C2M Circle Circle Baby Tree Competitive Maternal and Baby Family Consumption Market

How does the mother and baby platform have more associations and stickiness with the baby's family? The C2M mode seems to give the answer. On August 30, Baby Tree released the mid -term report in 2022. In the first half of the year, the company's revenue increased by 1.4%year -on -year. Among them, C2M e -commerce revenue data is dazzling, an increase of 103.5%year -on -year, and business potential continues to appear. With the help of the platform's exclusive maternal and infant user data insights, the product upgrades are promoted, and a deeper bundling with consumers has also allowed the baby tree to seize the opportunity in the continuous upgraded mother and baby consumption.

E -commerce revenue growth C2M model explosion exposure

Suitable for probiotics, lactating underwear for breastfeeding, and more applicable sunscreen milk ... As more and more refined maternal and infant products are settled in the baby tree platform, the platform also sees the platform. potential.

Then, the baby tree has upgraded the "Six High and One" C2M product strategy, which aims to use its own insight advantage, the integration of supply chain in the industry, and the ecological power of the private area to quickly lay out, and undertake the huge consumption power of the new generation of maternal and infant families.

On the evening of August 30, the 2022 mid -term financial report released by Baby Tree showed the C2M strategy with staged results: in the first half of the year, the company's revenue was 137 million yuan, an increase of 1.4%year -on -year; in a series of C2M joint products and self -developed products After the launch, the platform's product structure was greatly optimized, and e -commerce revenue expanded to 27.2 million yuan, an increase of 103.5% year -on -year

It is worth noting that at present, the "post -90s" and "post -95s" have become the main force of the new mothers group. The consumption concepts and habits of generations Z is completely different from the previous. A new group of mother and infant consumption groups shaped. The data also confirms this trend. Recently, Nielson released the "2022 Mother and Infant Industry Insight Report" (hereinafter referred to as the "Report") showing that in 2021, the size of the Chinese mother and infant market continued to increase to 4780 billion yuan, and the growth rate was compared to last year compared to last year. The rebound reached 20%, becoming a new high in the past 5 years. It is foreseeable that new users and new needs will give birth to the birth and development of more new brands and new categories, bringing more new possibilities.

To this end, the baby tree emphasized in the financial report that in the second half of 2022, the strategic landing of "three horizontal and three verticals, two wings fly together" -three major areas of the horizontal layout traffic business, consumer business, and service business, and the longitudinal cultivation of lean operations , Ecological BD and technology -driven three major capabilities, start the two major engines of investment mergers and acquisitions, and internationalization, and comprehensively deploy a new generation of mother -to -child consumer service markets. Among them, C2M is listed as one of its key battles in the second half of the year.

The competitiveness of the national tide is fine

C2M products can stand out in the industry and market, allowing more domestic products to make a circle, which originated from a deep understanding of user needs. The "Report" mentioned that the National Chao Maternal and Baby Brands exerted their efforts to high -level cities. The domestic brand seized the share of foreign -funded brands across the board and gradually occupied the mentality of the high -line maternal and infant groups; of which milk powder and diapers are in high -line cities (maternal and infant shop channels) Excellent performance.

In response to this trend, Gao Min, co -chairman of the Board of Directors of the Baby Tree Group, further explained the baby tree C2M business model: "This year we see some new trends in the entire mother and baby consumption. Their demand scenarios are becoming more and more segmented. These are the opportunity points of baby tree C2M products. As the entrance platform of maternal and infant family traffic, we have deep insights for the needs of maternal and infant consumer groups. Our selection and R & D strategies to optimize the supply side process and efficiency is the fundamental logic of the baby tree C2M business. "

Specifically, the baby tree C2M is carried out around the two directions of joint names and self -developed. It enhances the shopping experience of universal users with joint names, builds an industry explosion with self -developed self -research, leads the trend of maternal and infant consumption, and the newborn mother and infant user mind.

In the expansion of the C2M joint product, the baby tree searches and positions the product through the user's search, the sales scale, and the growth rate of sales, and then carries out different joint venture models with different strategies. High growth and low scale are potential categories, such as nutritional foods and infants and young children; high growth and high -scale star categories, such as diapers. At present, in the cooperation of Baby Tree Re -joint Construction Construction, it has successively created joint diapers, production bags, stroke oil, pregnant women's skin care suits, and infant probiotics, with total sales of 10.2 million yuan.

The research and development of self -developed products is "decided" by users' pain points and market gaps. At present, Baby Tree has launched a period of "living bottle" that focuses on skin care during pregnancy, and the beautiful stocks that meet the needs of Baoma's healthy bodybuilding needs "Easy Bottle" of the Western Plum Fiber Drink Three -piece set of demand scenarios.

Welcome to the wind and go to the C2M Nuggets Private Domain Flow

The rise of private domain traffic has created more possibilities for C2M. In the first half of the year, the baby tree's community ecological matrix achieved explosive growth, and the number of WeChat communities increased significantly by 178.4%to about 10,700, covering the number of users by 78.8%year -on -year to 1.4 million. At the same time, the quality of the community is continuously improved at the same time, and 30%of the new users who join the baby tree community will generate order consumption within one month. The huge scale and the industry's leading activity and conversion rate have become the best booster for baby tree e -commerce.

Acting on the business side, data shows that in the first half of 2022, the sales of the baby tree WeChat community accounted for 23.4%of the company's C2M e -commerce sales revenue. With the increase in sales revenue of C2M business, the above -mentioned community revenue accounted for accountingCompared with 8%in the first half of 2021 to 15.4 percentage points.In particular, after the epidemic prevention is normalized, maternal and infant consumption migrates to online channels.The "Report" pointed out that the coverage rate of emerging channels such as live broadcast platforms, mothers communities, and WeChat mini -program groups has increased high growth rates.Among them, the first- and second -tier cities have a higher degree of acceptance of emerging consumer channels such as the mother community and WeChat group purchase.

It is foreseeable that through the product structure renewal, the overlapping private area community channel empowerment, the baby tree C2M model may become a new pole of the platform growth, and it is also expected to break the existing maternal and baby consumer market pattern.

However, it should not be ignored that most domestic platforms are exploring C2M. Technical precipitation and innovation speeds determine future market ownership. Therefore, the speed, efficiency, and quality of R & D are urgently needed to solve the focus.

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