To become the highest domestic value of maternal and Infant Electric Company, Beibei net how to do?

January 26 News, a few days ago, the mother and child sales website Beibei NET completed 100 million U.S. dollars in the C round of financing, after the completion of its valuation of nearly 1 billion U.S. dollars, to date the domestic mother and child electric business industry in the largest amount of financing, the highest valuation of the company.  


this round of financing from today's capital, New Horizon Capital, Gao Capital, IDG Capital and other investment. Beibei Network CEO Zhang Lianglun revealed that this round of funds will be mainly invested in the consumer experience upgrade, small and medium-sized brand support and foreign acquisitions and other new business expansion.


 


Reporter found that the two-year mother and infant electric dealers are favored by the capital market. In addition to Beibei nets in a year to obtain the financing of the Tricycle, the import mother and infant electric business honey Bud baby, spicy mom help, small Hot selling and so on have won a number of venture investment. Experts believe that the boom reflects the high growth of the industry, from the China Electronic Commerce Research Center monitoring data, as the second largest baby child products after the United States consumer, 2015 China's mother and child industry market size is expected to reach 2 trillion. Nanfang Daily reporter Ozhiki from the meter fold nets separated from the Beibei online line so far less than a year. April 2014, Beibei Network officially online, the year of August, the parent company to get mutual show electric dealers and Gao capital, IDG billion level injection.


 


"We start a business, whether you choose a person has done, or a new industry, the most important thing is not others do not do, but you do things to the user is not valuable, can become a business model." "Beibei Net founder, CEO Zhang Lianglun said, originally decided to not by shopping guide across the world to mother and child special selling, the founding team had plunged into a very tangled." After repeated hesitation, he decided to try again.


 


2013, Zhang Lianglun spent more than 1 million yuan to buy beibei.com domain name, and then spend hundreds of thousands of yuan to buy beibei.com.cn. After several months of intensive preparation, Beibei net finally in April 2014 officially online. On the line 4 months later, it quickly break through the vast majority of electronic business is difficult to exceed the monthly turnover of 60 million yuan mark, and monthly to exceed 100% of the speed of growth.


 


Zhang Lianglun glad that this move is not the wrong move. Taobao policy in the continued tight, Mushroom street, beauty and other shopping guide site has been seriously suppressed, he tried to lead the transformation of the meter folding network. In the process, he found that the rice-folding backstage has a very valuable data trend: The mother and child market growth is very fast. This caused the team to attach great importance to. Research found that in China, only children's wear market has a scale of 600 billion, plus other maternal and infant category, will have a trillion "cake." But from the current domestic consumption habits, most people with offline consumption, the largest volume is still online under the mother and child shop. Beibei Network if can sit on the line of the first place, or will become the industry "Big Mac".


 


However, there are also many risks to being a mother and infant electric trader. China's earliest attention to maternal and infant supplies of electric business enterprise "red Child" as early as 2004 years has been established, and in the original rage, by investors sought after. But the end result, still have to sell a prostitute to Su ning. At present, the domestic mother and infant electricity market has become no suspense to the Beijing-east, the Sky Cat and other electric giants of the world.


 


So, where is the living space of Beibei net? Zhang Lianglun that, simply look at the traditional mother and infant electricity, is indeed a piece of the Red Sea, but to see the independent mother and child is actually blue ocean. "Although China's mother and infant electricity market has a red child, Le You and many other enterprises to join, but still lack of maternal and child electricity business leaders." "Zhang Lianglun said.


 


Zhang Lianglun will be beibei as a "distributor", which is completely different from the red children and other traditional vertical electric operators. Zhang Lianglun explained that the traditional vertical electric operators in the category for the division of the dimension, "to sell a class of things for all", such as selling shoes for everyone, selling books, selling clothing and so on. This "sell" thinking mode of the drawback is: lack of accurate customer positioning, user access costs are very high.


 


is divided into consumer groups, user-oriented thinking, "Sell everything to a class of people", such as selling pet supplies to pet lovers, selling electronic sports equipment to the game's talent, etc., these goods are not limited to a certain category, can be shoes and bags, can also be electronic accessories. Therefore, "in the long run, Beibei net future also not only sell mother and child supplies, it will be mother electricity business leader, but not mother and infant special selling leader".


 


In order to differentiate with the existing mother and infant electric quotient, Zhang Lianglun sales model from children's wear, children's shoes, toys and other non-standard items into. Sell non-standard goods also have the advantage, its price is opaque, it is difficult to compare the whole net. "Clothes and other non-standard goods than the standard price war, other platforms want to play a price war, there is no chance, because my goods in other places did not sell, because we are all around the characteristics of the brand." Zhang Lianglun said, Beibei Net's first-onset advantage lies in the first round a group of cost-effective suppliers. "Of course, this does not mean that our price is not competitive, just do not want to rely on price war." ”


 


It is understood that the current Beibei network integration of more than two or three line suppliers, these brands may be Jingdong, cat, only goods will be ignored, but also may be lack of electrical business capacity but there is a strong net demand. Zhang Lianglun hopes to gradually develop these premium suppliers into Beibei's unique membership.


 


He has visited Wenzhou, Huzhou, Guangzhou and other industrial clusters, found that the annual sales in tens of millions of traditional manufacturers are everywhere, but many of their manufacturers did not actively participate in network sales, can be the first time to delineate this batch of characteristics of the brand, the follow-up development of Beibei network is of great value. In the recent financing of 100 million dollars, he plans to put some of the money into supporting small and medium-sized brands and foreign acquisitions and other new business.


 


must strictly control the quality and safety of the products the third party reviews Beibei net to obtain the high financing reason mainly is the brand special sale mode superiority appears, attracts many consumers.


 


at the same time, the high growth of capital favored. According to the information, Beibei Net April 2014 online, the same year May order number of broken 10000 single; August Beibei net month sales broke 60 million, 2014 "Double 11" sales broke 56 million, Beibei online six months, the monthly sales have broken billion, the growth rate of the explosion-type, 2015 sales are expected to be between 2 billion and 3 billion dollars, while also allowing its investors to see its huge potential. Maternal and infant supplies high profit, Beibei net product customer unit price is high, its industrial chain is longer, so the profit space is considerable, make oneself bigger and stronger possibility high.


 


In Beibei nets are favored by the wind, in fact, reflects the domestic mother and infant market is showing an explosion of growth. Along with the age of marriage and childbearing, they are widely used in the network, accustomed to meet friends through the network, exchange ideas, especially for the high degree of acceptance of E-commerce, the strong demand for maternal and infant commodities, and promote the market to maintain high growth trend.


 


However, investors are keen to invest in beibei nets, such as mother and infant type of electricity business there is a certain risk. According to analysis, maternal and infant products quality testing requirements, once the product problems, the ripple effect is very large, the platform itself also has a lot of damage. Mother and child supplies especially for the baby's goods, in the quality of the requirements of particularly high, beibei nets in this regard need to be strictly controlled to ensure that users use security.


 


--, Director of Network retailing Department of China Electronic Commerce Research Center Mo Dai Green proposed to fight with foreign brands of direct cooperation between the industry is actually a high threshold, not who want to do can do. Mother and child industry facing the crowd is quite a special crowd, parents face the baby's supplies will be very sensitive to the brand of screening and product quality control need to be quite professional people to operate. Another risk is that Beibei network in the new round of financing, will also expand overseas business, began to enter the official Cross-border electricity business, but overseas brands to teach. Mo Dai Green Think, do sea Amoy business, commodity authorization is an important link. Mother and infant electric dealers may rely on the brand of overseas distributors to take the goods, this in the quality of the supply is more difficult to control, and suggested to strive for direct cooperation with foreign brands.


 


In addition, consumer loyalty is low, mother and child electric business platform consumption cycle will be relatively short. Mothers will buy more frequently during pregnancy and when their children are younger, and then they will enter a period of lukewarm consumption. "This requires the electric business enterprise in the service, the product more effort, thus enhances the user the loyalty." ”

--Honey Bud Baby CEO Liu