The closed loop of the mother-child community, the electric business to create a 1 billion dollar company

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With female menstrual assistant Grapefruit finished 35 million U.S. dollars C round financing, the aunt completed 30 million U.S. dollars C round financing, female community spicy MOM to help complete the 20 million U.S. dollars in the B round of financing. New consumer awareness and the spread of parenting ideas, so that women's communities, especially women and children to connect the maternal and child community to become a high-profile blue sea market.

In response to the growing number of young mothers seeking to educate their children on the internet about professional knowledge, experience sharing, the rigid demand for shopping, as well as the capital market in the maternal and child areas of active follow-up, there is no doubt that this will be the next 1 billion dollars in the huge market. The current baby tree annual revenue has been as high as hundreds of millions of.

Founded in 2007, the Baby tree, now from a picture-sharing site, into a collection of community, knowledge, records, hardware, shopping guides and many other functions as one of mother and child products. How does the baby tree create its business closed loop? How to quickly preempt mobile end users? What form of the Nuggets 1 billion U.S. dollars in the maternal and child market?

The following is the founder of the baby tree Wang Whinan Dictation:

Store-style vertical electric dealers have no future

7 years ago, several of our founders had very strong electrical quotient genes, but did not choose the electricity quotient because we felt that the store-type vertical electric dealer had no future.

2007, I, Shao Yipo and Sun Zhijun decided to make a baby tree. Although Shao Yipo has ebay's experience, from the very beginning we have decided not to do the vertical electricity quotient. At that time the red child was very arrogant, many people think it will be listed. But the red kid who has no advantage in price, we think its future is flawed, it is easy to be swallowed up by General Electric dealer. Even today, the electric business is to a large extent still playing a price war, so that is the tiger we want to avoid this.

We choose the community because we feel that our mother is lonely and helpless now. They are lonely helpless from the pregnancy, the new life, the raising of children. What they desperately need to solve is not what they buy right away, but how to raise a new life. Especially now, in China, 61% of the mother pregnancy is an accident, in the absence of preparation, they are lonely and wandering. The newborn is sick and runs to the hospital drip, they do not need to see the children every day, because they can not complete the role of conversion.

At first, the baby tree did not know how to provide users with knowledge, also do not know how to accompany the mother chat. But when the digital photos were very hot and all kinds of digital cameras were popular, they decided to make a photo-sharing community so that moms could share the photos on the baby tree. This has always been one of the genes that we've developed to stick to.

The baby tree moves toward the mobile end, three big strategy

Baby tree on the PC side of the accumulation has been very mature, summed up, can be grouped into three words: Traffic, brand, business model. After 7 years of accumulation, traffic, the baby tree can now be called the domestic PC end registered users, the largest number of visits to a mother and child community. Brand from needless to say, business model, baby tree grope out in: respectively for the major customer brand promotion, small and medium enterprises back, C-end to provide goods shopping guide different profit model.

(Note: In 2007, the Baby tree completed the first round of financing 10 million dollars, from the Jingwei venture and the founder and director of the Baby tree Shao Yipo personal risk investment; in March 2008, Jingwei Venture capital invested 10 million dollars. January 2014, The Good Future group (original thought) announced on January 27 investment in the mother and child website Baby tree, investment amount of 150 million yuan. )

However, the mobile Internet is the general trend, the mobile end to seize the entrance is to face the reality. The baby tree's response strategy is:

First, give up the advantages of the site, forget that the baby tree has the site of this matter, from the purely mobile side to consider the problem, this may be the most difficult to take the first step. Fortunately, the number of registered users at the current mobile end has broken through the PC-side registered users.

Second, to meet the single needs of the vertical crowd, I think it is to do the begotten of the mobile end. From the maternal and child community, a very simple standard is the age.

Currently, for children at age 1-1, that is, in contrast to mothers in this stage of knowledge reserves less, do not understand childcare, so the Knowledge class application will be more popular, our single app "Happy Pregnancy" (ios,android) on the baby tree to become the entire mobile end of the product line source and flagship. After the need is a standing paragraph application, a targeted application. For children in their 1-3-year-old mothers, traditional knowledge browsing has been unable to meet the personalized needs of family members, when there is a real person can answer your personality problems, mothers will get a higher degree of care. So the question-and-answer product "Parenting quiz" (ios,android) is more suitable for this stage; the last is the social product "Happy Hot Mother" (ios,android), belong to the standing section. Moms Use this product to meet their social and interactive needs in everyday life.

Third, the business model, I think the mobile phone side of the business model is probably not an advertising business model, but a natural embedded product intersection of the sales model. Mobile phone This road is the community to add electricity business road, and the electricity quotient at a certain stage is several products.

The recent baby tree in the mobile end for different needs, to provide one or two items, such as pregnancy box, to meet the concerns of pregnant mothers, the response is very good.

Build "club" electric business model

On the combination of community and electricity quotient, the use of mother and infant platform many congenital advantages, the baby tree is currently exploring the "club-type" electric business model.

We believe that the model of the club can better connect the community and the electric business. All buyers as members, in the community display is not a dazzling range of goods, but meet the specific needs of buyers products. The entire purchase process is comfortable, the price is reasonable, the service is also specially good, gives the user more love.

In the current market environment, they do not need so much to provide the purchase of goods dealers, they need two things: 1, accurate recommendation. 2, very good club-style experience.

I think that the electrical business needs a separate scene, in this scenario is not mother and child vertical electrical quotient can do well. Putting the electricity dealer directly into the community will change the tune of the community, the user to the community is to communicate and learn, on an electric business platform, they are to choose, buy things, make decisions, this role and community is not the same. Therefore, "club-type" electric business model, so that users in a comfortable experience, to meet specific shopping needs.

About hardware

In general, hardware has a dual attribute, one is the sales attribute, that is, sold as a commodity to consumers. The other is to provide traffic entry for the electric dealer. For the baby tree, we care more about the second attribute. When the user because of a hardware into the baby tree, it provides more is an experience, our hardware has been a loss of state, because my positioning is that the hardware does not need to be profitable.

When a mother, who is wearing the pregnancy watch we provide during pregnancy, then her knowledge of pregnancy, hot mom social will be a baby tree entrance. As a result, the hardware spans a pattern of sales, and it is more accessible to future users into the baby tree's end.

For users who leave the baby tree, collaborate with online education

The baby tree is not a product but a series of services based on different stages of the baby.

This phase may extend from 1 to 6 years. When 6 years old, the baby tree is no longer their nostalgia place, these huge traffic must have a place to undertake. Therefore, with a good future cooperation, you can let users take the baby tree with the memory of childhood, into the student era.

The formation of a baby tree and a good future online education, classroom home schooling, as well as early and late education in the three areas of business complementarity.

Everyone is happy or not, I think their bigger problem is not to hold the chance that history gives them, and that opportunity is fleeting. Only to the product to do enough respect, do a good job is the king, and this process is particularly vulnerable to the temptation of foreign things, so that the strategy to expand to their own can not imagine the width.

So for the baby tree, the most important thing is every quarter, every six months to examine, update their products. On this point, the baby tree does not do well enough.

Although to do today, the baby tree may be the best, but open the international vision, we need to improve each product is too many places. I do not think the Chinese Internet to do the last, the successful company is an operating company, I think the product must be the strongest, the operation is complementary.