Female APP shuffle was forced to accelerate

This reporter Li Yinghuan from Beijing

On July 3, the mobile phone mobile application social platform for women - Spicy Mom help completed the B round of financing plan, the financing amount of 20 million US dollars.

This is the June 5 female health management APP Aunt? C round of financing 30 million US dollars after another round of capital into the mainstream are "women" vertical mobile application market segments.

Since the beginning of this year, the mobile app featuring female characteristics such as auntie, pomelo and hot mom has drawn much attention. In addition to the active capital and the increasing number of subscribers, there are more aunt and pomelo One of the "fight".

Female mobile applications are considered the main force of consumption, gathers the female crowd undoubtedly will become the future gold mine. But are attractive, mobile-focused mobile gadgets or women's mobile communities more attractive?

The current female mobile APP market with the support of capital, highly competitive, smoke filled, shuffling accelerated.

Mouth saliva red female menstrual management tools

Women Health Management APP This looks a bit "special" mobile applications, the reason why the industry led to concern, aunt and the United States from the pomelo a war of words.

Auntie and pomelo, is two women menstrual application management APP, very "professional", but the two are very similar positioning. By the end of March, one from EnfoDesk Analysys think tank industry database "China Women's APP APP Monthly Market Monitoring Report January 2014" data show that as of January 2014, the United States grapefruit and aunt you two APP-scale users far ahead APP for other female tools.

Analysys International duopoly in the data used the word dumbfruit, and then directly determine the United States pomelo as the first, big aunt you for the second. Although the results of this report bring aunt you, but the overall tendency of the United States grapefruit. Afterwards, aunt launched a counterattack, alleging that the data in the report was fraudulent, that online frauds and fraudsters were quickly blamed for the fake events and brush company conversations, including microblogging zombie fans counterfeiting and the use of at least 300 packets for the brush APP list.

The face of the so-called "false" accusations, Mei Pomelo once again picked up the "report" of this weapon, another data from iResearch was subsequently introduced, the data show that Mei Yu ranked first.

In the end who fake? Is data from third parties true? Has always existed in the mobile APP industry brush chart behavior is in the pomelo rankings play a role? These questions did not have the final result in this war of words and spell that lasted more than half a month, and the other result was very conspicuous: both the pomelo and the aunt burst into red.

It is not important to discuss who is right or who is it. What is important is that under the impetus of capital and after the battle of burning money, both parties have not only made a big splash at the public and consumer levels, but have subsequently won the favor of capital again and again.

June 5, Auntie announced the successful round C financing, led by Ceyuan VC, Sequoia Capital and Bertelsmann with the vote. Auntie at the time it said that the amount of 30 million US dollars financing, as the current Chinese women's health APP won the highest amount of financing. But half a month later, this record was broken. June 24, Mei Yu announced the completion of 35 million US dollars C round of financing, led by Heineken Asia Venture Capital Fund (SIG), Jingwei venture and Xianfeng Huaxing heel.

Behind the two big menstrual management tools, actually speaking from the fundamental point of view, is that the capital market is optimistic about APP for women's health management. From an extension point of view, it is an acknowledgment of this market segment for women's mobile applications.

"Mobile + Health + Women"

Auntie Chai founder, CEO Chai think Auntie really capture the core of the capital lies in its three major concepts: mobile, health, women.

According to the latest "Mobile Internet Development Trend Report" released by Baidu, the first time that the mobile Internet access time of the Internet exceeded that of the PC in 2014, and the trend of Internet users migrating to mobile terminals is expanding. Among the many categories, the three major categories of lifestyle services, tool applications and comprehensive content communities account for 50% of all mobile categories, much higher than 6% of shopping categories, 5% of social categories and 5% of games categories, becoming the PC Internet mobile focus of competition.

Yuan Yuan, a venture capitalist and venture capitalist, said that in emerging market countries, the combination of mobile internet and health industries has become more and more evident. According to a study published by market research firm ComScore titled "Women on the Internet: How Women Affect the Internet," research shows women spend 30% more on social networks per month than men, and Nielsen's survey shows that women 55% of all mobile social users.

Women's mobile applications market is huge, especially women are the main force of consumption, can gather female population, make their APP become the entrance of women's mobile life, this market position undoubtedly has a huge imagination, such as to electricity providers, O2O expansion . Beauty over the bees, the beautiful that the United States and other high-quality goods (28.1, -0.17, -0.60%), mainly female consumers of Sequoia Capital, said the hope that by investing in women's health APP, and thus the depth of consumption of women resources Integration.

Earlier to the menstrual health as the core, in this phone application, women not only include menstrual records, menstrual prediction, menstrual / premenstrual syndrome, self-assessment and recommendations, easy to predict pregnancy, beauty and body care tips push, There are supervise the function of weight loss, daily remind function can selectively open.

However, from the perspective of product positioning in the previous period, this is a management tool for women's healthy living. After more than two years of development, over 100 million people have been downloaded, over 45 million registered users and 3.2 million daily active users. Chai can be said that after the C round of financing Aunt you will do business in three directions to expand the first polished product and tap the talents to enhance product iteration speed and data mining capabilities, the second is to further improve the industrial chain, Integrate future potential user sources and value output, and thirdly, brand reputation and number of users.

Auntie has begun to commercialize, including the exclusive cooperation with women's products such as timeschute, the online sales of LATIN scales, Chai can be called aunt you will dig through the data to meet the needs of users in order to achieve accurate marketing based on big data. Auntie will be commercialized into three modules: vertical business electricity providers, health value-added services and precision marketing services, health value-added services will be launched before the end of this year, aunt you health laboratories will be completed. In addition, in the industrial chain, aunt and some medical websites and hospitals to carry out some cooperation.

It can be seen that only the tool of this positioning, the limited activity of female users, the financing of the United States pomelo, also began a community-based transformation. According to the United States grapefruit team revealed that at present they give their product positioning is a "girl assistant", the future will gradually dilute the "menstrual management" concept. In addition to menstrual record and forecast, but also prepare pregnancy, pregnancy, child care and other functions, to provide weight loss, beauty, health and other aspects of the proposal, the development of personalized health tasks.

Mother community joined the war situation

Just as the two major management tools "hit" popularity, calling for financing, and one after another in transition, another mobile application for women has reached the floor.

July 3, hot mom also completed the B round of financing plan, the financing amount of 20 million US dollars. Hot mom is a community for married women, users can in different "help" (sub-topic group) in the topic of communication. In addition, different from the traditional BBS, hot mom also have a similar concern for social products mechanism and hot mom recommended.

With Auntie and Pomelo earlier "tool" orientation is different, hot mom help since the founding of "community" as the starting point, start directly from the mobile social.

Although the hot mom contains information related to childcare, it also includes exchanges on beauty and fashion, emotion and other issues for mothers. Hot mom to help CEO Jin Zan said that the hot mom to help the main user is the hot mom after 80,90, the most popular "help" mainly related to fashion, emotion, food, to attract female users come in, to the hot mom are higher Added value, to meet their child-rearing, with more self-related needs.

Hot mom helped the team from December 2011 to set up, and in May last year on-line products. Hot mom to help start directly from the mobile social, currently registered users, the average daily active users, monthly retention has more than 60%, has become a leader in mobile communities, which is important investors pay attention to hot mom help. Jin Zan said that from March to now, the number of hot mom to help the total number of users has doubled, "hot mom used the first round of millions of dollars in financing, it made a big aunt and the United States pomelo in C Made something. "

Jin Zan did a tool for mum to make child record before Hot Mom helped (365). In his opinion, the parenting record tool has not enough stickiness. "The domestic user's record habit has not formed yet." Simple tools and products can not form a larger user stickiness, the Chinese are characterized by community-based exchanges.

There is no shortage of mobile Internet phenomenon popular product, whether to allow users to "precipitate" down, is considered by investors investors standards. There are also many female application aides abroad, but they have not stayed at the tool level. Mobile era, from "tools" to "community" and then "electricity supplier drainage", such business logic and trading model has long been recognized by the investment community.

Auntie and Pomelo are all being transformed by tools into mobile social networking, just as examples. For example, Auntie added community functions and Pomelo launched the community "She and Her Circle," both of which are in the exploratory stage. The hot mom to help users to 80,90 young mothers mainly users more than 90% concentrated in the 25-30 years old, it is women's preparation and children 0-3 years of stage, this part of the user whether knowledge or demand for physical consumption Are the main force in women. Analysts believe that the "child" as the core and radiation mom self-community - hot mom, its users are relatively high quality and concentration, means that the future of commercialization of the road and mode will be more smooth and diversified. However, as far as the hot mommy is concerned, although it has moved into this area from the mobile community, whether it can make the user more sticky also needs further development.

Homogenization of community-based products is serious because of the low threshold of entrepreneurship. But how to really do it? Is "Tools + Community" the entrance for future "e-commerce"? Although the current capital is very optimistic about the female market, but from Auntie, Mei grapefruit, hot mom to help the development of the future direction still need to explore, in the end who is still unknown.

However, under the "support" of capital, there will undoubtedly be more competition and the reshuffling will be accelerated.

Baidu (189.42, -0.45, -0.24%) data show that compared with the beginning of 2013, the highest growth rate of female users on the mobile terminal, including mobile shopping up to more than tripled. And compared with men, the dependence on the mobile Internet, female users more distinctive characteristics, the momentum of its development is also the most rapid.

There is no doubt that the female market has a huge space for development. Among them, the demand of maternal and child market is the strongest. Some analysts pointed out that the application of maternal and child mobile will soon become the next one billion US dollars market. Who will be able to make mobile apps that meet the needs of most women.