The toy and baby products industry dividends will continue. According to the "2017 China Toys and Baby Products Industry Development Report", by 2017, the retail sales of the Chinese toy market is expected to reach 60.7 billion yuan, plus baby strollers, safety seats, children's wear children's shoes, cribs, feeding supplies, etc. In the sub-sector industry, the market for Chinese toys and baby products has reached hundreds of billions of yuan.

What to take to shake this 100 billion market?

Internet thinking cannot be ignored. Traditional manufacturing requires innovation in all aspects of product design, production, sales, and service.

So what should the business in the Internet era do? Internet big coffees have locked in the same keyword - big data .

Taobao Kingdom Yi: To achieve complete insight into user needs

â–² Alibaba Taobao industry Taobao mother and child in charge

"People's goods yard" Trinity new gameplay

How to use big data to predict consumer buying decisions? The answer given by Wang Guoyi is: "Manager Field" Trinity, perfect match.

The so-called "people's goods yard", in which "people" refers to consumers, "goods" refers to commodities, "field" refers to scenes, how to do it? To put it simply: identify people, identify goods, and build consumer scenes.

The general consumer attribute can be divided into three dimensions: one is the basic attribute, such as age, gender, income, geographical distribution, income and other objective conditions; the second is the consumption attribute, such as purchase preference, purchasing power and other parts directly related to the purchase behavior; The third is social attributes, including occupations and social status. These all determine the choices consumers make when purchasing goods.

What we have to do is to use big data to accurately identify different users and figure out how these three attributes affect consumers' purchasing decisions.

Next, we have to identify the goods. The first is to classify the goods very carefully and score the goods. After the score, the user's purchasing power is associated with it. In this way, when building a consumption scene, you can effectively match high-purchasing people with high-priced items.

In this way, consumers and goods can be organically combined through data, recommendation, etc., and people and goods naturally have a relationship in a consumption scenario to meet the different needs of different consumers. Through the new game of “people's goods yard”, we will establish a new “three-in-one” operation mode combining product, data technology and operation.

Driving value chain innovation with big data

In fact, in addition to marketing, for toys and baby products, it is more important to drive innovation across the value chain through big data. It mainly includes four aspects:

1 production stage

When Taobao is doing business operations, there is a very mature model called measurement . The specific method is that once the product design is completed and the online test is performed immediately, it can be judged by data such as click rate, purchase rate, and collection amount. Take the clothing industry, a mature operator, about 15 days or so, can test whether the goods can be sold.

With these data and analysis as a basis, it is also possible to achieve a fixed production. For example, what should be done in the first batch of this product? How much time can I sell at what time? And what kind of time it should be in the future, may come to the end of a product life cycle and so on. In this way, time to market is greatly reduced, risk is reduced, and costs are reduced.

In addition, the joint development model is also worthy of attention. For toys and baby products, many of them are heavy-duty products, and the cost of mold development is very high. By jointly developing and sharing molds, the cost of mold development can be greatly reduced, and then the cost can be reduced. The competitiveness of goods will be greatly improved.

2 Research and development stage

Now the cost of data acquisition is not as high as it used to be. At this time, both brand and manufacturer should establish a circular path from B (enterprise) to C (consumer) and from C to B as soon as possible. The single-line path from the brand (manufacturer) to the consumer as before. Nowadays, it is urgent to make up for this circular path. This is to solve the problem of consumers' knowledge and access to data. This is also the value that the Internet can provide to the toy and baby products industry in the future.

3 sales circulation

Mainly online distribution. Take Taobao, last year launched a project called Taobao distribution , has begun to try in some categories. There is a difference between online distribution and offline distribution. The offline distribution model focuses on coverage, and the goal is to eliminate market gaps, mainly through large-scale distribution and increased product exposure.

But this model is not applicable on the line. Because Taobao is currently based on the precise positioning of the crowd to emerge the goods. Therefore, starting from the selection of distributors, it is necessary to consider the relationship between consumer positioning and commodities so that the appropriate distributors can be selected for effective distribution.

4 member services

In terms of membership services, it mainly includes how to solve new and repurchased products, how to carry out commodities, especially the promotion of new products. Among them, repurchase is a very important part. When we did business research, we found that a 30-day repurchase rate of a merchant can reach 80%, which is a very powerful data. The secret of its success lies in the entire operation of the goods, the full use of digital operating methods, including the provision of special services throughout the sales process, to achieve a complete insight into the needs of users.

Huami Huangwang: Using the Internet to make products, remember this "three strokes"

â–² Founder and CEO of Xiaomi Ecological Chain Enterprise Huami Technology

Xiaomi bracelet trader, small wooden toy investor

In recent years, with the rapid development of intelligent hardware, a large number of new operating methods and new Internet "plays" have been produced. There are three main methods for the success of Huami: the first is “big data”, the second is “doing subtraction”, and the third is “increasing ARPU value”. For the toy and baby products industry, these Internet strategic ideas also have certain reference value.

Supporting product decisions with big data

Make decisions based on big data, and respect the results of Internet data analysis, not just relying on industry experience. But what is the use of big data for decision making?

At the beginning of the Xiaomi bracelet, based on the massive data analysis of Xiaomi mobile phone users, it was found that a large number of users have two pain points in the process of using the mobile phone: one is when the user puts the mobile phone in the bag, it will not hear Ringtones generate a large number of missed calls. The second is that many users have to unlock the phone screen nearly 80 times a day (there is no fingerprint unlocked at the time).

Based on the above two major pain points, at the beginning of the design of Xiaomi bracelet, it is required to include at least two functions: the first item is the call reminder function. When the mobile phone calls, the millet bracelet will vibrate, even if the phone is muted, the bracelet can still Remind the user. The second item is to unlock the phone screen function. After the Xiaomi bracelet is bound to the mobile phone, when the user lights the screen, the user does not need to input a password, and the mobile phone can automatically unlock the smart bracelet through the Bluetooth recognition.

So, when developers think about what to do, the decision should be based on an analysis of the consumer's big data and many details of the behavioral data collected in the cloud.

Subtracting on the product

Concentrating resources to make a good product is better than making ten ordinary products.

Take the Xiaomi bracelet, in the first generation, the decision to cancel the display time function is derived from the concept of “doing subtraction” – using limited resources in the most appropriate place.

To display the time, you have to have a display, but this will inevitably bring you a battery life problem. For mobile phones, the larger the screen, the more power it consumes. The size of the bracelet itself is small, and the battery is smaller. If you want to bring a screen, it will seriously affect the battery life. In 2014, the smart bracelet is still a very new thing. It needs an accepted process. If it is not used for two or three days, the user may not wear it if he wears it several times. If the user does not develop a wearing habit, then this product is bound to fail.

After deciding to remove the screen, the millet bracelet has a battery life of one month or more. A large number of users do not need to charge a single charge for two months or even three months, so that a user experience for the bracelet is formed, which makes a very deep impression on this product. That is to say, a particularly good function left a very good impression on the user, and then a good reputation will be formed. Once it is passed, it will soon be sold out.

As can be seen from this example, when making a product, you don't need to be all-inclusive, but you should do subtraction. According to the positioning of the product, think about what the core function of the product is, what to use to impress consumers, retain consumers, and use limited resources to the most important places.

Continuously increase the ARPU value

The so-called ARPU value is the average income of Internet users, that is, the income that the enterprise obtains on a single user. Raising the ARPU value is a strategy to a certain extent. The pricing of products is not as low as possible, but higher and higher, so that the profits and sales of enterprises can be higher and higher, and the value of users is higher. The feeling will be higher and higher.

If the unit price of the product is very low, only paying attention to the price/performance ratio is actually strategic laziness . This only shows that the enterprise has not yet figured out the positioning of the product, what value it can bring to the user, and whether it can continuously improve the value brought to the user. Increasing user value is king.

Due to the increase in product value, Xiaomi Bracelet 2 and Xiaomi Body Fat Scale are twice as expensive as the previous generation, and the sales volume is higher than the previous generation.

Huang Wang’s Internet strategy and method are not only applied to Xiaomi’s related products, but also to the toy industry. The investment in an intelligent building block is the integration of these successful Internet experiences. How will the effect be, we will wait and see.

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