Ten years of red children, the next "tuyere" of the vertical electric O2O

Text/Huang Jianming micro-letter public number: huangjianming026

From 2004 to now, the red child has been plowing for 10 years as a vertical electric dealer. According to Red Child member data, 10 years have nearly 30 million maternal and child users on the platform of Red children to enjoy information, purchase mother and child supplies, this huge data means that since 2004, every 6 babies born in China, there is a service to get or use red children, And this one of the milk powder and diaper purchase high ranked single category sales, which also makes red children become a well-deserved domestic "mother and infant electrical business king."

China's internet is just 20 years old this year, saying the development of red children runs through half the time of the Internet. Next 10 years, the red Child chooses, O2O becomes oneself next "the Tuyere", this time, the red child can also good wind dint, once again take off?

The ultimate outlet for vertical electric dealers-amnesty or listed

From the emergence of Taobao, China a large pile of Taobao second banner of the Platform electric business, not dead or injured, the loss is very heavy. Basically no one survives, truly can and Taobao famous, also only Jingdong, Suning easy to buy, Xun a few, entities everywhere. This also gave birth to the emergence of vertical electric quotient, vertical electric quotient means in the subdivision domain inside difference competition, compared to the platform electric quotient all-inclusive, vertical electric quotient more performance is small but fine. In their most familiar areas of deep ploughing, to a category against Taobao platform, such as the all-inclusive below the single category competitiveness of the situation is limited.

As a vertical electric quotient, the author thinks that in addition to the graceful death, heroic death, humble death, the only way out is to be amnesty acquisition or to market earnings. This is the only way out, in various categories of space to make the platform unlimited squeeze, this is also a good way.

First talk about the listed vertical electricity quotient, Macaulay Forest, Orchid Pavilion set potential, only goods will, Dangdang (self-proclaimed platform, more like the book category of the vertical). There will be the upcoming listing of the United States, the largest amount of capital will be listed this year. Vertical electric business listing, is also pros and cons, which can be seen from several enterprises after the listing of the follow-up development, which is the most typical color is the MAI Lin and only products will be.

Macaulay, founded in 1996, the early start with mail-order business, with the gradual rise of online shopping, the 1999 Mai Lin launched the wheat net. In 2010 it chose to go public.

At the time of the IPO, Macaulay's internet revenues accounted for only 50% of the total revenue, with revenue coming from offline shops and mail-order. When the IPO, the first of the results of Macquarie's report on the beginning of the plunge. On the second day of the earnings report, the price of Macaulay plunged 39% to 8.15 dollars. Since then, Macaulay has suffered a serious loss, with a net profit of USD 4.4 million in 2010. In the following 2011 years and 2012, the net losses amounted to $33.3 million and 22.4 million dollars respectively. Stock prices also followed the fall, from the listing of 18 U.S. dollars to the lowest of less than 1 U.S. dollars cents shares.

This is listed as a model, the day-to-day operation of some errors in the listing report to be an infinite amplification, the mature capital market many times to make the financial results of the early warning, the vertical electric dealer's quick trial and error is very unfavorable. Earlier, Liu had issued a view that, from the public news from Macaulay, investors dominate control taste strong.

Without autonomy, it is fatal to the vertical electric quotient, the most familiar with their own enterprises, not the founder Mo, but after the listing, the general founder can only take the second line, so that professional managers stationed in, their own products to provide advice, grasp the general direction of business development, but even this right are denied by investors, This leaves only a piece of regret.

Only goods will, March 4, 2014 opened, only the stock price rose 32.44%, the way up to 180 U.S. dollars, rose to 41%, the market value once exceeded the 10 billion dollar mark. Close to the market value of 9.493 billion U.S. dollars, more than NetEase, become Tencent, Baidu, Qihoo after the Chinese Internet fourth largest listed companies. With the support of the flash-purchase model, the profit was applauded, under the support of the stock price, acquired the same vertical electric quotient of the Lok Bee Network, completed a gorgeous transformation, this is the strong and strong vertical power market amplification effect, many commentators under the various valuations, only the goods will not meet this huge valuation, But it does not prevent it from continuing to be the darling of the capital markets, and the future is precisely the capital that underpins the premium of vertical electricity dealers.

Relative to the ups and downs of the listing, Exultation Big Sad, was amnesty the acquisition of vertical electric quotient is more sedate. There is no disclosure of the listed report, there is no need to separate account investors, shareholders, can be more focused on their own trial and error, transformation, reform, with greater autonomy.

For the acquisition of the model, it is only the goods will buy the music bee network.

Le Bee Network is China's first expert star stationed in the provision of "female fashion solutions" of the large women's shopping site, by the famous host, producer, Oriental Popular media Group founder Li in 2008 founded. Its main advantages are embodied in its own talent brand to high influence, high profit is known, another advantage is the media, including the beautiful beauty of the long-term cooperation with the brand display, online under the media synchronization. Has its own unique fan group, user groups, user loyalty is very high.

For vertical electric operators, be amnesty besides can obtain precious development fund, more importantly, choose the enterprise that accords with own development foreground, bring resources, enterprise internal support, management layer of operation, this is more important, le Bee net value is the only product will flash the huge flow of the model, As well as apparel category and cosmetics category of highly coincident user groups.

This is the same for the Red children to choose Suning, in the Red Child 10 anniversary Conference, Suningyun group vice chairman Weimin said, in the red children on the basis of independent development, Suning group will be in the background resources to carry out full support for the development of red children, is the Suning national resource system grafting. The first resource is the logistics resources, the second resource is Suning's member system data resources, the number of members in the country has already billion members, online membership has reached more than 30 million. The third resource is to realize the process of diversion and drainage between the daily operation process and the realization of a linkage in the business. Red Children's own development space to adjust, red child itself is a strong industry color brand, in the differentiation of the formation of the only choice of consumption.

Logistics, membership, traffic, three big head to let the red child this kind of vertical electric quotient obtains the biggest support, but does not need to worry the report, the data, the profit these several to let the listed company to have been troubled for a long time several major problems, can own fast growth.

Relative to the vertical electricity market for a short period of time sweet, long time to see the strength of the amnesty acquired by the vertical electric dealers, more stable some, may not be a sudden huge increase, but step is another way of survival. Vertical electric business is not right and wrong, only care about the enterprise itself has not recognized the situation, set the direction.

After the vertical, still see O2O

According to the Grapevine, Oppo and the cat are carrying out secret data matching, analysis of the cat and Oppo's membership overlap reached 92%. After years of deep learning of E-commerce, Ali is very familiar with the user's consumption habits and consumption capabilities, Oppo is very understanding of the user's mobile phone usage habits. Online on the next two levels for users to think about a step in advance to provide users with the required services. Two of companies that look connected are not big together, offline channels, plus the flow of the line, it is clear that this is the cat after the cooperation with the Yintai after another large-scale O2O layout.

It is not easy to layout in O2O, first of all, the author analyzes Oppo has the advantage of natural line, after the cat access, each counter can become the distribution point of the online products, this natural logistics advantages to many enterprises, and the Sky Cat is China's first platform, a huge amount of traffic, the dual 11 of the leading person, Let competitors not be overlooked. But their cooperation or have a very need to reconcile the place, as two independent companies, a lot of interest in the game, need a long time to be able to achieve a relatively good effect.

Compared to the long running-in between the two companies, red children and suning natural between the internal O2O force, the deployment of Suning major stores of logistics resources, storage resources, diapers, milk powder This baby's fast consumer products through the line of a large number of channels for the deployment, stock. Through the analysis of the user's large data, to carry out a number of targeted customer push, for example, 22-50 years old, once bought a TV, fridge, air-conditioning one or several black-and-white household appliances, male and female customers, baby products for the push, the age of one-time purchase of several large household electrical appliances products users, generally have a family needs, Or have a family, such users in China, there is a very high probability of red children's target users. If more accurate, in the summer to buy air-conditioning and once in the red children to buy diapers customers, you can promptly give him to push the summer use of dry diapers, to achieve accurate delivery.

Customer experience has been greatly improved, the purchase of enterprise products conversion rate has been improved, the user quickly orders, rapid receipt of goods. This is the next step of the vertical electric O2O Road, to be able to do online and offline seamless docking, covering a wider range of goods loss is smaller, this is the vast majority of vertical electric O2O colleagues need to think about the problem.

There is no doubt that the O2O of the vertical electric dealer will be the next tuyere, but even if the wind is large, there will also be a capacity, there is a load, the tuyere of each era, can carry only the industry's top three or even the first two enterprises, how to rob earlier, go faster, need enterprises in addition to ideas, more is to implement the implementation of the Force.

Conclusion: Ten years of red children, but also a microcosm of the ten-year vertical electric business. The vertical electric quotient is a kind from scratch, compared to the platform, can satisfy the user to the individual variety high request. Over the past ten years, O2O this tuyere has been set to the red children and even the vast majority of vertical electric dealers in front of, how to stand in the Tuyere, flying the highest, still need a step-by-step trial and error, step-by-step exploration, the expansion of the Great Leap Forward, or not workable.