Big Data How To Upgrade The Business Model Of Maternal And Child Business?

Speaking of the most visual impact of the costume bikini, guess which city in China 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 can't believe that in 2015, Tmall's" double eleven "bikini sold the most in Chengdu, and Urumqi in 2014.

Yang Qin, chief data analyst of the first financial and business data center, said in December 3rd the "2015 China mother infant brand digital forum", big data is changing and subverting many traditional consumption impressions.

Cognition and precision marketing should also be scientific.

Target consumers who subvert brand image

85, the new generation of young mothers after 90's become more and more accustomed to buying mother and infant products on the Internet. The Research Report on the consumption behavior of mothers and infants in China in 2014 released by baby tree shows that the main purchase channels for mother and infant products are concentrated on the mobile phone end.

The PC terminal business platform and product stores account 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 25-35 year old women in 123 tier cities, 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 is mainly consumers in a second tier city, the urban line level is sinking constantly.

At present, 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", commonly known as the "senior chopper party", and the depth of 2011~2014 is still deepening.

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.

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Analyzing the characteristics of the baby industry market, CEO, founder of Ruijin scale group, found that, from the point of view of consumers, mothers or mothers would take the initiative to search and collect information, update their speed, be satisfied with their products, participate in activities, share their experience, trust their experts, and trust their mothers' reputation. From the perspective of products, there are many brand products, good quality and bad quality, fierce competition, and strong brands.

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.

Mother network founder Liu Ying found that the second half of 2015 came to mother and baby.

Although still hot, but the maternal and child electricity industry has been flat since the first half of the fierce price war.

Turning to the development of maternal and child e-commerce in 2015, Liu Ying believes that on the one hand, the supply chain in the industry is being integrated, and the fierce diaper wars have led many small and medium-sized supply chains to withdraw from the business of their mothers and daughters, or to 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 full mother to child channels (Tmall mother and baby, Jingdong mother and baby), the pure electronic business, which focuses on the mother and infant, and the extended mother and baby.

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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. We are willing to accumulate more and more experience in understanding and understanding consumers, so as to facilitate more brand investment and construction in the future.