Dry sharing: xx mother and child type of website channel, column planning cases

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2008 is the rapid development of maternal and child types of web sites in the Golden Age, on the one hand, the traditional baby merchandise chain retail business friends, Li home through the Web site, catalog, chain of Integrated mode in the market to play a day. On the other hand, the baby tree, cradle Network for the representative of the community-type, media, education-type pregnancy and infant network platform is also developing rapidly, and has received several times the high risk investment.

In this context, the author by a large local mother and child retail chain Enterprises commissioned, write "Construction of XX baby chain company network platform preliminary Plan", when the platform set the target is a chain + Network + telephone + directory of four integrated, the platform will pay more attention to the mother of commodity evaluation function, and through the "Mother evaluation" To build a brand new catalogue of merchandise sales, and to build a platform nursery knowledge base under "Mother Help", and invite nursery experts to open early education services, expert chat room to establish a professional and authoritative website, in addition, the community, learning other mother and child community experience, and through the "Send Domain name", "Send Personality Growth Diary", "blog competition" New and interesting activities to win popularity.

For a variety of reasons, the platform was eventually not established, recently, the author in the past to look at the data, and found a previous program, including the project description, SWOT analysis, positioning and market segmentation, the target market choice 5w1h, the site's promotion program, etc. will not elaborate on the site channel and site column planning, Although some are outdated, but some still worthy of the industry reference, we can learn together.

According to the site positioning to merchandise sales-oriented + value-added services supplemented by the principle, we initially set up five channels,

First, the purchase of the channel: The channel mainly introduces XXX mother and child retail sales of various types of goods. Compared with other pregnancy and infant website Shopping channel, the site innovation:

1, the Special Consumer frontier column, mainly introduced the latest business of pregnant baby products, in addition to food products, other new consumers can be free trial, specific products by manufacturers to provide, this column on the one hand popularized the business of new products, on the other hand, because of free trial, attracted the popularity of the channel ( I note: At present, almost all of the large maternal and child sites have opened a trial column

2, points for goods, here need to introduce a membership card concept, all holding xxx mother and child retail enterprise membership card consumers either in the store or in the website consumption can get points, and in the purchase of the same goods under the premise of the site shopping points higher than the points of the store to guide consumers into the site consumption, The site will be regularly introduced points for merchandise plans, consumers can earn points within the card to Exchange member merchandise, through a membership card, the site will firmly seize the island to join the member customers.

3, Age Shopping guide: for the classification of pregnant and infant commodities, the website in addition to the use of traditional classification methods in accordance with commodity categories, but also the introduction of age shopping classification method, at the same time, according to consumers in the Web site to provide the baby's birth date, the site will be suitable for consumers of baby goods through mail form to To attract consumers into the platform shopping.

Second, the baby's rating channel: The main channel is the mother of the website sales of merchandise evaluation. In the baby-rated channel, we will be "mother evaluation" of the function of comprehensive innovation.

1, through the mother's evaluation, the website will launch the mother's favorite ten pregnant baby brand, mother's favorite ten milk powder ... These data can be used in future news campaigns and hype.

2, in the mother comments, using the latest internet launch of a dig (digging) concept. Mom, all comments will go into the voting system, through the Dig program, the site will always be the mother think the best comment on the top of the comments, and through the dig function, triggering the same comments mother's friends interest, and eventually formed a community channel inside a "circle." Through the dig function, also will inspire the mother to carry on the real appraisal to the commodity, because only the most true appraisal can obtain the other mother's approval, will always be in the comment the first place.

3, in order to motivate the mother to carry out commodity evaluation, all the mothers will get points and gain a certain charm value, get the best comments of the mother points and charm value will get more, and all these points will be able to redeem prizes.

4. Plan. Through mother's evaluation, will force the mother to the purchase commodity afresh cognition, may affect the next stage mother buys the commodity, the plan function is shows the mother to choose the next stage the commodity. Through the planning function xxx mother and infant retail enterprises can purchase goods in advance, to achieve accurate sourcing.

Third, the infant's question channel: This channel mainly is the mother to study and the Exchange place. Compared with other pregnancy and infant website shopping channels, the site still has many innovations:

1, we will regularly invite pregnant and infant experts to the mother asked questions to answer, in particular, the issue of greater controversy, we will invite experts to provide detailed answers. Establish the authority of the website through expert answers.

2, the site regularly invited pregnant and infant experts to visit the website chat room, and the form of the theme of chat, through the invitation to pregnant and infant experts visiting XXX mother and child retail enterprise website to pull popularity.

3, wili column (Infant Encyclopedia), invite mothers to write the encyclopedia, the website can be in the right time, these networks "infant encyclopedia" published to pull popularity.

4. The way of pregnant and infant. The site will be an important future charging column. Invite experts to test the mother or baby, and put forward concrete solutions to the results. In the wave of family planning, at present a family basically only one child, deepen the parents of gifted gifted care, so the "baby" will become a good site in the future charges.

5, in order to motivate the mother to ask and answer, all the answers to the mothers will get points and gain a certain charm value, get the best comments of the mother points and charm value will be more, and all these points will be able to redeem prizes.

Four, the Baby Island Channel: The channel is the site's community, including blogs, circles, BBS sections. Community Innovation:

1, the topic of refinement. In response to the mother of the importance of a topic, the editor in a timely manner to extract these topics, to set up "hot spots", and produced a special topic to produce more far-reaching impact.

2, Growth Diary. Before mentioning the diary of growth, first of all, the current issue of XXX mother and child retail business Directory is limited to the introduction of goods, can make this directory more rich, consumers have a collection of value, if we will site some of the essence of the diary, the site on some hot discussion on this directory, It is bound to cause more consumer attention, through the network of interactive, increase the consumer of XXX mother and child retail business awareness, and through the manufacturer of advertising methods, our catalog can not only become a mother's favorite publications, the same can become a profitable project of the company.

3, the activity launches. The website community will organize various activities on a regular basis. such as through the free domain name, give the baby a personalized domain name way, can attract many mothers to register. Another example, send personalized calendar or growth diary, the website can contact the professional printing company and manufacturers to jointly organize free baby personalized calendar or custom baby growth diary, on the one hand, improve the mother to the website diary enthusiasm, On the other hand, through free personalized calendar or growth diary to expand the xxx mother and child retail business site influence and visibility.

Five, Baby Love Channel: This channel is mainly used for XXX mother and child retail enterprises of various public welfare activities. Any large company to improve brand reputation, public welfare activities naturally indispensable, therefore, special set up a baby Love channel.

1, the establishment of XXX love fund. Every year in China, 150,000 children with congenital heart disease are born, and most of them are fully recovered after surgical treatment. XXX Love fund can be set up by XXX Company and Children Hope Rescue fund jointly established. The Fund will provide assistance for heart surgery for children with congenital heart disease in the country.

2, the joint manufacturers to organize public welfare activities.

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