Mom net Yanggang: from Q Group to annual revenue hundreds of millions of I'm an angel for my wife.

The mother-infant electric quotient and the community are undoubtedly this year's capital market's darling and the media attention point. According to Analysys data, 2011 China's mother and infant market scale exceeded 1 trillion yuan, is expected to exceed 2 trillion yuan in 2015. As a result of maternal and infant market radiation pregnancy, infant, child, three groups, covering the four purchasing power of pregnancy, children, parents, relatives and friends, so have a very long life cycle, it will use to shape the user loyalty. This year, the number of entrepreneurs into the mother and infant sector, a variety of maternal and child electricity, maternal and child communities have sprung up. Mobile Internet tide, a lot of people in the mother and infant areas of the old brands have to exert the mobile end, to seize a few users of the application position. Mother Nets as a deep mother-child field 10 years old enterprise, the current business covers the mother and child community (PC+APP), online activities, local information and other modules, and has begun to enter the field of electrical business. Since the formal operation of the mother net in the cash flow has been very good, in the past 10 years, the number of financing and the amount of money is not much, and has been successfully created a hundreds of millions of of the business model of the year. In doing the community is not easy to realize the profit today, MOM Network is how to achieve high profitability? How is the business closed loop made? What is the rhythm of the moving end? The following is a dark Horse reporter interview mother Nets founder and CEO Yanggang Oral finishing: The phenomenon of Community homogenization, How to earn the first bucket of gold mother net the initial embryonic form originated from a QQ group, was a lot of mothers, expectant mothers in this group chat pregnant baby tool. My wife was a regular member of the group, since then a lot of mom joined, and then developed into a similar BBS such a site, but the successor of the technology and server to keep up, did less than a year, because of the need to put more costs, the original founder gave up. At this time, my wife wants to buy to continue to operate, not because of other purposes, just feel that there are so many mothers are on top, because there is no money to give up is too bad. When I first bought it, my wife and I were just spending some money, and there is no full-time participation, until 2007, the site with the increase in user volume, the urgent need for special operations, my wife Ying resigned in a company senior executive positions, registered Canton Shing Culture Spread Co., Ltd., began a large-scale operation of the mother network. Because I myself is the co-founder of another fast-selling company, therefore, initially to the mother net is only the fund support, for example 2007 mother Net Angel Investment 3 million, is I invests. Ying is fully responsible for daily operation. At this time, MOM online registered users have risen from 14,000 people to 300,000. Our users and traffic has always been our advantage, but this free mode of information Web site is the easiest way to become the advertising. Although there is a certain user base, but in Guangzhou, and other major brand marketing channels than, we are not so famous. In order to allow large brands to come into our site, we started with free to help the P & G free trial and user feedback, the final effect is very good. It's a few times more effective than going to a big mall, so, get the trust of these big brands, let us gradually realize profit. At present, the mother net advertisement income, the big brand still accounted for 50%. On the other hand, the mother network with a large number of small and medium-sized businesses began to establish cooperative relations, through the collection of annual fees or monthly fees, to provide them with a disaggregated platform for information dissemination, so that they can provide services to the members of the way to promote business. At the same time also provide group buying, Amoy market, such as offline activities, as the way to sticky users. Members can comment online on the quality of business services, thus providing a transparent feedback model to form a virtuous circle. Strong push team, is the key to accumulate the flow of the mother net is now 32+1 mode, we have 32 city station mother network, for different cities, the site on the presentation of information is also more vertical and targeted. In addition, we have the mother of the network terminus, as a vertical information portal, focus on childcare knowledge sharing platform. At present, on the mother and child community website, the content is basically homogeneous, mom nets can be in so many cities to establish a substation, we use the line to the line on the flow of the mode of diversion. The success of this model stems from my previous experience in the field of fast sales, so with the process management, to create a group of powerful push team. Because the mother group of users mainly concentrated in several major locations, such as the community, pregnant baby shopping malls, hospitals, school kindergartens and so on are the areas where we distribute leaflets. In addition, we have a strong ability to operate activities. Now, in our cities, there will be at least one to two activities a week. Based on the interest of moms, there are preferential, social activities offline, we distribute leaflets, the user from offline to import online. A lot of offline activities are our killer. On the one hand, help us to the initial and even now to the line diversion, so that more people do not know the network of mothers understand us. This is also true when we preempt the mobile end and win the user's phone. On the other hand, can activate online resources, increase user stickiness. Our activities are widely welcomed by our mothers, based on the starting point of giving mothers access to benefits and knowledge. Third, enhance the social atmosphere of the mother and child community. I have always felt that the key point of the maternal and child community is largely in the community social atmosphere, especially now the mobile side, the mother is not the value of your goods here than other places cheaper, more is the social relationship between each other. From offline to online, community stations based on different cities, this practice can provide mothers with a real social experience. Many people may wonder how we can build 32 stations across the country from 2006 to now. My secret is: Create a standardized model and then make a mass copy. In Guangzhou, we have a standardized paradigm, the promotion to other places when a big difficulty is the accumulation of users. This process is very difficult. But again difficult to gnaw the bone, also jiabuzhu long-term conquer, moreover, we are organized, have the standard carry on. In each new city, we recruit local people for professional training, and then make standard process, refinement action, including morning, noon, evening are very clearOf。 How to post, how to reply, how to do offline activities, have a set of standards. Breaking the bottleneck of user churn: increasing local services from the name of the mother's network to see, from beginning to end our position is mom, Mom is never change, will never change due to time changes in the group, and the baby, Beibei will one day grow up and leave this place. Maternal and child communities relative to other communities there is a relatively long life cycle, but 3-5 years later, how to better sticky users, is a lot of platforms need to solve the bottleneck. The way to do this is to add local services. In the mother can see a lot of local businessmen online information, from the local Women and children hospital raiders can be seen from the hospital parking spaces, nearby restaurants, shops, to different delivery room prices, B super how much money or even to be produced in the bag to prepare what things, have introduced. Every day canton shopping malls discounted intelligence, Guangzhou around the parent-child travel strategy, second-hand trading platform, school District room sale and room to see the group and other gatherings of information, can be found on the above. Mothers as the main consumer of the family, is always will not change, to provide such a collection of 58 with the city, the public comments, only the product will function platform. Moving to the end of the two key words: the user just need to grab the user Portal mobile end is a big trend, it is obvious to all. We are moving at the end of the layout is also relatively early, the current mobile end of the three main products are: Mom Circle (based on social interaction between parent-child), pregnancy housekeeper (Pregnancy management application), gestation quiz (parenting knowledge application) My experience is to move to the end there are two big keywords: one is to hold the user just need, one is to quickly preempt the user portal. Mobile End and PC end is very different, due to the characteristics of the presentation, it is impossible to create a all-inclusive platform, must be cut into the user's some just need to create small and beautiful applications. For example, the spicy Mom is based on parent-child socializing, such as the various management during pregnancy, such as the various knowledge during parenting. Preemption of the mobile end user Portal is an important opportunity for the mother network to move to the country. In the past, the mother net in the south has been in the leading position, but although in the north open Xinjiang, but the vast number of competitors in the north, still not so high market share. However, now mobile end, but also a new round of campaign, as long as quickly seize the few users of the app location, the future of the Mother network in the north will have more outstanding results. Therefore, in the future, we will adopt various forms, including 2011 when Tencent 50 million investment, 2014 exclusive agent Tencent's parenting channel, as well as offline promotion way, preemption mobile end user Portal. (I black Horse Note: Mother and infant tools app by virtue of the user in pregnancy records, monitoring, answer questions of the demand, in attracting users more advantages, the baby tree's happy pregnancy ranked first; the community communication model for the mother and infant app mainly through emotional communication, interactive communication, To target the different stages of the mother population and different needs of the training circle, emphasis on improving the user's use of depth and stickiness, mom nets under the 230,000 daily coverage of the number of Mother Circle ranked first. Data source: Easy view of the mother and child market in the industrial chain radiationMany dimensions, the current market shoes clothing, daily, food, home, early education are the focus of the market areas, I have said, do not touch the community for three years, because the timing is not right. Now it seems that the time has come for mobile electricity business, this will be the focus of the future of Mom's network areas.