article | Zhongtong Media reporter Mubo
"keep up with the times" professional
"Since wearing a mask", the operation methods and category operation ideas of maternal and infant stores have undergone great changes, from the original focus on milk powder to gradually starting to pay attention to new growth categories such as nutritional products.
focuses on nutritional products. In the past two years, the maternal and infant industry has also developed a number of excellent health management stores. Of course, many maternal and infant stores have worked hard for several years and are still in their infancy.
Interestingly, almost all maternal and infant stores can sell good milk powder, with an average proportion ranging from 40% to 60% or even higher. Why does also sell nutritional products? Are there such a big difference between stores?
The core lies in two points.
The first is objective factors. The environment and consumers have changed. The period when milk powder is selling well is the demographic dividend period of the maternal and infant industry. Compared with the previous "live-in-one earnings", the current reduction in the number of newborns, the accelerated centralization of the milk powder industry, and the new generation of mothers becoming the main consumers have made the business of maternal and child stores no longer as easy to do as before.
The second is the internal factor. The professionalism of the maternal and infant stores itself has not kept pace with the times, especially the professionalism required by nutritional supplements is higher. If the maternal and infant stores that follow the trend and change to the nutritional supplement track do not have super-super-super-strong learning ability, they will not be able to control the dominance.
Objective factors cannot be changed, but internal factors can be improved. This is also why childhood stories insist on empowering the maternal and infant industry. As soon as childhood stories entered the maternal and infant industry 5 years ago, they had already keenly understood that professionalism is the future of the maternal and infant industry.
Therefore, over the past five years, a series of trainings with the theme of "Professional Wins the Future" have traveled across the country, and the theme clearly tells the industry that professionalism is the foundation, and childhood stories do what they do today is laying the professional foundation for tomorrow.
Since July this year, 5 professional training sessions have been launched in full swing. footprints are spread across Changsha, Hangzhou, Changzhou , Xi'an, Hohhot and other places. The training covers a vast area, connecting east and west, and connecting north and south, focusing on affecting the core dealers and maternal and child stores in several provinces around the venue.
Accurate and efficient professional
The emphasis on maternal and child channels, coupled with the increased acceptance of consumers, nutritional products are becoming a "first-needed category". For example, basic nutrition such as calcium, iron, zinc, vitamins, DHA has been permanently located in the "must-purchase list" for pregnant and parenting for new generation mothers, and supplementing basic nutrition has gradually become common sense.
The general understanding of basic nutrition is to eat daily supplements every day, and it seems that there is no need for any professionalism. There are many chains that also regard basic nutrition as the main force of blasting marketing, and use prices to guide customers to stock up in large quantities. It is because the threshold for basic nutrition education is low, so you don’t need to teach how important basic nutrition is. You just need to choose a brand in the category. To a certain extent, it seems to have the characteristics of "fast digestion", like fast-moving consumer goods, high-altitude brand advertising, channel distribution, and promotion-driven.
And the core category of childhood stories lies in basic nutrition. In categories such as calcium, iron, zinc, vitamins, DHA, etc., childhood stories have a competitive advantage in product matrix. However, childhood stories still insist on professional training, choosing the most time-consuming, energy-consuming and cost-intensive path, and persisting for five years.
Such a "simple" basic nutritional product category, why does it take time and effort to do professional training in childhood stories?
This is a childhood story that made a firm and persistent choice after professional insight and deep understanding of nutritional products.
Basic nutrition already has the characteristics of fast digestion in the sales process, but it cannot be "fast consumption" in the "entry" process. Current nutritional products only achieve "fast sales", that is, fast sales, but not "fast consumption". Fast consumption. Only when consumers eat it correctly and insist on scientific consumption can they consume it in the full sense.
To put it bluntly, consumers will not eat it after buying it for a while. Many customers don’t even know simple questions such as how much to eat every day, how to eat, before or after meals, let alone complex questions such as how to deal with certain symptoms due to lack of nutrients, and they are completely unclear.
Moreover, basic nutrition has the characteristics of precision and customization, and varies from person to person, and differentiated solutions are needed to provide customers with. Traditional brands will also provide various training to terminals, but they are all based on product selling points, starting only from sales, ignoring individual differences among consumers. The product will not match itself. The starting point for professional nutritional solutions should be the pain points such as baby's physique, feeding habits, and parenting care.
After clarifying the essence of the nutritional product major, then looking at the training course system and faculty of childhood stories, you can understand its goals and determination to empower the industry in all aspects.
We can choose a few topics for childhood story training courses, such as Changzhou Station's "Suggestions on Feeding for Infants and Toddlers Ages of 0-3 Years and Calcium, Iron and Zinc D Nutrients", "Child Focus & Learning Difficulties", such as "Traced Elements and Human Health" and "Analysis and Treatment of Infants and Toddlers' Stool Abnormalities", each station will set the course system according to the level of the students, taking into account the basic knowledge of nutrients and the dialectical processing of common problems, and truly empowering students' professional skills.
Let’s look at the powerful training teachers of childhood stories. They are basically experts and professors from key comprehensive hospitals and pediatric hospitals in various provinces and cities. They work on the front line of the medical field all year round and are familiar with various symptoms and problems. They summarize the essence of many years of medical work into implemented courses. Maternal and infant students are "standing on the shoulders of giants" to study majors and cultivate nutrition.
More importantly, experts and professors deeply influence mother and baby people at the level of mental concepts, because the logic of doctors’ work is not to recommend medicines to patients, but to provide prescription matching based on the patient’s physical condition. This is also a huge innovation in the sales work of traditional maternal and infant shopping guides. It must be transformed from sales thinking to health consultant thinking in order to truly master the professional approach.
"The course is very consistent with the practical needs of the maternal and infant industry, very in line with the current demand of consumers, rich in content and strong targetedness." Many students sincerely thanked their childhood stories after training. Feeling the professional practicality of the course content, the students also studied very seriously, actively participated in the final exam of each training, tested the learning results, checked for omissions and filled in, so as to better guide daily nutrition sales work.
With the support and positive feedback from terminal dealers and store partners, childhood stories are more confident and firmly carrying out professional training, focusing on nutrition empowerment issues, and deeply solving the pain points of stores and consumers. This is a difficult and correct path. Childhood stories are willing to work together with their maternal and child channel partners to open a new era of precise nutrition and win the future with professionalism!
