1. Product introduction

1.1 experience environment

Product name: Beibei

Product version: Android 6.1.12

Mobile phone model: Huawei Glory 8

1.2 Product introduction

Beibei started from the non-standard children's wear and shoes category, and gradually added standard products such as milk powder and diapers to develop cross-border e-commerce. Beibei. com focuses on the services of mothers, and is committed to integrating the best quality pregnant and baby brand suppliers at home and abroad to create a one-stop shopping platform exclusive to mothers and babies. Beibei carefully selects goods, accurately recommends them, uses its own professional traffic operation, takes the needs of maternal and child users as the foundation, and aims to improve the efficiency of every link in the supply chain, and gradually builds a mobile shopping entrance with mom's economy as the core.

II. Industry Market Analysis

2.1 Market Environment

2.1.1 Market Scale

In 2115, the online retail market of maternity products in China reached RMB 219.4 billion, an increase of 39.9% compared with 2114. In the future, with the further escalation of consumer behavior and the implementation of favorable policies such as comprehensive two-child policy, the online retail market of maternal and child products will continue to maintain a high-speed growth trend. It is estimated that the transaction scale of online retail market of maternal and child products in China will reach 392 billion yuan in 2117.

2.1.2 user scale

According to the statistical data of Speedway Research Report, the national birth population in 2116 was 17.86 million, and the fertility level was obviously improved. The increase in the number of newborns under the two-child policy and the cultivation of consumers' habit of online shopping for maternal and child products in recent years have accelerated the growth of mobile maternal and child users. In 2115, the number of mobile maternal and child users in China was nearly 45 million, and by 2116, the number of domestic maternal and child users had increased to 71 million. This year, the number of mobile maternal and child users will reach 13 million, and it is estimated that in 2119, the number of mobile maternal and child users will exceed 211 million.

2.1.3 market product service form

content service: the mother-infant community/community carries out the popularization and dissemination of knowledge in the form of mother-infant knowledge, question and answer, online consultation with experts on medical health, etc., and the exchange and sharing of pregnant experiences between mothers form a huge mother-infant information content service.

Tool service: With the popularity of smart phones, more and more young parents use pregnancy tools, including prenatal reminder, baby growth curve evaluation, vaccine schedule, baby feeding record, baby allergy test and other tool forms.

e-commerce service: with the development of e-commerce, the upgrading of parenting concepts and consumption behaviors of young mothers born in 1981s and 1991s, the cultivation of online shopping behavior and the reduction of shopping costs, and the fault and trust crisis of domestic high-quality mid-to-high-end maternal and child products, more and more young parents choose to buy maternal and child products across borders, which promotes the rapid development of maternal and child e-commerce.

O2O service: in addition to the retail of maternal and child goods, the internet maternal and child market has also expanded to a variety of sub-sectors including education, medical health, photography, parent-child activities, parent-child travel, maternity care, postpartum slimming and so on, providing users with O2O services for older mothers and children.

2.2 Development Status

2.2.1 Industrial Map of Internet Maternal and Child Market in China

2.2.2 Changes brought about by consumption upgrading

Due to the upgrading of users' purchasing power and conception, the trust crisis and lack of high-end maternal and child products in China, global purchase has become the standard business of maternal and child e-commerce, and maternal and child manufacturers such as Beibei and Leyou have also started cross-border e-commerce business. In 2116, the new cross-border e-commerce tax policy was promulgated and put on hold. The ultimate goal of cross-border maternal and child e-commerce is the supply chain construction of imported goods and the timeliness and quality of services. How to serve users at low cost and high efficiency in the supply chain and service chain is the key point that affects its cross-border business development.

in may 2116, women accounted for 76.9% of the users of maternal and child e-commerce in China mobile. judging from the daily average number of active users in the maternal and child e-commerce market, the number of active users of maternal and child e-commerce is basically at the peak of the day from 8 am to 11 pm, and the number of active users is relatively low only from 12 am to 7 am. Women's fragmentation time is relatively rich, shopping time is scattered and evenly distributed, and the main consumption sovereignty of the family is mastered. Mother-infant e-commerce is cutting in from the mother crowd, and it is constantly enriching categories and vigorously developing the "mother economy".

2.3 the future development of maternal and child e-commerce

return to the essence-the construction of supply chain service chain is fundamental

the maternal and child e-commerce market will return to rationality and focus on the retail essence. How to control the source of product quality, select product categories and brands, how to reduce procurement costs and circulation costs, improve logistics efficiency, rationally allocate online and offline resources, and unify and improve after-sales are all the keys for maternal and child e-commerce to provide users with satisfactory and cost-effective goods and services on the premise of enhancing their core competitiveness.

category expansion-upgrade to the shopping entrance of the mother group

The mother group of e-commerce services for mothers and infants is the most important digital consumer in China at present, and it is also the most important commodity purchaser for families. Maternal and child e-commerce focuses on the needs of mothers, grasps the consumption psychology and purchasing characteristics of mothers through selected products and accurate recommendations, and it is possible to upgrade to the accurate shopping entrance of mothers through the mobile Internet.

Ecological development-online and offline communication and complementation

The ecological development of maternal and child e-commerce is synchronized online and offline, providing users with more consumption scenarios and better experience services through online and offline channels, resource integration and data access; Cross-medical, education, tourism, parent-child and other industries are integrated and developed, extending the life cycle of users and opening up more consumption scenarios.

content marketing-tapping the economic value of red people

through content marketing, the customer acquisition cost is reduced, and the user stickiness and conversion rate are improved. By creating mothers' celebrities and doctors' celebrities, the economic value of celebrities will be tapped through media, live broadcast, community/community and other communication channels, and value content such as cost-effective goods and scientific parenting concepts will be spread to users, so as to realize the content.

third, the strategic layer

3.1? ? SWOT analysis

3.1.1 Advantages: rich products, many users, and good service

(1) Mutual demonstration of many years' operating experience of e-commerce and precipitation of users

(2) Joint venture mode is adopted, and suppliers focus on commodity supply and warehousing and delivery, ensuring product quality

(3) Light mode operation, and merchants, users and Beibei platform win. MAU

(5) The non-standard products of Beibei. com have accounted for 85% of its platform-wide business, and the profit margin is large. The disadvantages of MAU

11 million level 3.1.2 are: it is difficult to control the quality of goods, it is difficult to integrate the supply chain, and the overseas maternal and child products are single compared with famous brands. 3.1.3 Opportunities: the market space is large. There is no leading enterprise in the maternal and infant market

(1) The huge maternal and infant market provides Beibei with a broad growth space

(2) With the upgrading of consumption, the vertical demand of e-commerce is high, and there is no leading enterprise in maternal and infant e-commerce

3.1.4. Threatening giants and capital influx, innovative model manufacturers are catching up

(1) The leading edge of comprehensive manufacturers is obvious, and more innovative model manufacturers are entering. Intensified competition

(2) The supply chain is complex and difficult to integrate

3.3 Product positioning and entry point

slogan: Buy mother and baby, go to Beibei

Beibei.com to provide detailed and in-depth products and services for mothers. Traditional e-commerce is based on the thinking of selling goods, while Beibei. com is the thinking of consumer e-commerce. Starting from the needs of mothers, it provides the products and services they need.

3.4 user positioning

In early 2114, the children's wear market in China was 611 billion yuan, and with other maternal and child categories, the market scale was nearly one trillion yuan. Facing the opening of the two-child policy, the maternal and child market scale will only increase, and the demand of mothers will also increase. Mothers have strong purchasing power and are used to shopping on the mobile side.

(1) User segmentation

The users are mainly mothers aged 21-39

The users are mainly distributed in first-tier cities such as Guangzhou, Beijing and Hangzhou.

(2) User characteristics

1. Online shopping mom: buying related products for children and themselves

2. Offline consumption mom: finding places for children and themselves to eat, drink and have fun

3. Knowledge learning mom: fragmenting relevant parenting knowledge to provide the best environment for children; When a child is sick and has immediate problems in education, he should immediately search for relevant knowledge or ask for help from the community

4. Reading mothers: read various topics such as pregnancy and life in pieces

5. Community communication mothers: mothers with children of the same age or life consistency form groups. Communicate and share

3.5 business model

4. Scope layer

5. Structure layer

6. Logic layer

7. Summary

6.1 Highlights of products

1 Leverage big data to realize the display effect of thousands of people according to users' browsing habits and shopping preferences

2 Special sale and flash purchase. Professional buyer team conducts product selection and quality control

4. Join the offline store service to realize the simultaneous development of online and offline

5. Join the social functions such as what to buy, live broadcast and parenting circle

6.2. What needs to be improved

1. There is no outstanding difference between the special sale and the new product

2. Live broadcast content can be displayed in many places, such as live broadcast and live broadcast. At the same time, you can place an order live

3. Expand the offline service stores for mothers and babies, and optimize them by grasping the pain points of offline service users

4. Understand the psychological optimization parenting circle of mothers and babies, and establish a community based on UGC.

6.3 Enlightenment

Is it possible for Beibei to serve as an ecological platform for mothers and babies in the future, and enter keywords to get online sales of goods, offline services, discussion and recommendation from Beibei, etc. As a mother-infant user, as long as Beibei can solve the problem

Not only do the mothers spend money, but also can they make money in some ways. Use Beibei to establish a dual-currency circulation platform

Vigorously develop the mother's economy, and mothers can also open stores. For example, Beibei A is especially good at picking goods. Can you provide a platform to connect merchants and users in series (buyer system)? Beibei can also sell goods that she thinks are good, and raise commissions through sales?