The Red Kids Online mall will open a physical store in Beijing by the end of September

Source: Internet
Author: User
Keywords Red children mother and child market
Tags .mall business business model business strategy cat consumers customer customer experience

Red Children online Shopping mall will be in the end of September in Beijing to open the entity shop, is the first mother and child landing in the domestic electricity business. This is following last year Suning 66 million dollars to buy red children after a major reform measures, but also this year Suningyun to carry out the electric quotient + store business model is another embodiment.

According to Suningyun business strategy, after landing the entity shop not only can become the customer experience shop and the point, but also can provide the customer the mother-Child interactive service zone.

Mother and child market disputes for a long history, Gome, Beijing East, Cat, a number of large electric platform, such as the mother and child channels have opened up. From the 2012 annual maternal and child market share, the mother and child market reached 61 billion yuan, the days of Cats, Jingdong, red children ranked in the top three, of which, the cat accounted for more than 45%, Jingdong mall 11%, red children 6%.

In the last year, Suning bought red children, has caused extensive discussion in the industry, and even some people think that Su ning together with red children will transform the mother and child market pattern, but after nearly a year of gestation, the results of development does not seem to imagine the beautiful. And the landing policy has to let the United States, including Gome, Jingdong and other competitors to cause enough vigilance.

From the mode of cooperation, almost all of the electronic business platform is through with the mother and infant brand reached a deep strategic cooperation agreement. Through the channel contracted products, the electric business platform is responsible for sales. It is precisely because of this form makes each electric business platform inevitable mother and child brand overlapping phenomenon, that is, as the mother and child brand itself is through the network channel selling goods, not only to a platform exclusive supply. Therefore, the price of the same product in various platforms are often different. Although the Internet is relatively transparent, but the information asymmetry is still there, in the vast flow of the form, coupled with the advantages of Jingdong itself accumulation, therefore, the probability of consumers to choose Jingdong is relatively large.

And when the red Kids landed, adopted is the line of the same price strategy, which indicates that the mother and child market competition, will spread from line to line, if the price of red children than other platforms are lower, no doubt, if the same brand under the product, people are more inclined to choose the lower price. In this way, will directly lead to consumers to red children, the mother and child market share will likely be divided again. This is a good thing for the red kids, but the real problem is that the online mother and child brand price is more expensive than online. Once the Red child implementation line with the same price, under the line of the mother and child brand price system will be impacted, then, as the absolute right to the mother and child brand allows red children to do so?

From the purchase characteristics of the mother-child net purchasing group, the price is not the primary factor of the choice, on the contrary, the brand and quality guarantee of the product is the most important factor for consumers. Although many electric dealers have been on the line around the mother and child products for childcare training, product publicity and other services, but as a special category, in contrast, the experience of the entity store for consumers more convincing. Because, customers can not only through the physical store at any time to scan two-dimensional code under the order, you can also choose to store as a point of origin, but also face-to-face to enjoy the physical store to provide maternal and child services.

Earlier, the major integrated electric companies have been the first round of the Maternal and Child Market Bureau, in the face of a huge change in the market, competitors will be affected by every move of the industry's nerves, especially as the Beijing-east, two of grievances have a long history, and Beijing East has tried to landed in Singapore, the entity shop, then its follow-up, Will the same strategy be replicated to the mother and child market? All this is not known, but it is certain that Jing dong clenched in the hands of the mother and child market entry coupons picked up and not before relaxed.

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