Transformation Of Maternal And Child Market, The Maternal And Child Business Is Also Welcome Timely Dividend Policy.

The two child policy has brought dividends to the mother and baby business, which is fiercely competitive, and is also changing the industry development strategy imperceptibly.

Reporter survey found that for the "double" big promotion, the big platform rarely in maternal and child category promotion, but in mask, household, health care products and other aspects of money.

This is not a coincidence, but a portrayal of the collective pformation of mother and baby business.

Being criticized for short life cycle and homogenization of products, mother and baby business may not be limited to mother and infant category in the future.

Gao Guangying, founder of mom net, admitted that next year, the competition between mother and infant will be involved in the whole platform products.

Experience "

After the "black Friday" and "double 12" rounds of promotions, the domestic and female electricity supplier market is showing signs of weakness.

Beijing Business Daily reporter saw, Beibei nets, honey bud, baby tree and other well-known domestic.

"Double day" sales promotion efforts are not big, sales promotion category is no longer limited to milk powder, diapers and other baby products.

Take Beibei network as an example, import Korean and American cosmetics, European and American health care products and other categories to land on the front page, but also include the beauty products sold on the cross-border e-commerce platform, such as the Lai Silk Mask, Hera BB cream and so on.

More than a year after the war, the war on paper diapers has been fading away.

Liu Nan, founder and CEO of honey buds, recently said at the tenth annual China online retail annual meeting hosted by the billion power network. "Honey buds" are no longer just a vertical mother to child electronic business. The platform is selling socialized products for the consumption of urban middle class families. Quality products such as fast food products and home appliances are the main directions of development.

According to Liu Nan, as of the three quarter, the proportion of non maternal and infant commodities on the honey bud platform accounted for 20% of the total commodity category.

Mother and baby electric bus mom who has just landed on the new third board is also trying to pform. Gao Guang Ying said that the platform constantly increased the number of non maternal and infant products, and the current platform includes cosmetics,

Bags, light extravagance and other commodities.

According to the statistics of the North Institute of Commerce, there are many well-known vertical mother and baby business providers, such as Miya, baby tree, Beibei net, Mai Le buy, spicy mama, etc. over the past two years, the total financing has exceeded 1 billion US dollars.

In March of this year, the maternal and child electricity supplier under the capital draught opened the price war of burning money subsidies users.

Take the NB90 model of Japan's Kwang diapers as an example. The original price was 188 yuan / bag, and the price war period was as low as 58 yuan / bag, including mainstream electric providers such as Tmall, Jingdong, Amazon China, jumei.com and so on.

Xu Jun, the founder of Hai Mi global purchase, said that the price war on diapers is only a few people in the industry enjoying themselves.

"Mother and baby user life cycle is limited, milk powder, no wet urine is concentrated only at the age of 1-3 years of use.

After the life cycle, users will immediately be converted to ordinary users with no difference.

As a result, users who spend a lot of costs will quickly lose their lives after a short life cycle.

Gao Guangying also believes that the number of high-quality maternal and child brands is limited, and the choice of domestic and female e-commerce products has encountered bottlenecks. When goods, logistics, and after-sale services are standardized, the differences between platforms are getting weaker and weaker, and the trend of pformation from mother to baby is obvious.

In an anonymous business expert, the vertical mother to child electronic business has high consumption frequency, but the target user market is narrow, the consumption cycle is short, and the user retention is very difficult. If we always stick to the category of mother and infant, the growth space is limited, and the capital side will not be optimistic.

It is understood that, including baby tree, mother net, honey bud, and so on, a number of maternal and child electronic business platform, operates their mother and child community.

In Gao Guangying's view, through mother and child community, the platform can get lower user cost, higher user conversion rate and better word of mouth communication effect.

Transformation of the "big mother and baby" market, the maternal and child electricity supplier also timely welcomed the dividend policy.

A few days ago, the Standing Committee of the National People's Congress voted to approve the amendment to the population and family planning law. The two children will be formally implemented in January 1st next year.

The two child policy has been fully liberalized to a certain extent, bringing favorable policies to mothers and infants.

Mo Daiqing, an analyst with the China Electronic Commerce Research Center, told the Beijing Commercial Daily reporter that after the two child policy was opened, there were more opportunities for the mother and infant business.

However, now that the mother and baby have developed to the stage of personalized mother to child electronic business platform, the competition may no longer be a rich variety of platform products, and more importantly, continue to meet the personalized needs of users on the platform.

In the face of the current situation of the industry, the domestic and female electricity providers have been changing the track from the traditional mother to child market to the "big mother and infant" market, such as female consumption and family consumption.

In the view of an industry executive, under the "big mother and baby" market pattern, the mother and infant electricity supplier should arrange for the different categories and fields of the mother and baby population upstream and downstream.

Taking every platform as an example, the selection of products has been one of the painful points of platform development.

Before sale, mothers rely on their mothers to share their products and experience in the community. The platform collects user demand data to facilitate later selection.

At the same time, through emotional communication to enhance user stickiness.