The maternal and child market is booming and user needs are changing
Since the birth of the “Single Day” 50% discount in 2008, the Double 11 Shopping Carnival has been unknowingly accompanying users for 10 years.
Over the years, the Double 11 has relied on discounts to benefit consumers and fight prices to stimulate consumption, to create a national shopping carnival, to concentrate consumers’ shopping needs for one year to detonate.
On the other hand, with the upgrade of consumption, users are no longer satisfied with buying cheap goods. What they really want is large-scale information exchange, commodity trading, access to quality goods that lead to a better quality of life, and quality that exists everywhere. In the shopping experience. After all, what consumers are pursuing today is the ideal life with more quality, and the demand for consumption grades is gradually shifting from price to quality, experience and culture.
In response to this, the maternal and child groups are more or even more demanding than other groups. Throughout the industry, the mother-infant group has no worries, and the experience is as little as possible. Brands pay more attention to brand sales, but ignore the real needs of this huge group.
(Source © Huayuan Analysis)
As is known to all, in 2016, the country officially opened the “two-child” policy. According to third-party statistics, it is estimated that by the end of 2018, the domestic mother-infant group will reach 286 million, an increase of 21.2% compared with 2010.
In addition, the structure of maternal and child population has also changed, and young families have become mainstream after 80 and 90 years. Their needs are biased toward more accurate, efficient, convenient, and convenient multi-dimensional products and services:
One: maternal and child goods, eating, wearing, using, toy books, etc.;
Second: maternal and child services, month/child care/nanny, month center, medical health, parent-child paradise;
Third: Bao Ma needs, social, spiritual growth training
They focus on material brands, word-of-mouth quality, and their own emotional and spiritual needs.
It can be seen that if you want to get a share of the market in the maternal and child market, you need to understand the true essence behind it.
In addition to the product quality guarantee, more details should be extended. It involves the correct concept of child-raising, behavioral patterns, mothers’ inner needs, treatment, quality of life, etc.
When the two go hand in hand, they can win the trust and pursuit of users. In this regard, the thoughtful baby tree is very comprehensive.
As the leader of this innovative model, Baby Tree has been deeply involved in the maternal and child industry for 11 years and is now the largest and most concerned maternal and child family service platform in China. By fully satisfying the four core needs of mass moms’ knowledge acquisition, exchange of friends, record growth and consumer shopping, it has become one of the important entrances for mothers and babies in young Chinese families.
Baby Tree knows that the establishment of word of mouth requires long-term accumulation and maintenance, and the value of the brand needs to be further spread and promoted through word of mouth. Therefore, the baby tree constantly accumulates and precipitates the authoritative content of all aspects, and is committed to building a trustworthy mother and baby platform.
At the beginning of 2007, the baby built a maternal and child community with a relaxed and warm atmosphere. In the construction of the content and the rigor of the selection, the strategic layout of each step is based on the user. For example, the new C2M model launched by Baby Tree is based on the accurate grasp of the user’s portrait based on the big data of the baby tree precipitation. The analysis of the user’s needs has forced the factory to find suitable and high-quality suppliers to enter the R&D and production. Really meet the deep needs of users.
In 2018, strategic cooperation with Alibaba Group added another strength to the baby tree. The two sides carried out in-depth cooperation on E-Commerce, C2M (Customer to Maker), advertising marketing, knowledge payment, new retail, online and offline mother and child scenes.
Just a few days ago, Baby Tree and Tmall announced that they would build a new ecosystem of Chinese household consumption by building a young Chinese family service community, coordinating and coordinating each other. From its own continuous strategic upgrade, in-depth cooperation with multiple partners, and then to embrace Tmall, Baby Tree quickly breaks through the barriers to make up for the barriers that have not been or are not perfect, so that every Chinese family serving All get a more professional, safe, convenient and rich experience.
For the entire maternal and child industry, the baby tree has played a leading role, breaking the traditional thinking, online and offline linkage, creating a comprehensive user closed-loop ecology for the mother and baby groups!
Nowadays, all in all channels need to open up the client channel and brand side. How is the baby tree surprisingly successful and completes the layout?
Baby Tree Hand in Hand Tmall launches “BaoDianTong” plan to open a new dimension of multi-dimensional connectivity
As early as the beginning of China’s E-Commerce development, maternal and child E-Commerce has been born. After years of development, it is now increasingly entering thousands of households. Especially after the “Internet +” concept and the “Comprehensive Two-Child” policy were liberalized in recent years, maternal and child E-Commerce began to enter a period of rapid development.
According to the “2017 China Online Retail Market Data Monitoring Report”, the size of the domestic maternal and child E-Commerce market reached RMB 228.51 billion in 2016, an increase of 21.2% compared with 2015. It is estimated that the size of the E-Commerce market will reach 331 billion yuan in 2018.
(Source © Huayuan Analysis)
Through various data, this market has huge potential and is bound to attract many players. For a time, all kinds of practitioners are working together online and offline, and the industry can be expected in the future. Just behind this fiery, it is still inevitable to hear the bitterness and tears that some B-end brands often hang on their lips.
First, in the trend of decreasing Internet dividends, the cost of getting customers has become more and more expensive. Some insiders have revealed that the current customer acquisition cost of a real user has been as high as 80 yuan. According to the survival rule of “getting the flow and getting the world”, it is necessary for the merchant to set itself in an invincible position, which means that it needs to pay more traffic costs and further increase its own cost burden.
Second, even with huge traffic, it is difficult for businesses to realize the traffic and achieve precise marketing. For example, some merchants can acquire a batch of new users under a certain promotion, but then they are not able to tap and capture the consumer segmentation needs as early as possible, and make adjustments to the products, thus leading to the departure of new users. In fact, this is the inability to accurately use the performance of its own big data. Due to the characteristics of the Internet, there will be certain information errors between the B-side merchants and the C-end users. Therefore, how to use the complete system to analyze data is also one of the troubles of the business.
Third, today is the era of “consumers are kings”. In addition to giving consumers a sense of content, efficient service is also a top priority. This involves all aspects of warehousing, marketing, customer back-end data systems, logistics, transactions and more. However, at present, the entire industry lacks a platform that can help merchants get through the entire link. It is difficult for merchants to carefully manage each link and strictly control the cost of goods.
On the other hand, with the maturity of China’s household consumption upgrade and the individualization of consumer demand, user labeling and behavioral data are particularly important. The birth of data products can provide new opportunities for brand owners to dig deeper into user needs.
Consumer’s full-link operational data tool “BaoDongTong” is on the line
It is the keen sense of smell that the entire maternal and child E-Commerce exists, helping the Chinese family industry to enter the closed-loop era. In this strategic cooperation between Baby Tree and Tmall, the new data banking product “BaoDianTong” was grandly launched.
It is understood that the “BaoDongTong” program aims to provide the brand with a consumer-centric global operation plan. Based on the deep cooperation and empowerment brands of Data Bank and Baby Tree, the company operates in the dual position of Tmall and Baby Tree. In fact, a year ago, Tmall launched a data platform for merchants, which can help merchants to accumulate user assets and catalyze brand and user relationships in the operation process, fulfilling the promise of “no precipitation and no marketing”.
The cooperation with the baby tree “BaoDianTong” plan is actually the first time that Data Bank opened its customized module and developed it with its strategic partners. Relying on the experience of Ali’s deep-rooted big data for many years, the pioneering cooperation will provide a brand-wide consumer insight system for the maternal and child industry’s complete links for the brand in the maternal and infant industry, and set a set of marketing success criteria for the industry. A range of professional, comprehensive and ground-based marketing solutions.
That is to say, on the basis of the fact that the baby tree has been perfecting the C-end experience, the brand can establish a comprehensive set of data for itself and consumers after the blessing of the “BaoDongTong” plan. The perspective analysis of the road helps the merchant to form a benign ecology that continues to accumulate consumer data and continues to grow.
At this stage, “BaoDianTong” will focus on three scenes that can be landed, namely: refine the cultivation of brand interest groups, activate brand member fans, and refine the operation after the consumer portrait is perfected. Merchants can realize linkage tree and Tao’s consumer-centric linkage operation. Gumai, the president of Tmall‘s fast-moving business unit, launched the project at the conference and announced that before the double eleventh, it will open 30 seats for the brand service providers, so that the brand will take the lead in realizing the baby during the double 11 period. The tree is linked with the people, goods and fields of Tmall.
On-site roundtable forum to discuss the deep operation of the segmented population
In a word, with Tmall assistance, providing big data behind, baby tree can fully grasp the user’s portraits and needs, and then produce more tailor-made goods, so that B-side merchants can avoid industry pain points to the greatest extent, and at the same time, it is for merchants. We have opened a new phase of multi-dimensional formal connectivity.
Baby tree keeps on moving, creating a new benchmark for Chinese home industry business
Undoubtedly, in the long run, the potential energy released by the baby tree and Tmall will be very obvious. Especially in the trend of E-Commerce marketing homogenization and cost more and more, this big move of both sides will have a profound impact on the entire industry.
First, for mother-to-child related populations, their needs can be met to the greatest extent possible. Under the circumstances that the data is all-rounded, the brand merchants can find the real needs of consumers with the highest efficiency, and quickly convert them into products that can meet the needs of consumers with the support of the data platform. For example, the treasure mother of the novice, due to the complicated factors such as price and efficacy, it is difficult to choose a milk powder or diaper suitable for the baby with less experience. If the merchant has a data platform to analyze the user’s needs, it will be able to quickly recommend the best product for Bao Ma, eliminating the need for “a needle in a haystack”.
In terms of product quality and price, Baby Tree and Tmall will build a young family service community in China, and through the Babytree Lab and brand service providers, the products will be strictly controlled and truly refined. The selection is fine and strict. It is not difficult to see that under the marketing of the whole link, what consumers feel will be a time-saving, worry-free and money-saving experience.
Secondly, for merchants, today’s big data trend, Tmall uses this feature to make a fine classification of users, including core education, social attributes, user behavior, shopping psychology needs and so on. Brand partners, together with Baby Tree and Tmall, can fully empower their traffic, advertising, transactions, big data, etc., and truly realize full-link sales operations.
In short, after providing a precise and personalized brand communication based on the deep insight into the needs of the baby tree platform, and outputting the content of the shopping guide, the Tmall platform will be opened to complete the “planting” to “realizing” link. , build a marketing closed loop to achieve product and efficiency.
It can be seen that the three dimensions of “data + content + transaction” reconstruct new consumption scenarios of people, goods and households, effectively eliminate information asymmetry with users, break the gap between the two, and directly create for the merchants. Incremental value adds booster to the brand’s digital transformation. Not only effectively control the cost of the enterprise, but ultimately provide consumers with low-cost good things, but also can establish a good impression on the platform or the business in the minds of consumers, thus achieving the second purchase of consumers.
Moreover, for the entire industry, Baby Tree “Holi” Tmall once again verified the effectiveness of one plus one greater than two. That is, at the same time, online and offline, the baby tree solves what to buy, where Tmall solves the problem, optimizes the supply chain, creates value by synergy, and forms a business-common economy. Through the universal cooperation between retailers to achieve complementary advantages and resource sharing, we can improve the efficiency of the entire maternal and child industry and create a harmonious and win-win business ecosystem.
In general, the strategic cooperation between Baby Tree and Tmall is a win-win situation. Change the behavior of blind marketing of merchants, and truly understand the pain points and needs of consumers. From a multi-dimensional perspective, consumers can experience the attitude of merchants in the process of purchasing and promote the new Chinese family industry business. Closed loop process.
As Wang Huainan said: “In the future, because of the combination, the combination will be more prosperous. Baby Tree and Tmall will open up the consumer link due to convergence, open up brand marketing, and open up accurate content. This will be for many Chinese young family brand service providers. Come to professional, comprehensive and land-based business solutions, and provide young Chinese families with services that better understand you, more diverse and better.” So it seems that the strategic cooperation between Baby Tree and Tmall is for young families. It is also a quality innovation for family brand service providers, and it is a reshaping and incremental guarantee for the Chinese family industry.