Flow, liquidity - is to survive long-term proposition since the Internet platform. For the platform, the user is fundamental, set up by the user demand-driven product features, content system, social atmosphere and so on core competencies, shaped by word of mouth, natural-acquisition capability is the greatest impetus to its development.
However, in coerced capital and market environment, in order to cash, it seems part of the user experience and reputation of sacrifice seems inevitable.
Author / Qiu Yun
Edit / Liu Yu
Flow, liquidity - is to survive long-term proposition since the Internet platform. For the platform, the user is fundamental, set up by the user demand-driven product features, content system, social atmosphere and so on core competencies, shaped by word of mouth, natural-acquisition capability is the greatest impetus to its development.
However, in coerced capital and market environment, in order to cash, it seems part of the user experience and reputation of sacrifice seems inevitable.
In this Internet business law, even if the head enterprise can not be an exception. How to balance the scales at both ends, the situation is not short-sighted, adhere to the original mind to explore the value of long-term development, it is a fundamental platform for long-term survival.
On maternal and child vertical track, even if the market environment is not optimistic, but the baby tree this year still choose large-scale investment in human and financial resources around the user launched a content upgrade, product innovation and explore new consumption patterns, to extend the platform to user the long-term service value, and long-term commercial value of their own development.
Earlier, third-party authoritative data company Questmobile, Trustdata has released a mobile Internet report in the first half of 2019. In the field of mother and child, baby tree share, user stickiness and many other core indicators on consumer markets once again lead the industry, this is undoubtedly due to the baby tree strategic "take" and "homes."
01
From the user to the ecological
I do not know when to start, the Internet industry has been described themselves as "traffic", traffic peaked until later. Even a lot of people forget that behind the vague and general concept of "flow" is a real user, is "people" itself.
Really able to keep sweeping into the Internet players in an unstable environment, it must be faded all business is business, "said cash flow", thinking a returning user to optimize the core capabilities of the service users around the user to fine, personalized, vertical depth exploration of business.
To maternal and child population, for example, access to the content they are most rigid, most high frequency requirements, and comprehensive knowledge of the content and quality is the foundation of the baby tree. You know, maternal and child household consumption compared to other population groups, some particularity.
- On the one hand, a new generation of user maternal characteristics in line with the mainstream of development of mobile Internet users, access mode, the contents of the form of preference for the content of criteria and implementation of self-worth has been noticeably different than in previous years, "the era of herself" obvious effect .
- On the other hand, unlike other lifestyle, entertainment and other areas of the Pan-user, maternal and child population has a strong appeal to hard-core professional knowledge, science, particularly related to maternal and child health, child development is unforgiving.
So far this year, already have a baby tree on the basis of absolute advantage, the content is still carry out drastic upgrade.
Content syndication country's maternal and child pediatrician doctor from Harvard University Ph.D., postdoctoral research team and head up to people and so many external resources, to build a comprehensive maternal and child health, education and development of children growing female self-knowledge system consisting of three Taiwan and intellectual content presented by diversified forms, to build China's most complete, most advanced, most scientific home library of content.
In addition to the user thinking naturally contains the "customer first", there is a layer of meaning users is the territory.
In March, the baby tree, founder and CEO Wang Huainan development strategy put forward four baby tree, one of which is "through continuous innovation, significant investment in research and development, continuously optimize and extend fast user lifecycle."
Visible, after meeting the needs of the user base, the baby tree wants to do is to extend the user lifecycle. Maternal and infant industry actually contains two types of people, a mother, an infant, the baby trees do exactly along the life trajectory of these two groups continue to push their own ceiling.
Content in the knowledge stage of health, child development, women grow three knowledge of the user can cover has been extended from infants to 6 years or K12; when the children grow up to a certain stage, will gradually energy, attention shifted to the mother of himself groups can also concerned about the growth of the self and the broader household consumption in the process of growing of children.
As expressed by Wang Huainan as users have been the core of all baby tree operations. With the digging of user needs, and its ceiling will be further opened.
02
From the technical data
In the Internet industry, another high investment area is technology. Though not necessarily high input-output can be achieved. But with the rise of big data technology, artificial intelligence, AI a new era has arrived, technical substitution patterns become the core of all innovation, but also determines the ceiling of an Internet company's long-term development.
有丰富母婴行业数据矿藏的宝宝树，也选择开始思索如何走向下一步。王怀南曾强调，“宝宝树是一个内容知识和算法驱动的公司”。
以垂直社区平台发展而来的宝宝树，可以说是一个天然的用户个性化与数据宝库，沉淀了大量独特的行为数据，囊括婴幼儿生日、怀孕天数、预产期等核心生育数据，以及地理位置、浏览记录、搜索记录、购物记录等在内。
对数据的挖掘与运营成为它进行商业化探索的基础。比如其自发形成了同龄圈、同城圈、同院圈、兴趣圈等近33万个圈子，这些圈子代表的是标签更为相似的用户，以及更易归纳的数据，便于后期的各种用户运营与商业探索。
据介绍，宝宝树今年以来运用了大量的资源搭建起技术中台系统，可直接支持母婴类APP等新业务形态的快速开发上线和迭代。
“宝宝树对自身技术与产品发展要求不仅限于在母婴垂直领域，而是在对标整个互联网行业的领先水平。”宝宝树技术人员曾向一点财经表示。
中台、AI等技术的搭建完成，将为宝宝树在新时代的各项探索与商业化奠定基础。今年，依靠中台系统提供内容输出与数据、技术支撑，宝宝树上线了智能聊天助手“小树机器人”，用户可以与其进行语音问答、生理记录及睡前故事、胎教音乐等服务。
同时，宝宝树还推出了一款“婴儿哭声翻译器”，以游戏小程序的形式在微信生态中轻启动，背后却是帮助父母检测与识别婴儿身体、情绪状态的深层逻辑。未来在IoT领域，有很大的想象空间。
03
独立发展到开放结盟
日本著名管理学家大前研一说过，“在今天的世界，没有任何公司可以靠单干保持竞争优势”。市场也无数次证明，只有通过技术、知识、领域等资源的共享，企业才能适应内外环境的不断变化，增强双方核心竞争力。
宝宝树和阿里的结盟也是偶然中的必然，双方作为各自领域中的头部，合作毋庸置疑。自阿里投资宝宝树以来，双方组建专门团队着手整合电商业务。宝宝树负责前端用户运营服务，而阿里提供商品、仓储物流等后端服务。
宝宝树电商这一战略转型从眼下利益来看是一种自损式的举措。舍弃已经成熟的电商自营模式，重塑联合经营模式，这个过程本身就要消耗巨大的人力与资源，也需要因为用户习惯的培养周期损失电商流水。但长远来看，这样做不仅避免了“你死我亡”的垂直电商竞争，更能为用户提供品类更丰富更完善的体验与服务。
“宝宝树应该做它最擅长的事，做优质的内容和活跃的社区，其他后台的搭建、仓储物流等东西我们不需要来做。”王怀南曾这样讲述与阿里合作电商的逻辑。不仅仅是共建宝宝树电商升级，宝宝树还在天猫开设了宝宝树旗舰店，今年618期间，宝宝树专定纸巾在天猫现场直播期间瞬间售罄。
宝宝树与阿里的合作并不局限于电商，还包括广告与内容营销等。去年，宝宝树超过7%的广告收入来自阿里。就在不久前双方还宣布共同打造全链路母婴营销生态，孵化天猫母婴新锐品牌；并联合打造 “全球寻宝”这一IP，从年轻家庭不同的育儿方式及理念入手，以知识内容为入口，探寻全球优质原产母婴好货，为妈妈们提供更加放心的产品、更加贴心的服务。
宝宝树的开放不仅仅在阿里等股东层面。今年以来，宝宝树通过成立母婴联盟着手打通线上线下母婴消费场景，开放自身的流量、内容、技术、服务等等来赋能中小母婴商家。只有让出一部分机会与价值与全行业共享，才能真正实现共赢。
04
结语
在宝宝树的基因中，用户与社区的占比实在浓厚，让它时刻在强化这一基因，并由此对商业路径进行更迭：坚定夯实自己在母婴行业的内容与社区的根基优势，用技术赋予数据更大的能量，并从独立发展走向了全面开放的平台战略，共享资源的同时将部分机会出让给合作伙伴，追求商业共赢的同时，为用户争取更优质更全面的服务，这无疑是对自身，也是对用户，乃至对整个母婴市场更长期价值的保证。
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