Will 2022 be a turning point for offline diapers?
In recent years, the share of diapers has been going online, and it has become a chicken rib in mother and baby stores: don't do it at all, there is still a little amount; if you want to make a breakthrough, just that little amount
In recent years, the share of diapers has been going online, and it has become tasteless in mother and baby stores: don't do it at all, there is still a little amount; if you want to make a breakthrough, just that amount.
In the concept of mother and father, milk powder should be the best for the baby, after all, it is eaten in the stomach, but the requirements for diapers are not so high, just throw it away after use. Therefore, more people are willing to buy diapers with good quality and more cost-effective.
E-commerce platforms are aware of this, and they are fighting price wars on diapers, even subsidizing money, and using diapers to attract a lot of popularity to the e-commerce maternity and baby category.
After the epidemic, people's incomes have decreased, their living pressures have become more stressful, their consumption has become more economical, and they have unprecedentedly paid attention to the cost-effectiveness of products. As a rigid need for several packs of diapers a month, it is even more necessary to shop online.
But “In 2022, there is still a chance for diapers in mother and baby stores, which will usher in an upward turning point. ”
Although e-commerce is convenient and diverse, it also faces problems:
On the one hand, online diapers are changing rapidly, and some internet celebrity brands cater to young consumers well, but it is undeniable that there are also miscellaneous brands, which are cheap and of poor quality. Allergies or leakage of urine, and there is no after-sales service, customers who have suffered losses will return to offline;
On the other hand, micro-businesses once robbed most of the diaper business of mother and baby stores, but now micro-businesses are basically dying, and the number of mothers who make diapers has also decreased a lot. This gives mother and baby stores the opportunity to regain this part of the traffic.
Faced with such an opportunity, I started to create my own cost-effective diapers, trying to cut traffic back from the line.
Previously, only 10% of members chose to consume diapers in stores.
Members will buy milk powder and other categories of products, but they do not buy diapers. In the final analysis, the price is higher than online.
So try to lower the price of diapers a little, and the sales of diapers will increase by 20%-30%.
At the same time, it cooperates with Meituan to meet the convenience requirements of surrounding customers through intra-city delivery, and maintains the repurchase well.
The advantage of the store lies in the stable member customers. By reducing the price of diapers and not pursuing high gross profit, it is possible to cut back a part of the diaper share from the line.
More importantly, diapers are just in demand, creating a higher cost-effectiveness and attracting traffic to the store. Isn't it the biggest pain point of the current mother and baby store due to insufficient customer flow?
Guangdong New Era New Materials Technology Co., Ltd.
Jiangmen New Era External Use Drug Co., Ltd.