Source: Zhongtong Observation
Article | Zhongtong Media Reporter Shiwu
Affected by the epidemic in the first half of the year, the store entry rate generally decreased, and it was difficult for to restore the business status before the epidemic.
The Zhongtong research team's trip to Guangdong is still going on. During the research, we found that most of the stores could hardly see customers coming into the store, even if there were very few customers. tail sequelae". The author learned from exchanges with some mother and baby store owners that since the epidemic this year, the store entry rate has dropped to 40% over the same period.
This stop we entered is the Ohbaby Imported Maternity and Baby Store in Dongguan, which is quite popular compared to other imported mother and baby stores I visited!
The time when the author visited the store was 10 am. The store had just opened, the clerk was still handling the goods, and the cashier was still preparing for the opening. But there are already customers one after another bringing their babies into the store to choose products. The difference between
Ohbaby and other imported mother and baby stores is that from the window outside the store, you can see the link from the upstairs to the downstairs mailbox slide through the glass, which is the play area of the store. The boss also provides parents with benches and sofas where they can rest, and also provides a rest area for grandparents who accompany their children to play .
The entire store is about 1,000 square meters. The first floor is the product display area. The display on the three booths in the middle is mainly food, including milk powder, nutritional products, snacks, complementary food, etc. It is understood that there are 500 kinds of snacks in terms of snacks alone, bringing together good-looking, fun, and delicious snacks from all regions of the world.
On the display of Ohbaby food, the appearance has attracted a large number of consumers, and the imported products are complete.It not only attracted parents and mothers, but also attracted a group of unmarried and unmarried young consumers. When the author communicated with the clerk in the store, I found that there are also many consumers who look like students after 00. This is a breakthrough for the mother and baby store across the age group of consumers. Why can
attract such a group of consumers?
First of all, the variety is complete, which is a test of the store's operational ability and product selection ability. must be familiar with the preferences and needs of the new generation of consumers.
Secondly, price positioning, store products have mid-to-high-end prices. In fact, the consumer groups of imported mother and baby stores are very clearly positioned—high-end consumer groups and new consumer groups. They're actually price insensitive, but if they can get a product they can't find in other stores, that's where their demand is.
Finally, appearance, We often say that we have entered the era of "beauty economy". Indeed, as a post-90s generation, my first consideration is appearance. Ohbaby's selection has a great advantage in appearance.
Ohbaby has been flooded with customers since 10 o'clock, which is in sharp contrast with other imported mother and baby stores.
quietly said that not only in the product, but the two cashier brothers at the cash register are also very handsome. I have to say that the owner of Ohbaby is well versed in the consumer psychology of the current new consumer groups. Most of the main consumers who enter the mother and baby store are Bao Ma, and the selection of personnel is also in line with consumer appearance.
