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寶寶樹:2019年移動端月活用戶增長7.9% 平台、流量、內容全面升級

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2020年3月31日 18時54分

香港, 2020年3月31日 – (亞太商訊) – 近日,數據研究機構BigData-Research(比達諮詢)發布《2019年度中國互聯網母嬰市場研究報告》稱,2019年中國移動母嬰平台用戶規模達2億,較2018年增長近30%。其中,頭部平台寶寶樹用戶基數最大,旗下寶寶樹孕育App最受90後孕媽歡迎,成為孕媽用戶的第一入口,其用戶滿意度最高。

的確,深耕母嬰行業十餘年,寶寶樹憑藉全面系統的育兒內容、高效便捷的孕育工具、優質豐富的商品服務,打造了中國年輕家庭生活服務一站式平台,也因此成為中國最大、最活躍的母嬰類社區。其2019年年報披露全年收入約3.57億元人民幣,毛利約為2.23億人民幣,毛利率達62.4%。全平台平均月活躍用戶總數超1.39億,其中移動端月活躍用戶數達2450萬,同比增長7.9%。旗艦App寶寶樹孕育次月平均留存率達64%。在穩定有序的發展背後,是規模龐大且充滿機遇的母嬰市場,以及寶寶樹的積極應對與調整布局。

“90後寶媽”消費力持續釋放,母嬰市場整體向好

隨着消費升級以及擴大內需,我國母嬰行業正迎來新一波增長機遇。無論是處於孕期還是嬰幼兒階段,母嬰及其家庭的消費潛力正不斷釋放出來。

當前,90後已逐漸為人父母,作為新一代的母嬰消費者,育兒觀念與以往有顯著的區別,他們願意對嬰兒投入更多的資金和精力,尤其是“90後寶媽”。數據顯示,在2019年中國90後媽媽家庭中,母嬰消費佔總家庭支出比例中支出在21-50%的佔了70%以上。

值得注意的是,當今的年輕家庭對於母嬰產品個性化需求和品質追求越來越高。尤其“95後寶媽”多為追求時尚和生活品質的“顏控”,對母嬰產品更關注款式、外觀等。這類消費群體目前已經越過一線城市,向二三線城市蔓延,這意味着母嬰消費市場將會更加龐大。

根據弗若斯特沙利文數據,隨着新生嬰兒數目將持續上升,線上年輕家庭平台的目標用戶人數預計從2018年的5.66億人增至2022年的5.99億人;中國年輕母嬰產品及服務市場將由2018年的2.4萬億元(人民幣,下同)增至2022年的4.3萬億元,複合年增長率達15.69%。

由此可見,伴隨着90後、二胎、低線城市等新的母嬰人群的加入,新的消費理念、消費工具、消費慣性驅動着中國家庭正走向新的孕育和生活方式,為商品和服務的提供者帶來了新的巨大機遇。而作為國內最早深耕母嬰垂直行業的企業之一,寶寶樹現已完成了年輕家庭服務平台的搭建,並率先搶佔了90後新生代媽媽的關注與支持,未來勢必將在母嬰增量市場中搶佔到有利先機。

藉助先發優勢 率先完成主營業務升級調整

體現在寶寶樹的主營業務上可以看到,今年廣告、電商、知識付費這幾大業務板塊,在用戶變遷、行業趨勢逐漸顯露的大背景下率先完成了布局與調整。

2020年,寶寶樹將廣告業務聚焦兩個方向:基於中國媽媽在家庭中的影響力與決策力,圍繞家庭全場景進行內容鋪設與商業化開拓,如推出了營銷IP寶寶樹研究院,以研究院為概念強化專業性與實用性,讓用戶從被動廣告到主動求學,19年已與14個品牌建立深度合作。值得一提的是,國產品牌作為近兩年家庭快消領域的新生力量,寶寶樹也加大了開拓力度,並針對其推出了一些利更接地氣的營銷方式,如網絡綜藝與明星帶貨。另一發方向則是,加強平台的品轉效能力,以迎合整個廣告行業的大風向,其中品牌號便是一個結合種草與拔草的全鏈路營銷產品。

電商方面,與阿里攜手打造的電商平台已經進入2.0版本,持續的後台構建,讓前台的用戶逐漸培養起消費心智。與此同時,秉持“用戶在哪,寶寶樹就在哪”的原則,寶寶樹於今年陸續深入天貓、與微信等超級生態布局電商服務,希望以此來滿足該生態中母嬰用戶的內容、工具、與消費需求。

知識付費方面,寶寶樹知識付費體系於今年加速平台化轉型,通過自製+引入的形式不斷進行升級,以此進一步提升業務的營收能力。目前,寶寶樹的知識體系重點劃分為備孕期、孕期、嬰期三個核心主題,7個細分階段、29個主題、175個專項問題,共計207套課程,基本覆蓋了母嬰用戶整個孕育階段所需的知識服務。

穩固頭部優勢 流量、內容、平台全面升級

業務的調整升級離不開穩固的“基礎建設”。對於寶寶樹來說,內容、流量、平台是便其開展一切業務與布局根本,也是其穩固行業優勢的核心所在。因此,在左手打磨業務的同時,寶寶樹右手加強了對這三方面的升級加碼。

流量升級方面,寶寶樹將從“App主陣地”向“外域流量”擴張布局,加速效率。除了繼續鞏固寶寶樹孕育APP這個主要發展平台外,寶寶樹近年來加速向外域流量的拓展以吸引更多的新生代年輕家庭。於2019年,寶寶樹基於支付寶、微信、抖音、小紅書等平台,通過搭建小程序、社群、短視頻直播等多種形式為母嬰人群提供內容、服務、商品等解決方案。

此外,為了迎合新生代母嬰用戶更便捷、更智能的育兒需求。寶寶樹在優化產品功能與交互界面的基礎上,陸續上線多款智能產品。包括智能哭聲翻譯產品哭聲識別,能夠根據嬰兒哭聲不同特徵識別嬰兒的需求,從而指導新手父母安撫嬰兒;小樹機器人提供AI語音問答服務,可快速準確地回答母嬰相關問題、播放音樂、提供早期教育課程、錄音和其他家庭場景服務,以此滿足90後孕媽人群的使用習慣,並進一步優化用戶體驗。

內容升級方面,寶寶樹將構建內容+達人話語場,培育原生KOL矩陣,創造多元價值,提升內容質量和創新內容閉環生態。其中寶寶樹通過紅人孵化與內容IP打造MCN布局,持續拓展營銷邊界,長線布局紅人經濟。此外,寶寶樹推出春風計劃,以加速助力創作者快速成長。

作者:覃漢計


News URL: https://www.acnnewswire.com/press-release/simplifiedchinese/58311/

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