Pinduoduo Creates A One-Stop Maternal And Child Consumption Platform, The Source Of Live Broadcast Products And The Establishment Of Brand Trust

With the opening of the two child policy and the improvement of quality consumption awareness, the mother child economy has become a new consumption growth point. Nowadays, young Baoma people pay more attention to baby products. However, the post-90s moms, who have gradually become the main consumer force, are more willing to buy big brands with good reputation on the e-commerce platform than some brands they haven't seen in mother and baby stores.

According to iResearch's "Research Report on China's Internet maternal and infant new generation in 2020", the scale of China's maternal and child consumption market will reach 2991.9 billion yuan in 2019. With the upgrading of consumption, the rising cost of child care and the release of the dividend of the "comprehensive two child" policy, it is estimated that the consumption market of China's mother and child will reach 3.2 trillion in 2020. In addition, the epidemic has activated a stable Internet maternal and child market, with a high growth rate of 35.7% in 2020q1, and a monthly live growth of 646 million.

"In pinduoduo's nearly 700 million users, the mother group is the mainstay." Lu Yuan, the head of pinduoduo's mother and baby, said in an interview with the 21st century economic reporter, "they are strict with quality and safety when they pick things for their babies. But as long as it is a high-quality mother and baby brand, consumers will vote with orders and be willing to share. " In this regard, pinduoduo, on the one hand, attracts more high-quality maternal and infant brands to settle in, and helps these mother and infant brands to rise through increasing subsidies; on the other hand, pinduoduo also cooperates with the products of major maternal and infant brands to carry out traceability actions to improve consumers' trust in these mother and infant brands.

No longer "the old man wears the boss"

"Everyone wants to dress up as the most distinctive child when they become parents." Yao Dongliang, CEO of Jiangsu Gewei Brand Operation Management Co., Ltd., the first level general representative of Snoopy children's wear in China, said, "but children's bodies grow fast, children's clothes wear for a short time, they are too expensive to buy, and they don't want to wear old ones. Therefore, it's normal for many families to wear clothes like" the second son and the eldest. "

"Since entering pinduoduo, the platform has given huge traffic support, so that we can harvest new users at a very low cost, and all the saved parts will be given to consumers, so that we can have the current lowest price of the whole network." He further explained. The American brand Snoopy was born in 1950, and its Snoopy children's wear was settled in pinduoduo in early 2019 and upgraded to the flagship store of Snoopy children's wear by 2020.

With such a shopping model and subsidies for pinduoduo, many mothers said in the Snoopy product review area that they can now buy two sets of clothes for the money they used to buy, and the second will no longer have to wear the old clothes of the eldest. "In just over a month, we have gained nearly 50000 fans from all over the country and sold more than one million. We were surprised by the power of the "spell" mode in terms of sales and fan growth. " "In 2020, we expect to sell 9 million pieces of children's clothing, saving tens of millions of yuan for mothers," Yao said

With the continuous improvement of China's national living standards, the size of children's clothing market is also growing. When a young mother plans to buy clothes for her children, she certainly hopes to buy a coat, pants, shoes, schoolbag, hat, even travel, food, entertainment equipment, etc. pinduoduo transforms this demand of mothers into "creating a one-stop shopping scene".

Among them, Wandashan, a domestic milk powder brand, settled in pinduoduo at the end of 2018. With the support of the platform, the sales of many popular products soared. During the period of "more than one and a half years ago, a series of products were sold all over the country.

In particular, this year's outbreak of the epidemic, the obstruction of international mail, domestic milk powder in the pinduoduo ushered in a period of rapid growth in sales. According to the data, since March this year, the sales volume of domestic brand milk powder on pinduoduo platform has increased by 220%, "many Baoda and Baoma have begun to try domestic high-quality brand milk powder, and no longer only list foreign brands as the first choice. In particular, the post-90s mothers who pursue high cost performance are more willing to pay for domestic milk powder, and the prejudice is gradually eliminated. " Lu Yuan said.

"I didn't expect so many people around to drink domestic milk powder." A post-90s Baoma in Shenzhen told the 21st century economic report that she was surprised that in her more than 10 mother and child social groups, domestic milk powder was widely shared and purchased by mothers, which surprised her. "Local milk source is more suitable for Chinese baby's physique. The technology and management of domestic milk powder are not inferior to big brands, and the price is more affordable. It's time to change our concepts."

"We are surprised that the post-90s pay more and more attention to domestic milk powder brands. In the future, we will combine more high-quality domestic brands, and let baopa and Baoma try and finally trust domestic brands, which is the next priority." Lu Yuan stressed, "in addition to meeting the requirements of young parents for the safety and quality of goods, we have also affected the way the young generation of parents raise their babies. From safety and professionalism to personalized baby rearing, more mothers and babies also bring more possibilities for consumers to live. "

Traceability of products in live broadcasting room

The establishment of brand trust is not overnight. Therefore, Wandashan opened the door to pinduoduo's "mother and child product traceability action". On the same day, 450000 Baoda and Baoma witnessed the whole process of refining a good domestic milk powder. Meanwhile, all the milk powder of Wandashan in the live broadcasting room were presented at the lowest price of the whole network. The sales volume of star products such as Jingcai increased nearly twice on that day, which promoted the domestic milk powder Market of the platform Daily sales increased by 195%.

"The 24-hour whole process tracking, 18 inspection procedures, 238 levels of checks, pharmaceutical grade standard production and processing of dairy products, if not for my own eyes, I can't believe that the production process of domestic milk powder is so strict." A post-90s mom commented live.

"Since this year, many domestic milk powder products have become phenomenal popular products on the platform. Relying on the advantages of local milk sources, good service system and customer t stickiness, they have won the trust of consumers." Lu Yuan pointed out, "it can be seen from the live broadcasting room today that 450000 netizens voted for Wandashan with orders."

It is reported that pinduoduo has visited Nantong Dawang diaper factory, Huzhou Biba diaper factory, Nanjing curiosity diaper factory, Shijiazhuang JUNLEBAO milk source base, Inner Mongolia Yili milk source base, etc. through live broadcast, nearly 700 million users of the platform "cloud visit" the major mother and baby brand factories, and witness the pinduoduo platform mother and baby The whole process of product production makes consumers feel more at ease.

Among them, good children group, the world's largest brand of pregnant and baby children, has also joined pinduoduo's "mother and baby product traceability action". In the national level laboratory of Goodchild, the staff also demonstrated various types of tests conducted in product development and production. Staff said that each batch of raw materials and parts will be inspected for safety. After more than 2000 different types of tests, the product will be 100% safe before leaving the factory. It is worth mentioning that the "baby" on the seat is still safe after a high-speed collision at 80 km / h.

"In the past, baby strollers and child safety seats were not necessary in the minds of domestic consumers. However, with the post-90s becoming the main consumer group of mothers, their consumption concept and consumption ability have greatly changed, and they have more new needs. " Zhang Xia, general manager of the business department of Goodbaby Group, said that the spelling mode has become the lifestyle of young parents. They like to share and try new things. Pinduoduo can make a product a "shared product" among mothers. The recommendation of acquaintances makes consumers more willing to try. This is very helpful for brand expansion of high-end products and new functional product markets.

During the live broadcast, nearly 30 star products of Goodbaby, such as baby stroller with baby and child safety seat, were sought after by the post-90s Baoma, driving the sales of children's travel articles on the platform by nearly 160%. "Mothers born in the 90s have become the main force of consumption. With the huge user group of pinduoduo, we can better understand the new needs of mothers. These innovative products based on the needs of mothers can be more easily recognized by them." Zhang Xia affirmed.

Data shows that since May, children's travel, sports, entertainment and other commodities on pinduoduo platform have experienced a blowout growth. "These products can bring more company and fun to family life, and are sought after by the parents of the post-90s generation." Lu Yuan said that as the main force in charge of family finance and life, mother and baby products have become a platform for growth.

He further said that in the future, pinduoduo will continue to visit more high-quality brand factories, increase subsidies with more maternal and infant brands, and create a complete set of solutions around multiple family scenarios to help mothers solve the problem of baby rearing in one stop. At the same time, the platform will provide more core resources including "10 billion subsidies" and "time limited seconds" for high-quality maternal and infant brands, and provide comprehensive support in the fields of R & D, production, live broadcast and promotion.

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