Tmall Maternal and Infant: New retail trends for maternal and child under big data

2018 is a year of new retail practice, and various retail formats have launched new retail transformations. One of the cores of the new retail emphasis is digital. As of today, Tmall mother and baby in the monthly nearly 600 million active users, there are 21 million consumers, VIP members penetration rate of more than 80%, reaching 16 million, including milk powder diapers, toys, maternity, model play, etc. .

On the 30th of March, the 11th China Toys and Baby Products Industry Conference during the "All-Channel Era Marketing Change" sub-forum, the Tmall Maternal and Infant Business Unit’s platform operation , a detailed interpretation of the new retail trend of maternal and child under big data.

Tmall mothers and babies have still experienced double-digit growth in the past year, both in the B2C field and in all channels. Anzhi, director of the Tmall Maternal and Child Care Department, said: "We can see some different changes in the status of China's maternal and child market.

First, the change of age, the participation of mothers after 90s and 95s, their requirements in the entire segment of the market, the pattern of our brand in many segments is also changing. That is to say, today, we see the young treasure mother, her demand for the segmentation field leads to our brand must reflect some differentiated products, carry out some marketing of word of mouth, and constantly innovate in order to win this market. A place, this is the change in today's Tmall Maternal and Infant online, whether it is a user or a market pattern, and our brands must face. ”

In terms of strategy, Anzhi also shared: "We focus on the operation of goods, and build consumers through category growth, full-cycle operation of goods, and stratification of goods. In consumer operations, we need to pull new and repurchase. The new label establishes the consumer's operating system.

Through marketing activities, integrate the overall marketing ability of the merchants, so that the mind of the consumers can be precipitated again, one can be deposited in the brand, and precipitated in the life cycle of each product you want to build. Through the enrichment of the brand through investment, the introduction of the industry belt and the investment of its own brand has driven our overall brand. ”

On the channel side, there are pain points on the online and offline, but the opportunities are particularly good. Maternal and child stores are the most important offline formats, but most of them still stay in the traditional retail stage; the supermarket department store channel will gradually shrink due to the lack of refined products and other disadvantages; the integrated e-commerce platform relies on the advantages of traffic and other advantages, There is a trend of omni-channel layout; maternal-infant vertical e-commerce is looking for a breakthrough bottleneck.

Maternal and child retail can not be limited to the consumption scene, but should build multi-scenes retail to meet the full range of maternal and child needs. The construction of immersive consumption scene is mainly based on maternal and child non-standard products, and the user's family maternal and child consumption scene is set up. From the children's room consumption scene to the out-of-consumption consumption scene, the mother-child user population is attracted by creating a child-rearing lifestyle; The deep service is based on the full-time early education scene, child care service scene, and parent-child interaction scene, and builds the ecological layout of the maternal and child new retail line to meet the diverse needs of users for maternal and child services.

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