Profit model B2C mother-baby bottleneck

Yesterday, the Gome e-commerce platform Gome Online mother-to-child channel was officially launched. This is another major channel distributor after the Tmall, Jingdong, and Suning distribution of the B2C mother and baby market. Gome Online revealed that it plans to invest 1 billion yuan in the mother and baby market in the early stage and aims to become the top three in the maternal and infant B2C market in 2013. Gome Online will also sign an annual purchase agreement with the parent baby to a large number of brands such as Meso, Dumex and Abbott. Analysis pointed out that this is another manifestation of the traditional home appliance chain channel to electrical appliances. According to data from iResearch, the online shopping market for mother-to-child products in 2012 has reached a huge scale of 61 billion yuan, an increase of 86% from the previous year's total of 32.8 billion yuan. The growth rate is faster than the current rate. With the popularity of 3C and apparel categories, the new round of competition will intensify in a huge market.

The major electricity supplier layout mother B2C

Before Gome Online laid out its mother and baby products, Tmall, Jingdong and Suning have also improved their mother and baby products. In September 2011, Tmall opened the mother and infant pavilion; after that, Suning Appliance formally acquired mother-to-infant vertical electricity for US$66 million. With business children, so far, major domestic e-commerce companies have laid out the B2C mother-child market.

The distribution of the mainstream e-commerce market for mothers and babies is a huge market opportunity. The total number of 100 million children in the country, 200 million in the "quasi-parents," a huge population base and extremely large demand for products, indicates that maternal and child products will rise in the entire consumer market. It is an indisputable fact that e-commerce is eroding customers in traditional channels. This is especially true in the category of maternal and child products. The investigation by Yibang Power shows that 36.5% of young parents will choose e-commerce as the main source of milk powder.

According to data released by iResearch, in the first half of the year, China's mother-to-child online shopping B2C market scale was 7.69 billion yuan, with Tmall Mall firmly occupying the top position with 47% market share, and Jingdong Mall ranked first with 11.4% market share. Secondly, the first three declarations of Gome B2C market will also intensify the competition of public electricity providers on mother and baby products.

Profit model is still to be explored

However, the defects of the industry are also hidden behind it. Similar to other e-commerce companies, seeking profitability is also a problem that the mother-child product market must face. Before Gome launched the mother-baby channel, it had reached a strategic cooperation with the mother-baby products brand's pro baby. Gome Online's chairman Geng Guixian said that Gome Online will cooperate with Kiss Baby to explore the new profit model for mother-to-child online shopping. In addition, although the market for mother-child products is vast, the quality of products has always been the focus of attention. Most parents are purchasing products with the mentality of "the health of the child is more important than anything else."

Industry analysts believe that while staking their positions, they must use high-quality goods and superior services to retain old customers and attract new customers. This is the outlet for the healthy development of e-commerce. To seize market share, develop users, and increase user stickiness is the survival of e-commerce companies. It is not just mother-infant products. The same applies to any category of e-commerce. At the same time as expanding, we must establish a genuine guarantee mechanism and a post-customer service system. The perfection is also very necessary.