Recently, The Child King Submitted The New Three Board Listing Application.

2016 is a rare pregnancy for many mothers and babies.

Not long ago

The application for listing has been submitted, and the baby tree has followed the subsequent financing 3 billion to return to the domestic capital market. In August 1st, the reporter inquired into the retail industry of mother and child in the National SME share pfer system.

Wang also submitted an application letter for new third board listing.

According to the children's Wang's public pfer instructions, in 2014, 2015 and 2016 1-3, the children's business income reached 1561826360 yuan, 2760293614 yuan and 920359226 yuan respectively, of which 2015 increased by 76.73% compared with 2014.

It is also clear that the profit of Wang Jinsan during the year is clearly stated in the instructions.

It is understood that the net profit in 2014 and 2015 is -88544989 yuan and -138440007 yuan respectively.

On the one hand, the reason for the loss is that the company has increased the intensity of the national layout in recent years, implemented the rapid expansion strategy, increased the number of new stores, and the stores have not yet reached the level of profitability. On the other hand, the company has pushed the all channel strategy, set up high-quality online operation teams, and vigorously built online retail and service platforms, which has increased the investment in the online industry.

However, from January 2016 to March, the child king had achieved profitability and the net profit was 4631728 yuan.

First, the implementation of the policy of "two child" has stimulated mother and child.

The expansion of scale, more importantly, child king has found his own profit model.

In the description of pfer, the child king has made clear his position, that is, Chinese families provide comprehensive solutions to the goods, services and contents of mothers and children, and create a full channel service platform integrating online and offline.

Relying on the 3 weapons of "commodity + service + social", we will dig deep into the big data of members, build a highly viscous membership relationship with customized consultancy, full scene services and content, and achieve multi-point profit models such as commodity sales, membership fees, virtual products, value-added services and so on.

Force its own brand

According to the report, from 2014 to 2016, the gross profit margin of child king was 25.03%, 24.68% and 26.89% respectively, basically maintaining stability and rising from the beginning of the year.

The reason is that the increase in gross margin is also related to its own brand in recent years.

As can be seen from the chart, the sales of children's brand from 9 million 230 thousand in 2014 to 63 million 490 thousand in 2015, to nearly 7 times the growth, and sales in the first three months of this year have reached 23 million 140 thousand.

Earlier, because of the "ice and snow legend" hot release, Disney's related products are also hot, and the son Wang combined with the hot spots launched a series of Disney's products, hand puppet, neck protection, pillow, bag, climbing pad, etc., and through the children Wang line shop next to the same step sales.

In addition to combating hot spot products, the children's brand launched in March this year included "Bao Le" diaper brand, "plant kingdom" clothing brand, "Hui Dian Tang" and "Ling" toy brand, "Beit times protection" brand, etc., totaling 125 SKU.

In addition, according to market research feedback, combined with the trend demand of consumers, the company designs and develops new products independently or outsourced, and chooses to cooperate with high quality OEM factory to develop its own brand goods.

The assignment notes that good children adopt the "bidding system" to consider the comprehensive ability of OEM generation plant from many aspects such as industry experience, professional knowledge, product quality, financial status, production capacity and delivery capacity.

Big data "find" people

As a brand emerging from offline, now faced with the competitive situation of all kinds of maternal and infant online platforms, children Wang CEO Xu Wei Hong has said that they have found their own profit model, mainly targeting the "consumer side", that is, members. Over the years, they have established a unique big data membership system, on the one hand, they should not miss every potential customer, and on the other hand, they will stick to every member.

This way of maintaining the membership system through big data is also clearly stated in the pfer instructions.

Child king has a group of child care consultants who specialize in maternal and child knowledge consulting and other value-added services to provide users with one to one customized services.

Starting from obtaining member data, parenting consultants classify and classify different members according to their members' characteristics, including physical location, age, consumption status, income status and physiological status.

Then, a good child will predict and simulate the demand of members through the big data, and provide different marketing strategies, such as commodities, services, promotion and coupons of financial products, through SMS, APP, childcare consultants, etc.

Specifically, the child Wang's membership system is mainly divided into five steps: membership acquisition, membership classification, member interaction, membership increment and member feedback.

Starting from mining users, locking hospitals, communities and other precise areas, to guide users to register their APP, generate membership files.

After obtaining the information, the children will classify the membership standards, such as the early pregnancy, the second trimester, the third trimester, the 0-6 month, the 7-12 month, and so on, so as to better classify the members. In addition, the more important step is to maintain the good old members, dig out the potential needs of members through the offline interaction, return visit and feedback, and improve the service. It is reported that in 2015 years, the membership conversion rate of the new customers of the company reached 63.7%, and the total revenue from the members of the company accounted for 96% of the total income.

For example, a mother bought several cans of milk at the store. After a few days, she received a call from her son to ask her about her needs, discount and whether she needed to deliver the door.

Through the online and offline user data get through, they also launched a milk card for members, regular delivery, guaranteed to provide users with the most fresh milk powder, get a better user experience.

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The osmotic force on the line below the line

Roland Begg, one of the ten largest consulting companies in the world, predicts that in 2015, the sales of online channels in China's mother child market will be about 326 billion 600 million yuan, and the share of the channel will be 32%. It is estimated that the scale of online pactions in China's mother child market will reach 729 billion 600 million yuan by 2020, and the proportion of channel shares will further increase to 40%.

Brands are vigorously developing the whole channel, through the online and offline membership information fully open up, so that users can get a better experience.

For children Wang, it is the most important problem to combine online and offline more closely to nurture the service system.

It is understood that child Wang has 127 entities in 16 provinces and 66 cities in the country, and in recent years they are still increasing the online layout. Besides, the children's online channels include mobile terminal APP, mobile terminal micro mall, PC end official mall and Tmall, Jingdong official flagship store.

At the beginning of this year, Xu Weihong once sent an article about its in-depth understanding of the online and offline markets.

Founded in 2009, the child Wang Qishi started from the Internet, but in just four months, he couldn't get through. The electricity supplier asked for low unit price and fast logistics, so the low price, the lower and lower prices, and the faster and faster delivery, all of these elements together, no one can turn it into a business model that can make money efficiently.

This allows children to change their thinking. In line with the special brand of mother and child, is the integration on the offline line the best solution? Xu Weihong feels that even though it is an air gap, the commercial property is a draught for the child.

In the children's shop, salesmen are not selling to customers purely, but building contacts with them, allowing employees to develop and acquire customers. It is understood that children's stores have child care advisors to answer their parents' questions, and at the specific sales level, they will also guide users to buy online.