Mother And Baby Vertical Electricity Providers Enter The Shuffle Period

Under stimulation

Crazy expansion, but the mode of burning money to buy traffic makes the market less than a year to become the Red Sea.

August 5th, maternal and child business platform

Issued a statement on its official WeChat account, "we have been together for so many days, but today we are going to say goodbye to everyone".

The statement said that through continuous efforts and adjustment strategy, but because of the brutal competition in the industry, although the platform has constantly adjusted operation and optimized user experience, it has tried various channels of operation, but the final result is not satisfactory. After repeated careful consideration, the team decided to turn off the lotus parenthood.

With the advent of the two child policy, the rise of the maternal and child electronic business tide is ebbing, including the "parent of the lotus" parent and baby vertical businesses are squeezed by Tmall, Jingdong and other comprehensive e-commerce providers, and have to face pformation.

Lu Zhenwang, an e-commerce expert, said that the vertical electricity supplier has entered the shuffling period. Besides the top three of the market, the opportunities for other challengers have been very slim.

Competition is intense, electric business sells milk powder, diaper wet, pour to earn traffic.

According to relevant information, the birth of lotus parentage was in August 2014, it is a mobile APP focusing on mother and infant electric business. Through the platform, it recommends to provide users with selected maternal and child products. At the same time, APP has social functions, and users can share and exchange experiences in childcare.

In 2015, the lotus parent was bought wholly-owned by freaky mama. After the acquisition, the lotus parent became a freaky mother's independent electricity supplier business.

Analysis of the industry, hot mother help mothers and babies business, basically around the milk powder, urine and other standard products cut, but with the release of the second child policy, stimulating maternal and child business to get together, and after the cross-border electricity business war, milk powder, diapers have become the electricity providers to sell the money flow business, spicy mom to continue to insist on, is to continue to lose money.

If we expand the category to do non-standard products such as children's clothing and toys, we will further increase the capacity requirements of supply chain.

In addition, the hot mom has not accumulated more than 130 million dollars for three rounds of public financing.

At the same time, the vertical electricity providers will inevitably compete directly with Tmall and Jingdong. Apart from having a so-called emotional card, there will be no other advantages, so it will be difficult to reflect the characteristics of the goods.

In the lotus parent-child farewell declaration, it reads: "although the release of the second child policy is a good thing for the mother and infant industry, there is still a long way to go.

We often say that imagination is plentiful and reality is bone.

Industry competition is extremely cruel, and we are constantly adjusting the operation.

However, the final result is not satisfactory.

Gold rush to burn money to end the market is squeezed by the comprehensive electricity supplier.

China is the second largest consumer of pregnant and infant products in the world after the United States. In 2014, the scale of maternal and child e-commerce exceeded 200 billion.

In 2015, it became the golden year for the development of maternal and child business. In addition to BAT and other Internet giants in this field, the babe net, spicy mom Gang, baby tree, honey bud baby and other maternal and child business providers also participated in competition with huge financing ranging from hundreds of millions of dollars.

According to IT oranges and 36 krypton data, there were 130 maternal and child related investment and financing projects in 2015, with an average of nearly 11 per month.

However, in the eyes of e-commerce expert Lu Zhenwang, the current challenger in the vertical field of mother and infant share the top three.

"In the maternal and child market, the share of Tmall and Jingdong began to close to 7 last year. According to this trend, the market may even be close to 9 in the future, so the competition of vertical electricity providers is very competitive."

Secondly, although the capital market continues to throw olive branches in the mother and infant fields, the bonus period seems to have arrived, but in fact, most of the vertical mother to child electronic business is still in the stage of buying money to buy traffic.

Lu Zhenwang believes that the future may only survive two to three such electricity providers.

"Vertical electricity providers unless they do the first three, otherwise there will be no intention of investors, no money to hematopoiesis, maternal and child electronic business there is no way out."

An insider of honey bud baby told reporters that he was still optimistic about the vertical business of mother and infant.

But burning money alone is not the way out.

"Everyone is actually seeking pformation, and honey is also looking for a combination of online and offline businesses."