Maternal And Child Electricity Supplier Market: Comprehensive Electricity Providers Occupy The Mainstream Vertical Electricity Providers To Seek Breakthroughs

With the full liberalization of the two child policy, the maternal and child market has become more and more popular.

China's electricity supplier research data statistics, is expected to China this year

The scale of the market exceeded 2 trillion yuan, of which 100 billion to 200 billion yuan between mother and infant market, maternal and child industry has gradually become an important part of mass consumption.

The expanding market trend has also attracted a large number of entrepreneurial nuggets.

Since January 2014, the baby tree has been financed, and then it has been positioned as the "tool + community + business" hot mom help, imported mother and baby brand merchandise limited time discount, special website honey bud baby, special baby baby website and so on.

Of course, in addition to the vertical mother and baby business, the comprehensive electronic business platform Jingdong, Tmall, vip.com and so on have also opened the mother to child channel.

These are enough to prove that the rise of the parents of the 1980s and the 1990s will ensure that the huge population base ensures the rapid and stable development of the maternal and infant products market and the huge growth space. The market "cake" will be bigger and bigger.

Freaky help CEO Kim Zan told Tencent science and technology that maternal and child electronic business will be a sunrise industry for a long time in the future. The market capacity will be bigger and bigger. Whether it is vertical electricity supplier, community electricity supplier or intelligent hardware field, it will attract more capital and entrepreneurs.

All the players in the current maternal and child electricity market, the comprehensive platform electricity providers occupy most of the market share, but some analysts believe that with the rapid development of the mobile Internet and the increasingly fragmented differentiation of mother and baby products, the vertical market share of e-commerce is likely to be over.

Competition between integrated platform and vertical electricity supplier

From the point of view of the market structure, all the players in the maternal and child electronic business market, Tmall, Jingdong and Su Ninghong children occupy about 75% of the total market share.

According to Analysys released by China's think-tank

The quarterly monitoring report for the second quarter of 2015 shows that in the second quarter of 2015, the scale of mother child trading in China's B2C market reached 28 billion 520 million yuan, an increase of 30.9% over the same period last year.

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Among them, Tmall and Jingdong ranked the top two in the mother and baby market respectively with the market share of 46.9% and 22.8%. Suning children ranked 5.6% in the market share, and Dangdang followed by 3.9%.

Others are 1 shops, vip.com, Amazon China, jumei.com and others.

It can be said that compared to the comprehensive e-commerce platform, the volume of vertical mother to child e-commerce is still very small, but this does not prevent vertical players' entrepreneurial enthusiasm.

Compared with the integrated platform, the vertical players are more focused.

Kim Zan acknowledges that the platform does have traffic advantages. He told Tencent technology that "the biggest feature of mother to child e-commerce is the phasing characteristics of users' purchase needs, so the cost of pulling new businesses is very high.

For the comprehensive platform electricity supplier, its advantage is that the users are buying for a long time, and will buy the products of mother and baby.

Such as hot mom help such community electric business, the advantage is to make personalized recommendation to users through big data mining and analysis.

Preemption of flow entry under sight line

In order to further cut the cake of mother and baby market, the O2O mode of online sales and offline experience has gradually sprung up on the category of mother and infant.

Earlier, the Jingdong mall put forward plans to build 1000 mother child experience stores to undertake experience shops, marketing centers, mobile warehouses, after-sales centers, distribution stations, self promotion and other functions. Suning.com continued to deepen the development process of O2O, and the red children's mother child experience shop continued to expand along with the development of sunning cloud store. Yue you also opened a new O2O experience store in Beijing blue harbor, adding line to the sea and intelligent hardware experience area, further deepening the O2O process.

In addition to comprehensive platform electricity providers, some vertical maternal and child business is also targeting the market below the line.

Not long ago, honey bud opened the first line shop at Resort Horizon in Sanya, Hainan.

According to the head of honey buds, the shop area is about 280 square meters. The commodities mainly focus on the imported products such as feeding supplies, snacks, complementary food, holiday toys, bags, skin care products, and the peripheral products needed for the holiday trip.

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In June this year, the vertical mother and child platform Bei Bei network opened the first line shop "e" in Binhu New District of Hefei, and called itself the first intelligent digital shop in the mother infant circle.

It is reported that Xi Guo E era line store created an electronic container, set sales, media, interaction in one.

Some analysts believe that the high safety needs of mother and infant category, as well as mothers are keen to share the characteristics of childcare, maternal and child O2O market will continue to be hot.

And in Beibei network CEO Zhang Lianglun, online and offline are two different things, offline shop is not enough to add points.

"It doesn't mean that doing well offline will help online.

If you really have the money and energy to do it online and offline, it is also possible for the two teams to do it.

But do not say that the line is done well, the line will do well. "

Similarly, Kim Zan is cautious about setting up a store. He thinks he has to do what he is good at.

He told Tencent science and technology that freaky mama would not set up a shop next to the line, but would get the traffic through hospitals and doctors.

For example, the exclusive strategic cooperation between the spicy Mama gang and the China Women's development foundation of the all China Women's Federation has penetrated into more than 3000 hospitals throughout the country, serving 15 million expectant mothers every year.

Kim Zan said that the maternal and child industry is characterized by continuous increase and loss of users. Through the hospital and the doctor's offline entry, it will help to occupy the flow inlet.

Price war is slowing down, subdivision, differentiation or breakthrough.

It has been said that the mother and baby business market: "maternal and child electricity supplier is not the Red Sea, but a sea of blood".

The reason for this is that the mother and baby business led by honey bud baby has set off a price war since the first half of this year.

However, some analysts believe that if the market structure is initially stable, it is difficult for enterprises to gain market and scale advantage through burning money.

This should start with the development experience of the mother and infant business.

Baby tree CEO Wang Huainan has summed up the three stages of the development of the mother and infant business.

First of all, at the beginning of the year, because the concept of maternal and child business was hot, the related companies also received many financing, and the price war intensified. The second stage was the capital cold winter period, and few enterprises could get the financing quickly. In the third stage, investors had realized that the mother infant electronic business field would repeat the reshuffle of group buying, O2O and taxi, and finally only a small number of excellent maternal and child electronic business companies won.

In the future, compared with previous price killing, future competition will focus more on more precise user segmentation, data mining and seeking differentiation.

For vertical mothers and babies who did not enter the first tier temporarily.

It will also be an effective breakthrough in competition.