Mobile Internet Outlet Has Arrived: Mother And Baby Electric Business Heard "Wind" Dance

In the era, who has the best money? The answer is, of course, women and children.

Over the past few years, accompanied by

As well as the fertility needs of the 85 and 90 marriages, the maternal and infant business has also risen rapidly, and has quickly become the darling of the capital market.

In the future, where is the development path of the maternal and child electronic business? What worries do we need to pay attention to after the rapid development?

Not long ago, a new mother child channel summit was held in Shanghai.

From the channel,

In other areas, nearly 40 maternal and child e-commerce related industry bigwigs interpret the change of mother to child business channel.

Perhaps, through the dry goods shared by mothers and baby business owners, we can get a glimpse of the future appearance of mother and baby business.

Mobile Internet outlet has arrived: mother and baby electric business heard "wind" dance

As for the rise of mother and baby business, many people attribute it to "feminine economics" plus "second child economics". After all, women are naturally Shopaholic. The impression of "losing their families" has long been popular among the people. Coupled with the release of last year's second child policy, the prosperity of mother and baby business is attributed to both.

The data also support the rapid development of the maternal and child electronic business. In 2015, the market size of maternal and infant industry in China is expected to exceed 2 trillion yuan.

At the same time, consumers' online shopping habits were gradually nurtured. In 2014, the scale of online shopping pactions reached 2 trillion and 800 billion, an increase of 48.7%, still maintained at a relatively high level of growth.

This is undoubtedly a good opportunity for the development of maternal and child electronic business.

In addition, the deeper reason is the advent of mobile Internet era.

As babe net CEO Zhang Lianglun said at the summit of mother and baby, "why do we say that the mother to child electronic business can go all the way to today's situation? I think the biggest reason is not that the mother and infant are a sunrise industry, either from the second child policy or from the cross-border policy. I think the biggest bonus comes from the mobile Internet, but it is just that our group has just grafted the mobile Internet into the field of maternal and child electricity business, so we have this thing today."

In fact, as early as the electricity supplier mobile terminal is in the ascendant, many mothers and infants electric business began to tilt the business to the mobile terminal, which directly cut the mobile terminal from the electricity supplier. Now its mobile terminal business has accounted for 95% of the total business. It also started with mobile as the only center of gravity without distracting the PC side, and rapidly realizing the scale effect. The market share in vertical mother to child market reached 70%.

Of course, more than one target mobile trend, baby tree, spicy mom and so on in the form of social networking, content and other mobile terminals, baby tree training a team of content, relying on high-quality content to increase user stickiness.

At present, the focus is still on the community. Since May 2015, the water business has been tested.

No matter which platform is going to be a difficult competition in the field of maternal and infant competition, the platform will cut into mobile ports in different ways. At the same time, it will provide users with a more portable form of shopping, and promote the development of the maternal and child electronic business.

Economic downturn: "anti fragile" can cast "undead gold body".

There is a favourable wind in the capital market.

The environment of capital cold winter is a "headwind" that many start-ups face.

How should we break the cocoon and pform the butterfly into the mother infant field?

Throughout the maternal and child electronics industry, milk powder diapers are relatively pparent, which is a typical price sensitive product. Making money is actually very difficult. The Jingdong, which started with standard products, is now very difficult to make profits.

Perhaps, starting from non-standard products, the development of maternal and child electronic business will have more stamina.

For example, babe net, which has been cut from children's clothing, has always regarded mother and baby non-standard products as the top priority.

In fact, the difficulty of non-standard products is much greater than that of the standard products, but if we keep calm and do enough, the price space will be large enough, and barriers will naturally come into being.

In addition, in line with consumer demand in early 2015, the major maternal and child business platform began to vigorously develop cross-border business and self employment.

After more than a year's development, the cross-border business of mother and baby business has made considerable progress. Among them, Beibei's cross-border electricity business has entered the first order of cross-border electricity suppliers, and has realized the comprehensive self-defense of safety sensitive categories such as milk powder diapers, complementary foods and so on.

Once become the first brand in the field of maternal and child business, occupying the mental space of users, there will be enough mass moms to repeat purchases.

In 2016, every family had to work hard.

In this regard, through improving user experience and services, we have acquired the purchasing power of users, and have begun to expand the category in a large scale, extending the maternal and infant population as the core of the extension market; honey bud hopes to build its brand image through the heavy marketing to get the drainage; the baby tree is through the main community, followed by grafting the way of electric business, hoping for sustained development.

Through the O2O mode, the child king combines the offline with the online resources; the freaky focuses on the social attributes of the platform, which is similar to the development direction of the baby tree.

Different businesses adopt different business strategies and good models to enhance brand image and get users' results.

The picture shows the scale and stickiness of mobile mother and infant e-commerce users.

Not long ago, the data released by Questmobile showed that the number of active users of mobile mother to child APP in the 1-5 months of this year increased significantly from 11 million to 15 million in the month, and the growth rate rose from 80% to 145%.

This shows that the whole maternal and infant industry is in rapid growth, of course, in addition to the good policies of the second child policy, this is also related to the marketing and promotion services and experience of all the mothers and infants.

{page_break}

Pattern determines vision: Reshaping retail electricity supplier "CPU"

In the future, how will the mother and infant electric business do and what direction to do? This is the first issue in all maternal and infant industries.

And around the concept of "mother economy" to do the era of maternal and child electronic business, perhaps in the cruel field of electricity business to kill a blood.

In mid June this year, the "three step" strategy was first exposed.

Perhaps we can see the way out for future maternal and child business from strategic planning.

In the first stage, the 2014-2015 year has become China's leading maternal and infant vertical e-commerce platform.

The second stage is to build a family shopping portal around the mother economy.

In the third stage, we hope to become the next super entry of mobile shopping.

At present, the number of mother to child electronic business is dozens or even hundreds, and traffic has become the most difficult part of most platforms.

It is far from enough to make all kinds of marketing solutions.

The reason is that the platform does not realize that the essence of traffic originates from users themselves, because shopping is naturally born with traffic, and when consumers can serve well enough, traffic comes naturally.

2016 in the first half of the year

Returning to the essence of retailing, quality is the first priority. At the same time, it is the future of the industry to reshape "retail CPU" with the help of pferring Internet efficient attributes.

Specifically, the mother and baby business operators do not need to stick to proprietary or platform based, cross-border, etc., really return to retail is the eternal truth.

After the upgrading of consumption, the industry ends up with two ends, one is the front end and the other is the back end.

The front end is the user's mental space, and the innovation for all the marketing methods of the front end is to build a moat for the user's mind. When the user first responds to you, someone else will take away your users and will spend two or even three times the cost to complete it.

From the back end, the efficiency of supply chain is finally solved, reshaping "retail CPU" and improving the supply chain ecology.

Specifically to the supply chain, not only is the logistics fast and slow, the real supply chain is from the production of goods to the final sale of goods, all of these links are optimized and upgraded, and the value of differentiation is made.

Today, the maternal and child electronics industry has become increasingly white hot, only to find a new way to find new sustainable growth point of interest, while at the same time hard work to improve service and experience, in order to win in the brutal business competition always invincible!