Beibei-developing mom's economy

1. 1 experience environment

Product name: Beibei

Product version: Android 6. 1.02

Mobile phone model: Huawei Glory 8

1.2 product introduction

Beibei started from non-standard children's wear and children's shoes, gradually added standard products such as milk powder and diapers, expanded cross-border e-commerce, insisted on paying equal attention to platform and self-operation, and constantly expanded categories to create a "mother economy". Beibei. Com focuses on the services of mothers, and is committed to integrating the best quality pregnant and baby brand suppliers at home and abroad to create a one-stop shopping platform exclusive to mothers and babies. Beibei carefully selects goods, accurately recommends them, uses its own professional traffic operation, takes the needs of mother and baby users as the foundation, and aims to improve the efficiency of every link in the supply chain, and gradually builds a mobile shopping entrance with mother economy as the core.

Second, the industry market analysis

2. 1 market environment

2. 1. 1 market size

In 20 15, the online retail market of maternal and child products in China reached 2 194 billion yuan, an increase of 39.9% compared with 20 14. In the future, with the further escalation of consumer behavior and the implementation of favorable policies such as the comprehensive two-child policy, the online retail market for maternal and child products will continue to maintain a high-speed growth trend. It is estimated that in 20 17, the online retail market of maternal and child products in China will reach 392 billion yuan.

2. 1.2 user scale

According to the statistics of expressway research report, in 20 16 years, the national birth population was17.86 million, and the fertility level was obviously improved. The increase in the number of newborns under the two-child policy and the cultivation of consumers' habit of online shopping for maternal and child products in recent years have accelerated the growth of mobile maternal and child users. In 20 15, there were nearly 45 million mother-infant users in China mobile, and by 20 16, the number of mother-infant users in China increased to 70 million; This year, the scale of mobile maternal and child users will reach1.65,438+0.3 billion, and it is estimated that the scale of mobile maternal and child users will exceed 200 million in 20 19.

2. 1.3 forms of market products and services

Content service: In the maternal and child community/community, maternal and child knowledge is widely disseminated through the forms of maternal and child knowledge, question and answer, online consultation of medical care experts, and mothers' exchange and sharing of pregnancy experiences, forming a huge maternal and child information content service.

Tool service: With the popularity of smart phones, vaccination tools are used by more and more young parents, including prenatal reminder, baby growth curve evaluation, vaccine schedule, baby feeding record, baby allergy test and other tools.

E-commerce service: With the development of e-commerce, the upgrading of young mothers' parenting concepts and consumption behaviors after 1980s and 1990s, the development of online shopping and the reduction of shopping costs, as well as the fault and trust crisis of domestic high-quality mid-to high-end maternal and child products, more and more young parents choose to buy maternal and child products across borders, which has promoted the rapid development of maternal and child e-commerce.

O2O service: In addition to the retail of maternal and child goods, the Internet maternal and child market has also expanded to include education, medical health, photography, parent-child activities, parent-child travel, maternal and child care, postpartum slimming and other sub-industries. , to provide users with big maternal and child O2O services.

2.2 Development status

2.2. 1 China internet maternal and child market industry map

2.2.2 Changes brought about by consumption upgrading

Due to the upgrading of users' purchasing power and concept, the crisis and lack of trust in domestic high-end maternal and child products, global purchase has become the standard business of maternal and child e-commerce, and maternal and child manufacturers such as Beibei and Leyou have also started cross-border e-commerce business. In 20 16, the new tax policy for cross-border e-commerce was put on hold. The ultimate goal of cross-border maternal and child e-commerce is the supply chain construction of imported goods and the timeliness and quality of services. How to serve users at low cost and high efficiency in the supply chain and service chain is the key point that affects their cross-border business development.

From May 2065438 to May 2006, women accounted for 76.9% of the e-commerce users of China Mobile. Judging from the daily average number of active users in the maternal and child e-commerce market, the number of active users of maternal and child e-commerce users is basically at the peak of the day from 8: 00 am to 1 1 pm, and the number of active users is relatively low only from 12 am to 7: 00 am. Women's fragmentation time is relatively rich, shopping time is scattered and evenly distributed, and they have mastered the main consumption sovereignty of the family. Maternal and child e-commerce is starting from the mother population, constantly enriching categories and vigorously developing the "mother economy".

2.3 The future development of maternal and child e-commerce

Returning to the essence-the construction of supply chain service chain is fundamental

The maternal and child e-commerce market will return to rationality and focus on the essence of retail. How to control the source of product quality, choose product categories and brands, how to reduce procurement costs and circulation costs, improve logistics efficiency, rationally allocate online and offline resources, and unify and improve after-sales, are the keys to provide users with satisfactory and cost-effective goods and services on the premise of enhancing their core competitiveness.

Category expansion-upgrading to a shopping entrance for mothers

At present, the mother group of mother-infant e-commerce service is the most important digital consumer in China, and also the most important commodity buyer in the family. Maternal and child e-commerce focuses on the needs of mothers, grasps the consumption psychology and purchasing characteristics of mothers through selected products and accurate recommendations, and it is possible to upgrade to a precise shopping entrance for mothers through the mobile Internet.

Ecological development-online and offline communication complement each other

The ecological development of maternal and child e-commerce, online and offline two-way synchronous construction, through online and offline channels, resource integration, data access, to provide users with more consumption scenarios and better experience services; Cross-medical, education, tourism, parent-child and other industries are integrated and developed, extending the life cycle of users and opening up more consumption scenarios.

Content Marketing —— Excavating the Economic Value of Red People

Through content marketing, the customer acquisition cost is reduced, and the user stickiness and conversion rate are improved. By creating famous mothers and doctors, we can tap the economic value of celebrities through media, live broadcast, community/community and other communication channels, and spread value content such as cost-effective goods and scientific parenting concepts to users, thus realizing the realization of content.

Third, the strategic level.

3. 1? ? Situation analysis

3. 1. 1 Advantages: rich products, many users and good service.

(1) Mutual Show E-commerce's years of operating experience and user precipitation.

(2) Joint venture mode is adopted, and suppliers focus on the supply, storage and distribution of goods to ensure the quality of goods.

(3) Light mode operation, with a win-win situation among merchants, users and Beibei platform.

(4) There are thousands of brand merchants and tens of millions of MAU.

(5) Beibei's non-standard products. Com has accounted for 85% of its entire platform business, with a large profit margin, and the MAU level has reached10 million.

3. 1.2 Disadvantages: it is difficult to control the quality of goods and integrate the supply chain, and the brand names of overseas maternal and child products are relatively single.

3. 1.3 opportunity: the market space is large, and there is no leading enterprise in the maternal and child market.

(1) The huge maternal and child market provides Beibei with a broad space for growth.

(2) Consumption upgrading, high vertical demand for e-commerce, and no leading enterprise for maternal and child e-commerce.

3. 1.4 threatens giants and capital, and innovative model manufacturers catch up.

(1) The leading edge of comprehensive manufacturers is obvious, more innovative mode manufacturers enter, and the competition is intensified.

(2) The supply chain is complex and difficult to integrate.

3.3 Product Positioning and Entry Point

Slogan: Buy a mother and baby and go to Beibei.

Beibei. Com provides detailed and in-depth products and services for mothers. Traditional e-commerce is based on the thinking of selling goods, and Beibei. Com is the thinking of consumer e-commerce. Starting from the needs of mothers, provide the products and services they need.

3.4 User Positioning

At the beginning of 20 14, the children's wear market in China was 600 billion yuan, and with other maternal and infant products, the market scale was nearly one trillion yuan. In the face of the opening of the two-child policy, the size of the maternal and child market will only grow, and the demand of mothers will also grow. Mom has strong purchasing power and is used to shopping on the mobile side.

(1) user segmentation

Users are mainly mothers aged 20-39.

Users are mainly distributed in first-tier cities such as Guangzhou, Beijing and Hangzhou.

(2) User characteristics

1, online shopping mom: buy related products for children and themselves.

2, offline consumption mother: find a place to eat, drink and have fun for children and themselves.

3. Knowledge-learning mother: Fragmentation learning related parenting knowledge to provide the best environment for children; When children are sick or have immediate problems in education, they should immediately search for relevant knowledge or seek help from the community for treatment.

4. Reading Mom: Fragmented reading of various topics such as pregnancy and life.

5. Community communication mothers: Children and mothers with the same age or life form groups to communicate and share together.

3.5 Business model

Fourth, the scope layer.

Verb (abbreviation of verb) structure layer

Sixth, the logic layer.

Seven. abstract

6. 1 product highlights

1 Using big data, according to users' browsing habits and shopping preferences, the display effect of thousands of people is realized.

2 sales, flash purchase, group purchase, Shanghai and Singapore.

3 Expand the categories around the needs of mothers, and select and control the products by professional buyers.

4. Join the offline store service to realize online and offline development.

5. Social functions such as shopping, live broadcast and parenting circle have been added.

6.2 Where improvements are needed

1 There is no obvious difference between the sale and the new product.

Live content can be displayed in many places where new products are sold, such as live new products and live red envelopes. , tell users that Beibei also has live broadcast function, and can place orders live.

3 Expand the maternal and child offline service stores, and grasp the pain points of offline service users for optimization.

4. Understand the psychological optimization of maternal and infant users and establish a community based on UGC.

6.3 Enlightenment

Is it possible for Beibei to be a mother-infant ecological platform in the future? Enter keywords, you can get online merchandise sales, offline services, discussion and recommendation of Beibei, and so on. As a mother-infant user, as long as Beibei, you can solve it as you want.

Ma Bei not only spends money, they can also make money in some ways, and use Beibei to build a dual currency circulation platform?

Vigorously develop mom's economy, and mom can also open a shop. For example, Mrs. Mabe A is particularly good at choosing goods. Can she provide a platform to connect merchants and users in series (buyer system)? Mrs Ma Bei can also sell what she thinks is good, and increase the commission by selling.