Looking at the new flow from the baby tree, what is the underlying logical support for the maternal and child industry evolution?
Editor’s note: This article from the micro-channel public number “ New Business Review” (ID:xinzhainews), author of the princes.
Everything is constantly evolving, as is an industry. The business dividend brought by each comfort zone is limited. As the market deepens, the company will encounter one new challenge in the development process.
As far as the maternal and child market is concerned, it seems to have entered the winter in the past. But in essence, this is actually saying that the dividend in the last comfort zone is close to the ceiling, and the maternal and child user groups and the corresponding maternal and child markets are actually changing. This change is also forcing companies to make Adjust accordingly.
New traffic in the circle, Industry penetration rules from the table and the inside
Reviewing the past stage, the maternal and child industry ushered in rapid development under the additive effect of consumption and the effect of the second-child economy. In terms of target user groups, it is mainly targeted at high-end cities that are most affected by the Internet or those who are deeply affected by the Internet lifestyle.
However, according to data from Questmobile, a third-party data organization, China Mobile Internet faced a stagnation in user size and duration growth in September 2019. In 2018, the number of mobile Internet users will increase by 46.07 million, but in the first three quarters of 2019, the total mobile Internet users in China only increased by 2.38 million, which is a set fact.
From the perspective of industrial development trends, the impact of any industrial development on users is actually a process of gradual deepening from the table to the inside. As Internet users in first- and second-tier cities tend to be saturated, traffic dividends have peaked, and third- and lower-tier counties are becoming the largest source of incremental traffic.
In terms of maternal and child industry, after rapid development in the past few years, it has actually touched the ceiling of the target market in the maternal and child market.It has become a must-do for the further development of the entire industry.
The facts are also true. According to the Trustdata report, compared with the overall mobile Internet users distribution level, maternal and child breeding applications achieve strong penetration in first- and second-tier cities, and the maternal and child breeding market has great potential for expansion in the third-tier cities and below, and those who take the lead in achieving The sinking head companies have also enjoyed the business dividends brought about by new traffic.
Taking the most representative head platform baby tree in the maternal and child industry, in the mobile Internet industry rankings in October, the baby’s MAU has more than one national APP in the month, January to 10, 2019. The monthly active user volume and user stickiness continued to rank first in the industry.
As a one-stop comprehensive service platform from pregnancy to school age, Baby Tree is becoming a must-have app for young mothers across the country, gradually infiltrating the daily life of young Chinese families. When other competing products are still shouting out the traffic bonus, they took the lead in seizing the first-mover advantage of the sinking market.
Consumer grading is only a transition. From the perspective of the evolution of consumer behavior in society as a whole, consumption upgrading is the general trend of overall development. Nowadays, the demand for maternal and child products and content in the sinking market is also the result of consumption upgrading.
Overall, the “sinking revolution” that the whole Internet is carrying out vigorously has affected the maternal and child market, which has also brought new growth to its development, breaking through the original circle and wall, industrial development. Really transformed into a new stage.
“Brand Flower” knot “User Fruit”,Building Endogenous Growth Engine
The opportunity to sink is in front of you, but no one can grasp it. What kind of form is presented to the sinking market users is a difficult problem to solve, and this requires the enterprise to sink the market. An in-depth and detailed understanding of user demand portraits.
So, what kind of products do mother and child users need in the sinking area? For the time being, this requires companies to have the following two factors:
On the one hand, the inherent authority of the brand determines the acceptance of sinking users
Consumers in any industry lack one thing – a sense of security, and in the face of a wide variety of maternal and child products, users are easily overwhelmed and fall into choice anxiety. At this time, companies need an authoritative endorsement that will convince the majority of users to give a sense of security.
The authority has a natural voluntarily servedFrom the ability, the authority of this brand depends on the brand advantage established by the first- and second-tier cities in the past.
For many maternal and child community products, in the absence of a specific marketing concept, the largest one is often chosen, and it is easier to gain an advantage in the new era through endorsement of brand size.
Because in their view, such brands have withstood the test of the market and are accepted by more users, such brands are trustworthy. The baby tree that had won the top spot in the five-ring market was obvious, and the first aura of the industry was born with an authoritative endorsement.
In addition, the brand decided to pull the new one, and the design of the product itself decided to stay.
Users in the sinking market are generally more convinced of the opinions of mother and child experts. The data show that 56% of low-line city mothers believe that maternal and child experts can best influence their opinions. This means that with a strong library of expert resources and the establishment of products with leading brand advantages, APP is more likely to gain the trust of low-line city mothers.
The professional authoritative expert information database on the baby tree can meet the user’s demand for professional parenting knowledge. The product design itself caters to the actual needs of the sinking market users, and directly hits the user’s trust G point, naturally it is easy to win the users. trust.
On the other hand, it alleviates the “childcare anxiety” of moms in low-line cities and satisfies their curiosity.
According to the joint research report of Baby Tree and Ipsos, compared with high-line cities, the anxiety of low-line city mothers is more due to their lack of knowledge, and they are more enthusiastic than high-line cities. A variety of parenting knowledge, of which 90-year-old mothers are particularly enthusiastic about learning about parenting knowledge.
From the perspective of the crowd, for many mothers in the sinking market, they have more time to raise their children, so the demand for the breadth and depth of the content is even greater. In this respect, the baby tree can satisfy the user’s knowledge, consultation, community, sharing, shopping and other aspects arising from the period of pregnancy, birth to childcare. For convenience, consumers generally Tend to “one-stop shopping.”
It can be said that the brand trust endorsement and expert content endorsement accumulated in the past have made the baby tree lead many other platforms in the competition of the sinking track. Coupled with the product design that caters to the user’s preferences, these factors add up to form a rapidly expanding endogenous growth engine.
Looking into the future of the industry,The long-term trend is greater than the cyclical underlying trend
Every mature company has its own relatively flexible understanding of the industry boundary. Any enterprise that can flexibly follow the market trend to dynamically adjust its strategy is what a mature business entity should look like.
Mother and baby industry is like this, from the earliest maternal and child e-commerce to the content community platform, by the five ringsIn addition to the five rings, this is actually a kind of “self-consistent” according to the changes in the market and user needs. Every major adjustment is a sublimation for the industry and the enterprise.
It must be said that the development of the maternal and child market in the previous period has caused many people to question it. But in fact, any market has its own periodicity factor, but for the final assessment of an industry, the long-term is greater than the periodicity. From multiple dimensions, the maternal and child market is a track with long-term value.
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1. Great market growth potential
With the opening of the second-child policy and the deepening of online shopping habits, maternal and child e-commerce has gained a space for rapid growth, and the development of sinking traffic is now proof. In the future, the scale of the industry will show an explosive growth.
There are data showing that under the impetus of upgrading consumption power, the market demand for pregnant babies in China is expected to grow at a rate of 15% per year in the next few years. The overall market size in 2020 is close to 3.6 trillion yuan.
Mother and baby products always have new users, and it is said that women and children are the best to earn money, and the maternal and child industry that includes both is naturally endless.
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2. The product itself is just enough…
China’s maternal and child market is huge, and pregnant, infants and children have always been the main users of fast-moving consumables. With the deepening of consumption upgrades, the concept of parenting changes, especially for novice mothers, they need professional knowledge guidance in unknown areas, and also need to learn from other mothers’ experiences. Quality content and community services have also become mothers and children. Just needed.
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3. The impact of short videos on the maternal and child market is highlighted
Short video is a new content medium, and its value for information transfer is growing. Short videos allow users to enjoy the knowledge content roughly, to adopt early adopters, to attract the attention of the target group, and to help the major platforms to achieve diversion by means of the already sinking content tools, which can promote the new traffic.
Continuously breaking the original boundary and breaking through its own ceiling, the future development of the maternal and child industry is obvious. Every change brings more new incremental value to the entire industry.
Now, the vigorous mother-child sinking campaign has started, and the direction of this battle and the future of the entire maternal and child market are worth looking forward to.