Mother and infant vertical electric dealer how to play?

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Lead: Many people in the industry even predict, "the next 1 billion dollar start-up companies will be in the mother and infant industry." But the industry special, coupled with their own burning money is difficult to profit disadvantage, doomed to take the traditional model to do mother and child platform basically no chance.

Throughout the electric business circle, mother and infant is the hottest vertical market in the present. The annual population dividend of 20 million newborns gives birth to a 2 trillion-dollar scale of the infant and maternal market in the future. With these two numbers, it's enough to make an entrepreneur full of endless reverie. Many in the industry have even predicted that "the next 1 billion-dollar start-up will be in the mother-child sector."

Although the market is big, this money may not be good to earn.

Traditional vertical electric operators lack the core characteristics of attracting users, the threshold of replication is almost zero, as long as the capital and team, you can easily introduce sellers, access to the whole class of SKU. The result is a serious product homogeneity, the core of competition into flow and price. Who is the most able to afford money, can buy more traffic, dare to give a lower discount, who is the boss of this industry.

The competition of the traditional vertical electric dealer is that who lives longer. We all want to wait for the competitor's money to burn out, all fall down, can realize the profit. Finally, until the competitors have fallen, but found that the user has long been accustomed to low prices, once the platform price increases, the user immediately seriously lost. High flow costs, coupled with a meager and solidified gross margin, make the industry big guy's road to profitability is also difficult.

And the mother and infant industry, the traditional vertical model of this disadvantage is more obvious. Compared to similar vertical industry, the mother and infant industry has a significant specificity, such as high security sensitivity, word-of-mouth effect is greater than the brand effect, and so on, these problems rely on simple selling thinking are difficult to solve. This particularity, not only promoted the mother and infant electrical business access threshold, but also accelerated the elimination of mother and child platform.

Industry special, coupled with their own burning money is difficult to profit disadvantage, doomed to take the traditional model to do mother and child platform basically no chance. This is why since the red children were bought by Suning, the mother and child industry has not appeared a representative vertical platform.

And the next mother and child market new opportunities, will be brought by the distribution of electricity dealers.

The biggest difference between the focus mode and the traditional vertical mode is to replace the classification thinking with the subdivision thinking of the people, and replace the "C2B" with the buyer's core thinking.

Traditional vertical electric business is a typical "selling thinking", first with the merchants to pave the whole category of SKU, and then through a variety of channels for the platform to import buyers flow, its core is "goods" rather than "buyers." In contrast, the distributor is the opposite, its core is "buyer", all SKUs according to the needs of buyers to introduce.

The advantage of the focus mode is that, know "what they do not sell", the product can always keep up with buyers demand, there is no large area of the inventory caused by the backlog problem, the model lighter, more healthy cash flow.

In the mother and infant industry, beibei nets is a typical case of the electricity business. Beibei Nets to do the play is to find the precise mother of the crowd, and then provide them with exclusive products and services. CEO Zhang Lianglun originally wanted to sell only children's wear, children's shoes, this part is the mother's just need. And after a period of operation, the mother feedback hope to buy more products in Beibei net, so Beibei nets have toys, supplies and other categories. In the future, Beibei network is not limited to the mother and child industry, may be in the home, daily and other fields to expand.

From the red child to Beibei net, the mother-child vertical field is experiencing the transition from selling goods to serving mothers.