Baby Industry Aims At Diversification Of E-Commerce 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 the first Financial Daily reporter recently.

The newly opened 365 main store sees a scene in the main store product.

More than 30 thousand, the number of entities in the country has reached 1600 stores. How to upgrade industries is a question that has been being considered by Chairman and CEO of Dr. frog board, and these problems have been found in new stores.

In the e-commerce market in the United States, half of the top ten online retail ranks are the B2C websites operated by traditional enterprises. They quickly occupy the industry top with the advantages of brands and resources, which also confirms the unparalleled advantages of traditional enterprises entering the e-business market.

It is not hard to see that the baby industry has also aimed at the timing of entry.

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,

It has already begun the exploration of e-commerce on the two legs of Taobao mall and its own official website. But what really made Zhong Zheng's determination to enter in large numbers was in July last year. Dr. frog received a reward of 100 thousand yuan from the national China Mobile 12580 live broadcast, and did not expect to receive about 200000 people's response in just 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.

There are three main development directions for more than 2000 competitors in the field of mother infant retail and service in China: the first is "e-commerce + directory sales", for example, the red child is shifting from a single maternal and child products retail to a one-stop supply with customer demand as the core; followed by 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 is websites that provide information, communication, blog and community, such as baby tree and cradle net. Although most of them do not find a stable profit model, they still have certain influence. Reporter statistics found that at present

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

Upper

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.

But focus on traditional retail businesses.

In the pformation of e-commerce, from the supply chain, warehousing to distribution, this series of strange operation links are new tests.

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 family

Insiders tell reporters that they are mainly selling products in different ways, and at the same time, there will be part of the sale of inventory products in order to avoid possible price wars between them.