Pan Min: Maternal And Child Electricity Providers Should Step Out Of Narrow Thinking

From mother to child products to family products expansion, female products cut into mother and baby, etc., after the implementation of the two child policy, the vertical category of maternal and child electricity providers will be more concentrated in 2016.

As a red child of the old maternal and child business, backed by suning.com online and offline resources and Ali platform's huge flow, although there is no problem of life and death, how to maximize the existing resources and widen the gap with competitors is more challenging.

In an interview with reporters, Pan Min, general manager of Su Ninghong's children, said that the mother to child electronic business should play a variety of social activities to enhance the user's stickiness. At the same time, they should make efforts to make non-standard products such as clothing, toys and furniture besides diapers, milk powder and other needs.

"Red children's App not only has shopping App red children, mother and baby, but also red children album, red child pregnant mother and other social and service oriented App, to provide consumers with goods, life, knowledge as one of the palm mother and child services."

Pan Min said.

It is reported that red children not only have on-site knowledge lectures, parent-child interaction activities, but also have online expert consultation and focus on circle communication.

Pan Min disclosed that the face to face social interaction under the line, the user conversion rate as high as 60%, than blind advertising can enhance user loyalty and trust.

This is also a strategy for red children to be different from other mothers and infants.

Whether it is the experience of the grass roots group to share social circles or professional consulting platform, the social interaction between mothers and infants is more prominent, such as baby trees and other social platforms attractive to capital.

Pan Min said that the red child's offshore outsourcing has advantages in the supply chain with the advantage of its subsidiaries abroad.

It is reported that the Korean children's offshore products are mainly based on Suning overseas branch, on the suning.com platform, with the Japanese Suning flagship store and the US Suning flagship store.

Suning's overseas branch is responsible for the direct production of red children's offshore goods, while domestic Suning is its own warehousing and logistics. Mining, pportation, storage and distribution can achieve the best cost control and efficiency maximization of four links.

At present, with the help of overseas purchasing ability, red children have launched the exclusive custom diapers - Music lovable, which is a breakthrough of red children's independent products.

In 2016, red children will also have more cooperation with Mattel Inc, such as the latest overseas online.

In addition, with the help of clothing, toys, children's furniture and other non-standard products, the traditional mother to child group is extended to 12 years old children.

Pan Min said that at present, the proportion of red goods purchased by the sea is about 15%, which will continue to increase in the future.

Whether extending from mother to child business to family positioning, or relying on female users to enter mother and baby category, all reflect the direct impact of platform traffic on maternal and child business.

although

Landing makes mother and baby market have hundreds of billions of market expectations, but there is a flow in order to let the mother and child business people out of the specific user life cycle defects.

However,

But there are other advantages that other mothers and infants can not compare with electricity providers.

Relying on suning.com electronic commerce platform traffic introduction, the online platform, entity stores and interactive platform organic integration, online and offline O2O mode of full range drainage, in effectively pulling the female user group sticky at the same time, through enhancing experience and interaction to enhance user purchase stickiness.

"At present, the red children and Tmall have set up a project team, the red children will return to Tmall in January 2016, Tmall is in the group.

It will give red children some unique traffic resources.

Pan Min revealed that with suning.com and Tmall's platform traffic, the red children predicted that the sales scale in 2016 will exceed 10 billion yuan.

In fact, after Suning and Ali share each other, the red child is not the first business unit of Suning's Tmall platform.

Only a week after the two sides held hands, suning.com flagship store officially entered Tmall. Suning.com's flagship store in Tmall's pcript allowed Suning to accelerate its dominant category to win Tmall traffic.

It is noteworthy that the mother and baby products retailers, Li Jia Bao, Yue you and others have been stationed in Tmall earlier.

Red children enter Tmall. If there is no unique product advantage, it is difficult to stand out from Tmall's massive products.