Traditional Supermarkets Still Have Advantages In Maternal And Infant Consumption.

In the past two years, the real economy "pressure mountain", all kinds of retail stores appear "closed shop tide", department store giants have crashed, business super retail sales growth is no exception in stagnation or negative growth.

Publicly available data showed that sales of Carrefour in China declined by 13% in the 1 quarter of 2016.

Transformation and pformation has become a top priority.

Whether shopping centers or supermarket stores, they are trying to seize the core consumer group, and in many consumer groups, the maternal and child consumption population has become an important goal for all major retailers to improve their core competitiveness and competitive advantage because of the consumption power of their entire family.

With the continuous upgrading and growth of consumption, China has become the second largest consumer of pregnant and infant children after the United States.

The full liberalization of the two national children has further promoted the growth of baby population. It is estimated that by 2017, the scale of China's pregnant and infant children will exceed 2 trillion and 600 billion yuan.

This huge market has made it increasingly hot in the retail sector.

According to the CBME survey report on China's pregnant and infant consumer market, maternal and child general merchandise and retail stores and supermarket stores are still the main channels for mother to child consumption, with a combined proportion of 76%.

The most important of these is that consumers are especially sensitive to the quality of maternity and infant products.

Compared to online shopping, physical stores and supermarket stores can make consumers visible and tangible, and intuitively judge the quality and material quality of goods.

In addition, from the quality and efficiency of after-sales service, Shang Chao is obviously better than online shopping.

In the CBME China consumer market survey report, "worry about the difference between pictures and physical objects" and "quality of goods are not guaranteed" is the main reason why consumers do not choose online shopping.

Zhang Yifu, a senior management consultant at retail industry, told reporters that the status of pregnant and infant children is the most important and indispensable part of the commodity structure of supermarkets. The products of pregnant and infant children can also have a strong ability to gather customers like other children's formats, resulting in the consumption structure of "1+2" and "1+4".

Moreover, it can foster stable target consumers and potential consumer groups.

Therefore, the commodity structure of supermarkets should increase the size of children's products, and integrate them with children's entertainment, intelligence and housekeeping services.

In fact,

It is also a very important profit point for supermarkets.

Because of the brand influence and the full coverage of the network, the chain concentration is concentrated.

Let business super have greater price space.

Take imported milk powder as an example, the profit of electricity supplier sales is about 2%-3%, the profit of mother infant shop is about 5%-8%, and the profit of supermarket hypermarket is 10%.

But for the convenience advantage of the electricity supplier, business super stores are not unattainable. As is known to all, most supermarkets now have online ordering and door-to-door service, which provides convenience for mothers and children at the same time of guaranteeing quality.

At present, the proportion of infant and child industry in supermarket stores is not increasing, but it has become a glittering growth point in the narrow commercial retail area.

It is worth mentioning that, in the first quarter of 2016, Yonghui supermarket realized business income of 13 billion 416 million yuan, an increase of 19.81% over the same period, which is related to the positive expansion of emerging commodities. As early as 2015, Yonghui supermarket joined hands with Wanning, focusing on strengthening mother and baby health products in the new image.

It has to be said that the products of pregnant babies are widely involved, and the shopping centers are numerous and miscellaneous, which are likely to cause confusion and uneven quality of products. For example, there are about more than 2000 brands in China's milk powder market, and a large number of infant milk powder brands are faced with elimination and clearance.

Therefore, from the source of production to the terminal of the store, the baby industry should ensure the healthy development of the entire industrial chain and the consumer chain, and the supermarket stores also need to standardize procurement and improve their sales.

Quality.

In addition, the lack of innovation and the homogenization of products are also a major problem in the current baby industry. Supermarkets can choose to introduce more innovative products with cost effectiveness and upgrade the marketing area for pregnant babies.

In the field of circulation and retail, we need to tighten our channels. Many commercial supermarkets have begun to explore cooperation with comprehensive and specialized docking platforms.

According to the world's leading CBME China baby show and children's wear exhibition, 4401 CBME supermarkets in China have visited 2015 supermarkets and shopping malls to purchase high-quality baby products and understand the latest trend of the industry. This year, this data is expected to continue to grow.

In 2016, the CBME exhibition will be held on July 20-22 at the National Convention and Exhibition Center in Hongqiao, Shanghai. The exhibition area will increase to 223305 square meters. It is expected to attract 2250 exhibitors and 3000 brands from around the world.

At the same time, in 2016, CBME, China, DF, Huarun, Auchan, Wuming, Wu Shang Chao and so on will also participate in the trade fair and trade with the quality pregnancy baby brand.