"Children's brand sales in supermarkets than in recent years upgrading from 10% per cent, increase very significantly", flowers of Ganzhou Belle agents Liu Jianlin remarks on children's day of market representation.
According to the China children's products market research reports revealed that the average annual growth rate of China's children's products market will be 12.4% development. In addition to the traditional sources of ultra, baby stores as focused professional channels of the infant population, growing attention by the children of our brand.
At a press visit to the market process, in many two or three cities, because of the limited level of economic development and business environment, brand channel development of children are still lagging slightly, baby store just in its infancy and store area of mother and infant development, prospects of substantial, but still in the long run. the "cake" huge cut hard on the situation of the children of our brand channel, in Jiangxi provincial agent in successful operations of naughty Bao Lo Super feeling, "in other provinces, development of a baby shop has been sizable, but still lag behind many steps in Jiangxi province". In some provinces, a baby chain can reach dozens of even hundreds, but in Jiangxi, such very large chain-like system less, this brings to agent operation baby shop channel a greater constraints. Naughty Bao had specifically launched baby boutique products, but inadequate baby store development brought inherent resistance to promotion, naughty Bao only lasted to the present system of Nanchang city a baby store 4 outlets, and there are no major breakthroughs.
In addition to this, said Lo Super, fierce competition in the Nanchang city supermarket, supermarket shopping habits public preference to a certain extent restricted the children of our brand into the baby shop. For prefecture-level city of Ganzhou, lag of shangchao channels to provide conditions for the development of a baby shop. According to agent reflecting, Ganzhou urban distribution of large and small baby shop has about 50 or so, including chains such as Mamy, baby plan almost 10 per cent.
But the area in between 20 to 100 square metres of baby shop, children of our brand has distinct characteristics: limited display space, lack of brand, pure imports prohibited degrees part is Bell, another part is the merchant directly from the manufacturer take price of between $ 50 to 60 of high margin products. "As long as the supermarket sales of children's day of brand, baby shop owner is difficult to accept" Liu Jianlin told reporters that all Belle in Ganzhou Super channel operations into mature, from the beginning of 2007, import baby shop channels, one-month single store sales of $ 2000 to $ 3,000, but the supermarket there is ten thousand or twenty thousand dollars monthly sales.
"Baby shop will not push the supermarket sales of products, sales of two or three bottles a day simply can't afford shopping guide and the cost of activities". Relative to the infant baby shop did a commercial brand, in large super, in order to focus the consumer groups, some stores have opened maternal-fetal area sell children's products. But when a reporter visited the store in Jiangxi province learned that only few supermarket offering specialized maternal and child zone, RT-Army Day square in Nanchang, the reporters saw, in maternal and infant supplies area Johnson infant wash supplies only occupy a small portion of the display area, other domestic brands do not see the signs.
According to agent reaction of Ganzhou, in the Kingdom of the largest optical stores, once branded children adjust to mother-area sales, but had to move back to where it was due to falling sales. pie cake, three-party alignment which force for three or four lines of urban children of brands of baby shop channel difficult road, most of the agents held consistent views, first baby shop put sufficient energy needs to be manufacturers, breakdown products, the introduction of targeted channel product.
Secondly, supermarket and baby shop managers enhance the emphasis on children's day of brands. According to Liu Jianlin revealed that in June this year, after another Belle manufacturers plan to launch a channel specifically for baby shop products.
And this a initiatives is to Liu Jianlin operation market brings has huge confidence, "overall,, ganzhoudiqu of friendly child shop almost has 300 home, single months single shop of sales not, but overall of sales certainly is huge of", in he seems, supermarket focus sales children wash nursing and skin care category, and friendly child shop as infant of professional shop, is should in category Shang more focus on subdivision function sexual products, talcum powder, and wet towel, and nursing hip cream like of differences of products, and flower flower Bell infants complete of products item are meet has friendly child shop of demand. At the same time, this reporter learned that, ranking only after Johnson of naughty Bao in Jiangxi province, the latest against baby shop Bell was also launched series over more than 30 items. Lo Super said despite the naughty Bao in the baby store sales unsatisfactory, but shangchao cost huge profits shrink in the future will be towards the baby shop.
And on the specific implementation, mainly through wet baby products such as milk or urine does not vendors, with their distribution and sales network, gradually laying baby channel network. For maternal and child children brands stores area sales, Liu Jianlin believes that children of our brand to the maternal and child zone set is an inevitable trend. But the problem is not to be ignored in the supermarket, limited approach and high admission fees, and make its complete product does not rival the mother store. And relative to the simple brand of children placed in shelves, established area of mother and infant can still lead the overall sales. According to his observation, now most of the stores to the brand of children's day and did not give enough attention to, the most important is the lack of professional management and promotion of staff. If the supermarket side is willing to put in and on the various aspects of perfection, sales is unquestioned, but it is still a need to gradually cultivate.
