How to deal with the decline in the number of newborns and changes in family structure?
The data shows that in 2018, China’s annual birth population was 15.23 million, which was 2 million fewer than in 2017, a decrease of 11.6% from the previous month. The second-child policy dividend was released in 2016 and 2017, and the effect is gradually weakening. The maternal and child industry is one of the most fierce areas for entrepreneurs to compete in the past few years. In the face of the decline in the birth population and changes in family structure, maternal and child products are constantly adjusting their operational strategies.
Mother’s predecessor was the online network that was launched in 2003. In 2011, it transformed into a mobile maternal and child community centered on knowledge and communication. Mom helps build a life-service chain system that meets its core needs for young parent-child families from -1 to 6 years old, providing scene-based knowledge, experience and services from pregnancy, pregnancy, postpartum, and childcare. As of now, Mum has 72 million registered users, and the number of active users on the App is over 6 million.
Mom helps CEO Zhang Liang to tell that in the information explosion today, vertical media that piles up information is meaningless, and mothers and infants hope to acquire knowledge and services more efficiently. Since the beginning of this year, my mother has adjusted and upgraded the form and direction of the content:
On the one hand, to create a “little red book in the mother and baby field”, to enhance the richness and readability of the content in the form of the small red book; on the other hand, the mother helps according to the density and pain points of the user’s needs. Intensity progressive analysis to form a complete maternal and child needs map. Based on the map, rebuild UGC and build the underlying maternal and child content value network to further expand the breadth and depth of the content. At the same time, the platform upgrades the middle layer algorithm structure to provide users with efficient and accurate services.
“In the past, we were the seller’s perspective. We pay attention to the content provided on the platform, but it is good. But now it is the buyer’s perspective, and we will think more about the core needs of users.” Zhang Liang said.
In addition, Mum helps to launch self-made expert paid courses and expert live and parenting videos. According to reports, Mom and Mango TV have officially signed a strategic cooperation agreement, the two sides will focus on maternal and child video content creation, knowledge payment business and other aspectsWork. At present, Mama has a series of self-made standardized content products that can be exported to platforms that have maternal and child content needs in the industry.
A common problem faced by maternal and child tools and community products is that mom users leave the platform as their child ages. Mum helps that the reason is that from the beginning, the user’s positioning of the product is only a platform for nurturing children, so the mother is trying to weaken this perception.
In the mother-help community, mom’s life-related content accounts for 50-60%, and the related proportion is 30-35%, and the rest is related to consumption. In addition to pregnancy and parenting, the platform amplifies the life of mothers and meets the demands of more female individuals, such as food, travel, health, consumption, etc., “children return to children, mothers return to mothers”, extending the life cycle of users. .
“2018 and 2019 are the reshuffles of the industry. The industry pattern and various product forms will undergo great changes. The brand is also a process of big waves.” Zhang Liang said that the decline in the birth population is the future. The reality that has been accepted for several years, but the decline in the number of newborns does not mean that the market size has declined. The reason is that the unit price of passengers is also rising. For example, the consumption scale of high-end milk powder is increasing year by year.
In the face of fewer and fewer users, more and more demanding and personalized issues, Zhang Liang believes that the mother platform in the industry will integrate superior resources and open cooperation. Therefore, mothers help to establish a maternity alliance with the role of industry connector, select high-quality service providers in the industry chain, user sharing + service integration, and provide users with systematic system from pregnancy, pregnancy, lactation to child-rearing. Cycle solution.
Mu’s help revenue sources include advertising business, knowledge payment, e-commerce, etc., of which advertising accounts for about 80%, and e-commerce and C-end value-added services each account for 10%. E-commerce has adopted a distribution model, and the cooperation platforms include Taobao and Jingdong. In addition, Mama Gang is also integrating high-quality online traffic to provide marketing solutions for brands. Mother’s help has been profitable early, and the revenue in 2019 is expected to be 200 million.
Mama’s team currently has nearly 120 people, headquartered in Shanghai, with offices in Hangzhou, Guangzhou, and Beijing. As early as 2017, Mama helped to obtain an exclusive strategic investment of RMB 100 from the Good Future Group.
The competition in the maternal and child-rearing market has always been very intense. When talking about competition, Zhang Liang said that in fact, the biggest opponent for mothers is not the mother-infant vertical product, but the platform for all the distracting female users. “In today’s fast-moving Internet, the media that diverts users’ attentionMany, can fully understand the mother group, complete self-iteration and respond to the needs of users, can dare to self-revolution, seize opportunities, this is the opportunity and challenge that mothers face at this stage. ”