Spicy Mom And Suning Complementary Advantages Big Data Help New Retail Business

According to the world clothing shoe and hat net, in August 30th,

Red children held the opening ceremony of Beijing Chaoyang Road flagship store and the development strategy bulletin.

In February this year, Suning's exclusive strategic investment hot Ma help, the same year in March, Suning red baby mother and baby mall in hot mom help APP formally launched.

In only half a year, the hot Ma help and Suning fully integrate the resources advantages of both sides, with the "community + content + electricity supplier" mode, and complete the effective construction of mother and infant ecological closed-loop.

(photo shows Dr. Wang Anjing, co-founder and President of freaky)

The iteration and extension of products around the needs of users is the core driving force of the company from the beginning of its establishment. This coincides with the concept of "user focus" proposed by Zhang Jindong, chairman of Suning, at the beginning of this year, that is, no longer simply tracking the number of users and platform traffic, but focuses on the user's value satisfaction and focuses on the realization of profitable users.

In the five years since its establishment in 2012, the spicy Mama Gang, based on the mobile community platform, has built up a good user experience ecosystem by virtue of the accurate output of quality and massive content, and has built an effective interactive bridge between users and brands.

Today, the freaky mom has grown into a huge maternal and infant empire with high volume and high viscosity. It is the lifeblood of big data for the survival of the hot mom.

How to further dig the value of user traffic, the deep cooperation between freaky and Suning on the electricity supplier level is a successful business model: opening the hot mom to help APP, clicking on the home page "suing red children" column label, and then jumping to a sunning red child mother and baby mall, just a few minutes can easily complete the purchase order.

In addition to directly opening the electricity supplier entrance to the community platform, the freaky group will also make targeted purchases to the target users through the platform's own dynamic intelligent recommendation system according to the specific activities of the mall and the push demand for goods.

Wang Anjing, co founder and President of freaky mom, said at the press conference that the hot mom helped independently develop the big data platform in 2015. Now it has accumulated multidimensional data models including user interest model, user behavior model, post quality model and so on. With the foundation of big data, it can well integrate elements such as content, marketing, product and user interaction, purchase experience and so on, so as to optimize and perfect the layout of mother and child consumption of "community + electricity supplier".

Comprehensive construction of content ecology pattern under line and line synchronization

Under the environment of consumption upgrading and content upgrading, the way and form of people's access to information have undergone great changes. The new content marketing communication carrier, which focuses on shopping guide and live short videos, has become the mainstream energy growth point.

In cooperation with Suning, on the one hand, its children and mothers have been fully supported by the hot mothers' content departments. Through planning topics such as theme, season and age, mothers and infants are planning the shopping guide articles, thereby promoting users' desire to buy; on the other hand, the original live broadcast resources of "experts online", "fashion celebrities", "spicy Mama", "I am", "I have" and "nutritionist" have been synchronized to the corresponding live broadcast sections of red children, mother and baby business, including fashion, shopping guide, nutrition, food and other major areas.

Spicy mom's content planning and production capabilities have also been fully recognized by Taobao and other integrated e-commerce platforms.

Through the integration of its professional mother and baby content team, live video team and hot mother red man resources, the hot mom helps create a comprehensive entertainment original program IP, including "Mars nursery", "spicy mom kitchen", "life relativism" and "double eleven crazy nights", with the help of a highly interactive interactive panoramic broadcast carrier.

At the same time, spicy mom took the lead in the Taobao baby MCN service as the head mother and baby service provider, and set up the brand of "hot mom help". Through the pportation of high-quality content resources including graphic and live short videos, we can fully tap the possibility of upgrading the content consumption.

In addition, Suning will also cooperate in the annual events of the hot mother's day, such as spicy mother's day, spicy Mama's afternoon tea, Queen's plan, and so on, so as to further realize the coordination of deep and accurate landing.

From online to offline, from community to electricity providers, the integration of strategic business between freaky and Su Ninghong children is an all-around upgrade of maternal and child formats integrating content, big data, users, traffic and marketing.

In the future, the two sides will continue to integrate complementary resources and give full play to the cross border synergy, so as to provide more professional and high-quality services for the majority of maternal and infant users.

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