Research On The Competitive Strategy Of A Maternal And Infant Products Sales Company

In recent years,with the rapid development of China’s economy,mother and child retail industry has undergone earth shaking changes.On the one hand,the main consumer groups of mother and child commodities are pregnant women and infants aged 0-14.Therefore,the development of mother and child retail industry is related to the number of infant population in China.The full implementation of China’s two child policy in 2015 and the three child policy in 2021 has enabled the mother and child industry to develop rapidly under this policy dividend.With the development of economy and society,consumption upgrading has also become an important driving factor to drive the market demand for mother and baby goods.On the other hand,with the continuous establishment of the new retail ecosystem of the mother and baby industry,professional chain retail stores,large and medium supermarkets,department stores,mobile app,wechat mall,PC mall,third-party e-commerce platform and other business forms coexist,and the market competition is becoming increasingly fierce.Founded in Chengdu,Sichuan Province in 2006(hereinafter referred to as a mother and baby company),a mother and baby products sales company is a mother and baby retail chain mainly engaged in six categories of baby food,clothing,use,play,education and entertainment.Relying on the advantages of commodity supply chain and member operation and management,the company has rapidly formed a retail network throughout Western China in more than a decade,becoming the largest chain organization specializing in pregnant and infant products in Western China.As of 2021,the company has nearly 1500 offline chain stores,mainly distributed in five provinces,autonomous regions and municipalities including Sichuan,Chongqing,Shaanxi,Gansu and Tibet,with a total sales of about 1.5 billion yuan and nearly 3 million members.However,at present,a mother and baby company is facing fierce online and offline industry competition and threats from potential entrants in various industries.The company’s market share is being divided,and its competitive advantage in this field is gradually decreasing.How to break through the existing development bottleneck and gain a dominant position in the competition is particularly important for a mother and baby products company.The paper takes a mother and baby company as the main research object.According to the competitive strategy management theory,first,the PEST analysis model is used to analyze the policy,economy,society,science and technology environment of a mother and baby company.Secondly,the five force analysis model is used to analyze the industry environment faced by a mother and baby company.Through the analysis of external environment,it is shown that the support of enterprise population control policy,consumption upgrading,change of childcare concept and other development opportunities,as well as threats such as the continuously low birth rate,fierce industry competition and consumption upgrading.In the part of internal resources and capabilities analysis,the paper found that the company has advantages such as scale economy,sufficient member resources,local brand effect,online channel weakness,lack of talent specialization,and lack of marketing management ability by analyzing the organizational structure,finance,customers and members,and brand of a mother and baby company.Based on the above analysis results of the above strategic analysis stage,the paper uses SWOT matrix to match various factors,proposes that differentiated competition strategy is the competition strategy that a mother and baby company should choose at the present stage,and puts forward measures for implementing differentiated strategy in terms of commodity differentiation,service upgrading,digital mother and baby new retail and so on.Finally,in order to ensure the effective implementation of the differentiated competitive strategy,the paper puts forward the guarantee measures for the implementation of the strategy from the aspects of organizational human resources guarantee,technical guarantee,management upgrading,increasing working capital and so on.