Mom & baby gets so much attention.
That’s because it is a breakthrough category for cross border ecommerce… and a place where foreign brands can compete and win.
So when we see “17 million babies born,” we get excited. The population of a small country is a new potential customer base each year.
That is, until 2016. Since then, the birth rate has fallen by 30% to just 12 million in 2020.
The numbers are declining even faster AFTER the relaxing of the one child policy. 2021 is expected to be the worst year since 1950. So far, provinces are reporting close to 18% declines.
What does this mean for brands?
I’ll tell you… DISAPPOINTMENT!
Countless brands competing for a smaller and smaller pie. A category with high purchase intent and great conversion crushed by falling demand.
As such our newest client in mom and baby is a classic turnaround play:
(1) Take back unauthorized revenues
(2) Aggressively box out squatters
(3) Regain control of brand trade.
All marketing and activation has one purpose: RESTORATION, not expansion.
I haven’t worked with a client with no growth prospects since our founding.
But there you have it… in the land of the lost