Analysis of mother and infant industry chain--multifaceted of domestic mother and infant industry

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The first time in webmaster net Hair article, before all is to see everybody writes the thing, this talk about the maternal and infant industry chain development trend. I hope we can communicate with you a lot. My qq:8185046

What should a typical Chinese father look like? In the eyes of many Chinese, the father may be the simple and honest, taciturn old man in Zhu Ziqing's writings. This is the old man's view that the young man who wears a disheveled hair, dances around the street, dresses casually, and sees Han as his opinion leader is becoming a new generation of dads.

The boys are subverting the traditional image of Chinese fathers, born after the reform and opening-up, and are now raising their babies. This is almost inadvertently happening, you can sigh time flies, time flies, but you can't not face these more than 20 years ago the fact that babies are becoming household consumer decision-makers. With the Olympics and the Golden Pig, China will usher in a baby boom this year, with new and younger parents no longer taking the old parenting style as a model, they are treating their own generation in the perspective and manner of their generation. There is no doubt that parents will make maternal and infant consumption become more fashionable, diverse and rich, the concept of upheaval behind the new round of industry opportunities, and this means that the larger game has begun.

Generation is a rebellious generation, they have the courage to accept new things, and the network is more and more contact, the network can bring them convenience, but also make them dependent. I believe that the mothers will also benefit from the network, not only because they often surf the internet, but also the main is now a large number of maternal and child sites of the frequent debut. From the domestic well-known cradle network, baby tree, mother said red children, Le You, Lai home Baby, and then to all over the mother and child type of regional site, earlier in webmaster net once saw the introduction of Guangzhou mother, this also shows that China's mother and infant industry chain in the growing, their ability can be the greatest play.

The following on the domestic mainstream maternal and child type of Web site model to do an analysis.

1, Information + Service: Typical representative cradle net, baby tree.

Analysis: Cradle Network is a large domestic and maternal information website, CEO Wang Whinan has served as Dangdang president, with years of industry experience to build a large industry site. Cradle Network has the largest domestic expert advisory group, members are mostly clinical, health care, psychological early education and other fields of experts, they will be to the cradle network every once in a chat conversation. If a parent wants an expert to have a one-to-one assessment of their baby, Cradle network is free, but to allow experts to provide one-on-one personalized guidance program, it is necessary to charge fees, this is the Cradle Network growth Ladder project, this project is a cradle network across the pure media a major test, and has been recognized by investors, This to CEO Gao Xiang may be the last resort, CEO Gao Xiang at the time of separation and Dangdang signed "Do not engage in E-commerce" agreement, which more or less limited the cradle of E-commerce exploration. He also has doubts about the way out of Sina's mother-and-child vertical portal, though the cradle network is largely focused on the media, but according to his vision, the future cradle of profit growth is charged by online education and expert services.

Baby Tree model is more popular SNS site, from the site traffic and user activity, but also quite impressive, I think, SNS to turn the flow of traffic into money, in the current difficult to achieve. At the end of March this year, CEO Wang Whinan, after obtaining a 10 million dollar two financing of the Jingwei venture, said that "there is no consideration for the business and brand licensing operation", but less than one months later, he renege, began to try to do the docking of the company. Web 2.0 favorite to talk about the flow of the topic of retreat, who also do not want to touch the sore point of profit model, who know that the Web 2.0 implementation fee is difficult, the most distressed is that the flow of attracting can not be converted into sales force. Perhaps the cradle Network's growth ladder project, which Wang Whinan to change his mind, has sent a signal that the cradle network is charging!

Guess: the baby tree may be on the SNS platform docking a consumer platform, this platform will be a cooperative build, it is possible to use the existing platform of Red children.

Venture capitalists are spending money to gamble on a longer-term future, but in game competition to the stage of marketing as king, those who boast of the subversion of the Web 2.0 can not be separated from the traditional marketing model. If the Web 2.0 is still emphasizing traffic, content, rankings and not the profit model, then some seem irrational, and if a proven business model is not explored in 2008 years, a significant portion of those sites will die in the next year or two.

2, the traditional industry manufacturers infiltrated the Internet: Typical representative: Bedouin beauty, good children.

Analysis: The above analysis, in fact, for the baby tree, the greater pressure from the traditional mother and infant products manufacturers, some have been concentrating on selling milk powder, toys and urine manufacturers have found the energy of the Internet and began to act, Johnson's 1 million dollar acquisition of the famous U.S. website Babycente.com, its Chinese version also on the line in 2007, that is, Bedouin beauty, also spent a lot of money to launch the name of Babyschool.com's baby Web site. Unlike those that have scratched the profit model, these traditional product manufacturers are just an amateur, and they want the site to be able to host more services and features for product sales. But one of the issues that we have to focus on, these sites also have a huge user base, considerable click-through, but also has a very high user stickiness and brand reputation, even this year's milk powder incident to them almost no impact, the most noteworthy is that they have a professional website does not have a complete detailed consumer files, E-commerce can be the most critical of the finishing touches to play incisively and vividly. Once these powerful manufacturers transform their power, they will surely push the cradle, baby tree and other similar sites into a corner.

Good children are China's largest children's products group, the product involves more than 2000 kinds of children's daily necessities. Through the domestic owned by 35 sales centers, 4,000 sales point of the sales network, went to the most terminal. July 2000 Good Child Childcare Network opened, from now on, good children group into the line direct shop + directory Marketing + Professional Services Web site integrated content Service era.

3, Directory direct investment + E-commerce: Typical representative of Red children, Le You, Li Jia Baby

Analysis: Red children, Le You, and the baby, etc. prove that the company is an effective and profitable business model, this model is very common, can find a successful model everywhere, such as the same as red children to implement a mail order catalogue + E-commerce model of the Nishimatsu House. After 2006 years and 2007 of rapid expansion, red children now reach thousands of people, with nearly 20 branches all over the country, from the initial Beijing market to the country. At the time of the founding of the Red Child, the mother and child market has risen to the home of the family and friends, in order to avoid the cost, red children did not set up stores, but through the directory directly into the mother and child market. Catalog printing cost of more than 5 yuan, plus postage, almost 7 yuan A, printing tens of thousands of, only this threshold to occupy a dominant position. At present, red Children's directory and call center is the main source of income, the network last year over 10%. For the management in the mall, with rich experience in the retail industry, Xu Xianxin, this is no doubt a duck, red children behind the more than 6,000 suppliers as its strong backing, through the Red Child's information system feedback market data, so that they achieve a win. Red Children in a short span of 3 years to achieve the market boss, 2007 sales of 1 billion yuan, this year's growth rate will not be less than 200%.

1999, le Friends President Husu led the team to embark on the journey of entrepreneurship, ten years of grinding a sword, now the music friends development and growth, is a set of offline stores, directory direct investment, E-commerce as one of the large maternal and infant industry integrated service provider, is also doing the directory started Le You through the store experience to make up for the lack of red children, March 08, " China's mother and child World "of the Beijing flagship store was set up, occupy the battle of mother positions began. 3 consecutive rounds of financing is the expansion of Lok Friends Capital, with the help of the upstream and downstream service network across the country.

The above is the domestic dominant position of the different models of the three types of mother and infant enterprise analysis, but also represents the current domestic maternal and infant industry chain mainstream. Of course, the big guys strength again big, at present also just in the domestic first-line city enclosure, it is impossible to deep into the second line of three cities, this for the general webmaster and small and medium-sized entrepreneurs still have a lot of development opportunities.

Below is the second-line brand-oriented mother and infant industry comprehensive service provider to do the analysis.

Typical representative: Ping an mummy set up time: 1995

Scale: More than 80 chain stores, 8 wholesale centers

Analysis: Peace mummy brand since 1995 began to produce Japanese version of maternity, after 10 years of continuous improvement in the formation of the Japanese version of the model and better than the Japanese version of the "Peace Mummy" "Fu'an mummy" series Maternity suit. Companies are to large-scale, group development, the initial formation of the entire domestic marketing network, has now developed into a product sales, life services, early and young education in one of the diversified child-friendly integrated service providers. Its own clothing companies remain, for franchisees and direct shop services.

At present, the domestic mother and infant market to a first-line brand (including foreign brands) and the three-tier brand, while the second-line brand is uneven, ping ' an mom just meet the vacancy, based on their own advantages, but also become a small number of domestic brand representatives. Now we have entered the brand era of coexistence between consumers and enterprises, the new brand era, is the enterprise and consumers resonate, with common values and cultural identity. We will this time down to the brand 3.0 times, the domestic marketing can be divided into three stages, before 2000, is a strong as the main characteristics of the brand 1.0 times, enterprises strong, consumer weakness, can also be called the enterprise-leading market. Second, from 2000 to 2006, is the brand 2.0 times, to brand out of control as the main characteristics of enterprise weakness, consumer strength, the choice of brand control in the hands of consumers. From 2007, the market enters the brand 3.0 times, the consumer and the brand coexist co-prosperity.

Now the new generation of mothers are mostly generation, their consumption needs and the previous generations are fundamentally different. They have a modern conception of parenting, they learn more about parenting before they get pregnant, they pursue a high quality of life, the price does not work for them, and the value of the product and the identity of the brand (including promotions) are the key factors that determine their consumption. Ping ' an is very agreeable to this point of view, and for the mother of the special groups put forward a new marketing concept. The new marketing concept to the enterprise put forward higher requirements, in the promotion, ping ' an to use the value of marketing, interactive marketing, news marketing, database marketing and other means, more actively and actively communicate with consumers, and consumers to cultivate a more intimate relationship. We are not only to ensure that customers have the perfect experience, but also proactively understand the situation of customers, for customers to actively push service information. This initiative in the implementation of various agents, has achieved very good results, has been recognized by the majority of users. 2008 the company set up E-commerce department, and the website has been revised, will be the Network + entity + Marketing Concept of the mode of service agents and more mummies. Ping ' an will be in the online recruitment, online business marketing, Ping Mummy intends to work with more network entrepreneurs and offline to join hands together, in the mother and child of this industry chain occupy their own sky.

   Ping Mummy website www.zb12.com