Analysis Of The Three Logical Thinking Behind The Strict Selection Mode Of Mother Infant Electronic Business

According to the world clothing shoes and hat net, in April 2016, NetEase was formally elected. Since then, "strict selection" as a phenomenal mode in the retail business field has been sought after by many industries.

In the background, the mother infant industry facing the dilemma of product homogenization is also added to the array of "strict selection" mode, trying to rebuild the brand value through strict selection mode and the consumption demand of stock users on deep ploughing line.

Content from mother to baby

Platform "Mom cake" through the creation of "best choice of rice cake" platform to enter the boutique boutique selection of the electricity supplier market, in June 2nd, honey bud in the new version of APP mall on the "rabbit head selection", announced that honey bud officially entered the selection route.

We can see that the intention of mother to child electronic business platform to become a gatekeeper for mother and baby products is more and more obvious. No one wants to miss any draught or any opportunity in the industry.

So why do mother and baby electric providers work hard to choose the strict mode? Will the strict selection mode be a new way for the mother and baby industry under the new retail background? Reporter analysis shows that there are probably three kinds of thinking logic behind the strict selection mode.

The demand change brought by consumption upgrading is the source.

The upgrading of consumption has directly led to the change of consumption structure and consumption concept of mothers and infants, and the change of consumption structure and consumption concept has directly spawned new consumption demand and consumption habits.

Under the dual change of consumption structure and consumption concept, the demand for mother and infant products from mother to baby has gradually shifted from "price sensitive" stage to "quality sensitive" stage.

With the promotion of the quality requirements of mother and infant consumers for maternal and infant products, good quality positioning and high brand trust have become the key words for consumption of maternal and infant products under the upgrading of consumption.

The "quality and cost-effective" selection concept, which is dominated by the strict selection mode, just hit the direct pain point of maternal and infant products consumption, and on this basis, realized reasonable price support by eliminating layers of premium.

Changes in consumption groups bring about changes in consumption patterns.

According to the aurora data, in the user portrait of the mother and baby business, 74.5% of the mothers and infants are female, 25.5% of them are men, and 80% of them are not more than 35 years old.

This also means that now and the future consumption of maternal and infant products has been occupied by "net generation".

Consumers' consumption mode of "net generation" is more and more refined and personalized. Compared with the concept of many disordered products, they are more willing to endorse the "opinion leaders" of trust products, and they are more interested in products.

With a high degree of loyalty, unwilling to spend too much time on choices.

As a result, convenient and quick sharing has become the first choice for the new generation of consumer products.

In addition to quality assurance, another key point is to help you choose.

The role of "gatekeeper" of mother to child platform has reconstructed the relationship between mother and child consumers and maternal and child products to some extent, and changed from "finding good goods" to "finding good people".

Therefore, strict selection of this model coincides with the consumption characteristics of the new generation of maternal and infant consumer groups, which can greatly reduce the time cost of consumer decision making. Once trust is gained, it can also occupy the mind of mother and infant consumers at a lower cost, thereby strengthening the discourse power of platforms and brands.

Mother to child e-commerce platform reactivation of online traffic value with its own brand

On the mother child electronic business line traffic dividend disappears, offline stores face updated iteration, activation of online stock value seems to become the focus of maternal and child power channel.

And the establishment of its own brand has also become the mother child business platform to reactivate the value of online traffic.

Through its own brand strategy, the mother to child electronic business platform actively launched "low-cost and high-quality" products and services, so as to achieve flow drainage and promote flow realisation.

Yan Xuan mode is an important way for the mother and infant e-commerce platform to realize its own brand building.

In addition to relying on the "strict selection mode", the maternal and child electronic business has earned the "good reputation" of its own brand. Besides, through the way of shaping its own brand, the mother to child electronic business platform can also turn the past to the profits of the brand, so as to gain more room for development and occupy the "head Market".

Under the new retail background, high quality products and services remain the key to win the market competitiveness of the mother to child electronic business platform.

In addition to gaining market increment under the layout line, overweight and strict selection mode has also become another way for mother and infant business platform to push new retail sales.

However, whether the maternal and child strict selection mode can win the market by virtue of "noble" product positioning, in addition to considering their own maternal and child enterprises' operational ability, it also depends on the conscience and determination of the mother to child electronic business platform.

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