The Baby Industry Aims At E-Commerce &Nbsp; Diversified Retail Formats.

Each shopping cart is equipped with an electronic display screen. When the cart is pushed to a commodity area, the product information of the area will be displayed automatically on the screen.

In addition, the products are arranged according to age and function, and even have some hints such as what kind of pillow the child should use, what kind of music to listen to and how the toothpaste is suitable for pregnant women.

And the shop manager didn't go all the way in the shop, just sitting beside the computer, communicating with all the fans on micro-blog about all kinds of children's product information and child care knowledge.

This is a recent reporter.

In the United States

Diversification of retail formats

China's 360 million children, 20 million new children each year, provide huge demand for the industry.

And now the mainland 0~6 year old child care market is driving the consumption of 33 billion ~400 billion a year. From milk powder to diapers, from children's cars to toys, countless pairs of eyes are coveted by this huge profit cake.

And since 2000, the baby industry has grown at an annual rate of two digits.

In fact, as early as three years ago, the doctor frog has started the e-commerce exploration of Taobao mall and its own official website walking on two legs. But what really made Zhong Zheng's determination to enter in large numbers was in July last year. The doctor frog received a reward of 100 thousand yuan from the national 12580 broadcast of life in the country. He did not expect to receive about 200000 people's response in a short span of 3 days.

This result undoubtedly strengthened the digital determination of Zhong Zheng Yong.

According to his plan, every product in the future will be identified, tracked and managed through the computer Internet.

In addition, the doctor frog will also launch its own e-commerce website, placing orders through computers, iPad, mobile phones and other mobile Internet terminals, eventually achieving "2 hours door-to-door".

At the same time, Zhong Yong also wants to use micro-blog and SNS tools to expand knowledge marketing, and even develop mobile apps like "doctor Frog Baby forming treasure", and push them to mother groups.

01086.HK, another listed company in the industry, has a lot of action online.

In addition to the early establishment of the flagship store, the official micro-blog has been opened half a year ago, with over 2000 fans, and its "good pregnancy" mobile app is also a popular download for mobile terminals.

Li Ying Fang, who also entered the mainland market in 1990s, has made a big move this year. Insiders told reporters that Li Ying Fang has invested in an e-commerce website, which will soon be launched after the Spring Festival, so as to further expand the online market.

How to integrate online and offline?

At present, there are three main development directions for more than 2000 competitors in the field of maternal and child retail and service in China: first, the "e-commerce + directory sales", such as the red child, is shifting from a single maternal and child products retail to a one-stop supply centered on customer demand; secondly, Yue you, Li Jia Bao, cool Fei, etc., which are sold by "website + directory + chain store", this group is shifting more attention to chain retail formats; the third category is websites that provide information, communication, blogs, and communities, such as baby trees and cradle nets. Although most of them do not find stable profit models, they still have certain influence. Reporters found after statistics

Yue you is a typical example. As early as 1999, when he was founded, he happened to catch up with the tide of the Internet. He did not expect that the high fever would go back quickly, and the Internet quickly entered the cold winter.

In desperation, founder Hu Chao decisively adjusted the strategy, opened up the offline channels, and finally established the "website + directory + chain store" sales mode.

And Taobao children's clothing sales champion Green Box Technology Co., Ltd. (hereinafter referred to as "green box") is another "alternative".

Beginning in December 2008, Wu Fangfang sold her own brand modern girl on Taobao. Her monthly sales volume was 120 thousand yuan. Soon, the sales in 2009 were close to 20 million yuan, and sales in 2010 were around 80 million yuan.

In the era of acceleration of e-commerce, it is not a myth that any sales figures showing geometric growth.

However, when focusing on the traditional retail business, the baby enterprises will pform themselves from the supply chain, warehousing to distribution, and this series of strange operations will be a new test.

On the other hand, how to do well in offline and online strategic positioning and balance the profits of two different channels is also a common problem faced by enterprises.

Wu Fangfang told reporters: "now the price of online sales can not be achieved online, and the online price of a line, the next line of price is obviously unreasonable."

She pointed out.

Another baby brand enterprise insiders told reporters that the main way is to separate the product line from the online and offline products and stagger the sales. At the same time, there will be part of the inventory products sold on the line, so as to avoid the possible price war between them.