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换墓碑有什么忌讳:牛棚灯

掘金萬億母嬰市場,寶寶樹價值在哪里?

    萬億年產值的母嬰市場,被挖掘的商業價值仍不到10%。多家母嬰公司蠢蠢欲動,想要“鯉魚躍龍門”,但當前成功上市的乃至大市值的公司寥寥。縱觀A股和H股中上市母嬰企業,市值過百億的“寶寶樹”,成為其中的佼佼者。但它不是一個典型意義上的“母嬰”公司,它的互聯網基因太濃烈。從PC端社區起家的寶寶樹一開始做的是別人看不上的小事,從服務-1到6歲的媽媽群體開始。“別人覺得要做10年的事,到最后都沒人還能堅持的萬米長跑的賽事,就是你要做的事。”寶寶樹創始人王懷南表示,“在智力和體力都相差無幾的情況下,我們要比的就是我們是否有足夠的心力”。如今,外界質疑的是,站在母嬰市場這個大賽道的寶寶樹,究竟價值幾何?究竟能走多遠?01|賽道什么樣的行業能出大公司?首要的是大賽道。比如容得下茅臺、五糧液等幾個上千億市值公司的白酒行業,能容下幾個千億乃至萬億市值的保險行業,有萬億美元公司的科技行業……雖然小賽道也能產生優秀的公司,但是很少偉大的企業,其天花板很容易觸達。所以,一個行業的空間大小,決定了里面龍頭公司的成長天花板。母嬰消費屬于正高速增長且消費者痛點很明顯的消費細分行業,市場規模大,天花板很高。|寶寶樹創始人兼CEO 王懷南正如寶寶樹創始人王懷南所說,中國改革開放40年蓬勃的發展和人口紅利使得每一個垂直賽道,哪怕垂直度非常深,都充滿了潛力和機會。消費升級及二胎政策疊加影響下的母嬰行業,無疑是典型。當前,中國每年的新生人口達到了1700萬以上,出生率由2013年的1.21%增至2017年的1.24%。據艾瑞數據機構預測,截至2018年末,國內母嬰家庭群體規模將達到2.9億,母嬰行業市場規模將超過3萬億元,并且將以每年新增300億元的規模高速遞進。未來5年,中國母嬰商品銷售市場年均增長率約12%。|母嬰產品與服務發展現狀與趨勢來源:弗若斯特沙利文雖然,人口出生增速提高不明顯,但時移世易,中國人已經從自己裁的尿布、尿介子、開襠褲,到講求材質與體驗的紙尿褲,隨著中國社會競爭壓力的加大,國人已經從“生養”到“養育”階段了,在父母的世代更替里,中國人育兒理念已經悄然發生了改變,也帶動了整個母嬰行業的發展。此外,母嬰行業還表現出這幾個方面的特征:1、缺乏統一標準。缺乏產品溯源渠道的情況下,國內中、高端母嬰產品更是存在著大量市場空白。2、集中度代提升。目前,國內母嬰企業數量眾多,但集中度較低,競爭粗放,多數企業仍然困于打價格戰的現狀,有進一步整合的空間。3、母嬰消費對價格不敏感,有“重質輕價”的獨特性。據艾瑞咨詢發布的《2017中國母嬰家庭人群白皮書》顯示,母嬰家庭人群在購買母嬰產品時,更關注產品的質量和材質,重視度分別達到74.8%和39.5%,遠高于進行普通消費時對它們的重視度。隨著母嬰行業規模不斷迅速膨脹,圍繞產品和服務的多種商業模式和盈利模式也不斷涌現。如服務類的早教課,小朋友娛樂新項目,還有販售商品的嬰幼兒奶粉、紙尿褲,倒騰上游的電商、社區平臺,等等。最好的投資是抓住飛在風中的“鳥”,各路資本也看中了母嬰行業這個大風口。數據統計,2017年全年母嬰行業獲得投資的項目共244起,平均每月有20起項目拿到融資,全年總融資金額超230億人民幣。其中,最矚目的當屬寶寶樹,吸引了好未來、復星投資、阿里巴巴等各領域一線玩家。02|賽車11月底在港上市的寶寶樹,成立于2007年,目前是中國最大母嬰類社區平臺。早在2013年4月,它就超越美國母嬰社區Babycenter位居全球第一。沙利文報告顯示,寶寶樹2017年平均MAU為1.39億,是以MAU計中國最大、最活躍的母嬰類社區平臺。同時,到2018年第三季度,這一數據達到了1.75億。同時,它仍然在快速奔跑。在2018年Q3季度主流育兒類APP新增下載量的統計中,寶寶樹孕育排在首位,Q3新增下載量達到了2754.8萬次。對于大機構而言,寶寶樹這個龐大的母嬰社區,無疑是布局和開拓母嬰市場的一個重要支點。在高速奔跑的同時,寶寶樹獲得多方青睞:2016年獲得復星和好未來跟投,2018年6月與阿里巴巴集團達成戰略合作,獲得2.14億美元的投資。2018年11月成功上市后,寶寶樹獲得進一步發展的機會。一方面品牌價值提升,另一方面,可以通過產融結合以及手中的現金,發揮資源整合的效用,做大做強。“拿到這張船票,手里有足夠的子彈后再在國內外進行投資和整合”,王懷南曾如此講述其上市目的與規劃。|寶寶樹股權結構寶寶樹目前主要做什么呢?目前寶寶樹有兩個平臺,一個是寶寶樹孕育,一個是小時光App。前者截止2018年6月30日,月活躍用戶接近9000萬;后者,主要專注兒童發展,定位于早教內容及工具的在線平臺。根據招股書披露,目前寶寶樹采用的是“社區+工具+電商”的變現模式。尤其在起家的社區上,寶寶樹優勢明顯。目前,它有33萬個圈子、8500萬發帖、1.27億問答以及9.89億張照片……這些一起構成了中國最大商業母嬰群體數據庫。工具方面,它提供了19款孕期工具、10款孕育工具及26款其他工具,滿足母嬰用戶各階段需求。電商方面,利用社區導流變現,2015年上線電商業務美囤媽媽,2018年又和阿里巴巴一起協同運營。目前,寶寶樹的主要營收是廣告、電商和知識付費,其中廣告占了絕對的大頭,電商板塊因為調整經營模式和方向,暫時影響了收入增長。但只要行業還在增長,就不用擔心龍頭企業吃不到“蛋糕”。|母嬰市場線上廣告的變化來源:中國互聯網絡信息中心 弗若斯特沙利文03|社區對于互聯網社區而言,用戶粘性比營收重要,用戶增長比營收重要。而社區留住用戶最好的方式,就是滿足他們的需求。為什么這么多人聚焦在虛擬的母嬰社區上呢?一方面,中國的城市化進程不斷加速,導致家庭單位越來越小,劇烈的社會和經濟變革,育兒理念在發生變化;另一方面,對成長、成熟于互聯網的70、80、90后來說,寶寶樹這樣的母嬰平臺讓他們在嬰兒養育、商品遴選上不至于那么“束手無策”,能幫他們解決養娃帶娃過程中的各種“難題”。在社區中,不僅有同齡人和“過來人”的經驗,還有官方打造的母嬰消費風向指南“金樹獎”,為新生家長們提供各類育兒參考。這些都對他們有很大的吸引力。對于寶寶樹這樣的母嬰公司而言,社區是個好東西,“手里有用戶,心中就不慌”。因為社區很難做,做成后就成了公司的一個“護城河”,給互聯網公司在變現道路不斷試錯的安全墊。既然社區這么重要,寶寶樹準備如何拓展好社區資源?根據公司管理層透露,寶寶樹下一步希望通過挖掘數據的方式,匹配用戶的需求。一直以來,寶寶樹都以社區為基礎,為核心用戶人群提供交流、分享的平臺,媽媽們在這里以“圈子”——同齡圈、同城圈、同院圈——的形式交流,每天發帖討論問題。根據公開數據顯示,截至2018年上半年,寶寶樹共有33萬個圈子,其中活躍圈子超過7000個,圈子討論中用戶發帖量超8500萬,評論12億條。在接受媒體采訪時,寶寶樹副總裁兼商業總負責人魏小巍表示,通過生日和預產期,寶寶樹可以了解到大部分用戶的需求;加上,對數據的充分挖掘,寶寶樹可通過大數據抓住用戶痛點,為其提供產品和服務,這也是寶寶樹的核心能力。未來,母嬰大數據也將是寶寶樹商業變現的一個“大金礦”。也許正是看到了寶寶樹在數據方面的潛力,今年6月份,阿里巴巴與寶寶樹簽署了戰略合作協議,C2M正是協議內容之一。(注:C2M,簡稱“客對廠”,英文Customer-to- Manufactory。一種新型的基于社區SNS平臺以及B2C平臺模式上的一種新的電子商務模式。)對于寶寶樹而言,挖掘用戶的需求大數據,提供個性化C2M需求解決方案,解決用戶痛點,未來將是大有可為的事。04|展望在經濟增速下滑疊加互聯網下半場流量紅利枯竭的寒冬里,對于母嬰行業而言,誰掌握了流量和資本,誰就能笑到最后。寶寶樹已經占到先機。畢竟今年6月,在上市前的最后一輪融資中,寶寶樹獲得了來自阿里巴巴的戰略融資。對阿里來說,寶寶樹帶來了專業化的人群和數據資源;對寶寶樹來說,阿里進一步拓展了其商業化能力和業務模式可能性。未來,借助阿里在M端的資源,以及它的電商基礎能力,寶寶樹的電商業務可以進一步降低后端經營成本,發揮它在社區領域的優勢。在這個冬天里,也許正如王懷南所說,“在智力和體力都相差無幾的情況下,要比的就是我們是否有足夠的心力”。來源:一點財經(yidiancaijing)作者:邱 韻編輯:劉 煜封面:陸 露

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zai 2013 nian 4 yue, ta jiu chao yue mei guo mu ying she qu Babycenter wei ju quan qiu di yi. sha li wen bao gao xian shi, bao bao shu 2017 nian ping jun MAU wei 1. 39 yi, shi yi MAU ji zhong guo zui da zui huo yue de mu ying lei she qu ping tai. tong shi, dao 2018 nian di san ji du, zhe yi shu ju da dao le 1. 75 yi. tong shi, ta reng ran zai kuai su ben pao. zai 2018 nian Q3 ji du zhu liu yu er lei APP xin zeng xia zai liang de tong ji zhong, bao bao shu yun yu pai zai shou wei, Q3 xin zeng xia zai liang da dao le 2754. 8 wan ci. dui yu da ji gou er yan, bao bao shu zhe ge pang da de mu ying she qu, wu yi shi bu ju he kai tuo mu ying shi chang de yi ge zhong yao zhi dian. zai gao su ben pao de tong shi, bao bao shu huo de duo fang qing lai: 2016 nian huo de fu xing he hao wei lai gen tou, 2018 nian 6 yue yu a li ba ba ji tuan da cheng zhan lue he zuo, huo de 2. 14 yi mei yuan de tou zi. 2018 nian 11 yue cheng gong shang shi hou, bao bao shu huo de jin yi bu fa zhan de ji hui. yi fang mian pin pai jia zhi ti sheng, ling yi fang mian, ke yi tong guo chan rong jie he yi ji shou zhong de xian jin, fa hui zi yuan zheng he de xiao yong, zuo da zuo qiang." na dao zhe zhang chuan piao, shou li you zu gou de zi dan hou zai zai guo nei wai jin xing tou zi he zheng he", wang huai nan ceng ru ci jiang shu qi shang shi mu di yu gui hua. bao bao shu gu quan jie gou bao bao shu mu qian zhu yao zuo shen me ne? mu qian bao bao shu you liang ge ping tai, yi ge shi bao bao shu yun yu, yi ge shi xiao shi guang App. qian zhe jie zhi 2018 nian 6 yue 30 ri, yue huo yue yong hu jie jin 9000 wan hou zhe, zhu yao zhuan zhu er tong fa zhan, ding wei yu zao jiao nei rong ji gong ju de zai xian ping tai. gen ju zhao gu shu pi lu, mu qian bao bao shu cai yong de shi" she qu gong ju dian shang" de bian xian mo shi. you qi zai qi jia de she qu shang, bao bao shu you shi ming xian. mu qian, ta you 33 wan ge quan zi 8500 wan fa tie 1. 27 yi wen da yi ji 9. 89 yi zhang zhao pian zhei xie yi qi gou cheng le zhong guo zui da shang ye mu ying qun ti shu ju ku. gong ju fang mian, ta ti gong le 19 kuan yun qi gong ju 10 kuan yun yu gong ju ji 26 kuan qi ta gong ju, man zu mu ying yong hu ge jie duan xu qiu. dian shang fang mian, li yong she qu dao liu bian xian, 2015 nian shang xian dian shang ye wu mei dun ma ma, 2018 nian you he a li ba ba yi qi xie tong yun ying. mu qian, bao bao shu de zhu yao ying shou shi guang gao dian shang he zhi shi fu fei, qi zhong guang gao zhan le jue dui de da tou, dian shang ban kuai yin wei tiao zheng jing ying mo shi he fang xiang, zan shi ying xiang le shou ru zeng zhang. dan zhi yao hang ye hai zai zeng zhang, jiu bu yong dan xin long tou qi ye chi bu dao" dan gao". mu ying shi chang xian shang guang gao de bian hua lai yuan: zhong guo hu lian wang luo xin xi zhong xin fu ruo si te sha li wen 03 she qu dui yu hu lian wang she qu er yan, yong hu nian xing bi ying shou zhong yao, yong hu zeng zhang bi ying shou zhong yao. er she qu liu zhu yong hu zui hao de fang shi, jiu shi man zu ta men de xu qiu. wei shen me zhe me duo ren ju jiao zai xu ni de mu ying she qu shang ne? yi fang mian, zhong guo de cheng shi hua jin cheng bu duan jia su, dao zhi jia ting dan wei yue lai yue xiao, ju lie de she hui he jing ji bian ge, yu er li nian zai fa sheng bian hua ling yi fang mian, dui cheng chang cheng shu yu hu lian wang de 70 80 90 hou lai shuo, bao bao shu zhe yang de mu ying ping tai rang ta men zai ying er yang yu shang pin lin xuan shang bu zhi yu na me" shu shou wu ce", neng bang ta men jie jue yang wa dai wa guo cheng zhong de ge zhong" nan ti". zai she qu zhong, bu jin you tong ling ren he" guo lai ren" de jing yan, hai you guan fang da zao de mu ying xiao fei feng xiang zhi nan" jin shu jiang", wei xin sheng jia zhang men ti gong ge lei yu er can kao. zhei xie dou dui ta men you hen da de xi yin li. dui yu bao bao shu zhe yang de mu ying gong si er yan, she qu shi ge hao dong xi," shou li you yong hu, xin zhong jiu bu huang". yin wei she qu hen nan zuo, zuo cheng hou jiu cheng le gong si de yi ge" hu cheng he", gei hu lian wang gong si zai bian xian dao lu bu duan shi cuo de an quan dian. ji ran she qu zhe me zhong yao, bao bao shu zhun bei ru he tuo zhan hao she qu zi yuan? gen ju gong si guan li ceng tou lu, bao bao shu xia yi bu xi wang tong guo wa jue shu ju de fang shi, pi pei yong hu de xu qiu. yi zhi yi lai, bao bao shu dou yi she qu wei ji chu, wei he xin yong hu ren qun ti gong jiao liu fen xiang de ping tai, ma ma men zai zhe li yi" quan zi" tong ling quan tong cheng quan tong yuan quan de xing shi jiao liu, mei tian fa tie tao lun wen ti. gen ju gong kai shu ju xian shi, jie zhi 2018 nian shang ban nian, bao bao shu gong you 33 wan ge quan zi, qi zhong huo yue quan zi chao guo 7000 ge, quan zi tao lun zhong yong hu fa tie liang chao 8500 wan, ping lun 12 yi tiao. zai jie shou mei ti cai fang shi, bao bao shu fu zong cai jian shang ye zong fu ze ren wei xiao wei biao shi, tong guo sheng ri he yu chan qi, bao bao shu ke yi liao jie dao da bu fen yong hu de xu qiu jia shang, dui shu ju de chong fen wa jue, bao bao shu ke tong guo da shu ju zhua zhu yong hu tong dian, wei qi ti gong chan pin he fu wu, zhe ye shi bao bao shu de he xin neng li. wei lai, mu ying da shu ju ye jiang shi bao bao shu shang ye bian xian de yi ge" da jin kuang". ye xu zheng shi kan dao le bao bao shu zai shu ju fang mian di qian li, jin nian 6 yue fen, a li ba ba yu bao bao shu qian shu le zhan lue he zuo xie yi, C2M zheng shi xie yi nei rong zhi yi. zhu: C2M, jian cheng" ke dui chang", ying wen Customerto Manufactory. yi zhong xin xing de ji yu she qu SNS ping tai yi ji B2C ping tai mo shi shang de yi zhong xin de dian zi shang wu mo shi. dui yu bao bao shu er yan, wa jue yong hu de xu qiu da shu ju, ti gong ge xing hua C2M xu qiu jie jue fang an, jie jue yong hu tong dian, wei lai jiang shi da you ke wei de shi. 04 zhan wang zai jing ji zeng su xia hua die jia hu lian wang xia ban chang liu liang hong li ku jie de han dong li, dui yu mu ying hang ye er yan, shui zhang wo le liu liang he zi ben, shui jiu neng xiao dao zui hou. bao bao shu yi jing zhan dao xian ji. bi jing jin nian 6 yue, zai shang shi qian de zui hou yi lun rong zi zhong, bao bao shu huo de le lai zi a li ba ba de zhan lue rong zi. dui a li lai shuo, bao bao shu dai lai le zhuan ye hua de ren qun he shu ju zi yuan dui bao bao shu lai shuo, a li jin yi bu tuo zhan le qi shang ye hua neng li he ye wu mo shi ke neng xing. wei lai, jie zhu a li zai M duan di zi yuan, yi ji ta de dian shang ji chu neng li, bao bao shu de dian shang ye wu ke yi jin yi bu jiang di hou duan jing ying cheng ben, fa hui ta zai she qu ling yu de you shi. zai zhe ge dong tian li, ye xu zheng ru wang huai nan suo shuo," zai zhi li he ti li dou xiang cha wu ji de qing kuang xia, yao bi de jiu shi wo men shi fou you zu gou de xin li". lai yuan: yi dian cai jing yidiancaijing zuo zhe: qiu yun bian ji: liu yu feng mian: lu lu

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