Step By Step: Cut Into Children's Safety Market With Children's Shoes.

Losing step by step. Founder According to Gan Zhiquan, at present, there are several kinds of children's safety products on the market, such as bracelet, watch, or schoolbag, even cards, etc., which have a common feature, that is, in the form of appendices on children, because they increase the burden of wearing, and are easy to forget to carry or children are disgusted with.

So when he wanted to enter the children's safety market, Gan Zhiquan chose the landing point of GPS chip on children's shoes, and got the 5 million yuan angel investment from Taishan brothers in January this year.

Similar to other children's safety products, Gan Zhiquan's launch shoes called "step away" positioning shoes also rely mainly on the positioning technology of the GPS LBS base station. A GPS chip is built in the slot of the tongue, and the APP can be used with the matching APP. Track 。 According to the previous introduction of step down official, in terms of positioning accuracy, indoor 50 to 500 meters and outdoor 3 to 15 meters can be achieved.

At the end of APP, the function of "fence" is set up. Parents can assign a safe range to their children. Once the location of the shoe is identified beyond the safety limit, the application will call the police to inform the parents. In order to apply different scenarios, fences can be divided into static fences and dynamic fences. For example, when children are in kindergartens alone, they can delineate the static fence of kindergartens. When going out with children, they can delineate their own dynamic fence to reduce their chances of being separated.

Although the consumption frequency of shoes is higher than that of bracelet, it also means that the cost of buying is higher. Step lost has adopted a package way to reduce the purchase threshold: the packing fee of about 730 yuan is valid for two years, including four shoes and a positioning chip, compared with ordinary children's shoes, the price is not high. In addition, step by step also wants to further reduce costs through cooperation with operators, according to Gan Zhiquan. introduce The 730 yuan package price also includes two years' flow cost.

First of all, whether shoes are really better than bracelets for children, but compared with bracelet, shoes can be faced with a larger market. The positioning chip is placed on shoes, on the one hand, it can cut into the emerging market of child safety. On the other hand, it also has the potential of developing traditional market for children's shoes. But for step loss, it also means greater difficulty: both the hardware manufacturer and the traditional shoe manufacturer, so the team that has lost the research team also has two people, who are responsible for the chip and the one in charge of shoes, and the workload is not small.

From the official website, there is only one shoe available in step by step. Considering that both shoes and GPS are needed every day, step by step may need to provide more or even more styles than ordinary children's shoes, or make plug-in products to get through the connections of other children's shoes.

Because of the importance of children to every family, the lost APP has a relatively small social function. Every parent in the family can own their account. In addition to checking the children's real-time location, they can communicate with each other, such as parents who work in different places during the day. Obviously, in the long run, with the help of shoes, step lost also wants to become the family's communication center.

In addition to the communication between family members, APP APP also supports interaction with users outside the family and becomes a social interaction among parents. Because there is a common topic, once a sufficient number of parents gathered, it is very convenient to build a vertical community with the theme of childcare. On the other hand, the relationship between users is easy to get rid of, and then build up their own "search network".

Cut in is a strong demand market for children's safety, but from the perspective of the lost product itself, there are still some smart devices that often have the characteristics of "regret": for example, lack of endurance capacity, and still need to charge every day; children can't carry out any interaction with parents on their shoes, and the accuracy of positioning will also make the products slightly more tasteless in the indoor environment.