Mother and infant electrical business why not fire up? How to break the Bureau

Author: Lao Hu (Public account: old nonsense technology or laohushuokeji)

They say women and children make the best money. In reality, by virtue of pry open women's money bag, only in the apparel category and cosmetics category, just 3-4 years, it created the only product will and Poly-Mei excellent products of the listing legend, at present only the market value has been more than 10 billion U.S. dollars, poly US Excellent product market value of nearly 4 billion U.S. dollars.

Why do the "women and children" of the dual business of the mother and child electricity business in the country has been a fire.

Moreover, the mother and infant has become after women and 3C of the third largest electrical commodity category, coupled with the current mainstream of the birth of the peak, this generation of people to the electrical quotient of high, maternal and infant electric business is entering the dividend period. How do new people change?

1, the traditional mother and infant electric business development shackles

At present, the domestic mother and child industry players have red children, baby tree, cradle nets, mom nets. Product form covers the Business-to-consumer, interactive community and shopping guide. Although many involved, but the homogenization of serious, content piling up, the single revenue model. Especially before the Red Child fame is not small, but applauded not draw, continued to lose money, the user lost, was eventually bought by Suning. The mother and infant type of vertical electric business has been not up, the industry does not have a significant share of the vertical giants appear.

The core sticking point is:

First, the chain at the top of the product rarely allows users to rest assured that the network is more fakes rampant, deepened the user's insecurity impression, after all, the mother of children's product safety is 0 tolerance. Once the product quality is poor, must swear, who will buy two degrees, and mother's word-of-mouth negative effect will undoubtedly magnify, accelerate the loss of users, after all, users generally more trust around the crowd.

Second, the mother 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 highly branded products, the price is transparent, the electric dealer nuclear weapons price advantage is also difficult to play, coupled with the river closure of the integrated electric business platform, so that the mother and infant electric business into trouble.

In particular, with the Beijing-east and Ali to grow, these integrated platform winners take all, if still walk the traditional single line on the sale of the old electric dealer Road, is tantamount to looking for death. Because the flow, logistics, supply chain are new entry difficult to overcome the short board.

2, a reference to explore the model

Sinking boat on the side of thousand sail, disease tree ahead million wood spring. Although the vertical mother and infant electric operators are in trouble, the new Bureau is also taking a new approach.

The play of the PayPal network is paid attention by the insiders and the capital side. After all, the industry's water cooling, investors first know.

Informant explosive material, vertical mother and infant electric Shangbei online only three months, already have 10 VCs threw an olive branch on it. In June, there was an average of one VCs every three days to find them.

For a mother and child electrical business just into the bureau, the name of the company's natural and Ali, Jing Dong, red children is difficult to compare, in this old Hu has no intention to elevate or for its advocacy, but its play is worth paying attention to its ideas and play to write out, for the industry to think and learn from

The Nets do not red children, cat mother and Child, Beijing-East mother and child of the single-minded sale of the old, but positioning for the next, the hot mom to create a UGC sharing mode of online growth home, mainly engaged in the category including milk powder, clothing, toys, and the introduction of TV shopping programs, and finally meet the spicy mom's new parenting philosophy and consumer demand.

For the Hebebe net just 3 months, can capture capital person's heart.

First, the direction of entrepreneurship.

The Nets do is "women and children" of "her" economy, consumer power, active degree eye-catching. Parents can experience the women's children's costs and requirements far more than their own higher, they can spend less, but for children, especially infants absolutely willing to pay, and the 25-35-year-old middle class fashion spicy mom also has a certain amount of financial resources to dominate.

Secondly, the concrete play, break the old "commodity sales" as the driving core of the older mode, to change the "media" as the core of the ultimate drive customer value of the network interconnection mode.

The specific approach is "Mall content Community": first community after the mall, take the fine route, from the channel coverage, put on the "mobile End, network end Community O2O" sexy concept.

It is these new play to kill into the mother and infant vertical electricity market dagger, flexible and just fierce.

3, Dry Goods: How to resolve the two major ills?

For the former has been plagued by the two core problems of vertical mother and child development, the PayPal network to take a solution:

On the one hand, relying on the emotional resonance of parenting programs, triggering users into purchasing power, on the other hand, based on the community, take the social electric business Road.      and bypassing the traditional electric dealers low quality low-cost strategy, take the boutique route, to do a brand incubator, the use of media resources, to foster some do not have money to advertise good products, the traditional mother and infant industry for the electronic business. Before, once mainstream voice that, Community electric quotient is pseudo concept, pseudo demand, because SNS main social, electric quotient is heavy in consumption, two kinds of application is two different scene. But the mother-infant category and ordinary goods compared with a particular, a variety of new parents to nurture the solution is lack of understanding, and the community is emerging new concept, on the basis of the community and Word-of-mouth between the social power providers have a precise demand.

The practice of the PayPal Network is: In the country formed more than 100 hot mom QQ Group, micro-letter group, to create a spicy Mom tribe community, operators daily and these hot mom exchanges, new parenting concept to form a community atmosphere, but also from these spicy mom to help the mall to carry out precision selection, and ultimately ensure the precision of the selection and member fine marketing.

How to pry into the business? Four interest points: the media exposure of cost-effective, the whole network brand entrance, technical marketing assistance and product sales pull. In addition, the PayPal network is also in Jingdong, when, suning other electric business platform Open Branch, and will form 5,000 experience shop, and offline more than 400 hospitals complete O2O docking.

Whatever the outcome of the future PayPal will reveal some truth about how the world works. After all, the development potential of socialized mother and infant electric quotient cannot be neglected. Why did you succeed? Why did you fail? The causes and practices of success and failure are two sides of a coin worth pursuing.

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The author of this article is Lao Hu, reproduced please be sure to indicate the author and from the Media (public number: old nonsense technology or laohushuokeji). Can scan the following two dimensional code attention, your attention good sharing is my biggest motivation.