Business plan of maternal and infant life house

First, the characteristics of maternal and child consumption

20xx1.21On October 6th, the1300 millionth citizen of China was born in Beijing Maternity Hospital. So far, family planning in China has been going on for more than 30 years, and the pregnant population in China has entered the era of only child.

Market survey conclusion:

1.95% of pregnant women still prefer bright and fashionable maternity clothes, 1.000% of parents claim that children are the continuation of life and the hope of the future. They care about their children the most, and take it for granted.

2. 1 0,000% of new husbands and new fathers expressed their willingness to buy all pregnant and baby products at one time, and only 3% of them knew what to buy; Almost everyone said, "I am very excited and proud to spend money at this time!" "

3. 1 0,000% of expectant mothers and fathers want to acquire comprehensive pregnancy knowledge, and 87% of them lack relevant knowledge.

4.87.5% of parents said that the first thing that comes to mind when paying wages is what to buy for their children.

Among the respondents over 5.25 years old, 93% bought pregnant and baby products for colleagues, relatives and friends.

The special period and special national conditions have created huge business opportunities for the pregnant and baby industry in China, and also created a group of special consumers.

2) Statistics of maternal and infant market

Statistics from the National Bureau of Statistics show that the average annual birth population in China is150,000 to170,000. The seven years from the mother's pregnancy to the child's 6-year-old school is the prime time for the maternal and child market. Multiplying the average annual birth population of 6.5438+0.6 million by 7, it is concluded that about 654.38+0.65438+0 million children or 654.38+0.65438+0 million families are buyers in the maternal and child market. If the average family spends 5,000 yuan a year on their children, the market capacity will be 550 billion yuan. According to relevant surveys, the annual expenditure of newborns in medium-sized cities is between 6000-654.38+0.8 million yuan.

According to the latest data from China Baby Industry Research Center, the baby market has maintained a rapid growth of about 15% in recent years. The total size of the 0- 12-year-old baby market in China in 20xx is about 1. 15 trillion yuan, and the baby market will reach 2 trillion yuan in 20xx.

3) Market potential of pregnant and baby.

1, market demand

The declining age and the improvement of the educational level of newborn parents are manifested in their thirst for parenting knowledge and the enhancement of health awareness, which is accompanied by their thirst for multifunctional and diversified products, high-quality services and professional guidance. Modern parents' requirements for the health of pregnant women and babies have begun to shift from simple material supply and traditional physical health care to paying more attention to psychological adjustment, spiritual exchange and scientific parenting culture. This is an invisible challenge to the baby products industry itself, but it is also a potential business opportunity. Introducing products, culture and services into the market as a whole will be the development direction of the baby products industry in the future.

2. Market purchasing power

How to make children grow up healthily and healthily has become the focus of family investment. Young parents' investment in their children, whether it is manpower, material resources or financial resources, has no regrets and is not stingy. Between colleagues

The importance of the other party is often reflected in the importance of the other party's children (gifts), which also expands the consumption base for the group consumption with China characteristics.

Iv) current situation of maternal and infant market

1, there is a serious gap in joining practical brands.

In the transitional period when the domestic pregnant and baby market has not yet formed, except for a few large shopping malls and specialty stores, there are almost no franchise stores with brand effect. In some places, pregnant and baby products are still sold with department stores, which is inconvenient to buy and lacks security. And similar stores that focus on baby products have no brand in a strict sense. Therefore, the market urgently calls for brand franchise stores with brand value, quality assurance and meeting the needs of consumers.

2. The geographical environment of shopping is limited.

Consumers of pregnant and baby products are generally pregnant women and mothers of newborns who are pregnant for 6- 10 months. These two specific consumer groups are generally inconvenient to move and have a particularly strong demand for safety, which is the * * * nature of consumption of these two special classes. Therefore, shopping places with convenient transportation, close to community service and elegant environment have become the urgent demand of consumers. Most of the pregnant and baby products on the market are in large markets and shopping centers, which is inconvenient for consumers to consume. Therefore, for the dual needs of safety and quality, consumers are particularly eager to appear at home and receive community services from franchised brand stores.

3. Lack of comprehensiveness and relatively simple structure.

Maternal and child products involve a wide range of industries (clothing, plastics, light industry, electronics, medical devices, steel products, paper products), and the market is scattered, lacking a unified mechanism to regulate the whole industry, so building brand scale has become the development direction of the industry. At the same time, brand stores are now limited to supplies and clothing. And like daily necessities, daily necessities, pregnant women's special supplies, craft etiquette, art works are almost zero.

4. Single sales method

Because of the characteristics of the pregnant and baby industry itself, it needs close community service and humanized service, but many brand stores still use traditional methods to receive customers in sales, and because the terminal of traditional marketing methods is seriously lagging behind, the market awareness is not high, and the short-term behavior in operation invisibly narrows the distance with customers. Family marketing and humanized service will be the focus of future market development.

5. The existing product price system is unreasonable.

At present, pregnant and baby products present two extremes: on the one hand, the high price of imported products makes ordinary consumers flinch, and the price of a stroller is often eight or nine hundred or even several thousand, catching up with the price of a mountain bike; On the other hand, low-quality and low-price products cannot meet the needs of middle-class consumers. The mid-range products are blank in China. Consumers call for mid-range brands suitable for the popularization of China market.

5) Market prospect of pregnant and baby.

1, pregnant baby starts, with broad prospects.

At present, the pregnant and baby market is in the primary stage, and the market convergence point is still in the primary stage. There are many grocery stores, and franchisees that can provide standardized management, unified image, high quality and low price will be the trend of future market development. Therefore, the baby products industry has a broad development prospect and belongs to the real "sunshine industry".

2. Unlimited business opportunities should be born of "pregnancy"

For many years, smart Jews thought that women and children were the richest. The reason is not because of the huge profits of women's and children's products, but because there is a huge market hidden in this industry, which is easily overlooked and can bring stable income to investors.

Since 20xx, the baby products market has suddenly been discovered as a "gold mine", attracting a large number of investors, and baby products counters and specialty stores in major cities have mushroomed and are full of vitality. However, looking at the current market situation, it is common in China that baby products are monotonous, low-grade, small-scale manufacturers and superficial baby products industry.

Noisy, in fact, it is still in the bud of early spring.

With the steady development of the national economy and the improvement of per capita income, the infant products market has grown rapidly with an average annual growth rate of 265,438+0% in recent years, and gradually formed a large-scale professional industrial market, which is called "unlimited business opportunities and should be born with pregnancy".

3. Franchise chain operation is the future development direction of the pregnant and baby industry.

Self-employed grocery stores are increasingly difficult to meet the safety and service needs of mothers, and the operating strength of individual stores is limited. Without the systematic service and advertising support of a well-known national brand, it is basically in the state of "seek fortune for oneself". Franchise chain operation, as the most scientific and competitive profit model in the new century, will surely dominate the traditional pregnant and baby industry. At present, the pregnant and baby market is in the primary stage, and the market convergence point is still in the primary stage. There are many grocery stores, and franchisees that can provide standardized management, unified image, high quality and low price will be the trend of future market development.

6) Analysis of joining franchise chain store.

1, Hangzhou market overview

Judging from the sales of children's products in major shopping malls in Hangzhou, the sales of branded baby clothing products have increased rapidly year by year. Take the children's shopping mall of Hangzhou Department Store as an example: all baby brands located in the side cabinets have seen a sharp increase in sales this year. Parkland children's wear sold more than 800 thousand last year, and has earned more than 654.38+800 thousand so far this year. Babu bean and yellow duckling have increased by more than 20% compared with last year. With the improvement of people's parenting requirements, the sales of 0-3-year-old baby products have accelerated, and the ratio with clothing is 1: 1. Take Hangzhou Tower Shopping Center as an example. During the National Day Golden Week, the sales of children's shopping malls increased by 40% year-on-year, accounting for 30% of the whole shopping center. Spending per guest is very common between 300 yuan and 400 yuan.