Lead: Work summary is to let superiors know what contribution you have made and reflect the value of your work. The following is a summary of the work of the staff of the maternal and child store. Welcome to borrow!
Summary of the work of employees in maternal and infant stores Part I
According to the data in China Demographic Yearbook, there are 70 million infants aged 0-3 in China, including 6,543.8+009,000 infants aged 0-3 in cities and towns, and the monthly consumption of family children with a monthly income of 654.38+0,500 yuan is 532 yuan (excluding medical and other special consumption). According to the statistical bulletin of economic and social development in 2002 published by the National Bureau of Statistics, the annual birth rate is 1.286%. There are about 70 million infants aged 0-3 in Chinese mainland, among which the number of infants aged 0-3 in cities exceeds120,000. From the analysis of census market data, we can know that the average monthly consumption of newborn products in urban families in China is diverse in 900 yuan.
Coupled with infant consumption in rural cities, the infant products market in Chinese mainland will exceed the market scale of 654.38+000 billion yuan every year. 20xx165438+1October 15 The Third Plenary Session of the 18th CPC Central Committee discussed and issued the Central Committee's Decision on Several Major Issues of Comprehensively Deepening Reform, and formally put forward the policy of "starting the implementation of two children alone for couples with only one child". For a time, the policy of "two children alone" attracted attention from all walks of life. After the implementation of the policy that only-child couples can have two children, China may add 2 million newborns every year, which will create a new "blue ocean" for the infant industry in China.
Relevant United Nations organizations also published a report that the baby products industry is a sunrise industry in 2 1 century.
In 20xx, the per capita GDP of China exceeded US$ 65,438+0,000, the living standard of residents improved significantly, and the consumption capacity and level of baby products continued to improve.
Besides, most urban families now have only one child. Baby food, baby toys, baby clothes, baby skin care products, baby medicines and health products, and baby education are all huge markets.
This not only laid a material foundation for the consumption of middle and high-grade baby products. This is also the internal driving force for the gradual growth of the infant products market in recent years, including the development of clothing, food, housing, transportation and intelligence.
Part II: Overview of field investigation.
1. The inspection site is Jinniudian (opposite Hunter International), No.46 Wenchang South Road, Yunyan District, Guiyang City, Guizhou Province.
Second, the specific area is 459 square meters.
3. Our shop deals in baby clothes, baby washing products, baby breastfeeding products, baby gifts, toys, baby carriages, children's shoes for 1-4 years old.
Fourth, the operating characteristics of high-end products.
Five, complete varieties, quality and safety business philosophy, advocate quality service, concentrate on building the brand of Jinniu Store, and establish a sound and fast retail network.
Six, the product display features only one exit at the door, baby clothes, beautiful clothes, toys, etc. They are all placed in the aisle, and diapers, milk powder and other items with good sales are placed in the innermost part of the store. The reason for this placement is to increase the sales of clothing, toys and other price items.
Seven, operating a variety of brands:
1) Mead Johnson Nestle Heinz Nanshan Synbiotics Milk Powder, etc.
2) bottle sterilizer, milk warmer, bottle cleaner, milk powder box,
3) Baby clothing, shoes and hats series: cotton underwear, scarves, gloves, socks, abdominal circumference, bibs.
4) Paper products: diapers (Pampers, Curious, Anero, Mommy Baby), paper towels and wet wipes.
5) Health products: baby pillow baby health circle.
Mama supplies
1) maternity clothing series: corset, home bra shoulder strap, mommy bag breast pump with prenatal education device. Mei Ting postpartum rehabilitation pants slimming body clothes. Antibacterial and fat-removing stovepipe nursing socks.
2) books during pregnancy. Prenatal music parenting books postpartum conditioning books.
Toys and books
1) intellectual toys, (such as Xiangling. Musical toys, touch balls. Manual toys, etc. )
2) Visual toys: toys with darker colors.
3) Books: Look at picture cards, mother's necessary manuals and baby's educational books.
Eight, investigate and summarize the limitations of the shopping geographical environment. The main consumers of maternal and infant stores are pregnant women and newborns. This consumer group is inconvenient to move and has a strong demand for safety.
The consumption environment should be close to the community with convenient transportation and elegant environment. But Jinniu Store is located near a large market, which is very inconvenient for them. Lack of systematic and comprehensive market organization, the market is relatively single: pregnant and baby products are extensive and scattered. At present, the shops of pregnant and baby products are limited to articles and clothing, and there are almost no daily necessities, daily necessities, special products for pregnant women, craft etiquette and works of art. The sales method is monotonous and lagging behind: Jinniu Store still receives customers in the previous way. Monotonous and lagging sales methods cause unsalable products. Because of the particularity of pregnant and baby consumer goods groups, stores need community service, humanized service, convenient marketing, family marketing and other disturbing sales methods.
Part III: Brief introduction of the project
Store location: near the Maternal and Child Health Hospital, and store design near Yunyan District Maternal and Child Health Hospital: unify the store image and design LOGO (many lovely animals), including store signs, shelves, special display racks, piles, posters, etc. The wall is pink, and the lighting is mostly warm, but it is also adjusted according to the specific situation.
Business philosophy: Care for the health of infants and young children. Professional market positioning: middle and high-end consumer groups, serving infants aged 0-6 years and pregnant women and newborn mothers during 6- 10 months.
Products: milk powder, diapers, baby care products, mother's manual, baby education books, etc.
The fourth part: SWOT analysis advantages:
1, most stores have convenient transportation and many people.
2, strong professionalism, easy to gain the trust of consumers.
3. Standardize management and eliminate the influence of human factors.
Disadvantages:
1, the independence of the store is limited, and it is difficult to meet the particularity of the market.
2. Stores cannot be accounted for separately, and the profit level is difficult to reflect, which affects the enthusiasm of employees.
It is easy to disagree with the headquarters.
Opportunities:
1. With the implementation of the family planning policy in China and the situation of an aging society, mothers and babies have attracted much attention. However, there are relatively few maternal and child specialty stores in Guiyang, and the maternal and child market has great prospects.
2. With the growth of newborn parents' age and the improvement of education level, the requirements for pregnant and baby products and services are constantly improving, and the future development prospect of pregnant and baby industry is very good.
3. With the improvement of living standards, the requirements for maternal and child products are higher.
Threats:
1, maternal and child products stay in large supermarkets such as Wal-Mart, making consumers choose supermarkets to buy.
2. The presence of many maternal and infant brands has increased consumers' selectivity.
3, the impact of e-commerce, some mothers spend online.
The fifth part: the progress of the program
First, preliminary preparation: select the target
1, age: mothers of pregnant women and newborns (post-80s and post-90s)
2. Monthly household income: average or above.
3, psychological and behavioral characteristics: I hope that the baby will grow up happily and yearn for personal life.
Acting as an agent for foreign milk powder, such as bovine colostrum produced in New Zealand, and health care products recovered after delivery. Establish website: mother communication, product introduction and sales, etc.
Second, publicity strategy Making publicity publications is the basic requirement of hospital brochures.
Novel in form and readable in content; We should give priority to promoting the products and services of our maternal and infant store as a whole, and target: Guiyang Maternal and Infant Hospital, pregnant women's sports venues, etc. ;
Delivery strategy: the combination of personnel delivery and unified distribution;
4. Marketing strategic membership system
Enjoy promotional activities, consumer interaction and other information to inform members of brand-related information in the form of short messages, and exchange points for gifts and other additional service publicity methods: in addition to facade advertisements, it is recommended to print brochures and distribute them to maternal and child health hospitals and people inside and outside the community. Brochures should be printed in color, mainly for families with babies, and color pictures are easy to produce purchase desire. Promotion: Low-price promotion of floats will help attract people outside the store, make the store less crowded and add simplicity and comfort to the shopping environment. Part VI: Summary of the scheme of meeting the needs of consumers, integrating resources with consumers as the main body, and jointly innovating sales methods through online and offline channels. Shops need community service, convenience marketing, family marketing and other disturbing sales methods to refer to and learn from the development laws of other industries.
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