Integrated E-Commerce Platform: Three Points, The World Is Hard To Win.

The main power of domestic electricity providers, such as Tmall, Jingdong, red children, vip.com, jumei.com and so on, they rely on the user's huge traffic advantages and category synergy, as well as the size of the supplier's purchasing capacity to enter the maternal and child market, usually self employed, platform entry, C2C form and other forms.

According to the white paper, form

On the platform, Jingdong, Tmall and suning.com are three points in the world. For example, the online trading of milk powder in 1-10 months in 2015, Jingdong, Tmall and suning.com account for the top three, 40.3%, 27.7% and 10.9% respectively.

At the same time, last month 1-10 diapers online trading volume Jingdong, Tmall two main, accounting for 41.1%, 35.2%.

Data on the Jingdong to win the local, but Ali Ali flow and the ecosystem of Tmall mother and baby momentum is also flourishing, he has access to brands and large supermarkets, using rookie and Alipay to provide logistics and payment protection, through the overall data analysis of product categories, easy to achieve closed trading.

Therefore, it is unavoidable to kill Tmall in the category of mother and infant Jingdong, and it is difficult to win the battle in a short time.

Mother and baby vertical electricity providers are also very eye-catching, they surround mother group,

As the core of the crowd and has formed various models, such as relying on the integrated electronic platform backwards red children, kiss baby, provide multimode, multi scene, multi category operation Beibei, focus on importing mother and baby's honey bud, it can be said that hundred flowers bloom and a hundred schools of thought contend, among them Beibei,

The momentum of development is relatively strong.

In addition, the development of community class, tool type mobile application products has become a force that can not be ignored in the market of maternal and child electronic business through the development of e-commerce, such as electricity diversion, flash shopping and shopping mall.

They mainly operate in the form of independent brands, such as American store mom, spicy Mama mall, mom shopping, etc.

They take the long stay, high viscosity, high frequency and rigid demand community as the entrance, for the electricity supplier drainage.

Now baby tree, mother net, child care network, spicy Mama Gang, pomelo pomelo and so on have all fans, open up the community to the electricity supplier plation "curve save the nation" road.

In July 2015, the baby tree announced that it had invested $250 million in the United States. Since then, the mother and infant vertical community has officially joined the electricity supplier.

The biggest difficulty of baby tree is how to pform the users of the community into users of the electronic business platform.

Because the community electric business is innate with the "two laws" effect, that is, the user activity is high, the electricity supplier will weaken, the electricity supplier attribute is strong, the activity degree will drop, and the product supervision is difficult, and so on, whether the baby tree will repeat the failure of the micro circle of friends circle is not easy to say.

Another one using the "C2B2C recommendation mode" as a cross border mother to child community-based electricity supplier's mom shop is mediocre, and may not be related to its social genes.

Because the original needs of community users are sharing and interacting, and the success of electricity providers needs traffic and pformation. Although communities can drain electricity providers, it is not easy to say whether millions of mothers can be pformed by freaky mothers.

All doubts remain to be verified, and only hope that this is not a spoil of growth.

So it seems that the mother and baby business in 2016 has not been set, and the electricity giants continue to consume the advantage of the platform while making a desperate fight with their rivals. The vertical electricity supplier, the community electricity supplier or the "Matthew effect", the leader with a unique advantage may continue to lead and open the gap with their rivals.

It can be judged that the market will produce a platform of tens of millions of scale sooner or later.