The innovation and development of the vertical mother-Infant website

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At present, an ordinary mother of users, can be through a variety of channels into the online real netizens, perhaps she is an old netizen, because her mother's special identity, she went to the parent-child channel to obtain information; she may also choose to search at random in Baidu, to the Pacific Parent network or childcare network, or, her friend introduced her to the baby tree, or Guangzhou mother network to participate in the free use of maternal and child supplies activities, thereby converting to the netizens there.

In addition to these transformation pathways, a large part of the original mother who did not surf the user, because of the day-to-day shopping needs, to the brand official website, or consumer shopping site, found that can be through a variety of network behavior, such as Posting, diary, biography photos and so on, in exchange for trial opportunities, coupons and so on, So they go to the online activities, the network to guide the learning to record, exchange and share. From the "source" of these users can see that at present, China's mainstream maternal and child sites are mainly four categories:

First, professional vertical maternal and child portal sites, such as the Pacific Parent network, cradle nets, childcare nets, and so on, they pay attention to the mother and child urgently needed professional knowledge and content, to create a professional and kind of online learning, exchange atmosphere, has been a large part of the mother of the user's favor.

Second, the portal's parenting channel, to Sohu, Sina as the representative. Sina Parenting Channel to a comprehensive, and Sohu to the forum for the King; There is also a more interesting phenomenon, two portals have tried the mother and child E-commerce, including Sina's original Childcare mall (now merged into the Sina Mall), as well as Sohu active marriage friends to build online shopping mall.

Third, the mother said, baby tree for the representative of the web2.0 community, pay attention to user exchanges, through the user to create content is its typical characteristics, is now more and more mother's recognition, but the biggest problem is the profit problem.

Four, traditional brand manufacturers or E-commerce mall infiltration of the mother-child network, typical representatives include good children, Bedouin beauty, red children.

No matter what kind of mother and child Web site type, we can see that the content of the site is increasingly professional, rich; In addition, there are attempts to have an association with maternal and infant actual consumption, including online personalized product ordering, e-commerce cooperation and so on.

Here we analyze the traditional mother and infant product manufacturers that have been neglected, the original mother and child brand manufacturers focused only on the production, sales of milk powder, diapers, food, etc. but these manufacturing enterprises "heartache" in the advertising campaign accounted for the huge cost ratio, but also found the network can produce a huge "energy", You can see some companies have begun to act, such as Johnson's 1 million dollar acquisition of the famous U.S. website Babycenter.com, its Chinese version also in 2007; Or, such as the Babyschool.com.cn Chinese baby-rearing network, and the 07 online child care website, compared to the professional vertical mother and child website, these traditional brand manufacturers are just an amateur, they just hope that the site can carry more services and functions to sell products; But it has to be admitted that these sites can also make an ordinary MOM users get the basic needs of online learning; In addition, this kind of website has the massive mother and child user group and the considerable click-through, more because of its brand reputation, has the extremely high user viscosity, can say, the complete detailed user file has become its formidable barrier! Once these powerful manufacturers switch to power, the current professional mother and child website, is undoubtedly a huge impact.

Professional website to see these problems, but also gradually try some new areas, such as the baby tree in 08, has tried the line of the early Education center, personalized customization, community advertising, but at present, did not achieve the expected results. In addition, the cradle Network began experimenting with online parenting, starting in April 07 to develop an online parenting education product called the growth ladder, which is said to have been used by more than 400,000 users so far. Visible, professional vertical mother and child web site is also trying to explore a variety of profit models, from various types of competitors will be the pressure of these vertical mother and child sites in the next few years to make some strong "new action", here for the following bold future conjecture:

First of all, online advertising cooperation will be more and more rich: vertical mother and child website will open up more forms of advertising cooperation, including more brand activities, video advertising, game advertising, or desktop download software advertising cooperation; relative to the current majority of mother and child sites in the traditional banner advertising direct investment form, The future form and content of advertising will be more to consider the special needs of mother groups, more sensitive affinity; Through the brand implanted marketing, online interactive marketing and other means to establish a more mature marketing service model, so that users and advertisers double favor.

Second, the vertical mother and child website will develop more "own products": including network virtual online products and offline entity products. The use of their own research and development of "products" for users to provide more practical services, on the one hand to obtain value-added products, on the other hand, the real user viscosity greatly improved. Two types of products can be mentioned here, first, online education products, such as the early teaching of the classroom, "sales" is actually a professional website accumulated over the years of professional childcare knowledge and integration of expert resources, including online one-on-one expert fee services; The second is Early education class entity products, such as early teaching, VCD, educational toys and so on; Take the Pacific Parent-Child network is currently operating the mother and child professional quiz platform "ask" to illustrate, so far, there have been more than 60多万个 from her mother's questions and related answers, and if these valuable real parenting experiences are chosen for the best and edited book to help more young parents solve their day-to-day parenting problems, is a good point to try. These value-added services do not have a very successful case in the present, but I believe that in the future the proportion of the site will be more profitable.

Third, try e-commerce; here include two forms: first, with the cooperation of electronic commerce, with the advantage of large mother and child shopping platform, further improve the service content of maternal and child areas, optimize one-stop service mode to meet more consumer demand at the same time, the user's purchase guidance and influence will undoubtedly gain a greater right of speech.

Second, personally try E-commerce and brand licensing operations, will be hard to attract the flow of traffic into the most real sales force. There are two categories here, one is the consumer, and the other is consumer-to-consumer. Operators will face the largest warehousing and distribution challenges, for the early lack of relevant operational experience of the mother and infant vertical site, Consumer-to-consumer is the early risk and operational difficulty of a relatively low choice; Such integration or transformation, No doubt brings three benefits: one is to obtain a new attempt to profit point, the second is to obtain the dual popularity of businessmen and consumers; In addition, through Consumer-to-consumer this quickest channel development way, can affect the brand owner two times.

In short, for the mother-child vertical area, the current site for each model, nothing but is in the efforts to meet the three major needs of users: one is the demand for education, learning, the second is the demand for communication, three is "show" demand; although some websites begin to have small attempts at e-commerce or online education, it can be said that For the mother and child users and advertisers the most important last joint "mother and child consumption", and not a website really kicked out of the final finishing a foot; so the current maternal and infant vertical field also did not see the real "single overlord."

There is only one step on the Internet, never original. For the current mother-child vertical website, it is necessary to maintain innovation at all times, to develop better experience products and more practical services to attract users, while providing updated marketing tools to attract advertisers. Careful observation, we are not difficult to find, as the maternal and infant vertical field of young and powerful rising--the Pacific parent-child network, has taken into account these directions, on the one hand for the main advertising packaging integrated marketing program, on the other hand, also in the use of the existing professional content resources, try to exchange

The Pacific Family Network was established in a short span of more than a year, a number of revision adjustments, content gradually from the information to the interaction, and through the integration of logs, albums, videos, large circles and other functions to better meet the user record, communication, mutual aid and show the psychological appeal, these will better improve the user viscosity, transfer flow, popularity for the output value.

We look forward to these maternal and child vertical sites can work together in the mother and child vertical field of exploration and practice a broader profit path, I believe that in the near future, the mother and child vertical site in the advertisers and users will have a greater and more dominant influence.