When the NewiPad was freshly baked, Zhao Pu snapped up one, but he was not a loyal fruit powder anymore. When Samsung's new cell phone was introduced, he also decisively shot. "I like to try all kinds of fresh things, just like trying new marketing tools."
As the founder and chairman of " October Mommy ", Zhao Pu's latest attempt is that pregnant mothers can download an Android mobile phone software they have developed and play a prediction that "the children of the future will look like" from their parents' appearances BabyFaceApp game. When there were more than 30 million followers of small S (October Mommy's Spokesperson) and Kevin Tsai on their weibo, they talked about their photo synthesis, BabyFace, which aroused great interest and attention from the bloggers.
Careful machine and clever marketing
Many people realize that the small S endorsement of the "October Mommy" brand of this pregnant clothing, is from 2008, "Flash, October Mommy!" This is active in the first-tier city subway Flash ads. However, Zhao Pu, who started making maternity dresses in 1997, has been repeatedly questioned the potential of maternity apparel for the seemingly niche industry for the first 15 years. "The market is huge after going in." Zhao Pu told the "First Financial Daily."
In 2006, when "October Mommy" sales of billions of dollars, Zhao Pu also gradually realized the importance of brand building. He had done foreign trade in early years. He noticed that in the developed countries such as Britain and the United States, the MTR is an important meeting point of urban life. However, at that time, the TV screen of the Shanghai subway car just installed, and no one was advertising. In 2008, Zhao Pu used a very cheap The price won, and launched the advocacy for pregnant women seat with the fun and public service color Flash video clips and songs. A change of baby song commonly used in advertising soothing melody, the final release of "October Mummy Driving to" R & B style brisk, portrayed a couple of young trendy, prospective father a bit overbearing, prospective mother a bit mean, exaggerated there Warm, what they caught the heart.
The choice of metro advertising medium is a great opportunity to shape the popularity of "October Mommy". The same is true for the choice of spokesmen. At that time, the small S was not as popular in mainland China today and there was no expectation that the mother who became pregnant with three children , Has been attracting fans and consumers her concern with the brand. Zhao Pu frankly said that he is another "careful machine" is "Pong big money", small S also endorsement of another well-known foreign FMCG brand, appearance in different media is very high, her appearance is often reminiscent of Good fit "October Mommy" brand.
Last year sold 6 billion or so "October Mommy", almost every step of the marketing strategy is very forward-looking and effective, but Zhao Pu admits that he is not clever "Prophet", but to do more small-scale Marketing "trial and error" try and work hard. He said MOM's communication strategy in October was that cities such as Guangshen and Hangzhou on the north could be hit as high-end points and concentrate on major resources. When approved by these markets, other markets could easily approve them and later became books, dramas The purpose is to promote the brand to the second and third tier markets in more depth.
In-depth understanding of consumer's "addition theory"
Of course, not just boost marketing, Zhao Pu seems "October Mommy" more core competitiveness in the consumer's understanding. Before October Mommy, maternity wear in the entire apparel industry accounted for only a very small proportion of single color, fabric old broad bib seems to be justified, and foreign maternity clothing brand because of the different is not suitable for Chinese pregnant women (foreign Advocating the curve of pregnancy beauty, Chinese women are more restrained). After careful study Zhao Pu found that today's expectant mothers are mostly grown up in a relatively superior environment, like fresh ideas, unique personality of 80 only daughter, they pay great attention to design, quality and brand. In addition to beautiful products, stylish, good price, but also the function of some "subversion", so Zhao Pu identified the "October Mommy" product positioning: the combination of fashion and prenatal transmission to the 80 pregnant mothers who pass The concept of "fashion hot mom".
As Yiwu people, Zhao Pu has witnessed many labor-intensive traditional enterprises around him who are thinking of how to reduce costs and other ways to subtract to get higher profits, but he did the opposite, considering doing "addition" Increase design, service costs, enhance product brand added value.
In order to further close to the spending habits after 80, October Mummy also began to test the water network sales. According to Zhao Pu introduced in October Mummy online store since October last year has achieved 50 million yuan in sales, the entire sales contribution rate of 8%, e-commerce has now become the company is very important sales channels.
In the physical world, now and outlets to join the shop add up to a total of about 600, Zhao Pu plan is to reach 1,000 this year. With some brands direct sales revenue accounted for more than 10%, franchise revenue accounted for more than 80% more than the same, October Mummy last year, direct sales store sales accounted for 70%. "This is taking into account the initial stage of the team's ability to control the franchise." Has been very strict selection of franchisees Zhao Pu said that now direct store business model is relatively stable, team strength will consider accelerating the pace of shop.
Platform concept
Optimistic about the mother and child industry is not only Zhao Pu, there are hundreds of domestic and foreign venture capital institutions, they have on the "October Mommy" expressed interest. Statistics show that the United States every year 400 million people were born, maternity market sales of up to 1.2 billion US dollars; in only 4.2 million Singapore, the industry's first brand MotherCare has achieved annual sales of maternity wear more than 30 million Singapore dollars. If the same as the mainland-based economy in the United States to figure projections, the next 2 to 3 years, China's maternity wear market sales will reach 5 billion yuan.
For the introduction of venture capital, Zhao Pu is not as keen as small and medium enterprises in general, an important reason is that enterprises in the initial stage of development is not short of money. Until last October, "Mummy" introduced investors only. "The main consideration is that the development of enterprises requires more talents in all aspects, including mobile Internet and high-end services. The introduction of certain well-known investors and the mutual effect of brand effects Overlay to attract talent, but also hope to help companies improve and standardize the governance structure. "
However, for the listing plan, Zhao Pu is not in a hurry. Many of his friends who have gone public have had to focus a great deal on financial reporting and capital operation, but Zhao now prefers to focus on the planning and layout of the new business and the construction of the industry system platform. He is brewing a "generous" is the month meal, pregnant women pictures, postpartum weight loss and other pregnant women related industries brand together. At present, some shops in Hangzhou have begun to try, in addition to its own brand, the monthly meals, nannies, weight-loss and other service brands are also cooperation promotion.
Zhao Pu often find cooperation, in addition to venture capital, the monthly sub-brand and other pregnant mother related product brands, as well as baby industry brand. As the pregnant baby industry, pregnant women in the front-end products, pregnant women will become friends because of the common topic, share the experience of the use of products, the formation of word-of-mouth communication; if pregnant during the use of "October Mommy" products and establish a loyalty Degrees, will be able to continue to buy will, Zhao Pu said that the future "October Mommy" will sell its own brand-name products will be integrated industry chain-related industries, in the future at the same time consider doing another sales of pregnant, infants, Children's product channel platform for pregnant women to provide a more convenient one-stop service experience.
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