Beibei Network explosive growth of accurate find mother crowd

Absrtact: With the implementation of our country's two-child policy, the maternal and infant consumer market will usher in an outbreak period. The broad prospects of the mother and infant market attracted a large number of electric dealers, in the days of Cats, Jingdong, a shop, etc. occupy the mother and child business market share of more than 80%, the distribution of electricity quotient

With the implementation of China's "separate two-child" policy, the maternal and infant consumer market will usher in an outbreak period. The broad prospects of the mother and infant market attracted many electric dealers flocked, in the days of the cat, Jingdong, a shop, etc. occupy the mother and child market share of more than 80%, at the same time, the distribution of electric business such as Beibei nets also through accurate positioning to find their own mother crowd, repeat the purchase rate of 40%, more than 60% of orders by the old customers to create.

Iris data shows that 2015 China's mother and child market total will reach about 2 trillion yuan. At present, the big electric business platform Day Cat, Jingdong, a shop and so on have their own mother and child channel, Le You, cradle nets, mother nets and other traditional maternal and child enterprises have firmly occupied the line of mother and child of the community entrance, and rely on the community traffic to the mother and infant power provider.

Reporter recently learned from Beibei Network, the site GMV has reached 60 million yuan, and is expected to break through the end of the month GMV1 billion. It is reported that Beibei network of explosive growth, to a large extent rely on the positioning of the electric business, the first to find the precise mother of the crowd, and then provide them with exclusive products and services, rather than the traditional vertical electric dealers first shop a whole category SKU and then import the flow of practice. The biggest difference between this model and the traditional mode is to replace the c2b thinking with the crowd subdivision thinking, and replace the "bearer of the goods" with the core of the buyer's thinking.

Mother and infant industry due to high safety sensitivity, in recent years, and frequently hair milk products such as safety incidents, the reliance on Word-of-mouth effect is greater than the brand effect. Mothers in the selection of products for the baby and their own, the highest priority is a small circle of recommendations, followed by domestic and foreign big-name, and finally the price and other factors. For moms, the cost of a new brand or platform is high, and if it's not the obvious product quality or service problem, moms won't be able to easily switch to another.

According to Beibei Network disclosed data, the current Beibei net repurchase rate is about 40%, more than 60% of orders by the old customers to create. The latest data show that, based on the distribution of the electric business model of Poly-Mei excellent products and the only product will be maintained in more than 70% of the purchase rate, nearly 90% of the order by the old customers to create. For the start-up of the mother-Child point platform Beibei Network, Beibei network repurchase rate still has a lot of room for improvement.

Beibei Network related responsible to tell reporters, the current development focus is not to introduce more traffic, not more than shop SKU, but do a good job of products and services, to do the shopping platform worthy of the trust of China's mother. "When this trust is established, the quality of users will continue to enter through the word of mouth effect, this part of the flow to obtain lower cost, in turn, allows the platform to move more funds to further improve products and services." He said that such a benign platform to operate the ecology, the larger the cost of the lower, the more profitable, free from the traditional vertical electric operators in the large-scale process of "the larger the more money" of the dilemma. The head also said that home, daily necessities and other mothers of important areas of consumption, Beibei network in the future expansion direction.