Bebe-Developing Mom's Economy

1.1 Experience Environment

Product Name: Beibei

Product Version: Android 6.1.02

Phone Model: Huawei Honor 8

1.2 Product Introduction

Beibei started with non-standard children's clothing and shoes, and then gradually added self-management of standard products, such as milk powder and diapers, Expansion of cross-border e-commerce, adhere to the platform and self-support and constantly expanding categories to create a "mom economy". Beibei.com focuses on services for mothers, and is committed to integrating the best suppliers of pregnancy and baby brands at home and abroad to create an exclusive one-stop shopping platform for mothers and babies. Beibei selects the goods, accurate recommendation, using its own professional flow operation, to the needs of mother and baby users as the fundamental, to improve the efficiency of each link in the supply chain as the goal, and gradually build the mother economy as the core of the mobile shopping portal.

Second, the industry market analysis

2.1 Market Environment

2.1.1 Market Scale

In 2015, China's maternal and child products online retail market transaction scale reached RMB219.4 billion, an increase of 39.9% compared with 2014. In the future, with the further upgrading of users' consumption behavior and the landing of favorable policies such as the comprehensive two-child policy, the e-tailing market of mother and baby products will continue to maintain a high growth trend, and it is expected that the transaction scale of China's mother and baby products e-tailing market will reach RMB 392 billion in 2017.

2.1.2 User Scale

According to the statistics of Speedway Research Report, the birth population of the country was 17.86 million in 2016, and the fertility level was significantly increased. The growth in the number of newborns under the two-child policy and the cultivation of consumers' habit of online shopping for mother and baby supplies in recent years have accelerated the growth of the scale of mobile mother and baby users.In 2015, the scale of China's mobile mother and baby users was nearly 0.45 billion, and by 2016, the scale of domestic mother and baby users had grown to 0.7 billion person-times; this year, the scale of mobile mother and baby users will be 113 million, and it is estimated that, in 2019, the scale of mobile mother and baby users will exceed 200 million.

2.1.3 Market Product Service Forms

Content services: mother and baby communities/social groups in the form of mother and baby knowledge, Q&A, expert online consultation on medical and health and other forms of popularization and dissemination of pregnancy and parenting knowledge, exchange and sharing of pregnancy and parenting experience between mothers to interact, the formation of a huge mother and baby information content services.

Tool service: Along with the popularization of smartphones, pregnancy and parenting tools are used by more and more young parents, including maternity test reminders, baby growth curve assessment, vaccine schedules, baby feeding records, baby allergy tests and other forms of tools.

E-commerce services: With the development of e-commerce, the upgrading of parenting concepts and consumption behaviors of post-85 and post-90s young mothers, the development of online shopping behaviors and the reduction of shopping costs, coupled with the disconnection of high-quality, mid-range and high-end mother and baby products in China and the crisis of trust, more and more young parents are choosing to cross-border purchase of mother and baby products, which has led to the rapid development of mother and baby e-commerce.

O2O services: In addition to retailing mother and baby goods, the Internet mother and baby market is also expanding into a variety of segments, including education, healthcare, photography, parent-child activities, parent-child travel, maternity care, postpartum slimming, and other areas, providing users with a large mother and baby O2O services.

2.2 Development Status

2.2.1 Industry Map of China's Internet Mother and Baby Market

2.2.2 Changes Brought about by Consumption Upgrade

Due to the upgrading of users' purchasing power and concepts of conceptualization, and the crisis of trust in China's mid-range and high-end mother and baby commodities and their lack of trust, global shopping has become the standard business of mother and baby e-commerce companies, and mother and baby manufacturers such as Beibei and Loyou have opened cross-border e-commerce businesses one after another. In 2016, the new cross-border e-commerce tax policy was promulgated and suspended, cross-border mother and baby e-commerce business is ultimately the construction of the supply chain of imported goods and the timing and quality of service, mother and baby e-commerce business in the supply chain and the service chain in order to low-cost and efficient services to the user is the key point affecting the development of its cross-border business.

In May 2016, China's mobile mother and baby e-commerce users accounted for 76.9% of women, from the mother and baby e-commerce market average daily number of active users by time period, mother and baby e-commerce users from 8:00 a.m. to 11:00 p.m. the number of active users basically are in the day's peak, only 12:00 a.m. to 7:00 a.m. this period of time active number is relatively low. Women's fragmented time is relatively rich, shopping time is also more decentralized and evenly distributed, mastering the family's main consumer sovereignty, mother and baby e-commerce from the mother crowd into, is constantly enriching the category, vigorously develop the "mother economy".

2.3 Future development of maternal and child e-commerce

Return to the essence - the supply chain service chain construction is fundamental

Mother and child e-commerce market will return to rationality, focusing on the essence of retail. How to control the source of the quality of goods, selected categories of goods and brands, how to reduce procurement costs, circulation costs, improve logistics efficiency, rational allocation of online and offline resources, the unity of the after-sales perfect, etc. is the mother and baby e-commerce in the enhancement of the core competitiveness of the premise of the user to provide satisfactory cost-effective goods and services the key.

Category expansion - upgrading to the shopping portal of the mom crowd

The mom crowd served by mother and baby e-commerce is currently China's most dominant digital consumer, and is also the main purchaser of goods for the family. Mother and baby e-commerce around the needs of the mother crowd, through the selection of goods and accurate recommendation, to capture the consumption psychology and purchase characteristics of the mother crowd, through the mobile Internet has to realize the possibility of upgrading to the mother crowd accurate shopping portal.

Eco-development - online and offline interoperability and complementarity

Mother and baby e-commerce eco-development, online and offline two-way synchronization of the construction, through the online and offline channels, the integration of resources, the data through, to provide users with more consumption scenarios and more perfect experience services; across the health care, education, tourism, parenting and other industries The integration of the development, to extend the user life cycle, to develop more consumption scenes.

Content Marketing - Tapping into the Economic Value of Redditors

Through content marketing, we can reduce the cost of customer acquisition and increase user stickiness and conversion rate. Through the creation of mother red man, doctor red man, etc., the use of self-media, live, community / community and other communication channels to tap the economic value of red man, cost-effective goods, scientific parenting concepts and other value content spread to the user to realize the content.

Third, the strategic layer

3.1 ?SWOT analysis

3.1.1 Advantage: rich commodities, many users, good service

(1) Huxiu e-commerce many years of experience in operation and user precipitation

(2) the adoption of the joint venture model, the supplier focused on the supply of commodities and warehousing shipments to ensure the quality of goods

(3) (3) Light mode operation, merchants, users, Beibei platform tripartite **** win

(4) Brand merchants in thousands, MAU ten million

(5) Beibei's non-standard products have accounted for 85% of the business of its platform, large profit margins, MAU ten million

3.1.2 Weaknesses: the difficulty of controlling the quality of the goods, the difficulty of the integration of the supply chain, the mother and baby of overseas Products are relatively single brand name

3.1.3 Opportunities: large market space, mother and baby market has not yet emerged as a leading company

(1) The huge mother and baby market provides a broad space for growth for Beibei

(2) With the upgrading of consumption, the e-commerce vertical has high demand, mother and baby e-commerce has not yet appeared as a leading company

3.1.4 Threats: Giant and capital (1) Comprehensive vendors have a clear lead, and more innovative vendors are entering the market, intensifying competition

(2) The supply chain is complex, and integration is difficult

3.3 Product Positioning and Entry Points

Slogan: Buy Maternal and Infant, Go to BeiBei

BeiBei.com provides detailed and in-depth products and services for the mother group. The traditional e-commerce is based on selling products and services. Traditional e-commerce is based on the thinking of selling goods, while Beibei.com is a consumer e-commerce thinking, from the needs of the mother group, specializing in providing them with the products and services they need.

3.4 User Positioning

At the beginning of 2014, China's children's clothing market has a scale of 600 billion, plus other maternal and child categories, nearly a trillion market size, in the face of the opening of the two-child policy, the scale of the maternal and child market will only get bigger and bigger, and the needs of the mothers will be more and more. The mom group has a strong purchasing power and is used to mobile shopping.

(1) User Segmentation

The user group is mainly moms aged 20-39 years old

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

(2) User Characteristics

1. Online shopping moms: buy relevant goods for their children and themselves

2. Offline consumption moms: find places for their children and themselves to eat, drink and play

3. Knowledge Learning moms: fragmentation to draw on relevant parenting knowledge to provide the optimal environment for their children; when their children are sick and have immediate problems with their education, they can search for relevant knowledge or community help to deal with them instantly. Knowledge or community help to deal with

4, reading mom: fragmented reading a variety of pregnancy and parenting, life and other topics

5, community exchange mom: children of the same age or life consistency of mothers to form a group, together to communicate, share

3.5 business model

four, scope layer

five, structural layer

six, Logic Layer

VII. Summary

6.1 Product Highlights

1 Leveraging big data, the display effect of thousands of people according to the user's browsing habits and shopping preferences

2 Sale, flash sale, group, new and other sales modes

3 Expanded categories around the needs of the mother crowd, professional buyer team for product selection and quality control

4 Join the offline sales team

5.

4 Join the offline store service, realize the development of online and offline*** together

5 Join the buy what, live, parenting circle and other social functions

6.2 Points to be improved

1 The difference between the sale and the new products is not highlighted

2 You can show the live broadcasting content in the sale and the new products in many places, such as live broadcasting of the new products, live broadcasting of the red packets, etc., to tell the user that Beibei has a live broadcasting function, and at the same time, you can broadcast the live broadcasting of the products in the new products. Live broadcast function, and at the same time can live order

3 Expansion of mother and baby offline service stores, seize the pain points of offline service users to optimize

4 Understanding of the psychology of mother and baby users to optimize the parenting circle, the establishment of UGC-based community

6.3 Revelations

Beibei in the future is there any possibility to serve as an eco-platform for mothers and babies, enter the keywords, you can get online selling goods, offline services, Beibei mom's discussion recommendations and so on. As a mother and baby users, as long as Beibei, can solve the desired

Not only Bei moms spend money to consume, whether it is also possible to make money in some way, using Beibei to establish a set of dual-currency circulation activities platform

Great efforts to develop the mother's economy, mothers can also open a store, for example, Bei moms A especially good at picking out commodities, whether it is possible to provide a platform to connect merchants and users in tandem (buyer system) The mother can also sell the goods she thinks are good, through the sales of commission