Su Ning borrows the red children to enter the cross-border electric business

Absrtact: Cross-border electric business competition is increasingly fierce, but just come into the Su Ning did not take their best home appliances digital products as the main, but this year chose by the Su Ninghong children led by the mother and the United States two categories of beauty makeup. Such a choice is not surprising, according to

Cross-border electric business competition is increasingly fierce, but just come into the Su Ning did not take their best home appliances digital products as the main, but this year selected by the Su Ninghong children led by the mother and the United States two categories of beauty makeup.

Such a choice is not surprising, according to data shows that in 2013 China 18 million people through the Internet also buy overseas goods, the amount of more than 200 billion yuan. And in this huge market, with milk powder and diapers as the representative of the mother and infant products occupy a very important role, and beauty makeup is an important category.

Such data allow the market's cross-border maternal and child to flourish, in only 2014 years, there are more than 10 maternal and child areas of cross-border electricity business start-ups to obtain financing, and even some companies in half a year focused on the completion of two rounds of financing.

Su Ninghong Children company General manager Pan Min to Tencent Technology said: "In the 2013 when the red Child has not been in the mother and child areas of thinking clearly, but through more than a year of efforts, now the Su Ninghong Child has created a mother and infant products as the main ecological circle." ”

Independent effect

September 25, 2012, Suning purchase and acquisition of red children. But the turbulent red children at the time made the industry not optimistic about the acquisition. In the press conference at that time there are insiders said, "from the red Child's operating status, after the acquisition of Su Ning does not mean anything but baggage." ”

After a year of buying red children, Suningyun decided to make the "child" independent.

May 6, 2014, Suningyun announced the restructuring, red children will be with the original suning Maternal and Infant Cosmetics Division for integration, and set up an independent company to operate, with electrical appliances, 3C to become one of the three-driving carriage.

Pan Min to Tencent Technology said: "Red children and suning is not integration and integration of the relationship, now has integrated all the data and information." ”

The effect of integration is obvious, according to the data published by Suning, in the first quarter of 2014, Su Ninghong Children's performance growth was only single-digit, and in the following quarters the outbreak of growth.

Pan Min will be such a rapid development attributed to Suning group resource sharing: "Suning red children a lot of members are from Suning easy to buy turn." ”

Layout overseas

Cross-border electricity dealers and channel sinking is the domestic electricity business 2015 years of exerting emphasis.

According to the General administration of Customs data, the turnover of China's cross-border electricity dealers in 2013 amounted to $70 billion, while the monitoring data of the China e-Commerce Research centre of the Electric Business Research Institute showed that the annual composite growth rate of cross-border electricity quotient was as high as 31% from 2008 to 2013.

Skincare beauty Makeup, infant food, clothing, health care products, electronic products, such as five categories of consumer goods are the most keen to buy the seafood. One of the milk powder, auxiliary food and other infant food transactions accounted for nearly 25% of the overall transaction, become the Sea Amoy market, the most popular consumer goods.

In this turbulent cross-border electric tide, once in the maternal and infant category of the leading red children seem to fall in the late. But Pan Min thinks that now basically the mother-child category of cross-border electricity dealers in the same starting line: "Cross-border electricity dealers in the last June only began to have a mature model, the consumer recognition of the time is not too long." ”

Pan Min that the Su Ninghong children in the Cross-border electricity business early layout, but at that time mainly concentrated in the admission of some relatively large cross-border electric operators directly in Suning to open shop.

On the other hand, Su Ning also through the overseas branch of the direct procurement model, in Pan Min seems to Su Ning's volume in the future will have a more far-reaching impact on the cross-border mother and infant electric business, the impact will focus on the reverse procurement based on user analysis.

Pan Min said that the next step of suning red children overseas purchases of products will be in the domestic overseas warehouses for stock. At the same time, Pan Min also said that in 2015, Cross-border electricity dealers will be well worth looking forward to.

The strategy of Su Ning's mother and child

According to the relevant data, because of the high cost, most of the Cross-border electricity dealers are still in the stage of no profit. Pan Min also to Tencent Technology admits: "At present, cross-border electricity dealers this part of the profit is really difficult to say, but we do not think that this part is only input and no output, Su Ning's overseas direct mining can save a lot of intermediate links, future profits can still be expected." ”

Pan Min also said to Tencent technology, red children across the border to Suningyun business more significance is to provide very good user stickiness.

Pan Min said, 0-6-year-old children's cost is about 160,000 yuan, this is the middle family must do the input, how to make every member of the 160,000 Yuan contribution all in a company, which for red children needs special subdivision. "If we have 1 million users a year and each user contributes 10,000 sales, that's 10 billion." How to let these 1 million users a year 10,000 yuan spent on your platform to achieve, this need to explore the potential is very large.

In Pan Min view, the current Su Ninghong children's main business model in the milk powder and diapers such a large number of products needed, but in 2015, Su Ninghong children will be through cross-border electricity, the category will be expanded to more clothing, toys, safety desks and so on with the mother and child industry closely related areas.