The business model of the mother and child website

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In the absence of children, it seems that only barber, Fanpu, bookstores, post offices and so on. I can't think of the meaning of the baby hospital, the candy shop, the toy shop and so on ... Even the cherub from the sky, my eyes seem to wear a pair of magnifying glass, the market is still like that, and I have a relationship with the things but do not know how many times the increase! In Lao She's eyes, the child is "take people to the New World" Columbus. In order to meet the needs of "Columbus", parents through the network, catalogs, shops to buy some seemingly interesting but useless gadgets. As a result, the mother and infant market naturally becomes the gold bonanza of the Nuggets.

A single model is hard to win

For children, young parents want to show and even show off, for shopping, want to be safe and fast, and meet the needs of special periods such as pregnancy, for childcare, but also eager to have knowledge of communication ...

Diversified demand intertwined, forming the mainland infant supplies more than 120 billion yuan per year market. From any angle, it looks like you can find opportunities. Yet any single pattern, as if it were difficult to achieve victory.

"This is the most rigid demand," says Wang Whinan, chairman and CEO of the two-child tree. Even in the financial crisis, parents are not stingy with spending money on their children. Compared to other industries, the mother-child market will be the safe haven for this round of economic crisis. Thus, the bonanza gathered more than 2000 competition, but also because of the complexity of the mother and child market consumption, they chose a different business model.

The "Directory + website Model" has red children, love Baby Net: "website + catalog + Entity Store Mode" has Le friends, Lai Jia Baby, good children; The interactive community parenting website has baby trees, cradle nets, mother said, they are mainly through attracting advertising and e-commerce to operate.

Although all related to the website, but the mother and child website Road is not the same. Because it is suitable for online sale of powdered milk, diapers and other profits are getting lower, thus prompting the red child to the family shopping platform transformation, the mother and child products accounted for more and more high, it is to the comprehensive category of shopping website development, and Lok friends and other Trinity mode of operation of the retailer, not only facing the line under the integration of resources, Also by the other chain of business form the impact of physical stores, baby trees, cradle nets and other sites, although have been a large amount of VCs, but it is difficult to quickly profit.

Network community and network retailer should cooperate in depth

In the industry, after years of development, the mother and infant E-commerce is currently facing two bottlenecks: first, the expansion of the process of resource integration and supporting the pressure; the second is that the existing business model needs deep integration of the pressure.

Eric Consulting researcher Zhang Yanping that the mother-child E-commerce platform with the expansion of the site, in the new market facing new pressures ——— how to work with local suppliers to achieve profitability. In addition, in the first-tier cities, the mother-child network market development is relatively stable, but in the two or three-line city, as well as a broader rural market, logistics and distribution services such as incomplete service system, in this case, how to ensure service and product quality?

Internet Research Institute Analysys International believes that the mother and child market business models need to be integrated and deep cooperation to achieve greater commercial value. On the one hand, the mother and child portal and the community, its business model to advertising and other internet marketing, this marketing method to be combined with the online retail business, in order to achieve marketing to the effective convergence of sales. On the other hand, the mother and infant online retail platform, should be targeted for the improvement of marketing methods and flow introduced to achieve the promotion of retail business.

Multi-channel mode of sales network

Due to the complexity and diversity of the mother and infant market demand, the sale of childcare products presents a combination of multi-channel features.

At present, China's child-rearing products sales sites are mainly divided into two categories: First, "E-commerce + catalog" Sales of child-rearing products of red children, love Baby network; second, "Directory + site + entity shop" Sales of childcare products, including Le You, Lai Jia Baby, cool Philippines, good children.

Its business model has a very successful example to follow abroad. Domestic adoption of the "Directory + site" model of the site, their learning object is the German European map. The use of "Directory + site + entity shop" model of the site, their learning object is the United States famous toy dealers in the city opened the toy website Babiesrus.

Although the mother and child market as a breakthrough point, but the red child as the representative of the "Directory + site" model, product lines are expanding to a broader area. This is because childcare products, which are suitable for sale through the network and catalog, are mainly concentrated in the fields of milk powder and diapers, which are strong in brand and consume a lot. Margins are also getting lower and more transparent in this area. And the higher profit rate of clothing, baby stroller, children's wear and other supplies, users would like to be more to the monopoly spot experience to buy. Therefore, the red child as the representative of the dealers decided to use the established channels, from the mother and child market to the home shopping platform conversion.

and to Le You as the representative to take the line under the sale of the combination of distributors, then focus on the mother and child in this field, intensive cultivation.

The business model of these two kinds of products sales websites, although won the favor of VCs, still faces many challenges:

"E-commerce + catalogue" mode of red children, its channels have been established, but with the product line from the mother and child areas to extend to cosmetics, electronic products, home and other supplies, and the traditional sense of the difference in shopping sites in the narrow, in the original channel can be in the future fierce competition to win is still unknown.

and to Le You as the representative of the "Directory + site + entity shop" Trinity Mode of operation of the dealers, in the continuous expansion of not only facing the problem of multi-channel integration, but also to bear the financial pressure and risk of operating under the line.

Case 1

Red Children: "Directory + website" of the double-wheeled mode

Red children have a typical "directory + website" Double mode interactive operation, and adhere to their own logistics, in the early days to win rapid development. A short span of more than four years has been successfully introduced into the venture. However, with the rapid decline in competitive profit margins, the red child in the mother-child market as a starting point, but eventually chose another broader area, from the B2F to the accessibility (shorthand) change.

Directory Direct mail marketing is the core

As the mother and child market backward, June 2004 started the business of red children, in order to quickly occupy the market first selected directory direct mail marketing. Red Child CEO Xu Xianxin that catalog sales only bear the cost of printing, this rigidity costs easy to control, while the directory as an advertising carrier, you can expand cooperation with upstream suppliers space, with the reading group, the demand for advertising will make the catalog printing cost gradually reduced. In addition, through the catalog sales do not have to bear the store rent, can save unnecessary links, thereby reducing the cost of goods. Cheaper prices are the key to their rapid win over the market.

After the publication of the catalogue, red children soon set up a call platform, Self-built Logistics, December 2004 began to achieve profitability. As Xu Xianxin initially expected, the printing costs of catalogs are being offset. After four years of development, currently only in Beijing, the Red Children's catalogue has 1 million or 2 million volumes per period. Such a large volume of printing and effective reading rate, in turn, rely on suppliers to become their brand promotion position. Worked for 10 years in Procter and Gamble, recently joined the Red Child and serves as Vice President and group marketing general manager Zhang Huimin said, the advertisement expense already became the catalogue income source part, the catalog brings another part benefit is the red child and the supplier cooperation scope is bigger, often can hold some unique differential promotion activity.

In November 2005, Red children received the first round of 2.5 million U.S. dollars in NEA and Aurora Borealis. Deng, a founding partner of the Arctic light, said the red kid's exciting model was "catalog Sales", a model that has been very successful around the world but has just begun at home. As of now, "red child" maternal and child products catalog nationwide circulation has more than 10 million copies, the directory every 45 days issue, each issue has more than 300 pages, including more than 20,000 kinds of goods, now a total of Beijing, Shanghai, Tianjin, Wuhan, Nanjing, Chengdu, Guangzhou, 17 cities in different versions.

Directory + website Benign interaction

Just a directory is not enough. After the start of the red child business three months, the website www.redbaby.com.cn officially run, and began to launch an online ordering system. Although until October 2005, that is, red children start business a year 04 months after the introduction of online payment, but "Directory + site" The development of the model direction has been very clear.

This model is adopted to form a complementary catalogue. Zhang Huimin that a new channel of online shopping is trusted and accepts the need process, and the entity sense of the catalogue compensates for this deficiency. The directory is only one month or two, and the site can be accessed 7 days and 24 hours online. The combination of the two, catalog display of selected products, customers can also browse more through the site, which let the site and the directory formed a very good complementary.

In addition to shopping, young moms need to publish product reviews and share parenting knowledge. To enhance customer bonding, red children gathered popularity in August 2005 through the introduction of childcare forums and parenting blogs. At this point, the red child has achieved multi-channel cross marketing. Zhang Huimin said that although the catalog from the promotional role is now certainly higher than the site. However, to talk about the core competitiveness must be "directory + site" of the cooperative combat model. If you want to make a clear outline of the red Child's sales model, he thinks the huge value of the red children's multi-channel comes from "the sale of goods + media promotion + multi-channel combination".

National expansion of self-built logistics

Red children began to expand after they introduced the first round of VCs. One of the important reasons for this rapid expansion is to build the logistics itself.

If the directory + Internet can be seen as a red child forward the double wheel, then from the outset to insist on the logistics can be seen as pulling the red child to run the carriage. Distribution is considered the "last meter" of e-commerce, if not done well, the company's brand will bring a big negative impact, and affect two times sales.

In the industry, the mother and child products to own logistics or the establishment of physical stores around the store is also because of its characteristics. Take powdered milk as an example, the loss rate can be as high as 15% to 20%, diaper milk powder is a large number of daily needs and often require very high delivery time products. Only the own logistics distribution can guarantee the whole process controllable. At present, red children in the country's 17 branch offices have a central warehouse and distribution site, set up their own logistics team. The total area of the warehouse has reached 30,000 square meters, the national distribution staff reached 580, day processing orders to reach 15,000 single.

"The Red Child's logistics 90% are the company self", Zhang Huimin said, now basically the branch's logistics team can cover the surrounding City Circle, the customer orders the same day, can be delivered the next day. Another reason for the logistics is to facilitate cost control. Xu Xianxin said that each order has 8 yuan to 10 yuan of delivery costs. But red kids can do even lower. After a third round of investment in Kleiner last July, the pace of expansion of the red child did not slow. Xu Xianxin and other people hope that the branch can assume the local logistics and distribution tasks.

Change of dilemma to B2F transformation

September 2006, the Red Child received NEA second round of investment 3 million dollars. Almost at the same time, red children add cosmetics, health supplies business, from the mother and child shopping platform for the transformation of the Home shopping platform. This strategic transformation is particularly evident this year.

On the basis of the Redbaby website for mature women, red children launched the www.redmall.com.cn website earlier this year, specifically for young women, the site from the product classification has not seen maternal and infant supplies. At present, the red child non-mother and child product sales accounted for nearly 50%, the future ratio will be further reduced.

For the transition, Xu Xianxin has a "home purchase Highway" argument. He believed that the construction channel is constructs the highway, the channel constructs well, may run all sorts of vehicles. In particular, the young mother is not only shouldering the baby's procurement tasks, but also often shouldering the whole family procurement tasks. However, suitable for catalog and website sales of maternal and infant products are very limited, often concentrated in milk powder and diapers. These products are low and transparent gross profit margins, coupled with logistics costs, profit space is limited, not suitable for the mother and infant market depth subdivision. This is also an important reason why red children expand in other areas.

Reviews

Main risk: Target customer group complication and risk control

Comments: IDG Shenzhen Regional Representative Cao Dijun

Online sales can only be standard products, such as milk powder, pacifier and so on, so face a problem: Best-selling products are low margin products. According to statistics, the mother and child market 40% of products, such as clothing, shoes and toys, are high in the interests of products, but 60% of products, such as milk, the profit is very low.

In this way, the company often only to catalog sales of the issue as its main profit point, in combination with direct mail sales and network sales based on the company can only choose to expand. So, what is the choice of horizontal platform to extend to other areas? or depth through the entire industrial chain? Red Children choose the former, while horizontal expansion brings with it the risk of more prominent:

First, the target customer group is not exactly the same. Previously, when the red child cut into this market, the main target customer base is the mother group, and when the product sales extended to the entire family platform, Grandpa Generation's consumption concept is very difficult and mother generation the same. So, the extent to which the horizontal expansion model can meet the new target customer group is questionable.

Second, expanding to the entire home platform is equivalent to building a big supermarket online, the level of categorization and profitability of the knowledge level and risk control, but also a similar to the mother and child platform when the beginning of the problem faced: if you still choose the model of horizontal expansion, then the core of the problem, That is how to build the core competitiveness of the problem is never resolved.

Advantages: Can use the open sales channels

Comment Person: Eric Consulting researcher Zhang Yanping

Red children in from the mother and child market into the whole family shopping platform in the process, in the face of a certain cost pressures, but also has a very favorable advantage.

First of all, the previous sales channels can be used to make the increase in costs more limited.

Second, there has been controversy over whether it is horizontal expansion or an in-depth development of the industry. It's hard to say which mode is good. From the current development of red children, this expansion is relatively successful.

Case 2

Le You: Website + catalogue + Store

July 2 this year, Le You announced from Deutsche Bank, Wynn Investment and other international financial institutions to finance 37 million of billions of dollars, and the domestic mother and child supplies industry, the largest total financing chain companies. Founded in 1999, Le You is a pioneer in industry. First of all, it started with E-commerce, in the dotcom bubble burst and nearly died, experienced the opening of physical stores, printed catalogues and other forms of exploration, and finally determined the "website + Directory + Store" Trinity of the operating mode. At present, Le You in Beijing, Tianjin, Xi ' An, Shenyang, 4 cities opened 60 direct stores, a total of more than 1 million members, every two months issued 800,000 volumes of direct mail order directory.

Core: Benign interaction of the Trinity

Le You adopts the Trinity form of "website + catalogue + Store", and it is formed after many explorations.

At the beginning of the 21st century Internet Tide, Le You 2000 officially online, and won the Goldman Sachs, the joint investment of the first round of 3.4 million U.S. dollars of financing. However, the Internet fever receded, e-commerce into the cold winter. Incumbent Le You COO's gongding even in 2001 "Abandon" Le friends, as Microsoft Greater China Strategic Investment and Planning department general manager, will be the founder of the Lady Husu stay in Le friends independent support. In the Internet cold, as a young mother of a member, HUSU with the feeling of women, the first time opened a 90 square meters of the store. By the year 2004, they opened a second shop. The operation of the two stores is very general, and there is no special features, can only barely play flat. In order to attract customers, Le You's physical store began printing promotional paper, distributed to passers-by on the street.

At this point, the site + directory + store Trinity model established. These thin propaganda paper is the embryonic form of the catalogue. Shortly thereafter, Gongding quickly established a call center, combining the site with the physical store. Soon, by the end of 2004, Le You's leaflet turned into a thick, mail-order catalogue. Also at this time, with the arrival of "SARS", the e-commerce winter finally ended.

Although the operation of the Trinity mode, but gongding always put the role of the entity store in the most important position, and the directory and the site as propaganda, rather than an independent business model. Gongding that through the Web site and catalog sales can only be duplicated to buy a relatively high visibility of maternal and infant products, mainly milk powder and diapers, but the profit margins of such products are very low and transparent. Like cars, clothing and other high profit margins of products, users would prefer to touch the field to buy. Le friends opened the city of physical stores, through the catalogue sales of products will quickly decline, while the real store is immediately up, the real store sales can account for 70% of the basic.

The strong support of ERP technology

The reason for the formation of the "Trinity" seamless docking, because the early "burned" a lot of money ERP system (Enterprise resource management System) played a strong supporting role.

Gongding, who has been the head of Cisco China, has a natural preference for technology, which has placed an important role in the development of ERP systems from the outset. After the Trinity model was identified, gongding called it "multiple path management", which must be supported by a strong backend technology system. For a simple example, le friends to sell the price of goods in the physical store, directory, the site 100% consistent; For example, the points of purchase of clothing in the Beijing Le Friends shop and the points of the call in Tianjin to order milk powder can be summed up, can also be cashed in any shopping channel. These seemingly simple services require a common set of databases and common processes to standardize behavior standards. Whether it is warehousing logistics links, or multi-channel at the same time the single, all have to use information means to make it run smoothly. And it is in the information system has always adhered to the development of persistent accumulation, only to achieve today's Le You.

Shop classification offering complementary

March 8 this year, Le friends under the Beijing 19th store ——— Beijing flagship store in sight of Beijing opened business. The store is clearly positioned to serve the new generation of mothers. In addition to shopping, but also has maternal and child health counseling, parent-child care, early education, baby photography, amusement, slimming and many other functions.

Le You's users are mainly pregnant women and 0-6-year-olds, so every year 1/7 of customers lose, and 1/7 of new customers join. Gongding said that the appearance of the mother has prompted their stores are also gradually changing. For young moms of this age, they offer more experiential consumption.

In order to meet the different needs of customers, Le You in different cities in the physical store layout based on shopping habits to achieve localization, and through the classification of the implementation of complementary. Le You's stores are broadly divided into three categories: one kind is the small area community shop, mainly opens in the community, sells the milk powder, the diapers and so on many urgently needed consumables; one is 600 to 1000 square meters of comprehensive shop, can provide a more perfect product line shopping services, and a class is two thousand or three thousand square meters of the experience shop.

Reviews

But for the Trinity model, the industry has a confrontational view. The praise person thinks, its line on-line can realize good linkage, the bomb person thinks, line on-line under belong to different things, the Trinity is difficult to do.

Comments: IDG Shenzhen District Representative Cao Dijun

Advantages: Focus. Compared with red children, Le You's advantage lies in the industrial chain of mother and infant products, and in a field of intensive cultivation.

Risk: The Trinity is hard to perfect. Le You is currently the "Network + Directory sales + store Synchronization" Trinity of the business model. There are two completely different concepts on this line.

First of all, the experience of online sales and the way the network store is completely different, a online service company's business culture, flow and store services is completely separate. Online service concept, customer service mode and after-sales service, and monopoly entity shop completely inconsistent.

Secondly, online logistics channels and payment methods and external communication and stores are not the same, it is difficult to integrate unified.

From the development of the network platform to understand, it is hard to say there is completely pure online and offline, but there must be a focus on one side is the other's subsidiary, better to do a good job.

Comment Person: Eric Consulting researcher Zhang Yanping

Le You is similar to Ariel's baby, using a combination of online and offline patterns. This mode is also more common in the field of the consumer, and many of the diamond websites are under the experience shop. Le You's outstanding advantage is that the traditional chain sales are very prominent. In addition, the company's cash flow is more abundant.

Community interactive sites face a profit challenge

With the baby tree, cradle nets, mother said as the representative of the Community interactive website, is winning more and more young mothers of all ages. As mother is about to become the main force, in the process of raising children, they have too much to communicate and share, too much knowledge to answer. Therefore, the Community interactive Web site came into being, and has preliminarily established the "advertising revenue + E-commerce" business model.

The content of the interactive Web site is divided into two categories, one is information, similar to the function of the portal site, users can learn a variety of useful knowledge, and a class of communication, including comments, blogs, communities and so on.

In the red Child, Le You, Lai Jia Baby and other advanced people occupy most of the infant products market share, for the backward, to pass E-commerce fast profit is very difficult. So far, we can not see their profit model.

However, for such sites, the first to get enough popularity is the first step to success, how to achieve profitability is the second step of the problem.

Case

Baby tree: Use the concept of fast elimination to do the website

Although last August, the baby tree was selected as "The world's top ten most powerful business model" by the American Times News magazine Group "Business2.0" magazine, but the baby tree chairman and CEO Wang Whinan admits that his business model has been changing and is expected to be profitable by the second quarter of next year.

As a child-rearing Community interactive platform, in the on-line one year time, the baby tree quickly gathered a large number of popularity, and successfully attracted Jingwei create 10 million U.S. dollars first round of financing. Wang Whinan that he used the concept of FMCG products to build the Internet.

Make the Internet a fast-fading product

Previously served as the Google Asia-Pacific market director of Wang Whinan, last March 8, and the founder of the fun net Shao Yipo co-founded the Baby Tree website and officially online. has been in the United States and other well-known companies such as Procter and Gamble for many years, with rich FMCG industry experience, he knows, for mom, the product itself feel good, design played a decisive role. Based on this, he does not regard the site as a technology-focused it product, but rather as a consumer product for development and design.

Compared with similar sites, the web design of the baby tree has its own characteristics. First of all, is the choice of color, compared to the color of the baby tree more shallow and more diverse; second, the column name of the expression is more cordial and warm, such as my baby tree, casual look, big circle, Small circle, treasure of the way. Home right corner of the toolbox, the Baby Weekly Report with a pink bottle pattern marked, as well as green wishing tree, light golden treasure gourd. The color of this column is a careful look at the progressive color of the Apple ipod, which is then adopted in the design.

"Using a non mechanized language to express, to impress customers with design, this is the unique place of the baby tree," Wang Whinan said. However, the pursuit of the non mechanized language also has deficiencies, that is, the expression is not accurate. For example, "Big circle" and "Small Circle", the first time to the baby tree people do not understand what is meant. "If the full score is 10 points, I will only give it a dozen 2 points," Wang Whinan said, he is not very satisfied with the baby Tree's home page, plans to be revised before the Spring Festival next year.

The Wang Whinan of two children also believe that to attract young parents is to make products for the same people. Therefore, in product design and development, the baby tree requires at least 50% of the proportion of employees must be mom and dad.

"Advertising" and "e-commerce" parallel

So far, Wang Whinan does not think he has found a suitable business model.

As a website, early to attract the attention of users as much as possible, with the increase in user volume, the operation of the baby tree at present to attract advertising and e-commerce two ways coexist. "While the business model will change, at least for the next three years, the development framework is very clear," says Wang Whinan, who have attracted a significant amount of advertising. This June, the first time the introduction of customized products, began to dabble in E-commerce. In the future, E-commerce in the baby tree's operating ratio will gradually increase, next year the proportion is expected to rise to 15% to 20%, within three years, E-commerce and portal advertising will be expected to account for 50%.

However, Wang Whinan admits that he is not likely to be as big as the red Child, Le You to the direction of E-commerce, because as a backward person difficult to have the advantage, and he did not have the ability and experience. and red children, le friends a large number of sales of maternal and infant daily necessities are different, baby tree E-commerce products to personalized as the core into three categories: a kind of customized products, such as DIY albums, this kind of product content from the community, by the user's own participation in design and manufacture, and then baby tree production Secondly, it is to use the Community Exchange platform, to build a comment on the concept of E-commerce. The selected products will focus on the user reviews the areas of life, such as reading, toys, etc.

Reviews

Network community Platform challenges: How to Profit?

Advantages: Feature experience quickly gather a lot of popularity

Eric Zhang Yanping, a consulting researcher, believes that a prospective mother or mother group is more human-oriented in communication. Baby tree In this respect to do very distinctive, such as the early teaching platform to build, family photo album experience and other services to walk in the forefront of similar sites. So the company in the gathering popularity, the advantage is very obvious.

Puzzle: How to Profit?

At present, the mother and infant network market competition is more intense, baby tree to achieve profitability is a difficult problem. Zhang Yanping says it may be better to combine current community sentiment to do some of the more distinctive products or services, such as keeping a close eye on infant education, training for mother and child trading, and other new profit points.

Business models for overseas markets

Whether it is Le You, Lai family baby or red children, in foreign countries have a mature profit model can be used for reference. such as Le friends, Li Home, the object of learning, is the famous toy dealers in the United States opened Babiesrus, it uses "E-commerce + Directory sales + chain" to the form of a combination of sales of childcare supplies; the red child's study object is the world's largest catalogue mail-order company European chart. Let's look at how this kind of Web site in the United States operates.

In the United States, the toy anti-fight City owns R, Kidsrus, Babiesrus, Imaginarium four chain brands, annual sales of more than 20 billion U.S. dollars.

One of the Babiesrus is the famous toy business in the United States opened the toy website "Baby anti-Dou City", using "E-commerce + Catalog sales + chain" combination of the form to sell childcare supplies. Babiesrus is quite successful, Jackie Chan's "Baby Plan" is in Hong Kong Babiesrus thousands of square meters of physical stores shot.

The key to competition in the toy market is "physical store". Toy anti-fight city in the retailer to create a "category killer" concept. Toys anti-fight City company was established early, "attractive price", "variety", "high quality" marketing strategy is very successful, with the image of "category killer" to stand out, each department store's toy department and small boutique shops were eventually forced out. Toy anti-fight city's share of the toy retail market in the United States has climbed, reaching 22% in 1995, topping the list.

Category killer is also known as a single category retailer, its lethality is mainly embodied in the "Professional and rich variety of goods", "very attractive low price", "Quality service" and "personalized shopping."

1998 can be said to be a turning point in the United States toy retail industry ——— after careful planning, Wal-Mart suddenly exerting force, full short-based action dolls, dolls and video games and other fields, successful usurper, since then the United States toy market is no longer a toy against the city, changed by Wal-Mart to decide. This is because Wal-Mart is too strong, it has enough strength with any one even more than a toy retailer price, spell distribution, customer, spell sales channels ... For Wal-Mart, the toy is just a category, so Wal-Mart can "lose money" to operate toys, the loss can be returned elsewhere. Wal-Mart also sells its own-brand toys, which are very lucrative because of their low cost. And toys, such as the city, such as the franchise of a certain type of goods companies can not afford to sell products. In this year, toy fight City lost the position of the first toy seller, and was replaced by Wal-Mart.

The battle between the US and Wal-Mart may reflect that, although the domestic mother and child supplies retail industry leaders have opened their own physical stores, but its face of formidable opponents, highlighting the line to the line under the operation of the huge risk.

BabyCenter: Sell products as "old Nanny"

Because of another demand of parents--exchange and sharing, as well as traditional parenting knowledge, emotional and interactive Web sites have become an operating model for foreign mothers and children markets.

Johnson's acquisition of the famous U.S. website BabyCenter, was launched in 2007 in China.

On the Johnson site, Johnson is like a former nurse, a whiny old nanny, reminding young parents of their baby's sleep, diet, crying, body temperature and how to bathe him. Young parents suddenly find that there is a need for such roles to be constantly pointing around.

With the child's daily growth, the old nanny will always hand "Johnson shower gel", "Johnson Safety Cotton", "Johnson diapers", "Johnson Bib", "Johnson 2-in-1 talcum powder", "Johnson ve Moisturizing Honey" and other dozens of kinds of Johnson products.

Toys anti-fight city:

Create the concept of "category killer"

Category Killer Features: "Professional and rich variety of goods", "very attractive low price", "Quality service" and "personalized shopping."

Johnson as a nanny, teach young parents parenting knowledge, while marketing all kinds of baby products.

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