Look at the business logic of the diaper master.

Absrtact: The mother and infant market has been concerned since last year, demographic change, consumption form upgrade, child policy release, frequent security incidents, plus zulily listing stimulation, a series of external conditions change, let this 2 trillion market surface. Only with electricity

Since last year, the mother and infant market has attracted much attention, population structure change, consumption form upgrade, child policy release, frequent security incidents, plus the stimulation of Zulily listing, a series of external conditions change, let this 2 trillion market surface. Only in the electric business, honey Bud baby, spicy mom help, Beibei nets, small Hot sales and other start-up companies have completed financing, recently more subdivided some players, such as "diaper division" also entered our view.

From a common sense point of view, a highly perpendicular to a segment of the electrical business is often counter-intuitive: users need a one-stop purchase, the platform hope that through as many categories to improve customer orders and repurchase to spread the cost-the past few years, the failure of various vertical electric operators and transformation, how many confirmed that this path is not reliable. But there are exceptions, such as cosmetics and maternal and child areas, some vertical electric operators are doing wind water, and 10 inside there are always nine with the special sale mode.

Diaper division in all maternal and infant electrical quotient is also a heterogeneous, this platform you can hardly find milk powder, complementary food, pregnancy children's clothing and toys and other common categories, eyeful looks all the different diapers of the special sale. And you will find that there are no more than 10 diaper brands available on this platform.

"Diaper Master" founder 文俊 in the field of electrical business has been groping for many years. Before starting a business, once in the light and luxury goods, "excellent public network" is responsible for products, and then joined the Innovation Workshop investment in wine special selling electricity dealers "taste sinks" as COO. Ready to transition to mother and child before, 文俊 to the market did a survey, the results of the survey fell in two key points:

1, mother and child supplies supply chain of water very deep. In several major categories, milk powder and diaper is undoubtedly the head, and compared to milk powder, diaper supply chain relatively simple, easy to create a new team.

2, for the mother group, baby supplies (especially consumables) of the authentic, safety is only the basis, everyone's biggest pain point lies in the lack of stable, reliable purchase channels.

So "diaper division" strategy, is first in diapers this single category to do deep, strive to achieve the shortest supply chain, at the same time rely on buying hands, foreign distributors, domestic importers and other channels to ensure the stability of commodity supply. Depending on the experience created in the vertical category, the diaper Master hopes to build a reliable channel brand and gradually penetrate into other categories.

The sense of experience comes from the acme of detail. For example, there are many control points in the circulation of diapers, and the diaper division is optimized for almost every point, such as:

1, warehousing links. Set up a complete quality inspection system, each package needs to be dismantled inspection.

2, temperature and humidity control. Paper products are more afraid of wet, rainy days to carry out all day dehumidification operations.

3, warehousing and handling the whole process without contamination, isolate pollutants.

4, special custom-made five-layer corrugated box (to avoid breakage), the use of air cushion packaging bag. Diaper division per single packaging cost is said to be around 10 yuan, and the general Taobao shop, warehousing + packaging total also only in 3, 4 yuan.

Why do you emphasize brand sense?

文俊 that the parenting knowledge of young Chinese parents is in a fault state, and that the idea and manner of parenting is very different from that of the previous generation, and that new media are needed to carry out education. This is the mother and child start-up company to shape the brand's perfect window period, select goods, education is marketing, pay attention to the details of the experience, as soon as possible into the user mind.

Why use the special sale mode?

文俊 said that the sale of electricity dealers to play, usually requires two prerequisites:

1, the user repurchase to be high.

2, the crowd positioning precision, marketing efficiency is high enough, the cost is low enough.

Above two points with the mother and infant industry highly consistent. And from the user consumption habits, is generally a single large purchase to store goods, rather than with the purchase, in line with the special sale mode price concessions, the characteristics of mass sales.

Diaper Division web site This October, the current two times above the purchase of customers more than 500, 70% users have to repeat the purchase behavior, the monthly sales of more than million. The purchase frequency aspect, basically is one month buys.