Bao Baoshu Gets 3 Billion Yuan In Investment

Mother and infant community and

The company's baby tree has received 3 billion yuan investment, and most of the people who are not familiar with the maternal and infant industry will have a big doubt. Why can the community and the electricity supplier in this subdivision get into such a large sum of money?

Can the scale support such a high valuation?

In fact, the maternal and child electronic commerce industry has been developing for many years and has a relatively large magnitude and user base, and several enterprises are gradually coming to the fore.

According to Roland Begg's data as of 2015, the volume of electronic business has reached 360 billion 600 million yuan, an increase of 98.3% over last year, and has maintained a growth rate of over 50% in recent years.

The total size of the maternal and child market reached 1 trillion and 900 billion at the end of 2015, and its growth rate exceeded two trillion yuan this year.

And if the "golden ratio" of online sales accounts for 30% of the total sales volume, the growth of mother and baby market after five years will bring nearly 800 billion yuan growth space for mother and baby business, and the average annual growth rate is expected to reach 25%.

Maternal and infant products are mainly for young and middle-aged people. The popularity and acceptance level of these people to the Internet and electric business are all higher. According to the above data, the total penetration rate of the mother to child electronic business is 18.8%, which is higher than that of the 12.7% of the total retail sales.

And because mother and baby products are different from conventional consumer goods, they have special attributes. Customers are much more concerned about the quality than the price. Therefore, with the growth of demand and the increase of per capita disposable income, the maternal and child market will have

Sales volume and price increase engine two.

At present, the largest proportion of sales in the maternal and child electronic business market is still the comprehensive electricity supplier platform, while Ali, Jingdong and vip.com's mother and child channel are listed in the first few sales places.

The majority of maternal and child electronic business with the mother and child community highly sticky and trust to carry out business and get a good development, baby tree, and honey bud, Bei Bei nets and spicy Mama Gang is the best among them. The red child has won a good growth by using the advantage of Suning line after being purchased by Suning for $60 million. O2O has also gained a good growth. In order to make up for the short board, jumei.com also heavily bet on the baby tree in the previous round.

But the price war of mother to child electronic business platform is still the hidden trouble of the whole industry. There is a senior management of a mother to child electronic business, revealing that a promotional activity will consume about 40 million yuan of funds, and the larger the scale of electricity consumption, the larger the scale of consumption. If the promotion frequency is now monthly, it will generate 4 yuan or 500 million yuan a year, which is not a big trouble for the mother and infant electricity providers who do not currently have their own hematopoietic function, so the amount of financing has also become the biggest threshold for obtaining the market.

It is predicted that the market concentration of small scale maternal and child electronic business will gradually increase with the price war. In the future, the maternal and child electronic business will develop towards quality products and services. The consumption of scenes, such as consumption and O2O, will become the mainstream.