2016 Maternal And Child Electricity Business Important Year's Funding And Determination Contest

Speaking of the most visual impact of the "bikini", guess which Tmall sold the most in 2015, Tmall's "double eleven"?

Is it a city in Guangdong or Hainan near the South China Sea, or a city near Zhejiang and Fujian near the east coast?

"You must have never thought that the largest number of Tmall's" double eleven "bikini sold in 2015 was Chengdu, and 2014 was Urumqi.

Yang Qin, chief data analyst of business data center, held in December 3rd, "2015 China"

"Digital Forum" said that big data is changing and subverting many traditional consumption impressions, and scientific methods should be applied to maternal and child industry cognition and precision marketing.

Target consumers who subvert brand image

The new generation of young mothers after 85 and after 90 are becoming more and more accustomed to buying mother and infant products on the Internet. The Research Report on the consumption behavior of mothers and babies in China by 2014 released by baby tree shows that the main purchase channels for mother and infant products are concentrated on the platform of electronic business, electronic business platform and product stores, accounting for 32.36%, 22.88% and 23.72% respectively.

That is to say, the proportion of mother to child products purchased by e-commerce channels is 55.24%.

In addition, the comprehensive stores and supermarkets accounted for 11.43% and 9.06% respectively.

At present, there are about 100 million pregnant people at the right age in China, but many consumers are puzzled by what consumers like.

"The portraits of target consumers are not brand names."

JAMIE, a senior digital marketing manager at Danone, said that the target consumers we used to consider were 123 year old women in the cities of 25~35, but now brands will more clearly depict the target consumers by embracing big data.

Subversion of the industry is the first financial business

According to the center's research, from the perspective of urban distribution, although the maternal and child electronic business industry is dominated by consumers in a second tier city, the urban line level is showing a trend of continuous subsidence. The proportion of consumers in the three or four tier cities has reached 36%.

If you give mothers and children of the consumer group portrait, Yang Qin found that compared to many other industries, the majority of maternal and child industry consumers are "deep users", popularly known as the "senior chopper party", and the depth of 2011~2014 continues to deepen.

From the perspective of the development speed of each category, Yang Qin found that young mothers began to pay attention to themselves besides their babies. The products of pregnant women became popular in the first half of 2014, followed by baby products.

In 2015, baby toys were active for some time.

At present, the growth rate of these three categories has dropped, but the baby clothing has maintained a relatively high growth rate.

Analyzing the market characteristics of baby industry, CEO, co-founder of Ruijin scale group, and cloud digital figure, an Hui Hui, found that from the perspective of consumers, mothers or expectant mothers would take the initiative to retrieve and collect information, update speed, be satisfied with products, participate in activities more, be willing to share their experience, trust experts and trust their mothers' reputation. From the perspective of products, mother and baby brand products are various, good and bad, homogenization is serious, competition is fierce, and strong brands are few. From a retail perspective, the channels are scattered, chaotic, and regional differences are obvious, and online sales are developing rapidly.

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In order to rebuild the value chain of enterprises, we need to optimize segments based on the needs of insight.

An Shihui said, for example, the consumer life cycle around the maternal and child industry can produce a wealth of digital products, and attract, nurture and pform consumers through various forms of Internet, in order to achieve product quality integration.

The year of decisive battle between mother and baby business

"Maternal and child electronic business has experienced the" blossom everywhere "in 2014, various integration in 2015, and will enter the decisive stage in 2016.

Liu Ying, founder of mother net, found that although the cross-border electricity supplier between mother and baby was still hot in the second half of 2015, the price competition between the mother and infant electricity supplier industry has been mild after the fierce price war in the first half of the year.

Talking about the development of maternal and child electronic business in 2015, Liu Ying thought, on the one hand

The internal supply chain is being integrated, and the fierce diaper wars have made many small and medium-sized supply chains withdraw from the struggle of the mother to child electronic business, or stop or seek other directions; on the other hand, the platform of the industry is also integrating, and there are three kinds of large and complete mother to child channels (Tmall mother and infant, Jingdong mother and baby), the pure electronic business that focuses on the mother and infant, and the import and export extension of the mother to child business.

And in 2016, the mother to child electricity supplier where to go? Liu Ying believes that with the concept of Hai Tao "find" encountered bottlenecks, goods, logistics, after-sales service links such as standardization, the difference is weakening, in 2016, the maternal and child electronics industry will be the capital and determination of the contest and confrontation, buy users, fight prices, grab market share will be more intense.

However, "promoting the development of the industry with sales promotion is not healthy".

Zhong Yufu, chairman and chief executive officer of Guang He Tang, a monthly catering company.

"Danone also chose not to compete in price."

JAMIE, senior digital marketing manager of Danone, said that we find that people who buy low-priced parallel goods are different from those who buy genuine brands. Instead of fighting with parallel imports, we should focus our efforts on building new brand opportunities. Secondly, there are also great opportunities for mother and baby stores under the electricity line. Danone is willing to accumulate more and more experience with consumers to accumulate more brand investment and construction in the future.

"70 after 80 mother and 85 after 90 mother is different, the choice is not the same."

JAMIE said Danone will learn more about what the new generation of mothers will like and how they will adopt the brand communication in 2016.

"In the digital age, people become the core. Digital living space interacts with real life space to play a role in consumers. Mother and baby brands need comprehensive and systematic integration of multiple scenarios (offline retail, e-commerce platform, official website, mobile terminals, social networking), multi organizations (products, distribution, supply), and a variety of behaviors (advertising, inquiry, consumption)."

An Shihui, co-founder of Ruijin scale group & cloud digital CEO, said.