King Of Children: There Are Great Ways To Play In Small Cities.

In 2010, Wang Jianguo, chairman of the Jiangsu five star holding group, two times.

At 4 p.m. on March 11th, Dong Gang, general manager of the Hefei company, was very busy.

The children's songs reverberated in the hall, and a group of "sister" dressed in rose colored suits led more than 20 young mommy to play games with their babies.

This is the March baby's birthday party jointly organized by them and the Oriental baby friendly early education institution.

In addition to the monthly birthday party, the children's Wang Hefei store has also held large-scale Carnival Carnival, baby clothing show, small indoor nursery lectures and other activities.

Dong Gang hasn't had a day's rest since the Hefei store opened 4 months ago.

King of children should be a gold rush in the two or three tier city, and entering Hefei is the curtain opening war.

At the end of 2010, Dong Gang came to Hefei with this mission and walked out of the railway station.

"The ground is broken, and the opposite is a wholesale mess.

It's a Wanda Plaza close to the city centre.

He found that a high-end property in the "square bay" near the square was only 7500 yuan per square meter, while the average wage of Hefei people was only 1200 yuan.

He had every reason to worry that he could not earn even rent.

Although Hefei is the capital of Anhui Province, with about 5000000 people, it is still an underdeveloped city. Even in the strategic planning of many large enterprises, it is classified as a three line city.

Dong Gang estimated that it would take at least 100 thousand members to open a shop with around 8000 square meters, and most of the effective members would be profitable.

Most of the people in the bank think that we should not say that in the two or three tier cities, even in the first tier cities, it is not suitable to open large stores for maternal and infant supplies. The cost is too high and will lower the profit level.

Yu Fei, general manager of Shanghai Xiang Tong children's products company, thinks that in the two or three tier cities, the mainstream maternal and child products stores are mostly between 300-800 square meters, so that the cost can be recovered within half a year, and 800 square meters or more. Each additional 100 square meters space will reduce the odds.

Dong Gang secretly doubts: is it wrong to go to Hefei and open a large store?

The children's investor is the base of the Five Star appliance.

Former president assistant Xu Weihong discovered the imagination of mother child industry.

In Xu's view, China's maternal and child products industry is still in a decentralized and primary state, with little store size and single mode, and the annual revenue of better companies is only a few hundred million yuan.

In December 2009, Wang opened the first store in Nanjing Wanda Plaza, with an area of more than 6000 square meters.

Although like Li Jia Bao and Yue you, children Wang is divided into three types of online shopping, catalog ordering, and physical store business, but its entity store business mode is a platform for integrating resources from all sides.

"Maternal and child products stores are much lower than the traditional hypermarkets, either in terms of passenger traffic or unit price, which is decided by the characteristics of commodities, so we can only change the frequency of customers coming to stores."

Xu Weihong is so calculating.

The big store of children's Wang has enough space to realize its positioning to meet the one-stop shopping needs of 0-14 year old children and mothers. At the same time, it is also convenient to link up with preschool institutions, children's photography institutions, training courses, playgrounds, etc. through leasing, joint operation and self operation to increase the viscosity of consumers.

After a small test in Nanjing (micro-blog), Xu Weihong took a fancy to Hefei.

He judged that between Hefei and the three tier cities, there is still a gap between consumption consciousness and developed cities, and the total consumption demand is very large.

The strategy of Wang Kuozhang is to base himself on the base camp of Jiangsu and Anhui and expand outwards, and Hefei is the key.

Another reason is that the two provinces in Jiangsu and Anhui provinces are rich in talents and have a high degree of loyalty to the company, which is conducive to the "Whampoa military academy".

Dong Gang had no children, so under the leadership arrangement, he became the general of the frontier.

The next setbacks are more than he imagined.

It's difficult to locate a large maternal and child products store in the two or three tier city.

The child king saw Wanda, but Wanda did not see it.

The reason is very simple. The size of the child king wants to be too large, but it does not have the appeal of WAL-MART. Wanda is not at ease about it.

But king of children has no choice. Big shop plans can only be implemented in Wanda's new MALL with popularity and size.

Xu Weihong and other four top executives of Nanjing headquarters went on the team, plus Dong Gang and Wanda, they finally got the chance.

However, the pattern here is a hard nut to crack - it is a two storey shop, like many stores in the underdeveloped cities, it has no elevator, there is only one ladder connection, and the pushcart consumers generally prefer single storey shops.

Dong Gang can only lead the team in the operation mode and store design.

They design various identities, and carry out various activities such as "baby's birthday party", "Yo Yo club" and "Rubik's cube club" on the two floor.

"From Nanjing to Hefei, it takes only one hour to travel by high-speed rail and the same as the capital city."

Dong Gang believes that the primary task is to experience Hefei's consumer culture.

He found that there were fewer activities in Hefei, but people in Hefei liked to be more active. Instead of advertising in the media, they had more activities to engage in interaction with consumers and spread word of mouth.

In November 27, 2010, a month before the opening ceremony, the child Wang made a parent-child Carnival in Hefei Apricot Flower Park, providing free game equipment and organizing performances, and on the spot processing membership cards.

The number of people entering the park to join the carnival reached 30 thousand.

A month later, the Hefei children's shop opened about 20 thousand people on that day.

"We have summed up" small marketing in big cities and big marketing in small cities ".

For Hefei store strategy, Xu Weihong very much agree, and hope to be popular in other two or three tier cities in the future.

"Big marketing" should not only bring customers into doors, but also "stick them".

This is particularly important in Hefei, where the overall consumption level is not high.

Like many two or three line cities, Hefei also has some local brands of mother and child products stores.

It can be mostly small in size, less in commodity and rough in service.

Dong Gang emphasized the sense of selling quality.

We are going to make the products area into a brand professional shop, make the textile District into a boutique department store, make a toy District into an experience hall, and make a food boutique supermarket.

In addition, more details of local characteristics have been paid attention to.

They observed that Hefei people love to eat, but the demand for health products is much less than that of Nanjing.

So the Hefei store adjusted the layout, expanded the food area, and designed a street for food, while reducing the display of health products.

In order to increase customer retention time, Hefei store deliberately set up a LCD screen at the entrance of the store, playing "pleasant goat and big wolf". Some children are sitting on the shopping cart to see, do not go.

"My goal is to let the child laugh and pouted."

Dong Gang said.

The shopping hall's play area is also located in the center.

Nanjing's experience of "mother support group" is also promoted in Hefei.

After ordering online, the door-to-door child was born to a child rather than a traditional male courier.

These "mother deliveries" will actively chat with their customers, give customers guidance and help, and Hefei store also set up a special QQ group, which is more effective in the two or three tier cities.

Child king's "big marketing" mode is actually more complex than the current mainstream maternal and child products store mode.

"It takes a lot of energy to do an activity, but we think it's worth it."

Dong Gang set the target. After a year, "mother QQ group" will increase to 10 thousand. The membership of the entire Hefei children Wang will increase from more than 60 thousand to 120 thousand or more.

In 2011 alone, the child king was ready to open 8 stores in Wuxi, Nanjing, Jiangbei, Yancheng, Taizhou, Anhui Wuhu, Ma'anshan and so on, and possibly enter the southwest region, with the layout of Chongqing, Chengdu and other places.

However, they may soon find that Hefei is far from the most difficult one.

Xu Weihong recently visited Chongqing, Wuhan, Wuhu, Wuxi, Shanghai, Zhejiang and other places frequently.

In the future, the area of the children's new shop is planned to be around 10 thousand square meters, and there are not many new shopping mall in China. Even if Wanda is not sure, the location and environment of each square are suitable for children.

In addition, talent storage and supply chain is the inevitable test for every fast expanding retail chain enterprise.

In Dong Gang's opinion, child king must also think about how to lay out in a single city.

"Child king wants to be an aircraft carrier fleet. It needs escorts and attack ships.

For example, in addition to 10 thousand square meters of large shops, also need a few 800-1200 square meters of small shops, or category stores.

Otherwise, if several missiles come, the carrier will be dangerous.