Maternal And Child Products Red Children Cross Border Fashion Home

　 As the largest B2C platform for mother and infant products in the country, red children began a difficult category expansion in the first few years.

In 2006, red children tried to sell cosmetics, homes, health and so on. Maternal and infant supplies Other categories of clothing brand goods, but compared to mother and baby business, other categories have always been supporting roles, regardless of the type of goods, display or station sales promotion, mother and baby have been relatively strong.

Xu Peixin, founder of Beijing red child Information Technology Co., Ltd., has been very busy recently because the new shopping platform is being launched online. He has not only launched the company's staff to make suggestions for bui, but also widely solicited opinions from netizens on micro-blog. The technical team will respond to those good suggestions as soon as possible.

BB is a new department store shopping platform for red children. Unlike other B2C websites that expand the category, the red children will vertically carve up mature categories and present them independently, instead of integrating all categories into a comprehensive platform like other B2C.

After the launch of the lottery, the original "red child" became a "red child". binwoo A channel. In the outside world, simple business adjustment is not an easy task for Xu, but this is no less than the two venture. In the past two or three years, the sales volume of red children's company has been developing slowly. Xu Peixin admitted that he had gone through a detour in the category expansion and accumulated a lot of experience. In the past few years, he has made great determination to build a strong and stable backstage system, and even reconstruct the technical framework of the background.

At present, maternal and infant products of red children account for only about half of the total sales, cosmetics, food and Home health care As a mature category of red children, red children expand to fashion women by pregnant women and young mothers in the process of category expansion.

Xu Peixin's goal is that by the end of this year, the income of BB will surpass the mother and infant business.

New brand

It is easy to find the old customers of the mother child mall in red children. Since February 26th, there has been more than one entry on the company's website called "Bon buy". After clicking, it is discovered that the original red child net has become a professional website for mother and infant, and parallel with it is a colorful shopping network including makeup, beauty, health care, home appliances, kitchen electricity and other categories. The reason why Xu Peixin launched the "colorful purchase" is that she sees the consumption potential of women on the Internet. All kinds of statistics show that women occupy the leading position in e-commerce.

For nearly two months, "internal measurement" results, Xu Peixin felt more gratified, "the" purchase "customer growth rate is very fast. And this "change face" will also be a continuous process. At present, the first phase of the website is launched. The company will further optimize its website on the basis of the first phase and feedback from all sides. By June, the two phase of the website will be launched.

It is noteworthy that, although now two shopping malls, customers can still use an account and shopping cart to operate, Xu Peixin said, "we hope to minimize customer switching costs." And this is very important. In the future planning of the company, "BL" will act as an incubator to assume the role of "mother family" and constantly nurture and separate the "adult" brand. "If there are other types of products going bigger in the future, they will go out on their own. For example, when the food is bigger, they will be independent of the food category, the creative home will grow bigger and the household will be independent." the company's future will be a collection of several professional vertical websites, "every category is very professional." Obviously, under such a concept, the design of the shopping process will have an important impact on the customer's shopping experience.

Perhaps even the founders of red children didn't think of it at the beginning of their business. Today is the way to extend the development of red children in such a way. This is the process of having a "child" (mother and baby mall) and a "mother" (shopping mall).

In fact, the diversification of products and the transformation to integrated shopping mall have become the mainstream of many vertical websites. Dangdang and Jingdong have also opened this door, and the simplest and direct way of processing is to increase shopping channels, but for red children, this is not a good policy. Unlike Li Jia Bao and Yue you, red children's company is no longer a mere mother and child seller. In September 2006, the website added makeup, home, health and other categories of business. In May 2008, it added 3C small appliances category sales. At that time, red children adopted the way of increasing shopping channels, but the effect was not satisfactory. The total sales revenue of other categories was difficult to form a rapid growth.

The reason is that for a long time, the red child company has always been labeled as the label of the mother and infant brand which is hard to break through. This is bound to inhibit the development of other kinds of products to a large extent. Indeed, Xu Peixin thinks, "it is necessary to carry out a brand fission." What can not be ignored is that the difference between Dangdang and Jingdong lies in that the company started with the crowd as the core. Dangdang and Jingdong were largely centered on the category. The construction of "colorful purchase" was the expansion of the red child company as the core of the female crowd. At present, the red child has more than 3 million registered VIP members, with a monthly membership growth of 300 thousand.

{page_break} from inside to outside

The fission of the brand is not as calm as its appearance. In fact, the internal changes began two years ago. In this case, the other three founders of the red children company have left the company one by one. The middle and senior executives of the company have also undergone the process of exchanging blood. Xu Peixin used "pain" to describe these two years. But this may be an entrepreneurial company may encounter in the process of professionalization. "Before the company's status can be said to be disorder," pull "forward, once the company entered the new process, the whole organization needs to be self motivated and coordinated, and the red child company has gone through the period of" personal heroism ". Correspondingly, the company structure, marketing mode and operation mode have changed a lot.

CIO Xu Jing is the first professional manager introduced by red child company. "At the beginning, many people did not understand why we should introduce the SAP system on CIO." Xu Peixin explained that we hope that the whole company's management can make use of the information system for process reengineering. In fact, companies are faced with a few choices, such as insisting on directory marketing or transferring to website development as a core issue, which is related to the company's resources to which side to tilt, and how to build the sales team.

Now it seems that Xu Peixin said that the red child company is an electric business enterprise. The main topic of choice is when to enter the large-scale investment period. After 10 years of multiple systems being launched, we think this is the time. Based on this, the red child has made considerable adjustments to the directory sales and operation system, and has cancelled some of the directory businesses of the three level regional branches. After that, the service objects of the catalogues are mostly those who have become our members, moving young consumers or relying on websites. On the website side, in order to be a double brand red child company, the technicians who came back from the United States were hired to make subversive development from the bottom technical structure level. At the same time, the sales force of the website has also been specially isolated from the original sales force.

In order to extend to a wider range of sales in a more economical and effective way, the red child company, which built its own logistics system in the logistics distribution section, will gradually introduce the third party logistics industry chain, which is also inconsistent with the current trend. At the beginning of the establishment of the company, because the third party logistics system and payment system are not perfect, it is necessary to build logistics to enhance competitiveness. But now the situation is quite different. The development of these two aspects has been quite perfect. Xu Peixin believes that more energy and resources can be put into the website itself. In fact, "the operation of logistics companies is more complicated than the operation of e-commerce."

When other companies adopt the mail order catalogue and entity store business mode, the red child company does not choose to open a physical store, but adopts the sales mode of mail order catalogue and e-commerce, and chooses a self built distribution system. This break the rules at the same time also makes the company quickly in the maternal and child industry to gain a foothold and become a leader. However, this change is no less than Xu Peixin's own "two pioneering work".

The challenge comes first from the operation of dual brands and the homogenization of the market. Can we achieve the goal through brand positioning and differentiation? How can the result be difficult to predict after such a big move? Xu Peixin said: "later customers will gradually see the intention of red children's company. This intention will even be reflected in some small details."