Some explorations of e-commerce under the new normal

　　Dong Sheng, chief strategic officer of Maternal and Infant Home, has worked at Huawei and served as a strategic consultant for many companies. In 2014, he officially joined Maternal and Infant Home. A pioneer of "sunshine overseas shopping" in China, and has led the transformation of Mother and Baby Home into a number of strategic layouts such as mobile e-commerce and open platforms.

　　At the regular meeting of Laogao Crown Club, Dong Sheng shared with members "some explorations of e-commerce under the new normal."

　　The following is a selection of full texts:

　　Say no to the behavior of "pure money burning"

　　Good afternoon everyone, today I will talk to you about "some explorations of e-commerce under the new normal". First, let’s briefly introduce the Maternal and Infant Home. It entered the maternal and infant industry relatively early, and established a physical store in 2003, gradually growing and growing. In 2010, the market changed greatly, and we gradually embarked on the road of e-commerce. In 2014, we officially released the mobile APP. After half a year, the sales on the mobile terminal have accounted for 80% of the total sales, officially entering the era of mobile e-commerce. Let’s slightly popularize the maternal and infant industry here. This is a relatively special industry, but it is actually a life scene for a person at a certain stage. Construct a large life scene, get pregnant, have children, and enter family life after marriage, that is, the three major stages of pregnancy, infant and child. Pregnancy means ten months of pregnancy, and infant means a child aged one to two or three years old. Children generally refer to 12 years old. In such a life scenario, there are many diversified products, including fast sales, non-fast sales, standard non-standards, food, use, and clothing. It also has many virtual products, such as maternal and child services, finding a confinement nanny when you are pregnant, postpartum repair, baby massage, etc. This is a cross-border and cross-industry state.

　　Since 2014, the maternal and infant industry has been particularly hot and competition has been fierce. But based on our 13 years of experience, the maternal and infant industry returns to the essence of business, this is a protracted war. Everyone should have a basic judgment on their own industry. Many Internet industries can burn money one round after another under capital drive to change the pattern of the entire industry. But there is no such case in the maternal and infant industry. This is related to its natural attributes. Every year, new pregnant women will come in and new users will leave every year. When a new mother becomes pregnant, she faces an unknown thing, and many things need to be re-learned and educated. Therefore, the well-known feature of the maternal and infant industry is that it often faces a new customer, and it is necessary to continue to acquire new customers to make better profits. So as an e-commerce company, we must say no to the behavior of "pure money burning".

　　Consumer market sorting

　　Let’s talk about consumption habits in the mobile Internet era. In such an era, customers' consumption behavior has undergone great changes, completely different from before. The first feature is that consumption radiation is shorter and more scenario-based. From the perspective of the maternal and infant industry, it is the specific changes in the consumption scenario. From pregnancy to delivery to newborn, the consumption demand at each stage is changing in specific and different ways. Second, the entire user purchasing behavior is instantaneous. Influenced by external media, users will buy things anytime, anywhere. So how do we position our vertical orientation here? First of all, from the perspective of consumer awareness, Alibaba is starting from the crowd, Tencent is paying more attention to individual users, Baidu is paying attention to traffic, while our Mother and Baby Home regards customers as a big customer. This concept is different from general consumer retail. A customer purchases organically during the maternal and infant cycle. The overall quality of consumers is very high. We hope that she will try to trade in our store when she needs it, so we will continue to follow it like a big customer.

　　再就是看我们的竞争对手在哪里。从电商行业来看，母婴行业的市场在两万亿左右，而母婴电商大概占值两千亿，占整个行业的10%，而母婴电商的80%是属于京东天猫这样的综合性平台的，20%是属于垂直品牌的。我觉得进入互联网时代后，有一个最显著的地方就是没有竞争对手，因为对手到处都是。从去年到现在，微商的量已经非常的大，还有个别微信公众号，人人都可以卖东西。

　　Regarding the core strategy, the maternal and infant industry is an accumulation process from the perspective of industry resources, and its industrial chain is relatively complex. Everyone has different approaches to entry, and it depends on the basic situation of the entire industry. After 13 years of integration of resources and industrial chains, our family also intervened in cross-border fields in 2014. Next, mother and baby have certain market advantages. Our advantageous market is mainly in East China, which is due to the accumulation of reputation. Judging from the current maternal and infant industry, there are about 80,000 maternal and infant offline stores in China, distributed in third- and fourth-tier cities across the country, and it is also accumulating the local reputation for a long time. Offline stores still account for a large proportion in every industry, so don’t ignore this. Our positioning for ourselves is that we cannot be broad and comprehensive. It is better to be different than better.

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