Mobile end user scramble for mother and child website

With the fourth-year Chinese population birth Peak, which lasted 20 years in early 21st century, it brought a new 16 million babies and a continuing bullish market for mothers and infants each year. According to the latest research data released by the company, it is expected to reach a market size of 7 trillion by the end of 2017. The mother and infant market has entered the centralized blowout state, the mother and child website in the whole industry rising process, also gradually show a different trend.

Mobile internet and the era of large data, the test for the mother-child site more focused on mobile client applications. In the face of 85 even after the offspring into the reproductive age, parent-child apps is all the mother and child Web site crawling Novice Parents the best tool. Mother and child website mobile end of the user battle is already started, the situation? And listen to the author profile Analysis Micro.

The pattern of the Chinese mother-child website is divided into two types:

One for the information faction, to the Top-down Knowledge Base system as the core content, in-site search and subscription push mechanism to meet the mother of the birth of the crowd knowledge supplement, such mother and child website to cradle nets, baby tree as the representative;

Second for the forum, to the mother of the crowd of mutual aid UGC content, as a platform, a large number of aggregated mother and child user groups, to achieve real-time and accurate individual breeding problems to solve, such mother-child sites, especially the Mother network for the representative.

In the two camps produced by the parent-child apps, also showed a strong difference. One of the information sent by the knowledge base system to derive a large number of tool-type apps, such as Cradle network of childcare knowledge, childcare network pregnancy reminders, baby tree happy pregnancy, etc., and the Forum faction will move the community to mobile phones, such as Mom's network under the Mother Circle, is a typical mobile vertical community

Data comparison: Forum faction apps win information sent apps

The author learned from the industry, Baby tree mobile phone application "Happy pregnancy" May 21, 2012 online, 2-month download volume of 300,000, the daily average start times 100,000; MOM Network mobile phone application "Mom Circle" April 1, 2013 on-line, 2 months download amount of 4.2 million, daily average start times 1.1 million. So whether or not in a year's time, the mobile internet's parent-child apps has already appeared to explode the state? Let's look at a set of figures for the same period. July 9, 2013, app query tool AppAnnie data show, Mom Circle in the iphone download China apps free Total table ranked 43rd, and the overall ranking Top100 found no other parent-child class apps.

Why is it that the PC-side difference is not obvious in the mother-child web site, the mobile end of such alarming data differences? I think there are two major factors.

Mobile Internet features better suited to community apps

We know that the nature of user behavior of mobile Internet is fragmentation time participation and real-time interaction information. From these two characteristics, in the form of a community forum, the mother of the user real-time interaction, with its convenience of posting, information acquisition immediacy, diversity and individual precision, has been more than the favor of mother users. And the mother-infant Knowledge base query and push mechanism of the apps, the more present uniform applicability, for individual users often can not be refined.

Apps Day is "character"

The author thinks that the easy reproduction of the tool-like parent-child apps is the fatal wound of the information school. A large number of apps of homogenization has been eating through various channels of information sent to the mother and child Web site mobile users, making tool-like parent-child apps users to promote the need to spend more money. By contrast, the platform class of parent-child Community apps more present the flesh and blood of the user "fireworks Breath", the forum on every timely help, warm care, and even based on the concept of parenting collision and dispute, ultimately will form the cultural atmosphere of the entire community. In this cultural atmosphere, different community editors will lead a different community personality, and different user groups will be in and out of the ID and the tide of sand, the formation of community users of the collective ideology. The daily average number of active users of apps is often dominated by the "character" of apps itself.

It's not hard to find out that the number of users in Mom's circle is exploding mom network with 9 years of experience in the Internet community operation and strong PC Internet users stickiness, the strength of the mobile Internet when the advantages highlighted, for the user group segmentation and Social attribute needs, in human-computer interaction and social needs such as user experience has an accurate grasp. More because of the mother net strategic shareholder Tencent Open Qzone application Platform for the promotion of support, its mobile client downloads and user activity of a large number of advantages leading the parent-child class apps also become a necessity.