating a integral mall, forming a closed-loop consumption path, and stimulating users to register members and re-purchase. Offline stores use face-to-face payment to retain customers and become mall members. Offline stores guide customers to add personal business cards for shopping guides through maternal and child knowledge packages, welfare gifts and other benefits. Use the sales system in Ke Yu. Com establishes member files and classifies labels according to consumption frequency, turnover and activity. The mall sets up member stored-value cards to provide different levels of rights and interests, and locks customers in advance for retention and repurchase. Online shopping mall provides