At the end of the year

At the end of the year, it's time to look ahead. In the past year, under the child policy opening, the national consumption level continues to raise, the 86-90 generation ushered in the marriage and marriage peak as well as the network purchase, the mobile shopping new technology development and so on factor influence, the mother and child electric business industry enters the rapid growth period, becomes our country net buys the market share the fifth big profession, the The industry estimates that the total number of mothers and infants market in 2015 will be as high as 2 trillion yuan, which will continue to climb.

At the same time, the mother and infant electric business industry also exposed many problems, many vertical electric operators still not realize profits, in addition, the mother and infant electric dealers also burst baby stroller, diaper sale fake scandal, these factors will give the 2015 mother and child electric business industry impact? In the next year, the mother and infant electric business industry will usher in what changes? Science and Technology Wukong ventured to make the following eight big guesses, readers.

1. The market continues to be hot, the industry or will usher in capital Carnival

2014 Ali, Beijing and east two giants have gone to the United States listed, China's electricity companies to stir the world's capital, shake the world. After the giant listing, ushered in the small and the U.S. Electric Business Breakthrough "window period", the rapid growth of the mother and child industry once again stimulated the enthusiasm of the wind cast on the electricity quotient, 2014, the hot MOM to help finance 20 million U.S. dollars, honey Bud Baby Two rounds of 80 million dollars to complete the financing. 2015, do not rule out a number of maternal and infant electricity companies ushered in financing boom, causing capital revelry.

In addition to financing, many household appliances business giants will continue to increase the number of maternal and infant sector investment, such as back in 2012 by Suning easy to buy red children. Suningyun, a subsidiary of the company, began operating independently in 2014, releasing a new strategy. Red children alongside the giant Su Ning, suning in the back to give red children support, improve the logistics system, but also in the member users, data on the full through, and in the day-to-day operations to help. Relying on the strength of suning and red Children's own influence, so that Su Ninghong children to authentic, low-cost, security again to win the trust of users, and is expected to rob the position of the eldest child market boss. In particular, in 2014 years even launched a large-scale marketing campaign, halved foreign milk powder, diapers, safety seat prices, shocked the market. This trend will be more pronounced in 2015.

2. Maternal and infant consumption upgrades, maternal and infant electricity quotient volume continues to climb

With the "separate child" policy open, China has already entered the 4th wave of population growth, maternal and infant consumer groups have exploded. 2015, China will be the birth of the newborn up to 18 million, the new generation of maternal and infant groups per capita annual consumption of up to 5000 yuan to 18,000 yuan. By this reckoning, the market total is expected to reach 2 trillion yuan. According to the National Bureau of Statistics, the one-meter World Research Institute released the "2014 Chinese Mother and Child Study Series report" shows that 59% of the mother and child household consumption, baby consumption accounted for nearly half, rich baby has become a habit. The new generation of parents fully developed the electricity business consumption habits, there is no doubt that the mother and child electricity business Volume 2015 will continue to climb. Affected by this, a number of maternal and child electricity dealers have been 2-3 times the 2015 growth of the aggressive market expansion plan. According to Su Ninghong Child related personage, next year red children will achieve three times times increase in sales. Suningyun CEO Jindong also said, mother and child and communication will become the focus of Suning 2015 breakthrough.

3. Mobile end consumption continues to rise, or will be flat with the PC end

Mobile replacement PC is the industry trend, this year the cat double 158.1 billion sales, 24.3 billion yuan by mobile end to pay. According to Su Ninghong's child sales figures, about 30% of the turnover was contributed by the mobile end of the peak period, and Su Ninghong children pioneered mobile app in the industry, through the focus on parenting topics and shopping guidance to achieve the target user's drainage. Mother and infant industry in the process of PC transfer, faster, many expectant mothers can not use the computer after vacation, instead of using mobile phones. In addition, after the drip, fast taxi mobile end of the war, consumers have completely established the habit of mobile payment. In 2015, the trend will be more pronounced, with PCs moving faster, moving the end or contributing half the sales.

4. The price war will continue and will extend to most maternal and infant product areas

The price war is the electric dealer's big kill device, even is the mother and child domain is no exception. Since the 2012 world of Suning Beijing East, the two sides in many areas of friction constantly, in April 2014, Beijing East played "Super Milk Father Day", Su Ninghong children are the launch of the April maternal and child benefits activities, and in the advertising copy directly provocative Jingdong "suning cheaper, milk Dad you know?" ”。 From 6.18 Jingdong to 8.18 Suning Shop celebrates, and then to the Double 11, double 12, the home appliance business in the mother and child field price war constantly. Le You, Honey Bud Baby, the Ocean dock has also launched their own promotional holiday, and Su Ninghong children launched every year in July, "Crazy Rob 72-hour" one-day sales record of maternal and infant electric quotient, become the benchmark for maternal and child sales promotion. This activity is favored by consumers, in addition to low prices, red children always adhere to the authentic also gave consumers a huge consumer confidence.

In addition to the traditional milk powder, diapers, safety seats, toys, mother and child appliances will continue to join the war. Especially the safety seat of this high customer price commodity, but also the focus of the price war. In September, Su Ninghong Children led the industry's first Summit forum on car safety seats, advocating for young parents to go out to provide safety seats for infants, and the launch of a security seat to boost sales in a short period of 50 times times, the security seat in the field may trigger a more intense market competition next year.

5. The female consumer market set off the genuine storm or the industry joint crackdown

2014, cosmetics, maternal and infant as the leading category of female consumer market turmoil, cosmetics electric dealers are accused of 20% of fakes, Honey Bud is the Phoenix Technology channel reported sales of trolleys for fakes. 2015 in the female Electric business consumer market, some pusher in a number of home appliances business Platform Open shop, was detected, change the name of a shop, to move to another platform to continue to open the shop, is has, fake has become the major electric companies, joint crackdown is imperative. Of course, looking at 2014, we can still hear some exciting news. August 2014, that is, suning 818 promotion period, Su Ninghong children launched a "milk powder insurance", this is the first domestic infant milk powder safety insurance coverage. The introduction of milk powder insurance showed that the Su Ninghong children, the quality of milk powder products have absolute confidence, the implementation of the project also on the red child supply chain to put forward higher requirements, in the industry played a model role.

6.O2O trend of industry

In the past year, Bat has spent heavily on buying the market, cultivating consumers to pay for goods and services, online experience. Today, consumers ' online spending habits are already in the habit. 2015, O2O and mother and infant collision, can accelerate the progress of mother and infant O2O, greatly reduce the distance between mother and child and consumers. Mother and infant O2O line can solve the problem of opacity of product price, the comparison of many categories, the process of payment. Offline experience can improve product quality, safety and distrust of online shopping, try to use "special products". However, not all mother and infant electric dealers can successfully implement O2O, capital, time and logistics costs are the key to O2O success. In this respect, the red children rely on the strong strength of Suning group and store resources, has been a step-by-step layout. Data show that Su Ninghong child entity store business has infiltrated Beijing, Chengdu, Tianjin, Wuxi, Shijiazhuang, Wuhu, Lianyungang 7 cities. Next year will be stationed in hundreds of suning entity stores, a massive march into O2O.

7. Maternal and infant electricity market continues to sink, three or four-line city network to join

Mother and infant electricity market will continue to sink to the three or four line, computer and network to accelerate the popularization of rural markets, in rural areas, the computer has become a prerequisite for marriage. Major electric business platform such as Beijing East, Cat in the countryside to brush the wall movement, township market will soon become the most competitive electricity market. And in the township market, the large platform of electricity distribution of the quality of the self-employed goods than the streets of the physical stores more secure, more popular with consumers. Compared with the brush wall movement, suning "logistics cloud" to appear above, with its own 12 automated sorting centers, 60 regional logistics centers, 300 urban distribution centers, as well as 5,000 community distribution stations. No matter where you are, priority from the store warehouse directly into the "last kilometer" distribution, so that both online and offline, can be faster to reach consumers.

8. The advent of the era of fan economy

Electrical business has become an important mother and child supplies to purchase channels, consumers often use the "fixed brand + hoarding goods," the purchase method. "2014 Sina Maternal and child consumption white paper" shows that the consumer experience exchange, expert opinion is the purchase of maternal and child consumer goods important factors, mother/expectant mothers online have a strong willingness to share the consumer experience, and deeply affect each other purchase decisions. This also means that the mother and infant electric Quotient's microblog, micro-letter platform, to truly become an expert in the guidance of consumer care, purchase and establish a real authority, the establishment of fan economy, because in the extreme focus on the mother and child Word-of-mouth areas, the extensive flow of the economy will not be able to sustain the customer list, but also quickly lost customers. Su Ninghong children more than 2000 games a year, the audience radiation millions of mother's line of maternal and child health activities and prenatal concerts, nurturing a large number of loyal fans, online micro-blogging and micro-letter of the good operation of the fans through two platforms, enhanced fan stickiness, and there is data that 2004 years in China every 6 babies, There are 1 of those who have used the sale of red children, which makes suning red children become a lot of maternal and child electric dealers are worth learning from the case.