The red child grinds a sword for ten years, the wing of the O2O first now

September 2012, Suning spent 66 million U.S. dollars to purchase mother and child vertical electricity Shanghong children, want to carry the mother and child market with red children Wei Rich suning easy to buy platform category. After less than two years, Suning Group implemented a major strategic adjustment for red children.

May 2014, Red Children 10 anniversary of the press conference held in Beijing, Suningyun Group vice Chairman Weimin, Su Ninghong Children's new general manager Pan Min, Su Ninghong Children's new deputy general manager Yang attended the conference.

In the press conference, Suningyun vice chairman Weimin announced a major strategic adjustment to red children, red children become the group's new independent company to operate, its leading mother and infant category will be with electrical appliances, 3C neck and a horse, become one of suning three-car, the focus of support development. Pan Min announced that in the next 1.5 months, red children will use the largest-ever promotional and series of events, celebrating the 10 anniversary of the birthday and opened a new chapter. Familiar with the red child, seems to be back again.

Why Red Kids?

Suning by virtue of electrical appliances 3C to create a huge business empire, with powerful offline store resources, suning scenery no two. In the domestic environment, Suning easy to buy belongs to a kind of late start, but relying on the powerful resources of the Suning Empire, can also achieve rapid growth. On the other hand, emphasis on the electrical market, so that Su Ning's development tied to the hands and feet, but also to the game in Beijing and east was caught in the soft rib (Liu forced its line on the same price). In this context, Suning reluctantly seek mergers and acquisitions, and actively expand the category of easy to buy platform, the story of the Red Children and suning fitness from this period.

In the past two years, Suning easy to buy platform still did not find a third support point, forced into the industry price war. 2013, Suning easy to buy is also frequent movements, in the maintenance of proprietary advantage at the same time, High-profile launch of Suningyun open platform, and put forward suning one of the two wings of the big strategy, in order to get rid of the price war puzzle, to seek more category support points. However, at present, Su Ning's troubles still unresolved, suning a bit annoying.

Suning's advantage category in everybody electricity, what kind of person will buy a variety of large household appliances at once? Someone who is going to start a family or just get married. What are they going to do next? Honey, make people, buy diaper milk powder. Su Ning is able to monitor analysis to this group of people, Su Ning needs mother and child category can leave this group of people, let them in suning easy to purchase on the continuous consumption.

In recent years, the voice of open child more and more high, followed by will be a huge maternal and child consumption market. Suning as a traditional retail giant, definitely do not want to give up the sweet cakes. As China's earliest start, the most professional mother and child electrical goods brand, compared to other platforms of the mother and infant category of the operation, red children can clearly meet this demand. In the two years after the merger, Suning and red children are doing the "platform + vertical" integration work. The two sides form an effective and complementary category, sharing the advantages of the group resources. Perhaps, Suning easy to buy + red children is the best in the future "platform + vertical" model of the electric business.

After this adjustment, the red children will become an independent subsidiary of Suning Group operation, and will be in electrical appliances, 3C neck to hand, to become one of suning three self-carriage. As if, Suning group has the red child to the whole Group strategic development planning height.

According to Weimin, deputy chairman of Suning, Red Children's mother and child business has the most accurate female consumer group, the construction of two years of electrical business mother and child consumption ecological circle, not only can effectively improve the existing consumer group of suning structure, at the same time with electrical 3 C, daily necessities form an effective complement. Next, Suning will increase efforts to support the development of red children, the establishment of maternal and infant market the first brand status.

Red Child new general manager Pan Min introduced, Red Child as an independent company after operation, will still be in suning easy to buy and Suning chain store two platform to carry out business, Suning easy to buy service system, marketing interaction, huge user flow will still fully support red child operation, and supply chain, logistics warehousing distribution, Large-area stores and other resources will further help the red child business scope to provide a full range of services. Therefore, the 10 anniversary is of great significance and can be seen as the birth of a red child.

The O2O of the Red Children's wings

According to Red Child member data, 10 years have nearly 30 million maternal and child users on the platform of Red children to enjoy information, purchase mother and child supplies, this huge data means that since 2004, every 6 babies born in China, there is a service to get or use red children, And this one of the milk powder and diaper purchase high ranked single category sales, which also makes red children become a well-deserved domestic "mother and infant electrical business king."

However, red children can only be counted as the vertical electric quotient of mother and infant class first. 2012, the red children were bought by Suning before, the Beijing-East maternal and child category sales market share of 11.4%, become the second only after the cat, the Red child's sales share is only 6%, and was when tightly pursued. Mother and infant products highly standardized, vertical electric platform can not contend with the cat Jing-dong, such as more general volume of Third-party platforms. The nature of the electric dealer is still the flow of traffic, in the absence of the Cat Jing Dong and other huge user flow situation, red children will only be dumped more and more distant.

Today, suning and red children have completed the integration work. Suningyun in the background of the two wings, relying on the group supply chain, logistics warehousing and distribution, offline stores and other resources, red children will try to "platform + vertical" electric dealer O2O play. Share Group Advantage line under the resources, red children can better with the mother and child groups together, red children will be the first industry unique "mother and child ecological circle."

Generally speaking, the red Child's O2O is similar to Suning O2O, the vision is very formidable. After successful attempt, both sides can achieve huge user flow complementation. The red child's road to transformation has just started, the road ahead. It's still a long time.

Wen/Shang, tyrants net special author, micro-credit public number: yutuoorg.

Original link http://tuhaonet.com/keji/dianshang/gongsi/2014-05-16/5793.html