2015 China'S Maternal And Child App Industry Overall Situation And Development Trend

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Continue to heat up the mother and baby industries.

The coming new wave of birth peak, the upgrading of the nation's overall consumption and the upsurge of eugenic and upbringing educational needs have led the maternal and child industry into a new wave of bonus.

A typical feature of App is that once hitting the user's pain point, it will quickly gain user recognition and bring explosive growth in downloads.

This report mainly analyzes the overall development and development trend of mother infant App industry.

The development and operation mode of App, including medical, early education, parent-child, nursing, intelligent hardware, and maternal and child professional services.

Core findings

1, maternal and child industry - slow hot and tender industry

The long tail effect is obvious, extending the service space.

The key to marketing is word-of-mouth, brand and emotional trust.

Product trial and feedback is a unique and effective way of marketing.

2, maternal and child mobile applications - Strategic Competition

Users have a wide range of needs for mobile medical and early education services.

Combined with intelligent hardware, mobile medical and early education services are arranged.

Based on Intelligent big data, dig the economic potential of mother and infant community.

The typical operation mode of community and professional service App is to create O2O closed loop.

Maternal and child community and professional services mobile applications are the main gestation and child care tools.

The mother infant mobile application defined in this report is:

1, in the mobile terminal, to meet the -1 to 6 year old baby parents' nurturing, fertility, nurturing, education and other related needs of the application software.

2. The main research object of this report is maternal and infant community App and maternal and child professional service App, excluding maternal and child electronic business category App.

The scale of users will continue to maintain a steady growth trend, bringing greater market capacity.

A typical feature of App is that once hitting the user's pain point, it will quickly gain user recognition and bring explosive growth in downloads.

Maternal and child App's deep ploughing of services and content, as well as meeting users' needs in depth, will bring about sustained growth of user scale.

Based on the new wave of birth peak, the increase in fertility rate caused by the second child policy, the popularity of mobile Internet, the gradual penetration of mother to child App to the two or three tier cities and the following areas, and the explosive growth of maternal and child professional service App, AI predicts that the scale of the mother to child mobile application industry will continue to maintain a steady growth trend.

Users' demand for maternal and infant App is mainly concentrated in the community, early education and medical treatment.

AI research data show that the main needs of users are concentrated in early education, medical care and baby feeding. The most frequently used mother and infant App are community, early education and medical care.

The new generation of parents has little knowledge and experience in pregnancy and child rearing, but there is a long-term high frequency demand for scientific health. Community social class APP, as a comprehensive acquisition platform for all kinds of information, has become the highest utilization rate of App among mothers and infants.

In professional services, medical App and early education App can meet users' scientific and healthy needs for childcare, so users have higher usage than other App.

Base on the function of social community, extend value-added services and seek multiple realisation.

The mother infant community has the characteristics of high frequency, rigid demand and high viscosity. The foundation of development is to nurture knowledge and information services and mothers' social services.

The main way to realize cash in mother to child community is advertising. Most communities are distributing professional services such as electronic business and early childhood parenthood to seek liquidity and enhance user stickiness.

Through community word marketing and precise demand mining to achieve community electricity supplier realisation

Through the intelligent large data mining of massive user UGC content, we can get the characteristic and precise user demand information, supplemented by the influence of word of mouth on user purchase, and the mother child community can dig out the liquidity value of the flow platform.

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Based on the user's high trust demand for product word-of-mouth and child care experience in the community,

It is expected to meet the needs of users by clearing the way of electronic commerce, and gradually pition from community electric business to community electricity supplier.

Based on the different needs of maternal and infant groups, five types of maternal and child professional services are broken down.

Because maternal and child users have the core consumption of the people's livelihood, high public concern, dual users (parents and babies), various stages of user demand, and complete independence of each stage (pregnancy, pregnancy, postpartum, child care), complex needs, and high professional requirements for services, the multiple vertical vertical subdivision services are derived from the cross between mothers and babies and industries.

Maternal and child professional services App is currently in its embryonic stage, mainly based on free promotion, supplemented by advertising and a small number of pilot payment services.

Channel preemption, service ploughing, online and offline linkage coordination, multiple realizable layout

A precise insight into the needs of the user and the economic potential of the mother and child community

Dig deep into the electricity supplier's cash flow and precision advertising marketing potential, and realize the closed loop business mode of mother and infant App from information media, community platform or professional service platform to multiple realisation.

Precise matching depth meets user's personalized needs, brings more humanized service experience to users, and operates a high temperature and sticky community and service platform.

Based on the explicit behavior and consumption characteristics of different mothers and infants, it guides users to engage in strong social interaction, and accurately matches products and services for different communities, and mining traffic dividends and social dividends on the platform.

At the same time, social users can spontaneously precipitate, establish strong social relations, bring more sticky and stronger pmission power.