How is the mother and infant market broken? A bystander's advice

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At present, the traditional mother and infant market is more "media operation + Vertical electric Business" mode, the lack of data-driven concepts

China's new generation of maternal and infant groups per capita annual consumption of 5,000~18,000 yuan, by 2015, the Chinese mother and child market can reach about 2 trillion yuan, its space is not small, its temptation is well-known, into the scale of the participants have more than dozens of, including Alexa ranking compared to the previous baby tree, Cradle Network, Mom nets, the Pacific network, and so on, and like the hot mom to help such mobile end of the new sharp. Product form also covers the vertical media content, infant growth record, interactive community and circle, vertical electric business or shopping guide, mom Fashion and many other forms. However, there seems to be a lot of problems behind the booming, such as serious quality, content piling, product heavy and full, the single mode of revenue, more introduction please see the tiger Sniff article "Mother and child business on the Internet, 8 Representative project."

There is no reason to discuss this situation. Mother and infant market does have its particularity, domestic mother and infant industry entrepreneurship also has a lot to balance the factors, just from a spectator point of view many people can feel its lack of innovation, traditional operation thinking monotonous, how to crack, more need is destructive innovation and technical thinking, Perhaps there will be a future of the road of the Broken Board:

1. Data of mother and infant information and products

The current mother and child product information is more of the article, forum posts such as the form of semi-structured data, in this traditional mode of operation, a mother and child product users encounter problems, or need a large number of sweeping stickers from the row summary information, or turn to a few so-called community public knowledge, There is the consultation around the familiar with experienced people, but there is no relatively perfect, convenient data mother and child services.

For example, a lot of early pregnant women often encounter problems: pregnancy 5 weeks, HCG 50.0, progesterone 9.0, accompanied by abdominal pain, in the end is not threatened abortion? If we have the information service of relative data, we can statistic the overall index distribution and physiological characteristics of pregnant women in the community, Presented in a very intuitive form of data, but also can be based on different segments of the user to see the characteristics of the distribution of groups.

There are a number of similar user scenarios that can be data-capable of subverting many of the existing product configurations. Perhaps, many pregnant women before go to the hospital to diagnose to want to be able to see some such distribution information in advance, in order to obtain psychological comfort.

At present, the traditional mother-child market is flooded with more semi-structured text information, lack of relatively structured information content, and behind the highlight of the operating philosophy is more media operating mode, the lack of data-driven concepts. Of course, for ordinary entrepreneurial companies, unlike Baidu has a large number of data processing capacity, a comprehensive approach to the technical route is relatively unrealistic. A more realistic way may be from product design point of view, as far as possible to structure the input of the data users, get some and content of the corresponding tagged data, and then with the thinking of data operation, gradually slimming the current products, provide more optimized data information.

2. Prediction, large data, soft and hard combination?

The thinking of the data operation will make the participants gradually highlight the value of the data, but in the beginning, we should find a feasible application scenario, and try to train the available data mining model for specific hot issues. For example, whether you can predict the pregnancy problem by means of large data, whether it is possible to predict the problem of baby deformity earlier, and so on, there are some directions to try. Of course, in this process, it is likely to require a large number of different dimensions of feature data, as Ovuline, for example, they increase their chances of conceiving by collecting the user's menstrual time, body temperature, recent medications, weight, and other data, while also constantly monitoring a number of user health indicators during pregnancy (weight, Nutritional levels, exercise, blood pressure, sleep time, physical symptoms, and emotional state, etc., to predict possible health risks in advance. According to data from Ovuline, the platform's users are twice times more likely to have successful pregnancies than the U.S. average, helping 20,000 women conceive successfully. What highlights here is the value of the data.

We can see that in this process, often require specific hardware equipment to collect specific, usually inconvenient to collect data, so that the available data become more, such as body temperature, pulse, weight, exercise, blood pressure, even your sex action data can be easily obtained and synchronized to the server; And the convenience also brings the frequency of data acquisition and even to the real-time, which is conducive to the formation of better predictive models.

It can be imagined that with wearable equipment, the popularity of various sensors, there will be more and more near real-time, new dimension of user data can surface, and then stimulate a variety of real value can produce large data applications. In addition, a digression: More pregnant infant, health, medical direction data application products, can also be reverse excitation wearable equipment market popularity.

3, the downstream value of the pregnancy development

The pregnancy market and the marriage market have similar place, its user often is aperiodic new user, the old user is very few. Therefore, it can be based on existing users, targeted to provide downstream products and services during the pregnancy cycle, typical child early education products: Pregnant mom before and during pregnancy to the original products, circles will have a very high frequency and stickiness, to children born, related topics must have its continuity, especially for infant growth, early education related fields , there is a strong demand. As in the past, the Baby Tree, which featured interactive information, began in 2010 with a multimedia pay magazine called "Rice Card", which covers physical toys, story books, parents ' manuals, DVDs for children and interactive games, and is expected to contribute 40% of the revenue to the company.

Second, the local life service, try how from similar month sister-in-law, second-hand toy trade such as pregnancy and infant service, and gradually expand to a broader domestic and electric business services market. For example, the Mother network, which started in Guangzhou, took two years to complete the transformation from a single mother-child vertical community to a localized mom's life information community. It involves the information content plate from parent-child, parenting class also gradually extended to local life, home decoration, consumption discounts, tourism and other plates.

In addition, it is possible to expand from the upper reaches of the pregnancy, for example, this year to get Bertelsmann Asia investment funds, the true fund with a cast of millions of U.S. dollars investment in the aunt, through the Menstrual Management Service system, can be at an earlier time to grasp the value of the user flow, if a female user in the menstrual management process successfully "upgraded", It is highly likely that there will be a need for pregnancy-related needs in their communities.

4, redefine the security-sensitive products of the electrical business model?

The domestic electric business, the Shopping guide field competition is extremely intense, the participant's list may list very long. In the same way, the electric commercial diversion is also one of the normal ways of the pregnancy and infant market, but the baby is not the same place, the most important thing is the different products, pregnancy and infant market of goods involved in a wide range of brands, and most of the safety of highly sensitive goods, such as milk powder, urine, pregnancy drugs, etc. High-end users may not be more concerned about the price level, it is not necessarily the brand so simple (like Sanlu milk powder incident has made everyone lose confidence in some brands). Perhaps what they need is a "trustworthy reputation", which is not from a wide range of user reviews, but more from a small and medium-sized, trustworthy circle of Word-of-mouth. The choice is either the collective wisdom that is discussed in such a semi-strong circle, or from a trustworthy circle of people. Special goods, circles, talent, Word-of-mouth, many categories of these elements together, in order to better operate, perhaps also need to redefine the field of electrical business model.

Like a16z has invested in Fab, ShoeDazzle, zulily, including a group of electric trader players, and put forward the concept of electricity quotient 2.0, perhaps the domestic mother and child electric business model needs is similar to the Electricity Quotient 2.0 part of the concept of elements: a shorter and faster procurement of supply chain system, based on the community's consumption system, Plus the operational thinking of the data. These can bring to the user is more controllable product quality, more data product information, more let the user convincing product reputation.

5, Community Tatsu People's certification and grading management

If the last point is set up, that is accompanied by the community is how to build the system, how to cultivate the relevant mechanism. Such a system is in the major electric power of their own system built separately, or need to have a unified certification? What is the difference between a certified talent and an average user's service? How should the degree of authentication reach between the person and the business become a certainty? How to grade? These are problems that are likely to be faced. In the mother and infant market similar direction of the pioneers have not seen, but like the microblogging of Blue V and certification, micro-letter of the public subscription number and service number, the major electric dealers in the membership points system, there are relevant cases can be used for reference. Belonging to the mother and infant group of their own community certification system may also need to come out.