Where Is The Maternal And Infant Industry In 2016 After Crazy Money Making?

2013-2014 two years,

The fire has not only brought out all kinds of new companies, but also these projects are running boldly under the help of capital.

In 2015, several large maternal and child companies were frantically expanding their money and dividing their territory.

According to talking data data, as of November 2015, the maternal and child industry completed 34 investment and financing projects this year, and the amount of financing exceeded 7 billion yuan. Most of the financing projects were over C.

What trend will China's maternal and child industry be in 2016?

Mother to child electricity supplier: run a marathon at the speed of 100 meters

In 2015, the battlefield of the mother to child electric business was crazy and bloody. Every family was burning money to attract the attention of users.

There was a big war of thousand regiments and a crazy subsidy.

However, the family history of mother to child e-commerce is not long, and it benefits from the demographic bonus of consumption upgrading and the rise of the middle class, but it still has a long way to go in the supply chain, so there is bound to be a long way to go.

However, she feels that it is like running a marathon to make a mother to child electronic business. It has a long journey, but it must rush at the speed of 100 meters.

Zhang Lianglun, founder of Beibei network.

Bei Bei's change was 1. He expanded from non-standard shoes and clothing to unprofitable items.

2) expand from platform to self operation and create supply chain.

3) expand from 300 to 1000.

For the economic situation, especially the poor capital in 2016, Zhang Lianglun thought that there would be a round of shuffling, and those who died in the running.

In 2016, the mother and baby business will return to create value for the brand side, so that they can make money.

Return to create value for consumers, help them find products with the highest cost performance and best experience.

The electricity supplier is just a matchmaker, who has won the last two years and will return in the future.

As for the integration of online and offline, Zhang Lianglun believes that there is no need for entanglement. The big logic is where consumers are and where the service providers are.

Users need both online and offline. There is no doubt that online and offline will coexist in the future.

In the next 5 years, the mother and baby industry will produce industry giants, first because the industry is big enough, first because there are enough rich brands and practitioners.

So Beibei net will firmly take root here.

According to Talking data forecast, with the upgrading of user consumption concept, mother and infant

It will also face user needs, business models, market participants and other aspects of upgrading.

Maternal and child community: Community + e-commerce + service integration

According to Talking data statistics, maternal and infant applications with high user coverage are mainly maternal and child community, maternal and child health applications, and "Bao Baoshu", "Bei Bei Ti sell" and "Mama Gang" are the top three users.

The maternal and child community will continue to deepen from the platform development mode, expand more cash flow mode, and maximize the flow value.

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Although the baby tree can reach 130 million of the monthly traffic volume, it has been doing almost 9 years for Wang Huainan.

From the tools to the community, the baby tree has made great achievements, but as the mother and child tools gradually move towards the intelligent hardware side, Wang Huainan believes that the baby tree has done nothing in this regard.

Although the baby tree starts with content, today's parenting problem still has no structure, and the expression of child care is still in disorder.

The community formed by interest can only stick to -1, a 3 year old mother, who is faced with a large number of users after the age of 3.

The electricity supplier is hot, but there are still so many parents who only trust themselves to return.

The problem of wasting time, energy and money is still grim.

Bao Baoshu also made a lot of efforts in the education industry. First, he wanted to buy sweetheart, opened up online and offline, and later made a Mika family education package. However, it has not improved this industry.

Therefore, for the future of the baby tree, Wang Huainan believes that it is a trend to create a comprehensive service ecosystem with the core of "family".

From tools to communities, relying on advertising to survive, and then cut into the community of electricity providers, education, health and other fields.

About social electricity providers, Wang Huainan pointed out that they are not the mother to child electronic business, but the female electricity supplier, and the family entrance rather than the pregnant baby.

What's more, they offer not only merchandise but also more comprehensive services such as tourism, finance, insurance and so on.

Wang Huainan's explanation is that at present, the baby tree has already been able to do so in terms of manpower and experience reserves.

If we really realize the integration of Wang Huainan's imagination, the problem of user stickiness and profitability faced by the mother and infant community will be solved.

Traditional retailers: online and offline convergence is a false proposition.

According to statistics of AI, statistics show that the growth rate of online pactions on mother and baby has exceeded the growth rate of online shopping since 2014. From the second half of 2014 and the first half of 2015, the scale of online shopping pactions increased rapidly, and the penetration rate reached 15.5% in 2015.

The madness of mother and baby business has stimulated many traditional retailers, and they are beginning to find a way out.

But for 16 years of mother child retail, Yue you and Wang Lai, who were born in 2009, the stimulus of electric business is not as big as expected, and they have found a solution.

Hu Chao, the founder of the industry, became the "old and immortal" friend, who shared the secret of "never dying" in the summit.

There are only two points to be summed up.

One is to know what products consumers need to buy.

In the past, the retail industry was underdeveloped, and good products often had to be increased for many times.

Nowadays, we should make a combination of goods through buyers, and build efficient supply chain through scale effect.

Instead of sacrificing their own profits, this is not sustainable.

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The two is to solve the problem of how consumers buy.

Where the customers are, they are there.

In 1999, China's electricity supplier was undeveloped.

Today, the rise of electricity providers, physical stores are not losing their advantages.

The two channels of entity store and net are coexist. After the New Trinity of Yue you, the +APP combination of website and store can make the commodity structure more reasonable, which can not only make long tail goods, but also make short tail goods. It can also solve the problem of too long stock cycle.

In the future, you will also work harder in the online experience shop.

Children Wang CEO Xu Weihong also stressed that online and offline channel integration is a false proposition, consumers need is not a channel.

Some products still live well without channels.

Therefore, the Commission of the future channel will be infinitely approaching 0. Only the channels that can really create value exist.

Mother infant product brand: where is the way out?

In 2015, the cost of flower diapers was 88 yuan and sold to 68 yuan.

As a result, the biggest loss is not the electricity suppliers who lose money, but on the contrary, they are always in the strong brand of the flower brand.

Where is the way out for brands now that China's mother and infant brands are not so strong?

Domestic brands

Zhu Dingping, director general, made the following considerations on the way out for the brand side:

First of all, whenever we consider the three elements of value, cost and efficiency, we can not find the balance between the three, and the results will not be very good.

As a brand side, the only way to survive is to create value.

Secondly, in the maternal and child industry, there are many businesses and categories of the joint venture, so will the multi product and multi brand industries continue? This problem can be found by Haier, an electrical appliance industry.

Electrical appliances are characterized by long life cycle and low purchase frequency. The problem of mother child products is growing day by day and consumers are gradually losing.

In essence, all roads lead to the same goal.

Therefore, when we visited Haier, we saw that they had so many product lines and so many brands that we basically found the answer.

Because only in this way can enterprises continue to operate.

If the mother and baby industry can not achieve multiple products and brands, the turnover will not go up, but the cost of acquiring customers will be higher and higher.

Therefore, we must change with consumers, where consumers are, where our products are.

Zhou Jinfeng, the brand director of the domestic diaper brand, also said that the brand side should make four innovations: technological innovation (enhance quality), marketing innovation (close to consumers), brand innovation (with temperature, emotion), and cultural innovation (enterprise internal management).

At the same time, the domestic brands must firmly carry out the three important ideas of chairman Xi Jinping's pformation. To achieve "China's manufacturing industry, China's speed must be changed to China's quality. China's manufacturing must pform to China's creation, and China's products must change to Chinese brands."

In 2015, China's maternal and child industry has been crushed by capital, whether it is the electricity supplier or the community, whether it is the brand side or the retailers have already felt the direction of the industry in real gold and silver.

It is believed that in 2016, China's mother infant industry will go farther and farther along the road explored by various lords, and eventually become a giant industry.