In the maternal and child industry, there are not many brands with a volume of more than 1 billion. Especially for most mother and baby non-standard long tail products, they still face the status of low brand concentration and lack of innovation, and the channel evolution is coming. The more fragmented, the middle waist products how to find the right channel for them is not an easy task.
Maternal and baby categories need to focus on the entire network operation e-commerce strategy varies from company stage to company stage
“Through the brand iteration of the double eleven years, we found that if there are more brands in the top ten categories, it means that the industry is better. But in the past two years, the Amoy brand such as beauty and clothing has slowly disappeared, the tradition The brand is strong, but in the e-commerce category, the Amoy brand is still active, especially for some long-tailed maternal and child categories in the e-commerce business, I still have the opportunity to estimate this bonus for about 2 years. For a new brand, there is still a chance to create good sales when the same category is not rich enough, but overall it has become more and more difficult.
In addition, the channel development of all products has the problem of time difference. For Tmall, in 2016, the Tmall store will open at random, and it will be difficult to open in 2017. It will basically be unable to open in 2018. This year, we found from the backstage of the Amoy system that sales data of many categories are falling, ranging from 5%, 10%, and 20%. It should be said that this is the first time in years. The online platform is full of flowers, diluting some of Taobao's traffic. For example, the recent fires have been much more, Taobao has launched a Taobao special edition to deal with. According to the pyramid theory, when the underlying user base is rapidly shaken, the overall traffic is more and more dispersed, if the brand can not grasp the idea of ​​this whole network operation. If you do, then your sales volume may become weaker and weaker in individual channels. In an interview recently observed in the maternal and child industry, Liu Deliang, a core member of the Cherry Club, said.
As a senior e-commerce operator who has 10 years of experience, Liu Deliang has a very deep industry accumulation for FMCG brand positioning and e-commerce channel distribution. In 2016, Liu Deliang joined the domestic infant care brand to protect and build a caring e-commerce team, and in 10 months, he will take care of the e-commerce channel to achieve a monthly sales of over 10 million. At the beginning of 2018, Liu Deliang and the senior brand e-commerce operation experts from the first-line companies such as Goodbaby, Hansong and Huawei set up a team to start a business and set up a special company to focus on the operation of the mother and baby e-commerce.
From the earliest help brands to sell goods online, to later increase brand marketing business, and even become a omni-channel consignment service provider, the e-commerce operation industry has continued to transform in recent years. From the second half of 2015, the overall TP (generational operation) market is declining, many brands have withdrawn from the TP company, and they have chosen to set up their own e-commerce team. Therefore, some e-commerce operations teams are in the “follow-upâ€. Awkward. Different brands and a brand at different stages of development have different needs for the operation of e-commerce. Liu Deliang has summed up a set of experience in identifying customers' needs in many years of actual combat.
“About what kind of brand will choose the e-commerce operation team, I think there are two kinds of customers that are suitable, and two are not suitable. The first one is a small-scale start-up company. Because of the many uncertain factors, they need more It is a training institution or a coach, not an e-commerce company. The second is a company with a scale of 50 million to 100 million. Such opportunities for cooperation are more, because they have a certain brand foundation. And the product has withstood the test of the market. At this time, through the help of TP company's online business, it will soon be able to see the effect. The third type is a powerful enterprise with a capacity of 200 million to 400 million. With the experience of e-commerce, most of the forms of outsourcing have been done several times. At this stage, they are more willing to dig some professional people from TP companies or peers to take charge of e-commerce business. Fourth, sales volume is 500 million or even More than one billion companies, this time they will choose TP, when the brand is strong enough, e-commerce is just a channel, they will choose to cooperate with professional e-commerce on behalf of the operating company, than
In addition, a new product enters the maternal and child industry, how to quickly find the right location and find the right channel, Liu Deliang suggested, “Many companies have only one single item at the beginning of the business. First of all, we must ensure that this product can solve a certain pain point of the user. Demand, far more than competing products, and the market prospects are good, in order to have room for survival. Secondly, I suggest that the more focus on such maternal and child products, the better the series, the first multi-channel sales are particularly important, to broad For the main, find the first core users of their own, and then find the channels where these core users are located."
Focus on maternal and child e-commerce on behalf of the entire network to help more waist brands to enhance performance and visibility
With the trend of subdivided operation industry segmentation becoming more and more obvious, Teweipu has been focusing on the operation of maternal and child e-commerce on the whole network since its establishment. "Our target users are between 10 million and 100 million enterprises. The base of the enterprise is very large, and their demand for the e-commerce operation company is strong. Why is it 'full network'? From the perspective of the brand, they are most interested in sales and profits, and most of them are generations. The operation only serves as a big platform such as Tmall and Jingdong, but the maternal and child industry has special characteristics. The diversified development of channels provides more choices for the brand, but it has more troubles. First, Tmall, Taobao, Jingdong The operation is more and more complicated, and many brands are not directly proportional to the output. Especially for some mother and baby brands with few SKUs, they can't be opened in the Tmall Jingdong company. If they are forced to develop a lot of products, they are in stock. There is a lot of pressure on the side; second, there are too many vertical sales platforms, and we don’t know how to choose and operate. Therefore, we provide online omni-channel operation services for maternal and child brands, including integrated e-commerce, vertical e-commerce, and rice cake mom.
At present, most of the customers of the special service are mainly bottles, pacifiers, drinking cups, maternal and child travel and other supplies. Liu Deliang's many years of experience in e-commerce operation has also accumulated a lot of high-quality resources for himself. Before the start-up, many projects came to the door. “Electronic business operation is a icing on the cake. We are more willing to have some chances of success. The cooperation of the project hopes that it is a covered gold, and it is not a piece of rusted iron. Therefore, the customers we serve must have a certain foundation. At least the company is very clear about the future planning. The product itself has certain competition. We hope that we can do better with some sub-categories, but companies that are not satisfied with e-commerce or even start-up companies can establish the cooperation, we can enlarge the advantages of their products, and quickly make up for their e-commerce In the shortcomings of the field, the cooperation model can be diversified, and even some deep bundling can be done. It is okay to sign a guarantee agreement with a better brand."
For most long-tailed maternal and child products, the industry as a whole has to face the status quo of insufficient innovation ability, low brand concentration and serious product homogeneity. Therefore, in addition to selling goods, Teweipu will also help customers to make products. Diagnose, enhance the market competitiveness of products from the source. “A lot of product iterations are too slow and have been out of touch with the mainstream consumer groups. Therefore, we will fully analyze the products when we get the customer store, and use our rich market experience to help customers better improve, innovate, and line the products. Omni-channel operations help customers increase product sales and visibility."
In the face of the social e-commerce that has been very hot in the past six months, Liu Deliang also expressed his opinion. "WeChat covers 99% of mobile users. All users in the incremental market are all on WeChat. Many business opportunities will be born around WeChat Ecology. Compared with the platform e-commerce with centralization principle, social e-commerce has changed the path and logic of purchase. Social e-commerce, such as multi-tasking and gathering, is a very suitable e-commerce platform for stocks and new products. Even some brands have begun to develop some low-priced products suitable for these channels. Products that can really run out of social e-commerce must be very cost-effective, otherwise they will soon be eliminated. How the pattern changes, as long as it is legal and can create value for users, there is room for survival."
The maternal and child industry is iteratively accelerating, and the track will be more and more diversified. For the brand side, as long as the most valuable consumption channels are seized, it is not an opportunity to be an enemy.
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