How to reconstruct the rules and get out of the predicament of the mother and baby electric quotient

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[Abstract] In reality, the category has been restricting the development of domestic mother and infant electric business. Tencent Science and Technology Hu Xiangbao June 4 Report

Heartily just past, around the mother and child electric quotient, Jingdong, cat, a shop, such as traditional electric platform "low-cost drainage" marketing war still staged.

At the same time, the industry recruits the network began to break the past "to sell goods" as the driving core of the model, to change the "media" as the core drive customer value-Curing network interconnection new mode.

At present, the vertical mother and infant electric companies in a dilemma, positioning as a social mother and child of the supplier of the network, can take advantage of media resources to come out a new road. Let's listen to the consideration of the Forces nouvelles at the helm.

Media Resources and Community play

Last week, the 2014 Internet Queen reported that consumers were watching TV while using mobile devices for shopping. This allows "TV + mobile network Shopping" mode there is a larger space for imagination, especially in the domestic two or three-line cities, because the majority of TV users, the line can be selected under the brand less, TV pull net shopping effect is very good, this is the PayPal network across the border into the mother and infant power point.

In April this year, the Messing was formally launched, the founder of the media, retail and electrical business experience of the three major areas, which has been in Hunan Economic television and Massamasso.

"With the expansion of Beijing and Ali, these integrated platform winners take all, if still walk the traditional single line of the old electric dealer Road, is tantamount to death." Because the flow, logistics, supply chain are new to the short board. "At the beginning of the venture, the founder of the Messing decided to take the" Mall + content + Community "New play, the first community after the mall, do not hit the price war, take the fine route, the target population positioning for the 25-34-year-old middle class fashion spicy mom.

At the flow level, because the network by the media giant Alligator Joint Communications Group Strategic Investment, behind the rich mainstream satellite TV resources, through the emotional resonance of the media program, triggering the user into the power of the electricity quotient.

In May this year, the production of a TV shopping program, "Hot mom flash buy" online Shenzhen children's channel. At present, the PayPal network has signed host Li as an Image spokesperson, 12 satellite TV, 10 terrestrial channels, 2 maternal and child columns, 4,000-minute TV ads, national network media and mobile new media resources are also integrated.

In Messing's vision, the PayPal network will be based on media resources, the TV screen, mobile screen, computer screen and pan-media for "Taiwan Network linkage", and finally out of a socialized mother and child electric business road.

However, the social electric dealer has been encountering challenges, become the pseudo demand of scene differentiation, because SNS main social, electric quotient is heavy in consumption, two kinds of application is two different scene. But the mother and infant category and ordinary goods compared with particularity, on the one hand, a variety of new mom and dad to nurture solutions lack of understanding; On the other hand, the whole society is emerging new concept, based on the mother of community and Word-of-mouth shopping has a precise demand.

Messing revealed that the PayPal network in the country to form more than 100 hot mom QQ Group, micro-letter group, and will create a spicy Mom tribe community. "Our operators, through the daily and these hot mom exchanges, on the one hand, the new concept of parenting to form a community atmosphere, on the other hand, also help the mall to carry out precision selection, and ultimately ensure that users accurate, accurate selection and members of fine marketing. ”

The power of the brand incubator

In reality, the category has been restricting the development of domestic mother and infant electric business.

First, in the industry, trust is the biggest crisis. The top of the chain of products rarely allows users to rest assured use, and the network is fakes rampant, deepened the user's unsafe impression, after all, the child's safety dishonesty the slightest careless.

Second, the current, maternal and infant electric business industry 90% of the income is the milk powder and diapers brought, the category is difficult to have a big breakthrough. Milk powder and diapers are a highly branded product, the price is very transparent, the electricity dealer's nuclear weapons price advantage to play too little room.

Messing said that the Bayesian network is essentially taking the "mobile end, network end + Community +O2O" mode, to do a brand incubator, the use of media resources, from the mother's point of view to take the boutique route, bypassing the traditional low quality of electric dealers under the low price strategy, to foster some no money advertising good products, so that the traditional mother and infant industry for the electronic business, Ultimately help users find quality products, restructuring business rules.

The crux of the problem is how to pry into the business?

"Domestic mother and infant brand is OEM-type development, concentration is not high, many brands do not go out." "Messing told Tencent Science and technology, the nets backed by the central and other media resources can be assigned to brand four major interests: cost-effective media exposure, the entire network of brand access, a variety of technical marketing assistance and product sales.

It is reported that this September, the PayPal network will be directly through satellite TV resources launched "Shopping reality show" program, mother and child shopping live, milk powder, clothing and other items can be traced back to resolve the user trust problem.

In the future, the PayPal network will also form a network + 5,000 experience shop, and the line of more than 400 hospitals complete O2O docking, to resolve the bottleneck of asymmetric information.

At present, the domestic mother and child electric business industry is not a significant share of the giant appeared. Some observers said that the current mainstream of the birth of the peak, in the next few years in this subdivision category is likely to appear in several larger companies, and see Pathfinder such as the "PC Mobile +tv+ Store" mode How to recruit bright sword.