Brief Description Of The Three Major Development Trends Of Maternal And Child E-Commerce

According to the world clothing shoes and hats net, with the curtain of the 618 curtain,

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This is a way for old friends to meet in the field of home appliances 3C, which is more attractive than crazy price cuts. It is the relationship between mobile phone manufacturers and the two big business platforms.

At the same time, the war between the two sides in maternal and infant fields has also started. The Jingdong took the lead in taking part in the joint efforts of Pacific Insurance and famous mothers and babies at home and abroad.

Jointly launched the "milk powder pants worry free" (hereinafter referred to as "no risk").

"Worry free" is mainly aimed at children and their parents who are allergic to allergies. Some babies will appear "allergies" or "red buttocks" in the process of eating milk powder and using diapers. They are not the quality problems of the products themselves, but because of the individual differences in the physique and skin of each infant.

Risk free: reverse customization of big data

Electricity supplier C2B slogan for many years, its core connotation is big data reverse customization, product level is limited to home appliances customization, in the field of after-sales service, besides freight insurance, this masterpiece seems to have no more progress.

As we all know, after 85, after 90, and other young parents have become the main line of consumption of maternal and infant products, "rest assured", "safety" is their valued indicator.

With the help of big data analysis, the Jingdong initially discovered the pain spot of consumers. After user research and confirmation from several authorities and experts, it was concluded that "some babies are hypersensitive bodies". Milk powder "allergies" and "red buttocks" are all easy to appear symptoms, and this group is not a minority.

Liu Chao, Executive Deputy Secretary General of the China Dairy Industry Association, said that due to individual differences, there are indeed some "sensitive babies". Although they have no problem with milk powder, they are prone to "milk allergy".

Zhang Haiying, CEO of China, Kimberly (China) Limited, said that if wearing a diaper, a red buttock would be related not only to skin sensitivity, but also to improper parental care.

Considering that many young parents are faced with the lack of experience and lack of experience in the face of milk allergy or red buttocks, Jingdong, after making clear the consumers' pain points, has launched a "no risk insurance", aiming at giving them more protection on the basis of authentic products, so that they can not turn to no help when they encounter the above situation.

The insurance service is insured by Jingdong supermarket and Pacific Insurance Company for all self operated milk powder and diaper pants sold by Jingdong, and the premium is charged by the Jingdong supermarket, which is presented to consumers as an order.

Consumers buy Jingdong self made milk powder or diapers. If they are found to have "allergies" or "red buttocks" after use, they may initiate claims after obtaining the appraisal report of the third party testing institutions.

It is foreseeable that Jingdong supermarket "no worry" will be sought after by young parents, because they are the absolute main force of the Internet "protecting the people", 80 percent of the 47% of the insured people, 33% of the post-90s, and the young people who have been married are the most active among the insured groups.

Data show that among the 30% most active Internet users, 48% have formed families and have children.

Similar to the freight insurance originates from consumption and feed back consumption, the "symbiotic effect" of Internet insurance and consumption is also applicable to "no risk".

On the one hand, risk free access to consumer scenarios, enhance the vitality of Internet consumption, user demand has been further released; on the other hand, the vigorous growth of Internet consumption, in turn, stimulate more worry free demand, bring incremental, and train a large number of Internet users Cheng Xinbao people.

There are three major trends in the development of maternal and child e-commerce.

Of course, Jingdong is pushing "worry free" to consider business level.

By obviously combining with the industry's freight insurance, 60 days of red goods, no worries, no worries and other combinations, the Jingdong set up the highest standard of maternal and child service in the industry, which will produce a demonstration effect, thereby promoting the popularity of the mother and child business.

With the full liberalization of the second child policy, the maternal and child industry will usher in explosive growth.

In twenty-first Century, the Institute of economic research predicted that the growth of maternal population and consumption promotion will continue to increase the size of China's maternal and infant market in the next 5 years, and it is expected to grow at an annual growth rate of not less than 16%. By 2020, the overall market size will exceed 4 trillion.

Industry cake is getting bigger and bigger, which is a good opportunity for the mother and infant electricity supplier. But we must face up to a reality: Although the price war in 2015 and 2016 has aroused the enthusiasm of consumers, the online penetration of mother and infant products is still at a low level, less than 20%. Jingdong and Tmall have only 10 billion scale, and there is much room for improvement.

Therefore, at this stage, the main players are mainly horse racing circles, sharing the results of the outbreak of the mother and baby business, far from the decisive moment.

Taking into account that insurance will help further release consumer demand, Jingdong launches "worry free", which is necessary and timely, or triggers Tmall, Suning, Beibei and other players to follow suit. Various versions of "worry free" help boost the development of the mother to child business.

The upgrading of the concept and consumption behavior of young parents is also forcing the development of the mother infant industry toward standardization, quality and standardization.

If the price war and global purchase are the key words for the development of maternal and infant electricity providers in the previous two years, then there will be three major trends in 2017.

First, return to the essence of supply chain service chain construction is the fundamental.

The price war used to cultivate the market will eventually pass away, and the mother infant electronic business market will return to reason and concentrate on the essence of retailing.

How to control the source of commodity quality, select commodity category and brand, reduce procurement costs, circulation costs, improve logistics efficiency, allocate resources online and offline, and improve after-sale are the key to provide high performance price ratio products and services for mothers and infants, thereby enhancing their core competitiveness.

Two, ecological development - complementarity between online and offline

The maternal and child electronic business needs to upgrade to the O2O service of the big mother and infant industry. Through the integration of online and offline channels, integration of resources and data access, we can provide consumers with more consumer scenarios and better experience services, and Cross medical, educational, tourism, parent-child and other industrial convergence development, extend the user life cycle, and expand more consumer scenarios.

Three, content marketing -- mining red people's economic value

Through content marketing, reduce the cost of acquiring customers, enhance user stickiness and conversion rate.

Through creating mother's red man and doctor's red man, we use the media such as self media, live broadcast, community / community and so on to excavate the economic value of the red man, disseminating the value content of cost-effective products, scientific childcare concepts and so on to users, thereby realizing the content.

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Jingdong VS Tmall: who will run the mother to child business?

It can be seen that only the platform that accurately grasps the three major trends can play the business of mother and infant.

Throughout the industry, the player who really has the strength to break the wrist with Jingdong seems to have only Tmall, whose market share is only 7% less than that of Jingdong. Considering that the size of both sides has not exceeded 100 billion, it is considered that they are evenly matched.

As we all know, the biggest difference between Jingdong and Tmall is the different business models, which are truly reflected in the performance of their respective markets.

At present, the size of the two in the mother and child market is not large, and the impact of the business model is relatively limited. Once the scale is growing rapidly, the gap will be widening.

We should know that Jingdong has a very substantial volume of self-made milk powder and diapers, and it is mandatory to grasp the initiative of sales to remove obstacles for its promotion of "no risk".

In contrast, the similar services launched by Tmall mother and baby are more aggressive. They do not have mandatory binding force on the third party mother and child shops, and the two consumption driven by insurance services will be greatly reduced.

More importantly, the differences between the two strategies will determine their respective destinies.

The strategic focus of Tmall's mother and baby has gradually shifted from children to mothers. It is the best proof that the 520 renamed of Tmall's mother and baby "double 11".

This year, 520 is no longer named after "children's Day". Instead, it is changed to "parent-child Festival". It attracts pan 90 tide mothers through new pursuit of quality, fashion and new technology.

In fact, the "baby" in the mother and infant is the Red Sea. The "mother" is the blue sea. The consumption potential of the Tmall group is not difficult to understand. However, the problem is that in the contention of the infant fast food market, apart from the ability to integrate the content marketing, the mother and baby in Tmall have not made much contribution in the supply chain service chain construction, online and offline mutual complementarity, more like daily maintenance.

In contrast, Jingdong continues to deepen the maternal and child market around the three major trends, mainly as the three major measures:

First, Jingdong supermarket has signed a purchase order of not less than 20 billion yuan, including 12 famous brands of milk powder and diaper, including Kwai and Wyeth, and collaborated in the fields of product customization, big data analysis and marketing openness.

The two is Jingdong supermarket to join the whole effort to sink, and in the past 3 years, we have set up 5000 "mother and baby experience stores" in the whole country, focusing on three or four line cities, providing consumers with quality, efficient and convenient shopping experience.

Three is Jingdong supermarket and mother net launched "Beijing Ma plan", the two sides will work together to provide brand business from consumer scenarios to consumer decision-making of the whole process marketing solutions.

The superiority of the mode and the deepening of strategy will ensure that Jingdong supermarket takes the lead in the competition between Tmall and its mother and infant, and takes the lead in advancing 100 billion mark.

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