Investigating the situation of mother and infant commodities

"Baby boom" led to the sale of baby supplies is very hot, according to the relevant data show, milk powder, diapers, baby lathes and other maternal and child supplies of online shopping search fever has grown. Whether it is a comprehensive business platform or a vertical mother and child Web site, the major electric dealers try to promote, to seize the mother and child market.

After the Count of Cat (Taobao Mall), Jingdong, when, Amazon, store 1th and red children, mother and child home and Lok friends Maternal and child supplies network eight of the online mother and child products of the data, from the size of goods, commodity prices, commodity history, the number of comments and shopping complaints (difference) hot spots, are carefully compared and analyzed.

n the number of maternal and infant commodities size: In infant milk powder, diapers, baby lathe Three categories of goods, the cat, Beijing and east are separated first, secondary position.

n Maternal and infant commodity prices: at the same time, in the random selection of 6 kinds of infant commodity prices, the lowest price of goods have 3 species in the day cat, 2 species in the east.

n Maternal and Infant commodity history purchase Comments: In the case of the cat, the selection of the 4 kinds of goods, Jingdong has 3 of the first, when there are 1 kinds of the first.

n Maternal and Infant Commodity Network purchase Complaints (difference) hot spots: logistics services, product quality and false promotion three aspects of the complaint (difference), accounting for the total complaint (difference) of more than 80%.

First, baby milk powder, diapers, baby lathe merchandise number of the Sky Cat, Beijing and east are separated, secondary position

Through the statistics of Jing-dong, when, Day Cat (Taobao Mall), Amazon, shop 1th and Red children, Lok friends Maternal and infant supplies network and eight of the home of the mother and child of the family of the online commodity data, select the most concerned about the purchase of infant milk powder, diapers and baby lathe Three aspects of the number of goods, Compare the current level of the mother and child products above the consumer site, as shown in table 1 below.

As Table 1 shows, the current cat in infant milk powder, diapers and baby lathe Three aspects of the number of goods are much higher than other commercial sites. As the largest platform for the use of the cat, the commodity and the number of integration of the advantages of obvious. For the same model of goods, the cat to provide consumers with more optional, but also increased the search time costs.

The number of three categories of goods in Beijing East is second, of which the number of infant lathes is more obvious, is the third Amazon 3 times times.

In the table of the three aspects of the number of maternal and infant commodities, the top 4 in turn are the days of the cat, Jingdong, Amazon and when this type of comprehensive platform, the red Child and mother and child home as the vertical mother and child in the number of milk powder and lathe number ranked 5th. The integrated type of products, more than the broad channel, has a strong financial strength, the vertical mother and infant products less, but its audience more single-minded.

The price comparison of infant formula and diaper in each of the Business-to-consumer sites

Random selection of the network to pay attention to a higher number of 3 brands of infant formula, the U.S. Force 1 Section 900g canned milk powder, Abbott gold loaded 2 paragraph 400g boxed and the United States and the U S 3 400g boxed milk powder in 2012-5-16 price comparison. The following figure 1, Abbott 2 and the United States, 3 of the lowest prices in the east, respectively, 91 and 59.9 yuan, of which 59.9 yuan for the group purchase price. 1 of the lowest price in the sky Cat and red children, are 227 yuan.

Fig. 1 The price of three kinds of infant formula in the 2012-5-16 daily

Random selection of the network to pay attention to the high number of 3 brands of diaper models, curious gold diapers NB70 tablets, Kao Miao and Shu NB90 tablets Shoba suitable ultra-thin and dry m 100 tablets in 2012-5-16 price comparison. As shown in Figure 2, the lowest price for a NB70 slice of a gold diaper is Le You's limited discount of 89 yuan. Kao NB90 tablets Shoba thin dry m No. 100 of the lowest prices appear in the days of the cat, respectively, 145 and 137 yuan.

Figure 2 The three kinds of baby diapers in each of the Business-to-consumer sites in the 2012-5-16 day price

Iii. Comparison of historical purchase reviews of infant milk powder and diaper in each of the Business-to-consumer sites

The historical purchase comment of the commodity is one of the important references for the shopper to make the shopping decision, the amount of the purchase comment reflects to a certain extent the concern degree of the commodity and the participation of the historical purchase behavior, and the clients also actively guide the users to carry out the shopping evaluation by giving the reward of the bonus. Because the cat on the same model of the purchase target is more dispersed, and its sales volume and comments monthly statistics, so there is no historical review of the amount of comparison.

Randomly selected two brands of infant formula model, the U.S. Force 1 section of 900g canned milk powder and the United States and 3 400g boxed milk powder to the history of the 2012-5-15 Purchase review volume comparison.

As shown in Figure 3, 1 of the historical purchase comments of the United States of America and the east most of the history of the 3 section of the historical purchase comment volume when the most, red children in two commodities in the history of the volume of purchase comments on the second. Although Amazon is the top three in terms of the number of baby milk products (see table 1), the historical purchase comment on the selected milk powder is very small, less than Le You.

Figure 3 Purchase comments on two kinds of infant formula for each of the Web sites as of 2012-5-15

Randomly selected two brand baby diapers model, curious gold fitting personal comfort diaper value of NB70 film Shoba suitable ultra-thin and dry M 100, as of 2012-5-15, the historical Purchase review volume comparison. The following figure 4, the two models of the history of diaper purchase comments are the most jingdong, red children second.

Figure 4 The two kinds of baby diapers in each of the Business-to-consumer sites the amount of purchase comments as of 2012-5-15

Iv. Consumer Complaints (difference) hot spots distribution

Through the collection and analysis of the feedback of the users in the one months (April 2012) of the consumer's products, the main distribution of the consumers ' purchase of mother and child products through the client platform is as follows Figure 5:

Figure 5 April 2012 consumer and infant Commodity shopping complaints (difference) Hotspot distribution

Three aspects of logistics service, product quality and false promotion are the main points of complaint (difference), accounting for more than 80% of total complaints. Due to the support of a professional team, after the sale, the return of goods and so on, the customer site complaints (poor assessment) ratio is low.

Logistics services, as a key area for online shopping complaints, continue to be the same in terms of mother and child commodities. In the mother and child products, the consumer in addition to the arrival speed of the request, the product packaging requirements are very high. Nearly 40% of the consumers complained about the logistics service because of the problems in the packaging of the goods they received. This is consistent with the high requirements of the consumer for the safety and hygiene of the mother and infant products, and this phenomenon is especially evident in the complaints about the logistics service of the mother and infant food such as milk powder. The logistics service of the mother and child products not only satisfies the demand of the consumers, but also needs to protect the product packaging and appearance of the goods, and reduce the violence sorting and delivery.

Product quality complaints (poor assessment) mainly includes the purchase of lathe goods packaging in the absence of parts, net buyers through the supermarket and other physical stores to compare the goods purchased, the net purchase of goods, production date, quality of the query, in all complaints (difference) in this category accounted for 30%.

In the comments and complaints, the net buyer to the business businessmen questioned the false promotional questions accounted for 15.7%, the main reasons are: there is no goods, a promotion is not goods, the promised gifts are not in place.