Today, the development of maternal and child industry in China is still short-lived and slow compared with other fast-moving consumer goods industries. However, if the start of the maternal and child industry is compared to playing games, it must be the son of natural selection who started with a comprehensive Buff bonus. The superior business environment in the early days created a group of shopkeepers who earned a lot of money.

But as the saying goes, "standing on the tuyere, pigs can fly", but what if there is no wind?

It's not a skill to be at home in a smooth dish. Only two brushes turn over against the wind.

A relaxed market competition environment

The development of maternal and child plate started from the category of department stores and supermarkets. After the expansion of the market, maternal and child stores gradually appeared.

So at that time, there were two shopping channels to buy maternal and child products, either to the supermarket or to the maternal and child store. However, there are all the goods in the maternal and infant store, and there are shopping guides to introduce the use and efficacy of the products to customers. At that time, it was called "good service". Unlike a supermarket, the goods are in that place, and you can buy them or not.

At that time, the boss or the shopping guide could sell the products by bluffing, and consumers believed in it.

At that time, Bao Da was a 75-year-old and a 85-year-old. The knowledge of scientific parenting began to spread, and young people were no longer as rude as old people taking care of their children. Diapers, milk powder, nutritional products, bottles and other categories began to rise, and the demand soared.

This wave of consumers has not experienced the baptism of marketing routines, and the whole is relatively simple, and it is extremely easy to push products. I'm glad to invite Ma Bao to the store and give some gifts. Do a promotion, milk powder and diapers are bought in whole boxes, and the sales of bottles and supplies are also very good.

It was an era of profiteering. Milk powder is purchased in 70 yuan, but it can be sold for more than 200 yuan. The daily turnover of a township store is above1-20,000.

Shops directly take 50%, 40% or even 30% of the goods from the manufacturers, and sell at most 20%, which is almost equivalent to buying 10000 and earning 100000. A year 100000 yuan is a lot of stores.

For example, in the poorest place in Shandong Province, southwest Shandong, a small shop with a size of 100~200 square meters has a daily turnover of at least 20,000-30,000.

"This is a gold mine." Practitioners who have experienced the golden age of mother and baby said.

booming

Who doesn't want a piece of the action?

A large number of people began to know about this gold mine. However, due to the backwardness of information, people simply don't know how to do it, and even the source of goods can't be found. It doesn't matter, the franchise store will save you. Cute, amiable and people-friendly brands have spawned a wave of franchise chains.

Joining was very popular then. As long as there is a supply, it can be sold. As long as it can be sold, it can be an agent, and then you can find that the store below is a cargo control area. There is only one store in the county, and the cooperation is very pleasant.

At that time, there were only one or two maternal and child stores in a county town, and the net profit of one year could earn four or five hundred thousand.

The store is a bit erratic. Who can't float? When the author crosses back to open a shop, it will definitely float! I can't even press it.

After working for a few years, many bosses have embarked on the "peak of life" of changing cars, houses and wives.

The treatment of the maternal and child industry is also constantly improving. Manufacturers and agents organize meetings. It used to be enough to arrange a lunch package at noon. After one or two years, you must arrange exquisite accommodation, and then you must arrange a star hotel+dinner.

The maternal and child industry can even help the tourism industry. Singapore, Malaysia, Thailand, Japan, South Korea, Europe and other major international scenic spots are full of maternal and child footprints.

The golden period of ten years is really the most profitable time for the maternal and child industry!

Good days don't last forever.

The era of collecting money will always pass.

God, it's changed.

At first, there were only two or three stores in a county, and they were basically only around hospitals, shopping malls, business districts and communities. To buy a milk powder, you should take the initiative to find a maternal and child store. But in 18, just use a navigation search, there will be more than 30 stores in a place in Qufu, Jining, and 5-6 or more in a street in a small county.

The overall number of maternal and child stores has increased rapidly. According to the investigation report of the Administration for Industry and Commerce 16, more than 10000 people in Shandong Province alone have milk powder circulation licenses.

More and more mothers and babies join this industry, and the competition is fierce.

This is a civil war.

The war abroad is the Internet, which has cut down a part of the market, and diapers and clothing have been cut by nearly 80%.

The information available to customers is more and more symmetrical. For example, if you buy a nursing bottle, you say 150, she buys 150, and she buys 120 at most. But now when Ma Bao comes to the store, most people just compare the prices, because she has seen many styles on the Internet.

It never rains but it pours. Even if customers become smarter, the birth rate is decreasing year by year.

Profits have been cut, and in order to keep profits, mother and baby bosses have crossed the ocean to show their magical powers. We began to add many services, such as swimming, massage for children, postpartum, body shaping, weight loss, Chinese medicine. ...

Oh, Yo-Yo, the maternal and child store has become everything?

I can't help it If you don't do it, others will make money.

This is an involution.

More importantly, a large number of maternal and child bosses did not expand, develop and accumulate funds quickly in the early opportunities.

As soon as they have money, they use it to buy a house, a car and spend money. When they encounter the stage of industry change, they simply have no family support to resist the industry change.

A large number of bosses saw that the situation was not good, and they sold their shares or changed stores. Even directly change careers, rent shops, or go to restaurants.

There are also some bosses who blindly expanded their stores in the past and wanted to hit the scale. However, in the face of fierce competition in the market environment, they did not form a scale, but formed a burden and burden.

Is it all environmental?

In recent years, the outbreak of the epidemic has accelerated the changes in the maternal and child market. Offline passenger flow has decreased, new categories have increased rapidly, and customers' tastes have changed day by day ... Mothers and babies have also begun to develop a large number of new categories: household items, nutrition products, children's powder and so on.

Selling things doesn't make money. Many stores have been transformed into health stores and health management stores, and there have been positive changes, but wave after wave of maternal and child stores have become "life stores".

When the mother-baby store is at its best, there are generally 35 employees in the regular store, otherwise it will be too busy. Now, in order to reduce costs, each store has only about 3 employees at most.

Is it really because of the big environment that it has become a "living shop"?

"Now there are three things that can't be done well in the maternal and child store: I am impetuous and can't sink my heart to push products; Buddhist management did not predict the layout in advance; If you want high traffic, you have to maintain high gross profit. " A channel tycoon said.

First, today, many stores have heard that the whole family has become better and started to import a large number of uncompetitive products; I want to do live online again tomorrow, and I opened the video number myself, but it was shelved after two days. The day after tomorrow, I wanted to push up nutrition. I complained for two days, but the customers didn't buy it!

Extremely willful, if one project is not done well, I will immediately do the next one and finally find out which one is not done well.

You know, a store that can deeply cultivate a certain category, even if it only sells milk powder and diapers from one county, can become the best store in the same city.

Second, when the profitability was the strongest in the early stage, a large number of maternal and child stores simply didn't realize that the current profit was only a phased dividend, and they didn't have the awareness of layout in advance and the competitiveness of reserve stores. When the dividend disappears, the stores whose capital and characteristics have not kept up can only be eliminated one after another.

Third, many maternal and child stores actually push customers out of the door step by step.

Recently, many bosses put forward a point: customers' spending power is declining, and products are difficult to push.

This is a fact. But don't you see the other side of the market?

Pampers is the first brand, Kao is the second brand and curiosity is the third brand in the sales list of diapers in JD.COM. But these brands have disappeared in many maternal and infant stores for seven or eight years. Everyone thinks that the gross profit is too low and transparent to do that little business.

But there is a case that impressed me deeply: a 60-square-meter maternal and infant store in JD.COM has a monthly sales of nearly 6.5438+0 million, and can accumulate more than 50 orders in one night. Employees go to work in the morning and have no time to have an early meeting. They will count the orders at the first time and deliver them in the same city within 4 hours.

Small profits but quick turnover, beautiful turnover.

Isn't this the way?

Many customers originally wanted to buy a product when they entered the store, but the shopping guide pushed for high-margin products such as nutrition, clothing and new children's powder, so she won't come next time.

After all, who doesn't buy things with high cost performance?

When all bonuses disappear, there is only naked competition in the mall. Who can grasp the customer's heart, who can choose good products, who can provide good services, who has maintained a good customer experience in the past ... who can survive better in the current situation and get a new round of growth.

When the tide goes out, we know who is swimming naked.