Domestic Maternal And Child Electricity Providers Appear Tired: Collective Business To Mother To Child

The two child policy has brought about a policy dividend for the intense competition of mother and baby business, and is also changing imperceptibly.

Development strategy.

Reporter survey found that for the "double" big promotion, the big platform rarely in maternal and child category promotion, but in mask, household, health care products and other aspects of money.

This is not a coincidence, but a portrayal of the collective pformation of mother and baby business.

Being criticized for short life cycle and homogenization of products, mother and baby business may not be limited to mother and infant category in the future.

Gao Guangying, founder of mom net, admitted that next year, the competition between mother and infant will be involved in the whole platform products.

Category expansion

After "double 11", "black Friday" and "double 12" rounds of promotions, the domestic maternal and child e-commerce market is showing signs of weakness.

Reporters see, Beibei nets, honey bud, baby tree and other well-known domestic and female electricity providers "double" sales promotion efforts are not great, promotional category is no longer limited to milk powder, diapers and other baby products.

Take Beibei network as an example, import Korean and American cosmetics, European and American health care products and other categories to land on the front page, but also include the beauty products sold on the cross-border e-commerce platform, such as the Lai Silk Mask, Hera BB cream and so on.

More than a year after the war, the war on paper diapers has been fading away.

Liu Nan, founder and CEO of honey buds, recently said at the tenth annual China online retail annual meeting hosted by the billion power network. "Honey buds" are no longer just a vertical mother to child electronic business. The platform is selling socialized products for the consumption of urban middle class families. Quality products such as fast food products and home appliances are the main directions of development.

According to Liu Nan, as of the three quarter, the proportion of non maternal and infant commodities on the honey bud platform accounted for 20% of the total commodity category.

Just landed on the new three boards.

Mother net is also trying to pform. Gao Guang Ying said that the platform continued to increase the number of non maternal and infant products, and now the platform includes cosmetics, clothing, bags, light extravagance and other commodities.

Growth bottleneck

With the characteristics of rigid demand and high rate of repeat purchase, coupled with the upgrading of domestic consumer spending and the holding of cross border mother and infant categories, the maternal and child electronic business has become the most capital intensive market segment.

According to the statistics of the North Institute of Commerce, there are many well-known vertical mother and baby business providers, such as Miya, baby tree, Beibei net, Mai Le buy, spicy mama, etc. over the past two years, the total financing has exceeded 1 billion US dollars.

In March of this year, the maternal and child electricity supplier under the capital draught opened the price war of burning money subsidies users.

Take the NB90 model of Japan's Kwang diapers as an example. The original price was 188 yuan / bag, and the price war period was as low as 58 yuan / bag, including mainstream electric providers such as Tmall, Jingdong, Amazon China, jumei.com and so on.

However, the high fever capital has not eradicated the pain point of the mother to child electronic business.

Xu Jun, the founder of Hai Mi global purchase, said that the price war on diapers is only a few people in the industry enjoying themselves.

"Mother and baby user life cycle is limited, milk powder, no wet urine is concentrated only at the age of 1-3 years of use.

After the life cycle, users will immediately be converted to ordinary users with no difference.

As a result, users who spend a lot of costs will quickly lose their lives after a short life cycle.

Gao Guangying also believes that the number of high-quality maternal and child brands is limited, and the choice of domestic and female e-commerce products has encountered bottlenecks. When goods, logistics, and after-sale services are standardized, the differences between platforms are getting weaker and weaker, and the trend of pformation from mother to baby is obvious.

In an anonymous business expert, the vertical mother to child electronic business has high consumption frequency, but the target user market is narrow, the consumption cycle is short, and the user retention is very difficult. If we always stick to the category of mother and infant, the growth space is limited, and the capital side will not be optimistic.

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New battlefield

In the face of the current situation of the industry, the domestic and female electricity providers have been changing the track from the traditional mother to child market to the "big mother and infant" market, such as female consumption and family consumption.

In the view of an industry executive, under the "big mother and baby" market pattern, the mother and infant electricity supplier should arrange for the different categories and fields of the mother and baby population upstream and downstream.

Taking every platform as an example, the selection of products has been one of the painful points of platform development.

Before sale, mothers rely on their mothers to share their products and experience in the community. The platform collects user demand data to facilitate later selection.

At the same time, through emotional communication to enhance user stickiness.

According to the reporter, including baby tree, mother net, honey bud, and so on, a number of maternal and child electronic business platforms operate their mother and infant communities.

In Gao Guangying's view, through mother and child community, the platform can get lower user cost, higher user conversion rate and better word of mouth communication effect.

Transformation of the "big mother and baby" market, the maternal and child electricity supplier also timely welcomed the dividend policy.

A few days ago, the Standing Committee of the National People's Congress voted to approve the amendment to the population and family planning law. The two children will be formally implemented in January 1st next year.

The two child policy has been fully liberalized to a certain extent, bringing favorable policies to mothers and infants.

Mo Daiqing, an analyst with China's e-commerce research center, told reporters that after the opening of the two child policy, more opportunities will be given to the mother and child.

However, now mother and baby have developed to personalized mother and baby.

During the period, the competition may no longer be the richness of platform products, and more importantly, it will continue to meet the personalized needs of users on the platform.