Emerging application scene of RFID labels: Maternal and child stores

According to data from 2018 research report on maternal and infant consumption market, the overall size of the maternal and infant market has reached 3 trillion Yuan in 2018, becoming a trillion-level high-speed growth industry. In addition, due to the rigid demand of its products, strong customer stickiness and high demand for experience service, the maternal and child industry is also known as the "model market" of new retail.

Having experienced the transformation from traditional retail to Internet era, China's maternal and child retail market is now undergoing the digital transformation from the upstream to the downstream of the industrial chain, focusing on customer data and driving the digital upgrading of supply chain and offline stores through the integration of comprehensive data including commodity, membership, transaction and marketing.

With ordinary business super by the same token, the maternal and child stores can be seen as a super monopoly of maternal and infant products, electronic tags in the value of maternal and infant industry in addition to a key base, remind, commodity inventory management, cashier auxiliary functions such as the use of, more important is the electronic label "dynamic code" display can help put the value of "interaction" maternal and infant industry play acme, dig on every customer "single customer value", dig the stock market.

Due to the progress of the concept of child care, the improvement of economic level and some irrational factors, maternal and infant users have a great difference in the focus of maternal and infant consumption and general consumption. Maternal and infant users are relatively low in price sensitivity, and they pay more attention to product quality to ensure product safety, green and no addition.

Product traceability is particularly important for maternal and infant users. Price as the first channel of the consumer goods information, businesses can make full use of the channel, set the traceability qr code shown on the RFID label, access to "a yard" information resource library, help the user to query sources of goods, make consumers rest assured consumption, safety, to improve traffic, increase sales.

Merchants can communicate independently establish different age paragraph the baby's community groups, and according to the commodity for the baby age, set on the goods from the corresponding RFID tag display communication group of qr code (such as: works in a year old children milk powder RFID label set 1 ~ 3 years old child share group of qr code), to help consumers find organizations have a common topic.

At present, most stores have extensive member marketing management, and there are many members recorded in Excel, but it is almost impossible to realize the marketing transformation by combining the member scenes. Secondly, with the increase of people's willingness to consume, the traditional manual management mode has great limitations, such as the inability to verify information input errors and low efficiency of manual member management. Some mothers will refuse to use the membership card because it is too complicated, or even go to other stores directly. By displaying the member registration code through the RFID label, not only increase the exposure rate of the member registration, RFID label management background can also upload the member data uniformly to the merchant ERP system, so as to realize the efficient coordination of multi-dimensional management of brand, goods and members and improve the marketing competitiveness.

Chain stores can check the customer flow, turnover and member registration of each chain store in real time, update the brand decision analysis report regularly, provide data support for store brand image, category management, channel management, fund management and other aspects, and provide decision-making Suggestions for brand managers. In the realization of all these interactive functions, RFID labels play an important role as media and carrier hub. In addition to the fixed display of link codes, RFID labels can also display different qr codes or one-dimensional codes in different periods according to the needs of merchants to achieve "dynamic display" and support the activities of maternal and infant merchants at different periods.

In the future, new retail of maternal and child products should focus on building service-oriented stores, enhance consumers' trust and stickiness with high-quality experience, accumulate super users, and create more possibilities for enterprise upgrading. Centering on the needs of consumers, we will create a diversified consumption scene with RFID labels, constantly improve the consumption experience, and reshape the "people, goods and market" of new retail, so as to bring great vitality to the maternal and child industry.