| The distinguishing feature of the maternal and child industry from other consumption is that it is a long-term rigid demand.With China’s full liberalization of the two-child policy,coupled with the shift in parenting concept and consumer-style upgrades,Chinese consumers are willing to pay a higher premium for high-quality,high-security and high value-added infant products,which will be brought to the mother and child market.Long-term driving force.Faced with the business opportunities in the maternal and child market,on the one hand,offline entities are highly competitive;on the other hand,online e-commerce platforms,self-media,and small programs are constantly robbing channel resources and user traffic.With the emergence of endless food safety issues in the country,the safety and health of baby products is the most concern of every infant and child.Therefore,the development of traditional physical stores in the maternal and child industry,under the premise of ensuring reliable and quality safety of maternal and child products,depends on the precise formulation and implementation of corporate competition strategies and seeks greater opportunities in the fierce competition.On the basis of consulting a large number of relevant literatures on maternal and child industry,the author classifies and summarizes and compares them,so as to understand the characteristics,current situation and development trend of the maternal and child market.Through the analysis and summary of the status quo of the baby favorite company,the problems and reasons of the company are obtained.Using PEST analysis method to analyze the company’s macro environment,the national "two children policy","tax reduction and fee reduction" and political environment,political factors such as China’s economic development level,industrial restructuring,and other people’s consumption outlook Factors such as the rapid development of science and technology have brought great development opportunities to the maternal and child industry.The five-force competition model was used to analyze the company’s industry environment,and the level of influence of competitors,potential competitors,suppliers,buyers and substitutes in the maternal and child industry competition was summarized.The analysis of the baby’s favorite internal environment of the company gives the advantages and disadvantages of the company.Combining the company’s corporate vision with the company,we use SWOT’s four portfolio strategies to further analyze the characteristics of the four portfolio strategies and make strategic choices suitable for the company’s development status.In order to ensure the effective implementation of the development strategy selected by the enterprise,measures such as promoting online transactions,extending the industrial chain,introducing professional talents,strengthening brand building,innovative service concepts,and strengthening organizational structure have been adopted to increase the feasibility of implementing the strategy.Through research and analysis,this paper believes that the baby loves the company’s competitive position in the regional market,and implements a diversified product strategy,perfects sales channels,improves service concepts and strengthens humanized services in the physical sales process,and uses information technology to take care of both.Online sales,which in turn increases user stickiness and enhances brand reputation.In the context of continuous upgrading of consumption,we will place product quality at the top of the list,strengthen cooperation with upstream suppliers,and closely connect with franchisees to help enterprises expand their competitive markets.It is hoped that the company will continue to strengthen its core competitiveness in the implementation of the competitive strategy and complete the corporate vision of “being a mother’s trust and a baby-loving mother-and-baby brand” to achieve sustainable development. |
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