Role play of Internet in "Mother and child purchase"

As a mother, I and all my mother, like friends, had to buy baby products and worry, do not know where to buy the most complete, quality assurance? More is to obtain some purchase information from the experience friend.

With the development of the Internet, through the website to seek help, look for goods, even orders have become a common; in Pckids forum and blog, we can see a lot of netizens began to discuss the purchase of ideas, seek product advice, and here to share, show their own "prodigal" products. It can be seen that the network, including all kinds of b2c+,c2c sites, and the vertical mother-child site, has gradually affected more and more mother users of the purchase behavior, especially 70, the 80 's young mother group.

Now, an ordinary mother of users, can be in a variety of channels to buy her mother and child products, including supermarket shopping malls, franchised mother-child chain or single shop, or through E-commerce platform, in the online Amoy to baby products.

In recent years, the purchase of maternal and infant products has become increasingly rich, and services are gradually upgraded, but inevitably, will see the following deficiencies (this is also the mother and child consumer groups of new demand point):

1, supermarkets or mother and child franchise shop products less and miscellaneous, not complete, the consumer in the purchase can not facilitate the realization of one-stop shopping;

2, for the mother and infant industry, most people are the consumption area of the "initial purchase", do not know the market price of maternal and infant products, including new information;

3, maternal and infant product safety issues outstanding, consumers of product quality and safety, I hope to have an authoritative evaluation of the certification standards (from the evaluation and praise of the double affirmation);

4, the specificity of the mother and child user group, the professional needs of growing, the urgent need for professional shopping guide services;

5, for the consumer has generated the purchase behavior, the need for good products to display, Word-of-mouth publicity, accordingly, need to meet its "complaints", "complaining" mentality.

In the face of these new needs of the mother and infant groups, the network is also playing a number of new roles, affecting their buying behavior:

One, role: Mother and child products E-commerce platform

Mom users can buy their own products directly through the network, the network brings a richer product selection and more attractive price advantage. Let's look at some of the major types of online shopping:

1, the consumer: representative sites such as when/excellent maternal and child products, red children

Take the red child, for example, since 2004 only began to enter the mother and infant industry, relative le friends, Lai Jia Baby should be counted as "Up-and-comer", has always adhered to the "Directory + site", but also because not to open a physical store, at present, the fastest-growing, has been in 10 several cities set up a substation; Can directly on the Internet or directory to find their own products, enjoy door-to-door service, product rich and low-cost advantage of most traditional channels can not match.

In addition, the vertical mother and child site in a number of specific areas to try to directly affect the user in the mother and child products purchase, including pckids cooperation of "personalized DIY" mall, Cradle Network online sales of intelligence testing products "growth ladder" and so on.

2, Consumer-to-consumer: Representative website such as Taobao, Pat, ebay

Taobao as an example, to March 09, in Taobao full-time sales of maternal and child products shop that has more than 2000, involved in nearly 150 products, a total of more than 40,000 items, including maternal and child food, supplies, clothing, toys and so on, coupled with preferential prices, attracted a large number of young parents chose to buy in this channel. (Note: Taobao Mall also has maternal and infant shopping mall, here temporarily)

3, b2c+c2c: Good Boy

At present, the single model of mother and infant online shopping is difficult to win, many websites began to carry out the multi-channel mode of sales network. Take good children for example: a good child is "directory + site + entity shop" sales of maternal and child products, in the continuous expansion began to face a combination of multi-channel integration problems, as well as the burden of operating under the financial pressure and risk. In such a situation, good children plan b2c+c2c operation mode. That is, in the original platform, began to absorb the accession of individual franchisee, this is undoubtedly to enhance the dual popularity of its netizens and merchants, the mother of the user is to benefit from.

Second, the role of the second: Mother and child products shopping platform

A lot of websites, especially the vertical mother and child website, and did not try their own e-commerce on a large scale, but also through the shopping Guide information, product trial reviews and other ways, affecting the mother and child users of the purchase behavior; MOM users want to learn more professional and complete purchase guidance information through the network, And the mother and child website is precisely in this respect to make the most effective help:

1, mother and child products shopping Guide articles, evaluation topics

Users can search the Internet to a large number of mother and child products shopping guide articles, in particular, maternal and child vertical website, including how to buy radiation-proof maternity clothing, which kind of calcium supplements products better; Pckids is a separate mother and child supplies channel, showing the market most of the mother and child products brand business information, single product content, and shopping guide information;

On the basis of the shopping guide article, for the mother and child users of the most concerned about a number of products, brand evaluation and comparison, the formation of special topics; in the maternal and child brand security, cost-effective and other indicators to determine, guide, become the user to learn the mother and child brand knowledge of the most direct, most effective one form; At present Pckids And 39 health nets have this kind of maternal and infant product evaluation.

2, mother and child product trial, comment platform

Users would like to get some real mother's experience to share, for a certain intention to buy a mother, the real user reviews and Word-of-mouth recommendation is to affect the purchase of an important "help";

At present, many maternal and child sites, have opened up the mother and child brand trial platform, businesses to provide products, through the network channels, to find the target mother and child products trial, user feedback and online reviews, affect other intention to buy users. From the Pckids Forum trial area situation, this trial opportunity is very popular with MOM users, and they are very happy to share their own trial experience.

Professional maternal and Infant product reviews system is relatively few, at present, only to see a lot of Hangzhou local network, which "Amoy bar" that is, the user specifically commented on maternal and child supplies a platform, users of the product rating, online reviews, to explain the reasons for the recommendation or complaints, these important real user reviews indirectly affect other buyers.

3, Opinion Leader Guide

In the interactive community of the Internet, can see a lot of leader users, in the forum or blog show their own purchase products or experience, especially MOM users, "show" in the heart of more appeal, these spontaneous, seemingly fragmented shopping diary or posts, also to some extent, affected the group of users in the reading.

For Pckids, because of the operation of the Pacific site group experience, since the establishment of the station in October 07, we have to position themselves to do a good job of the mother and child users of the intimate guide, this guidance, not only embodied in the professional knowledge of childcare delivery, but also in the mother and child products purchased on the user

Pckids newly built station that is the "mother and child supplies" channel, can be said to be a vertical mother and child portal site in a rare "wonderful", most of the mother and child sites in childcare knowledge, interactive communication to meet users, while the mother and child products system Introduction, professional evaluation content is very scarce, but in the operation of Pckids more than 1 years, We have heard the voice of the user from various channels: they need a professional shopping guide! In the mother and infant product purchase need help!

Pckids mother and child supplies channel sorted out the market thousands of kinds of mother and child products, listed the mainstream brand and reference prices; let novice mother user, can quickly retrieve the related functions of many products, in addition, we are set up "pckids evaluation room", with the local evaluation of Quality control center cooperation, Choose the mainstream brand that the mother user most cares about, carry on the product evaluation contrast, including powdered milk, diaper, auxiliary food and so on, and give the professional evaluation.

09 in the mother and child products shopping guide, the pace of pckids efforts will be greater, we will not only take turns to more kinds of maternal and infant products for professional evaluation (including toys, health products, supplies, etc.), and will be active in the user forum, dedicated mother and child supplies comment on the plate, guide users to achieve real "mutual assistance"; , users can find the professional evaluation and netizen evaluation that they need more conveniently on the Pckids website.

In addition, Pckids will continue to integrate the mother and child business product resources, to provide users with free trial opportunities, so that more users can participate in, to publish the real experience. Believe that next, Pckids will be in the mother and child supplies shopping guide to play an increasingly important role, really help users find, and find their own to buy the mother and child products.