What kind of electric business platform does the mother and child market need?

2012 Suning 66 million U.S. dollars to acquire vertical category of electrical goods brand "red Child", opened the electric business industry to seize the mother and child market, which also triggered the major electric business platform to enter maternal and infant supplies in the field of the tide, a battle for the mother and child market intensified.

However, the child's money does not seem to make a good profit. Mother and infant electric business is booming behind the homogenization of serious, content piling, product heavy and full, the single revenue model and many other issues. The monotony of traditional operation thinking, how to crack, more need is destructive innovation and technical thinking. As the leader of maternal and child electric business, Su Ninghong Children in the integration of Su Ning, the line under the integration of online, enhance the vertical professional level and improve the logistics speed and service level, in the 818 period of shine, perhaps this is the mother and child population needs of the electric business platform.

Line online with two-line fusion

"Mother and infant electric quotient is divided into two kinds, one is Su Ninghong child, one is other mother and child electricity quotient." "818, Su Ninghong children a domineering microblogging virus advertising in the industry an instant stir." With 10 rich mother and child industry experience of red children in the mother and infant electric business unique, in addition to professional accumulation, after the addition of Su Ning's offline advantage also makes the red child emboldened full.

Mother and infant market is different from the ordinary commodity market, for mother and child products, consumers pay more attention to its reputation and quality assurance. So can give consumers more trust to become the mother and child products electric Platform competition core. For consumers, "online standardization, offline experience" is its mother and child consumption of "pain point." In essence, this is a new type of O2O mode, and the traditional Online to Offline mode is different, more inclined to the Offline to Online, the current domestic suning is using this form, will be physical stores, mobile terminals and the Internet organically integrated together, Chain stores used for the display of goods, mobile phone terminal to the consumer online experience of drainage to online consumption, effectively achieve the shopping experience of the "Cross-border integration." And red children are also using offline to online mode greatly exploited the mother and child market.

Online purchase, the online store to bear the experience and service content is richer. The clothes that the child buys, feels whether soft, the toy size weight is suitable, the child whether likes ... In the physical store can have intuitive feeling. Only through the on-site experience, can be enough to buy shuxin, at ease. and service and experience is the core competitiveness of Su Ninghong children's physical store.

Vertical Service Intensive cultivation

The development trend of e-commerce in the next 10 years is beyond doubt------------------vertical electric business model. Vertical electric business model audience Group concentrated, clear direction, product and service positioning precision, is the product of electrical business fine differentiation. In addition, the vertical electronic business model with professionalism, specificity, can allow more customers to recognize and trust.

The traditional mother and infant market is a high degree of professionalism, consumer sensitive market, at the same time, the current consumer majority of the market for the generation, the first, this crowd in the mother and child care knowledge is far inferior to parents, the need for maternal and child professional services guidance. But in the past the mother and infant professional guidance more is the forum, the post and so on semi-structured text information, lacks the relatively structured information content. Under the traditional operating mode, if users encounter problems, or need a large number of sweeping stickers from the row summary information, or turn to a few so-called community public knowledge, and then there is the consultation around familiar with experienced people, there is no relatively perfect, convenient data of mother and child services. In this case, the professional vertical electric dealers in the maternal and infant market.

Su Ninghong Child general manager Pan Min once said, we hope to do have professional knowledge of maternal and child experts. To meet the diversified and multi-level needs of consumers, red children actively use large data to build a red child and maternal ecological circle. will be new and old users, industry partners, brand suppliers, education and training institutions, maternal and child media, such as online, offline and other groups with the needs of the mother and child group closely linked to the organization to further meet the diverse needs of consumers, to bring more comfortable and convenient shopping experience.

Su Ninghong Children do not only do vertical mother and child products electric, but also to do a professional one-stop service. Using large data, it developed the first app, "Pea sprouts," to alert pregnant and infant populations, this app downloads, fills in the corresponding material, will provide the pregnant woman and has the baby's crowd to include the pregnant examination, the vaccination and so on life reminder; users can also help themselves to add childcare reminders, parent-child reminders, promotional reminders, maternal and child periodical reminders, activity reminders, Do not worry about missing any important things and activities, to a large extent to meet the age, the three-way nursery service guidance, won the consumer's favorite.

Spell the speed more to spell the temperature

Logistics speed is an important part of consumer shopping experience. "The thing is very good, is the logistics is too slow", this is in the domestic big electric quotient website message most often sees an appraisal. At present, in the field of electric business to strive for consumer operating costs more and more high, logistics as the driving force of experience marketing will gradually become a good prescription to increase user loyalty.

Mother and infant products belong to the user purchase frequency high, the user stickiness Strong category, more important is the mother and child product user group more take cod (C.O.D.) mode to purchase, logistics speed in the mother and child products shopping experience was magnified. Previously, there have been reports that customers purchase mother and child products on multiple shopping sites and choose the first payment to arrive. This incident actually highlights the importance of logistics speed to the consumer population. Suning has 60 Logistics Base, 12 automatic selection Center, 5,000 after-sales service outlets, Su Ninghong children rely on this strong logistics distribution system, not only improve the logistics speed, but also expand the sales coverage.

Fast delivery or not, intimate or not, directly affect the consumer's shopping experience. Logistics requires more temperature than speed. Su Ninghong Child 818 promotion period to bring consumer surprise: August 18 day in Su Ninghong children under the No. 818 user, that is, can enjoy "Transformers Tesla" delivery services. Ms. Yang, who lives in the third ring of South Beijing, has enjoyed the service. On that day, netizens joked: Optimus Prime and Bumblebee today unlimited?

The new electric business industry has never lacked originality. In logistics, delivery of ideas are endless. Behind the idea, the essence is that the major electric power companies pay attention to the embodiment of logistics. Spell speed is not enough, but also to spell temperature. The temperature, establish is the merchant Word-of-mouth. With the rapid and interactive nature of social media today, facing the fierce competition in the electric market, how to use social media to find new growth points are the problems that the electric business people should think about, Su Ninghong children This marketing strategy has been extended to the field of event marketing, fully integrated online resources under the line, to the user to participate in the immersive experience.

Summary

In recent years, with the birth boom, golden pig baby, Olympic baby, as well as Dragon Baby, combined, the current Chinese 0-6-year-old infants and children in 100 million people. Along with the beginning of the pregnancy, has become accustomed to online shopping on the line, and gradually became the line of mother and child market consumption of the main force. Statistics, China's new generation of maternal and infant groups per capita annual consumption of 5,000~18,000 yuan, 2015 China's mother and child market will reach about 2 trillion yuan, space growth is huge. Some experts pointed out that the mother and infant industry market capacity has reached tens, and at present, whether online or offline, the mother and child market is far from reaching the industry blowout point, the mother and child market is very development space. In the Warring States period of the mother and infant Electric quotient, the specialization, verticality and platform of service will become the core competitiveness of the future attack and cutting.