The outlet of capital market change direction, blow to domestic mother and child market

Absrtact: At the beginning of this year, the outlet of capital market changed direction and blew to domestic mother and child market. including red children, baby trees, spicy mom help, Beibei nets, honey Bud baby, such as a large number of maternal and child electricity dealers are favored by the capital market. or the traditional mall, or the sea Amoy, mother and child electricity

At the beginning of this year, the outlet of capital market changed direction, blowing to domestic mother and child market. including red children, baby trees, spicy mom help, Beibei nets, honey Bud baby, such as a large number of maternal and child electricity dealers are favored by the capital market. or the traditional mall, or the sea Amoy, mother and infant electric manufacturers to do their gearing. However, in the industry's view, can survive in the mother and infant market, in addition to the need to have huge capital or backed by giants and other factors, good at circle Marketing, have cross-border business, do a good job of category management is also a key factor in the rise.

Circle Marketing maintains consumption stickiness

Just got a C round of financing Beibei net last April, 9 months after the month sales have exceeded 200 million yuan, while the wireless side of the business accounted for up to 70%. This round of financing amount is 100 million US dollars, the slant is the first to invest in the capital Xu of the successful investment in East Beijing.

According to Beibei founder and CEO Zhang Lianglun introduced, Beibei Network is a major feature is the community thinking implanted electricity quotient, according to the mother shopping this thread to develop social. Investors Xu frankly, beibei nets and their previous investment in the only model is very different, is the use of limited-time special selling way. However, with the only products will be invested heavily in advertising, Beibei NET marketing strategy is mainly rely on circle marketing, Word-of-mouth transmission. Zhang Lianglun said, Beibei nets in the early stage of research for consumers found that a new generation of mothers in the postpartum very little use of computers, mobile end of the consumption is more sought after, and the behavior of the sun is to establish mobile end customers on the characteristics of the sun through a single exchange parenting experience, resulting in word-of-mouth effect.

In fact, this kind of circle marketing is more like the current popular circle of friends marketing, based on the same or similar hobbies, interests or characteristics of precision marketing. Set up in May 2012, the hot mother to become the first mobile phone mobile community in China, mother and child electric business, has been received, including Angel investment, three times financing. This kind of C2 is not only popular with the mother's welcome, at the same time the flow cost low, viscous high characteristics so that the electric business enterprises very optimistic.

This seems to be a lot of the circle of marketing methods also have difficulties. To the Community mother and child electric business baby tree, spicy mom help, such as for example, the mother and child type of community website development time has been long, in order to meet the needs of more users, platform operators tend to expand a large number of elements, information, which led to the homogenization of serious.

Reporter observation: the electricity quotient and the community satisfies is the mother two different demand, the electricity business is the shopping demand, the community is the social demand. The community creates a strong commercial presence in the community as it exports users and traffic to the electrical quotient, and the heavy commercial atmosphere destroys the social environment and may disrupt the social system that was finally established. This is actually how to construct the mother and child consumption ecological circle problem, in this issue, all maternal and infant electric Shangdou has not found a reasonable solution.

Extended category lengthen consumption period

Su Ninghong Children General Manager Pan Min that the mother and child products consumers stay time is generally three years, from milk powder, diapers slowly extended to the needs of older children toys, books, clothing and so on, in this cycle, the electrical business should be as much as possible to expand SKU to meet the needs of the same consumer at different stages. "Now the Red Kids have a 440,000 SKU, plans to achieve more than 1 million SKUs this year, Pan Min said, red children to fine classification small team way to open up the category, each team 15-20 people, responsible for the procurement from the operation, promotion, member analysis of a series of processes, the group of their own business performance is responsible.

According to the above people, milk powder, diapers, safety chairs are the advantages of red children have a category, will be through Cross-border business and platform, focusing on the introduction of toys, clothing, baby children's books, virtual services such as month sister-in-law, children's photography and other categories.

Infant clothing products in the mother and infant industry sales generally accounted for about 30%, and red children now only a few points of sales from clothing, Pan Min also confessed that red children do not do well in clothing, but this year will choose a large-scale high-quality brand to cooperate, the goal is to increase 10 times times.

In addition to maintaining the original guest group, for the development of new consumer groups, Pan Min said, the universal use of smart phones to the township-level market closer to the electricity quotient, easier to achieve shopping, this year, red children will follow suning easy to purchase service station in the countryside, in more than 10,000 suning easy to purchase services site layout of the Red Child's network. In addition, will also use Suning Plaza and Suning Super Store opened 68 new entity stores. At the same time, Pan Min revealed that in order to achieve precision marketing, has been in the maternity billion, confinement clubs, baby swimming pool and other precision user activities of the site furnished free WiFi access.

Reporter observation: milk powder, diaper These standard category is mother and infant electric quotient cut a basic point, but inevitably some limitations, such as into homogeneous competition, the profit will gradually thin. More noteworthy is that the consumption cycle of milk powder and diaper is limited, 18 months ago, infants and toddlers to milk powder and diapers, the largest demand, and then slowly reduce this consumption, until it is not necessary. With the growth of infants, passenger flow changes are also relatively large, on the one hand to constantly develop new consumers, but also to maintain the original consumer groups.

Cross-border business faces supply chain test

No Cross-border business, now are embarrassed to do mother and child electricity business. The Cross-border business has become almost a attributes among mother and infant electric dealers swept by capital vents. In only 2014 years, there are more than 10 companies in the field of maternal and child cross-border electricity business start-ups to obtain financing, and even some companies in half a year focused on the completion of two rounds of financing. According to the data, in 2013, 18 million people in China bought overseas goods through the Internet, the amount of more than 200 billion yuan. And in this huge market, with milk powder and diapers as the representative of the mother and child products occupy a very important role.

Honey Bud Baby has "mother and child" and "Cross-border electricity quotient" Double heat, also got the double tuyere of power. However, from the current domestic electricity business channels, the mother and child category is almost all cross-border electricity dealers or cut into the cross-border business of the first choice of integrated electric. "Mother and child goods are sold very well because they are imported, so it's all over the market and all the Cross-border electric dealers are selling the same products, which means that the overseas supply chain is very elementary and original." "Honey Bud Baby founder and CEO Liu last year announced the completion of the 60 million dollar C round of financing, and said this round of financing will be used to upgrade the global supply chain and enhance the user experience." Liu that "overseas supply chain integration + Mobile end + socialization" is the important advantage that honey Bud Baby distinguishes from other competitors.

Honey Bud Baby raised a number of international procurement of buyers, while in the Netherlands, Germany and other countries to set up overseas warehouses, and set up a branch in Japan. The other major importers may also set up overseas warehouses or subsidiaries, Honey Bud said. Liu said, honey Bud baby More important things, the first is the integration of foreign supply chain optimization, but Liu also confessed that "now most of the Cross-border import platform or local, integrated optimization this thing is not so good to do."

Reporter observation: for cross-border business, once the overseas supply chain construction is perfect, will form the moat-level advantage, but the early period of logistics construction time is long, high cost, not every mother and infant electric can do, especially after the entrants. Zhang Lianglun also confessed, Beibei network financing in the mobile end just online "overseas purchase" business, is the milk powder, diaper standard cut, but because just involved in cross-border business, visibility and their strength is not enough, and can not get the first-level agent from foreign brands.