Electric Business War observation: not perpendicular to the electricity quotient is not good

The vertical electric quotient refers to the electronic commerce pattern which deepens the operation in one industry or the market segment. Vertical E-commerce Web site is the same type of products, this vertical operation in foreign countries has a relatively mature development. For example, the largest shopping site in the United States, Amazon, although operating a wide range of products, but each product category has its own professional team to operate independently to meet the needs of different users.

In China, red children are the most typical of the vertical electricity quotient. Red Children was established in June 2004, is now China's largest mother and child, make-up, food, life category of the website. Red children to sell online products to mother and child, makeup, food, home, health care, kitchen electricity, such as the main category. September 25, 2012, Suning official announced 66 million U.S. dollars to buy red children, red children will be as suning easy to buy mother and child channels exist, in Suning easy to buy mother and child channel, directly to the Red Children's website, and red children in this way independent existence.

Red Children is a typical example of a vertical electric dealer, and its advantages lie in focus and professionalism. Red children through accurate differentiation positioning can provide more consistent with maternal and child consumer products, to meet the specific habits of mother and child users, so it is easier to obtain user trust, thereby deepening the product's impression and Word-of-mouth transmission, but also formed a brand and unique brand value. How the red child is successful, we can find out, this exploration may give entrepreneurs a learning example.

100% Authentic, establish industry model

With the improvement of living standards, infant products have become a rigid demand for products, consumers all hope to be able to buy safe, reassuring mother and child products. For maternal and infant products, consumers pay more attention to their reputation and quality assurance. At home, the mother and child product quality is uneven, high prices and other issues have been criticized for a long time. In recent years, the safety of many maternal and child products has become more and more public attention.

And the red child as a professional mother and infant type vertical electric quotient, compared to other platforms in the mother and child supplies service more professional, to ensure that all the mother and child, beauty makeup supplies 100% Authentic, there is no fake, parallel imports. Red children are also constantly strengthening and Abbott and other international well-known brands of cooperation between the red child and maternal and infant network selection and 二、三十家 International well-known milk powder brands and international milk powder consumer cooperation. Direct supply, exclusive, distribution, validity period inspection, milk source interview, introduction of inorganic milk powder ... Constantly in the efforts to extend the two links of sales, for consumers to live the first hurdle.

It is such a rigorous and practical, red children in the industry and consumer groups to establish a reputation, has been recognized by consumers.

Intimate service to impress consumers

In addition to ensuring authentic and safe, red children continue to improve the quality of service. As a result of maternal and infant products consumers are more sensitive to products, the service is very high, which is a very important to any enterprise challenges. But red children face the mother and infant products consumers, adhere to the heart service, to win the goodwill of consumers, the use of service quality to impress consumers, to win the market reputation.

In the service, the red children equipped with suning easy to buy their own logistics system so that the delivery of goods more convenient, red kids also pay more attention to the quality of service, the customer experience and the details of user interaction, for example, in order to enhance interaction with the user, the red child developed the first app--for pregnant infants to remind the "pea sprouts", the app download, Fill in the relevant information, will be pregnant women and the population with babies, including pregnancy screening, vaccination and other life reminders; users can also help themselves to add childcare reminders, parent-child reminders, promotional reminders, mother and child journal reminders, activity reminders, don't worry about missing any important things and activities. Also has the record user's pregnancy mood, the baby growth record, and pushes the specialized pregnancy childbirth child-rearing knowledge and helps the pregnant mother and the mother baby to solve the life to meet the parenting perplexity effectively.

When mobile internet is in vogue, timely introduction of the app for pregnant and infant crowd reminding this is the red child in the service considerate and comprehensive embodiment, such a "Go Heart" is a lot of enterprises do not have a quality, and red children do, so also get the consumer goodwill and Word-of-mouth.

High quality sales campaign, refresh industry record

Red children in ensuring quality and service at the same time, also continue to use promotional means to better repay consumers. June, red children around the "10 anniversary of the big promotion encore", "World Cup" and other themes, launched a three-wave mother and child supplies, the United States cosmetics products, discount strength is not less than double 11.

For a long time, foreign milk powder prices in the domestic market has been high, with the June price war phone-in again, red children vigorously promote the milk powder, so that the price of milk powder domestic milk, some of the product prices to refresh the bottom line, such as the Hong Kong version of Abbott 2 only sold 120.5 yuan, thousands of cans of milk powder in a few minutes was robbed. Such a big push, though, has caused consumers to buy wildly, even sparking discontent from their peers.

June 11 15:45 minutes, a young baby mother issued a micro-blog to verify that the price of red children is not the wrong mark. Because she saw, Hong Kong version Abbott 2 paragraph (Emmeli larger infant formula milk powder 900g canned), Jingdong price 288 yuan, Su Ninghong child unexpectedly price 120.5 yuan. The industry said that milk powder and other maternal and child products and other product, the product safety and quality requirements are very strict, single product price is higher, basically does not exist the problem of high prices, so red children launched is a "high quality" price war.

Why would red kids be able to harvest the market and buy consumers at such a low price? Red Child CEO Pan Min said, "Red children focus on maternal and infant supplies for ten years, we have a red child's product quality and professional services have full confidence, at the same time in the procurement and cost control also has a great advantage, in June, the electric business promotion, Red children have a huge advantage in products, services and prices to bring more benefits to consumers. ”

Large data construction of maternal and infant ecological circle

In addition to the use of quality, services, promotions and other ways to carry out the fierce market, red children are still using large data to build the mother and child ecological circle, to extend the industrial chain, not only to do the vertical mother and child products of electricity, but also to do a one-stop mother and child services.

Red child mother Nets set up 10 years, accumulated a wealth of maternal and child group service experience. At the same time, with the vast number of maternal and child groups in-depth interactive communication process, but also found that the mother and child groups more and more joint and complex needs, in order to meet consumer diversification, multi-level needs, red children actively build its red child mother and infant ecological circle. will be new and old users, industry partners, brand suppliers, education and training institutions, maternal and child media, such as online, offline and other groups with the needs of the mother and the child group will be linked together, relying on the red Child Mother and infant network this bridge to introduce more new services. To further meet the diverse needs of consumers, bringing more comfortable and convenient shopping experience.

The above series of initiatives, let us see in the development and expansion of the vertical electric business process, professional and user experience of these two points of importance, and these two points is also the success of the vertical electric operators in the most important. We can foresee that in the future for a long time, Ali department and Jingdong such all-inclusive of one-stop shopping site will be very difficult to have a major breakthrough, bat three in the integrated electric business sector has been divided into the market, the platform of several major competitors in the pattern has been set. The future competition will only be in the vertical electric business, or between the vertical and the platform of the electric business between the category channels, entrepreneurs want to take a piece in the field of electricity, and can only follow the red child, focus on a certain area of the vertical electricity quotient. In the professional vertical electric business continue to extend the industry chain, the construction of the area of the ecological circle, this is the future of the entrepreneurs to kill into the field of feasible way. (Text/Zhou Xingbin)