Vertical Mother To Child E-Commerce Has Become A "Spoiler", "Honey Buds" To The Dark Moment.

1, consumption escalation, capital entering, mother and baby business electricity supplier's plate is getting bigger and bigger (every year more than ten billion), but the phenomenon of cohabitation is getting worse.

2, only three big teams can successfully transform, the industry chaos can be resolved as soon as possible, China's maternal and child market will have a future.

Recently, there is news that the "mother to child home" suspected operation has been abnormal, and there are a series of strange situations, such as the security deposit is difficult to retreat, the people are empty, the online and offline response is not available. Shanghai Jingan District market supervision and Administration Bureau said, after preliminary confirmation, it has been unable to contact the enterprise through the registration residence. The next step is to include the company in the list of abnormal operations according to law.

In fact, mother to child home or blacklist has long been a precursor, from 2014 to 2017, the mother and child home for 4 consecutive years of loss, its stock also changed from "mother to child home" into "ST mother and baby", last year the company did not disclose the "2018 semi annual report" was suspended. Many times the list of mother and baby has been put on the list of broken promises.

The home run of mother and baby undoubtedly reveals the embarrassment of early maternal and child business. Insiders say that when the market has been occupied by low prices and counterfeit goods, the road of early mother to child e-commerce is narrowing away.

Capital favor: vertical mother and baby e-commerce has become a "agitate"

The maternal and child market is not only aimed at babies, but also considering the Chinese national conditions of 4-2-1/2 (grandparents, grandparents, parents, children). This market is also rising and falling, but the industry shuffling is becoming increasingly fierce.

From the 2009 maternal and child business boom, one after another, excellence, eBay and 8848 disappeared in the public eye, while Taobao, Jingdong and pat gradually entered the war. At the beginning, the mother and baby market was mainly for infants' necessities, such as bottles, pacifiers, toys, famous friends, red children and international Mommy.

Among them, the international Mommy set up in 2009 is relatively high. It belongs to the German entity, mother and baby business enterprise, and the main development mode is "overseas warehousing and self employment, overseas direct mail". The category covers overseas milk powder, complementary food nutrition, baby products, pregnant mother supplies, diapers, overseas health care products, beauty makeup, etc., all products are 100% overseas Chinese original version, synchronous foreign business super retail.

By 2012, the market structure of mother infant electronic business has changed.

Thousands of mother and infant franchise stores suddenly occupied the Taobao and Tmall, and diluted their traffic and profits. What is more serious is that the industry chaos is seriously eroding consumer trust under the outer clothing of 9 9 Pack international big names, from milk powder to toy fakes.

In the face of the challenge of the third party entry mode, there is a leader in vertical mother to child e-commerce. For example, the honey bud baby, founded in 2011 by full-time mom Liu Nan, became China's first time limited store to import mother and baby brands.

Honey bud "mother child brand time sale" is undoubtedly its signboard action, especially in the import of maternal and child products advantage. Liu Nan, who graduated from Beijing University, endorsed the brand by means of "fantastic flower" and received the favor of capital.

Similarly, the Beibei network, founded in 2014, backed by IDG, Gao Rong and other capital bigwigs. The founding team was from the Alibaba. From the very beginning, it had a gold spoon of capital and technology. Beibei network is located in the sub public electricity providers. It provides detailed and in-depth products and services for mothers' groups, mainly offering children's clothing, children's shoes and toys.

Consumption upgrade: comprehensive e-commerce platform engulf most market share

By 2016, the number of new born babies reached 16 million 550 thousand, and the number of "85" and "90s" parents came on the scene. Consumption escalation and capital entered. The plates of mother and baby business grew larger and larger (more than ten billion a year), but the phenomenon of fish and grass mixed also worsened.

There are 512 applications related to the opening of the 360 mobile assistant, which are related to the "mother and baby". The data of Tencent application treasure show that the application of "mother and infant mall" has reached 132, and the application of "pregnant women" has reached 90, and the application of "child care community" has reached 53.

The maternal and child electronic commerce industry is currently divided into three echelons. The first tier is an integrated platform such as Tmall, Jingdong, Suning and NetEase. The second tier is the vertical mother to child electronic business platform, such as honey bud, Beibei net and international Mammy. The third tier is other community types, such as baby tree, mother infant theory, mama Gang, etc. In the final analysis, it is mainly the battle of the first two echelons.

On the first tier side, Tmall international is concerned about the growth trend of the post 90s "fashion mother and baby" market. On the one hand, it closely grasps the new trend of mother infant feeding, grasps the diversified demand of products, and strengthens the deep cooperation with international brands.

On the other hand, according to CBNData, Tmall international occupies 52.9% of the maternal and infant industry, and its mother to child user size is more than 200 million. Among them, the proportion of young consumers after "90" and "95" is more than 60%. To this end, Tmall international has joined hands with partners such as baby trees to open up a new brand creation camp. It plans to make 100+ brand new in the next three years, and create 20 new brands with annual sales of hundreds of millions of dollars.

NetEase koala also signed strategic cooperation agreements with world-renowned baby manufacturers respectively, and joined 9000 brands from more than 80 countries, accelerating the upgrading of the global supply chain of mother and baby through the multi content marketing matrix including live broadcast, short video and grass planting community.

Jingdong hopes to open up a new era of consumption through C2M mode. The Jingdong is driven by consumer demand to drive the gorgeous upgrading of production. The specific mode is to make demand reports based on the "mother's baby demand" after 90's, and then simulate the trial investment, contact the manufacturer to research and produce, arrange Jingdong's debut and carry out precision marketing. Over the past year, Jingdong supermarket has accounted for more than 50% of the B2C sales market share of infant formula and baby diaper, ranking the leading position in the industry.

Looking for a turning point: vertical mother to child business survival

Compared with the innovation of the first tier in cross-border e-commerce, brand mining and user customization, the second tier vertical class mother and baby platform can only exert itself to its advantage.

Among them, honey bud extension industry chain, under the layout line, such as opening up children's paradise, strategic investment leisure hall, strategic cooperation Sino US medical and medical group (women's Hospital) and so on; Beibei network and Tsinghua cooperation explore "social business +AI", at the same time join the second-hand trading business, create leisure C2C community; international mammy strengthens children's clothing category, pushes "children's clothing free trial wear", enhance user consumption experience.

Obviously, the second tier teams are slightly inferior to the first tier in terms of paper strength. However, small ships turn around, and flexible mobility does not necessarily create miracles. Judging from the strain of the second echelon, the layout of the whole platform is the largest common divisor. It is worth pondering over how to transform private domain traffic on the premise of not entering the first tier.

In this regard, honey bud CEO Liu Nan said, "connection" and "evolution" are still her main line. Nearly 8 years after the development of the "young mother's quality life", honey bud evolved from the original shopping mall linking mother and child across the border to the new era of O2O's comprehensive layout.

In the face of the strong challenge of the first tier traffic monopoly, the choice of honey bud is membership + selection. Is this a turning point for the mother and baby business?

From the big trend of mother and baby market, the bonus of the second child policy has been reduced, but the rigid demand still exists. The growth of the middle and high-end market, the aggravation of the vertical segmentation of products, the increase of the experience consumption scene, the locking of private sector traffic by membership system, and the development of the semi acquaintance economy by the social electronic business.

In terms of purchasing power, online consumption per capita is only 1.2 times that of offline purchase, and there is room for growth. In terms of channels, the number of infants aged 0~3 years old is 1:1.5 in the second tier cities and below three cities. In terms of investment, there were 117 early childhood education (ancillary services, quality education and children's foreign languages), and the amount and amount accounted for 49% and 54% respectively.

Secondly, there are 49 new consumer products and services (milk powder, complementary food, bottle and wet towel), and many maternal and child brands in the subdivision area are recognized by capital. Again, there are 29 new retail outlets for mothers and children (retail chains, B2B platforms, social networking providers). In addition, there are 23 investment and financing in the field of maternal and child health, and 18 of maternal and infant content industries.

Industry reshuffle: cruelty cost and reflection

Statistics show that China is the second largest consumer of baby products in the world after the US. By the end of 2018, China's maternal and child family size reached 290 million, the maternal infant industry market size exceeded 3 trillion yuan, and will grow at an annual rate of 30 billion yuan.

Although the overall trend is improving, in the past few years, the closure of the lotus seed, the selling of red children, the sudden disappearance of honey, and the running of the mother and child's home have also made the public see the cruelty of the industry's shuffling. In particular, according to Sina child care survey, 70.32% netizens met the problem of maternal and child product quality in the electronic business platform, and let the platform ring for the fake alarm bell.

Against this background, for the mother and baby vertical electronic business platform such as honey bud and Beibei net, when exploring the business under the line, it is urgent to solve the loopholes in services, hardware and management. Especially in operation, we should avoid the problem of excessive decentralization of business focus. The user profile of online big data is clear, and the brand positioning is clear. However, when the layout is offline, the environment is easy to seek perfection.

In terms of social interaction, mother and baby platform should further explore the change of mothers' user groups, and pay attention to the needs of economic pressure, such as single child consumption, children's program advertising insertion effect and so on, which are not willing to bear children's skin.

At the same time, for the "85 after", "after 90", "after 95" and other groups of diverse needs still need to be subdivided, when extending to the family members, we must foster strengths and circumvent weaknesses. When we sink the three or four line cities in the channel, we must adjust the main direction and operation strategy according to the actual consumption situation. Establish a long-term and efficient mechanism for safeguarding the integrity of products, so that consumers can buy comfort at ease and enable the implementation of empowerment measures to be truly carried out on brand reputation.

According to Roland Begg's research report, China's maternal and child market will reach 35799 billion yuan in 2020. CBNData also shows that the growth rate of maternal and infant industries over 1 trillion and 300 billion market scale will exceed 11% in the future, and the online growth will reach more than 24%. Only three big teams can successfully transform, the industry chaos can be solved as soon as possible, and China's maternal and child market will have a future.