Maternal and child store shelf information丨Concentrate on selling products to mothers? you are too naive

u003cpu003eWhen I was in an advertising agency, I had contacted a client selling women’s skin care products. In the early days, I started on Paipai.com. Later, Paipai.com collapsed and moved to the WeChat store. The customer did not attract them. Although the products are very good, But it just can't sell. The current promotion method is discounts and discounts, but low-cost and loss-making promotions cannot solve the problem! u003c/pu003eDo you have such troubles too? u003c/pu003eSo price wars can only be a means of merchants, not a strategy. u003c/pu003eMoreover, with the improvement of living standards, customers are less and less sensitive to prices, but their sensitivity to cost performance is getting higher and higher. u003c/pu003eu003c/pu003eSo what way is to impress customers? u003c/pu003eThe second question of Drucker's classic five questions, the father of modern management, is, who are our customers? u003c/pu003eThe real marketing is in the mind of the customer, that is to say, only by clarifying the customer's idea and grasping the customer's heart can the customer pay. u003c/pu003eSo what I want to talk about today is to think from the perspective of customers. u003c/pu003eSo where are the customers? In addition to mother, who else is our focus? u003c/pu003eBabyu003c/pu003e First of all, it is the baby, the most direct user. u003c/pu003eu003c/pu003e Babies are sensitive to the world. They are good-looking, playful and comfortable. u003c/pu003e1. Good-looking and funu003c/pu003e Things with brighter colors and moving and loud always attract children’s attention, which is why children’s things are so cartoons, so toys like toys are in the maternity and baby store essential. u003c/pu003eBut some mothers will not take their children to the maternity store. The post-85s and post-90s mothers control their appearance and pay attention to the design sense, so there is no need to worry about the baby not coming. Moms like good-looking things like babies. u003c/pu003e2. The baby feels good, but the baby does not say it.u003c/pu003e The baby has a great feeling of comfort, but sometimes there are situations where the baby is bitter, but the baby does not say it. At this time, you need your parents to help you experience it. There is a tried-and-tested marketing method called experiential marketing, that is, use first and buy later. Contours, which sells baby strollers in foreign countries, actually wanted to do the same, so there was a test drive activity. u003c/pu003eu003c/pu003e That’s right, you’re watching an adult test drive, letting parents take the place of their children to experience it. This kind of consideration is more humane. u003c/pu003e'When you buy a stroller, babies can't tell you how they feel when sitting in it, and parents can't sit in and experience it. Now we have solved this problem. Parents will not go shopping blindly.'u003c/pu003e pu003eConflict and experience make the stroller test drive a topic. u003c/pu003eSo, what can you think about the maternity store? u003c/pu003eThat is to really care about the baby:u003c/pu003e A successful shopping guide is a qualified baby nurse. The baby products industry attaches great importance to the added value of products, and can instill practical baby care for customers while selling products Knowledge is always favored by young mothers. u003c/pu003eDadu003c/pu003e For a long time, the father is responsible for making money, the mother is responsible for the family, and the baby’s daily necessities are generally purchased by the mother. u003c/pu003eSo can you change your mind and market your father? u003c/pu003eI believe everyone knows a hot show in recent years, which is 'Where is Dad?'. The lack of a father role has always been a common pain point in Chinese families. Therefore, the launch of activities involving fathers has attracted much attention. . u003c/pu003eu003c/pu003e Last year, Johnson u0026 Johnson's official flagship store in China launched the 'Sleep Series' new products and launched a marketing campaign with the theme 'Goodnight, Dad' for the new products. One hour after the opening of the group, it rose to TOP12 in the maternal and child care category. u003c/pu003eu003c/pu003e Liby Group also renamed its 'Zhuzhuba' product to 'Good Dad' partly because of the consideration of the role of Dad. u003c/pu003eDad is always busy with work, feels guilty about the family, and is more willing to pay in other ways. In addition, male fathers have a weaker perception of the price of goods, and they do not stick to the trivialities, and they will not be as careful about their budgets as their mothers. u003c/pu003eSo, if you do marketing to Dad, the surprise will be even greater. u003c/pu003eSo how to catch dad? u003c/pu003e1. In the Wal-Mart department store in the United States, diapers and beer are sold side by side. As a result, the sales of diapers and beer have both increased. It turns out that American wives often told their husbands to buy diapers for their children after get off work, and the husbands brought back two bottles of beer after buying diapers. This consumption behavior has caused these two commodities to be purchased at the same time. u003c/pu003eThen change your thinking, you can put some things that dad is interested in in the store, such as cars, small footballs, etc., then dad will be happy to go to the maternity store to buy things. u003c/pu003e