After the comprehensive relaxation of the two child policy, the fields related to mother and child have become the most direct beneficiaries.onemonthtwelveOn the same day, iResearch Consulting and the Maternal and Child Industry Observation jointly released a《two thousand and fifteenThe White Paper on the Chinese Maternal and Child Industry shows that,two thousand and fifteenThe penetration rate of online shopping for mothers and infants continues to increase by15.5%,two thousand and fifteenThe annual online market size of maternal and infant products isthree thousand six hundred and sixRMB100mn
Among numerous platforms, the mother and child vertical platform Beibei.com adheres to independence and has successively obtainedIDGVenture capital worth billions of dollars, including Gao Rong, Today Capital, and New Tianyu. Although we have only been established for one and a half years, our finances can achieve self circulation and our business performance is better than some listed companies（onemonththirteenJapan), founder of Beibei.com andCEOIn an exclusive interview with Daily Economic News, Zhang Lianglun revealed that Beibei.com currently has no financing plans. "Even if there are, in the future, we will only accept pure financial investment. We hope to become the largest independent website in the field of mother and baby
The biggest dividend comes from billions of Chinese mothers
two thousand and fifteenIn the year of the booming development of cross-border e-commerce, although Beibei Network has also expanded its overseas purchasing business, Zhang Lianglun appears calm in the face of the current hot cross-border e-commerce,“Today's cross-border e-commerce orders are very small and still not mainstream. Milk powder and diapers are the two categories that vertical mother and baby e-commerce companies are least willing to sell because they do not make money or even lose as much as they sell. Cross border e-commerce is mainly focused on large brand products, and without strong bargaining power, it is difficult to ensure low-priced and authentic products.”
two thousand and fifteenIn the year, some e-commerce platforms such as Mia Ya Bao were repeatedly questioned about the proliferation of counterfeit goods, and their procurement channels had many loopholes and problems. In Zhang Lianglun's view, mother and baby play an important role in cross-border e-commerce, but a single cross-border shopping scenario for mother and baby cannot meet the needs of Chinese mothers. Cross border shopping for mother and baby e-commerce is more like a storm than a storm.“The decision on the quality of a business model is not based on the so-called wind of capital, but on the direction of users' needs. Various platforms burn money, and users who rely on standardized products have no loyalty, leading to a large number of losses along with price wars”.
Zhang Lianglun pointed out that the core of Beibei Network is to start from domestic e-commerce, and after doing well in China, cross-border growth will be very fast. Moreover, Beibei Network, headquartered in Hangzhou, has geographical advantages in cross-border e-commerce and a specially approved bonded warehouse, ensuring fast logistics and low prices for goods.
Although Beibei's cross-border business started relatively late, it has performed surprisingly. Previously, investors had revealed that Beibei Network hadGMVThe total transaction volume of goods has increased five times compared to the first half of the year, and it has also increased compared to the same period last yeartenTimes, overseas purchase channeltenThe monthly sales have reached one million units, which is already ahead of the vast majority of other domestic mother and baby platforms that focus on overseas purchases.
Zhang Lianglun has locked the real spotlight on hundreds of millions of Chinese mothers. On the one hand, Beibei Network has launched overseas purchases and demonstrated the competitive strategy of overseas purchases with the highest cost-effectiveness across the entire network, fully meeting the consumption upgrading needs of Chinese mothers. On the other hand, Beibei.com, located in the Red Sea, still supports manufacturing in China and announced that it will invest 500 million yuan in the next year to build“Thousand Bay Plan”Supportone thousandThe monthly sales volume of a household exceedsone hundredA high-quality brand merchant of Wan.
“Thousand Bay Plan”The business logic behind it
“Thousand Bay Plan”Actually, it has been brewing for a long time. According to Zhang Lianglun's recollection, Beibei.com has been collecting relevant data from various brands since its launch, because relying on foreign brands for a long time is not scientific, and he also found that some OEM factories have transformed original brands like in the past“Taobao brand”As Beibei grows and is gradually recognized by the market and consumers.
The operation mode of Beibei Network is similar to that of Tmall, providing a platform for merchants to purchase all the mother and baby products that users can think of on the platform, which is related to the Alibaba background of founder Zhang Lianglun. And Beibei.com has always adhered to the post female market, including non-standard categories with high gross profit such as children's clothing and women's beauty, which has become an effective platform“Moat”.
In Zhang Lianglun's view, start-up e-commerce companies are notTo CThat's itTo VCBeibei, who insists on financial investment, chose the former and strives to showcase a realistic profit outlook to the outside world. Therefore, increasing gross profit margin has become a top priority, which has also become one of the reasons for introducing the Thousand Bay Plan.
According to Beibei's logic, the annual supportone thousandEnterprises are involved in weak links upstream and downstream of the industrial chain such as design and sales, and are optimized in terms of data, traffic, and brand. That is to say, to close the relationship with suppliers and pursue reasonable profits for the enterprise under the premise of high quality and low price.
“Chinese brands are still the mainstream of future consumption, which is the biggest opportunity. We need Chinese brands, and they also need us to support each other in a time difference.”In Zhang Lianglun's view, Beibei, with strong cash flow, invests the money it earns into the brand, which is a long-term win-win situation.
As oftwo thousand and fifteenAt the end of the year, the registered users of Beibei Network reachedthree thousandMore than ten thousand yuan, its revenue has increased five times compared to the first half of the year, far surpassing the number one offline merchant in the mother and baby market. In the words of Zhang Zhen, the founding partner of Gaorong Capital,“Today, Beibei Network has become an absolute leader in the industry”.
(Editor: Yi En) Mao Hui
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