The new Bureau of Electric War: big and strong than the beauty of the special

The four-year World Cup has been launched, the annual sales of the electric business year in the war on the smoke again. Just on the listing of Jingdong, Hao throw 1 billion yuan red envelopes, and will be listed Ali, also full fire. Gunpowder more and more thick, after being merged into Suning 2 years, to mother and baby and beauty makeup fast growth to win a large number of loyal users of red children This high-profile also participated in the electric business war.

Women and children are said to be the best money, but today's moms and children need more than just powdered milk and diapers, they need nursery knowledge, post-natal physical recovery, social sharing, and so on. Obviously, the traditional offline mother and child stores and the online shopping mall can not meet the new needs of mothers and children, only online and offline organic integration, comprehensive practice O2O mode, to seize the rapid growth of tens of millions of of Chinese Internet mom, in the next 2 trillion yuan in the mother and infant market to seize the opportunity.

Red Children as the Su Ning and 3C, electrical appliances with the type of competition, with the first batch of mother and child physical store landing, will open O2O dual-line retail mode, which makes her future has more space to imagine. What are the advantages of red children in this time of the electric business War? Let Shang count for you.

Positioning: The vertical field of maternal and infant precision electrical business Platform

At present, in the mother and infant market area does not exist an independent subdivision of the electric business platform, Jingdong and other electric platform will only be its channel shape display, which for red children is a good opportunity. For the mother and infant this specialized narrow industry, all-inclusive one-stop shopping website can not meet the stringent quality and service requirements of consumers, the future electric business to do fine, to do is the main direction, the platform of several major competitors competition has been set, the competition will be in the vertical distribution between the dealer, or the vertical electric trader and platform of the category channel between.

Professional: Rich experience to develop reverse O2O mode

Every vertical field requires at least 10 years of ploughing into the industrial chain. As an intermediary platform, upstream to have the user's products, downstream to have a sticky user service, not ten years, nowhere. Red children in the mother and child and female category in the display of good member interaction and super viscous, so that product sales have a very good explosive force, with 30 million of loyal maternal and child members. Full authentic, professional intimate service, with a healthy mother and child ecological circle, has a wealth of experience. Its reverse O2O model will organically integrate Suning chain, handset terminal and Internet. Through two-dimensional code, mobile phone terminals to achieve online merchandise exchange, customer two-way drainage. Customers can use computer and mobile terminals inquiry online shopping mall goods and prices, can also be displayed through the physical stores two-dimensional code, directly into the online mall consumption, and physical stores as a logistics from the point, effectively realize the shopping experience of the "Cross-border integration", has a unique professional advantage.

Service: Maximizing the value of human nature service

Red children can provide users with not only commodity services, its ten years accumulated in the rich Maternal and child group service experience will line up with the mother and child groups under the combination of the needs of the group will be linked together, relying on the red child mother nets this bridge to introduce more new services. To further meet the diverse needs of consumers. For example, the 10 anniversary of the ten Gift activities Prenatal Education concert, baby pea sprouts reminding app, the rescue of children left behind, the emergence of store service area ... Show the red child to the mother of the crowd of care, care for the baby, the attention of older children, the whole society to pay attention to the new family, to meet the consumer diversity, multi-level needs, these very user-friendly service is the mother and child areas worthy of attention.

Methods: To drive the market with the thinking of data

Compared with the PC era simple traffic crawl, mobile Internet through the app can catch a real user, what red child is doing, is based on large data user behavior crawl and analysis of the precision electric business platform. Slow growth on the PC side, rapid development of the mobile end, for the entire user behavior analysis to obtain large data. In order to be targeted in this commercial war, for different age and the same family to develop different strategies.

What do you do after a hot war?

The electric business in hot war at the same time, do not forget to the consumer's love. Only by giving consumers a deal, can we increase the viscosity of buyers and pave the way for their own electric business empire. At the same time also have to develop strategies for future development, maintain brand heat to achieve long-term development. Red Children should rashness after the electric business war, how to set a good direction for future development, Shang have several suggestions.

1. Challenge the new social electric quotient model

Social Electric is a slogan all along, the reason is that most of the electricity business is doing socialization, is to give their own business model to supplement, and there is no way to fundamentally to make social electrical business. Natural needs of the mother and child areas of communication and communication, need professional people to guide and guide, this is a foundation of social marketing, so that users become a community first, participate in the content of the Community production and sharing, on this basis, to achieve product recommendations and sales, and finally become a different form of social electrical quotient. such as the television, mobile phone, computer screen all through, do a media social mobility O2O characteristics such as integrated social electric business, for the Red Child's mother and infant brand and consumers to provide a one-stop housekeeper-type inoculation solution, or personalized customization.

2. Vertical O2O from high requirements of professionalism and security

In fact, the future maternal and child O2O can be divided into parent-child O2O (learning courses, recreational activities, etc.) and maternal and infant supplies O2O (food, daily necessities, development education, etc.). Parent-Child O2O can learn the O2O model of online education and online travel: Sign up for a demo, offline experience, and feedback to share photos and images on line. Maternal and infant supplies O2O food class can learn retail industry Shop No. 1th and the O2O mode of the cat, "buy", "flash purchase" and other promotional activities to replace the positive price, can also be the monthly quarterly model of the mode of real-time supply to consumers; mother and child living supplies class can learn cosmetics vertical Web site poly beauty products, There are many similarities between the particularity of mother and infant supplies and cosmetics. Mother and infant O2O can even take "products abroad production, domestic online experience online payment" of "Cross-border O2O" mode.

On the whole, the red child is just a vanguard, Su ning now annually provides thousand speech to pregnant mothers, free children's play area, weekend outdoor promotion, mother and child clothing test wear, toy demo, Milk powder Date and guide staff introduction. These are pure online shopping is incomparable. Although the cost is big, but the entity shop people go up, the sales will explode the growth, the efficiency is higher. At least Su Ning has mastered the pricing power, the pure electric quotient can only be lower than Su Ning Gao. Su Ning can also promote its own exclusive products. In short, the mother and infant suitable to do O2O, but the difficulty lies in the enterprises do not have a successful O2O model can be used for reference, the red children can only touch the stone O2o River, and walk and cherish.

Text/Shang Public number yutuoorg