Capital boost, the cross-border electricity supplier blowout development. Now electricity supplier class will talk about the sea Amoy Forum, the largest international general manager of the Lynx cross-border electronic business platform Liu Peng recently in the "new web business summit" with a smile: "one said cross-border electricity suppliers will talk about mother and child, will talk about diapers , will talk about Kao; all cross-border electricity supplier first stage, Kao diapers to account for 60% to 70%. "

Been to Sea Amoy industry FTA bonded warehouse will be issued visitors exclaim, rows and rows of mountains in Japan Kao diapers, almost put the warehouse reshaping "diapers warehouse."

Baby diapers, feed the Chinese cross-border electricity supplier.

Wrapped in diapers toward GEM

According to Chinese statistics, cross-border e-commerce center electricity supplier valuation rankings, there are 15 listed companies have the opportunity to impact, and the current highest independent valuation of cross-border electronic business platform, the maternal electricity supplier accounted for more than half, which shoots baby honey , Freaky help, babe net valuation of 6 billion yuan in the top three, the baby tree to 2 billion yuan followed.

Removal of the aforementioned company, iResearch recently released "Chinese unicorn business valuation Top200" list, as well as ocean pier, maternal child king and other electricity providers, but also to one billion dollars in valuation among the forefront.

Maternal and child products become the preferred category of cross-border electronic business platform, this year, the major platform diapers have launched several wars, but the diapers as cross-border electricity supplier trillion market torn hole of the weapon, and even bait platform to attract capital .

Behind the Mommy collective carnival

There are six months away from the pre-production period of time, after 85 mothers have turned crazy Cai Cai buy buy buy mode. Japan's Kao, Taiwan Kao, king, curious, Pampers, etc., within an integrated social groups Mommy's recommendation, Cai Cai Qi store various brands and models of diapers.

"The price is really beautiful!" Cai Cai excitedly told the "world network operators" correspondent, these diapers are on different platforms when engaging in activities to buy, cheaper than the original price by half, or even lower.

As a senior family chop hand, Cai Cai after pregnancy more without moderation. The name of "fewer and healthier happy life" banner, her cell phone in addition to Taobao, Jingdong, the only product other commonly used shopping software, and download the honey bud, red book, ocean pier, baby plaid, Netease test Lahaina purchase and other shopping categories APP.

Search, parity, the next single, is standard procedure Cai Cai sweep goods, particularly when the platform when the price war, must go Cougerenao. "Diapers is honey buds and test Lahaina ADS promotional buy, bottles, pacifiers spike, health care products, baby toys are purchased only products meeting the baby plaid, red book and other platforms. There Italian cribs, strollers are in the shopping cart and other double 11 big promotion. "Cai Cai strengths of each platform supply, discount specializing familiar.

More than Cai Cai, accustomed to a new generation of online shopping Mommy, the double 11, double 12 beyond this year, cross-border electronic business platform is also frequently made festival. Behind the revelry of reality is the overall strength of the major platform of the contest.

Netease Since the establishment of cross-border electronic business platform test Lahaina purchase this year, has launched two rounds of the diaper wars; Jingdong also launched a baby diapers dominated 50% off promotional activities; honey bud stocking diapers announced 500 million yuan, 100 million yuan subsidies for promotion. Major platform often appeared in the home of 89 yuan shipping Kao diapers, diapers as low as 0.85 yuan per piece and other activities are very eye-catching.

Just a short time, to diapers as standard electricity supplier price war into the deep water.

Low melee Figure what?

From 2010 to 2014, Chinese overseas shopping transactions from more than 100 billion yuan to more than 80 billion yuan, milk powder and diapers consumption accounted for 18% of total overseas shopping, turnover close to 150 million yuan. According to iResearch data show that in 2015 the market will break our mother two trillion yuan, accounting for 6.8 percent of total social consumer goods.

No one wanted to miss the cake. Therefore, demand rigidity, purchase frequency, high degree of standardization of diapers became pry this weapon trillion market. "Diapers are standard products, the same brand price is good compared to the advantages of easy to create a platform through parity." Insiders said.

The current market situation is: Ali, Jingdong, Amazon and other large B2C electronic business platform to get involved in a strong cross-border electricity supplier, honey bud, red book, ocean pier, Netease test Lahaina purchase other vertical business platform are actively seize the market.

For the former, especially Lynx international third party such as an open platform for brands to enter the main goal is to enrich category, quality assurance. Jingdong to launch baby diapers 5 discount based activities, mainly in order to promote its new on-line "Jingdong global share" project.

Thus, brand awareness, rich flow of large-scale electronic business platform will not easily involved in a price war. Instead, the past two years or are just on the line to finance the vertical electric provider platform, a price war leader.

Just as the US group, hungry yet these subsidies war O2O electricity supplier in full swing, they are in urgent need prices to attract traffic, the traffic is converted to sales, then get financing, continue to burn lose money war. This is the mother of cross-border electricity supplier Nuggets trillion market shortcut.

 "From the perspective of the capital of view, if a new user or a new order value of 50 yuan, then the platform is less than 50 yuan to subsidize the price is worthwhile." Fei, general manager of the domestic wet diaper manufacturers Bai Yun (China) director Ma said.

But cheap is not sustainable. Will bring diapers scale traffic on profitable non-standard products were realized, this is expected to be given diapers. "How to make a 7 cents diapers bring users in other categories platforms later on hundred dollars, or even higher customer price of the order, is making money each platform." A mother practitioners He told the "world network operators."

This is the diaper wars fuse.

Diapers financing home

As a rising star, honey buds stand out in the diaper wars, and even the media that rely on financing of 360 million yuan a diaper.

Honey bud founder called Liu Nan. In 2011, she began to be produced at home pregnant various sea Amoy. At first, she just share their sea Amoy experience in network cell, and teach other mothers how to identify genuine and fake Kao diapers.

Children 9 months old when she was on the Taobao shop, agent in Japan Kao diapers. One year, two Crown stores do, with annual sales of thirty million.

Subsequently, she received an angel investor to invest 50 million yuan Xu Xiaoping, the on-line baby honey bud. Continue to import cheap diapers for selling honey bud baby, then get three rounds of financing within a year, and on September 16 of this year to complete the $ 150 million in Series D financing, company valuation reached one billion dollars.

"No one appliance business does not depend on the price war to come out." In an interview, Liu Nan said that although the honey baby bud founded less than two years, but it must be with Ali, Jingdong, and many entrepreneurs to fight. The price war, but also can put small players knocked out.

Diapers has become capital, the strength of the platform to play the game. Thus, in March this year big promotion, Liu Nan made 500 million yuan stocking diapers, decided to subsidize sales of 100 million yuan.

Honey bud a war fame, become fragrant steamed bun investment community, not just the threat of similar vertical business platform, also hit a number of medium and small purchasing. "Except for some personalized products, other businesses do not move soon. Simply can not and platforms compared." Engaged in the business of purchasing Li Li said the cost of cross-border electricity suppliers to bring large-scale procurement, efficiency advantages, making Personal Shopping Service is losing ground.

Nevertheless, relying on capital, low-cost, explosion models of cross-border electronic business platform, it may not be able to embark on a broad road.

"Chinese mother is very clever, you can engage in activities to buy, cost-effective to buy another job, there is no other good Why come?" In the international arena Lynx diapers used to see the legendary Liu Peng comments, "do not do richness, platform , winning just short-term. "He also revealed that the recent cross-border electricity supplier without financing, and because it is very sensitive to capital, know immediately to double 11, and wanted to see the fight and so after double 11 after the results of the platform to say.

Who ripped off diapers streaking

Cut from mother to child, extending to Beauty, health care, clothing shoes, bags and other categories, the most cross-border electricity supplier category expansion logic. While diapers and other low-cost explosion models can quickly pull traffic, but if the traffic can not settle down on the platform, the platform can not be started awareness and promote the large-scale sales of other categories, then, the price war is likely to accelerate their death rate.

October 13, Japan's Kao and Lynx international strategic cooperation. Japan's Kao Lynx international official flagship store on the line 11 on the eve of the double. Kao Corporation of Japan on behalf of director Zhao Jun Takeuchi said that Alibaba is Japan's Kao retail platform in China, the only authorized official online platform, other platforms are authorized.

In logistics, Ali will be based on the entire container into China Free Trade Zone, the bonded area and then sent through to consumers, largely reducing the overall logistics and transport costs.

Alibaba Group, China's Retail Business Group CEO Zhang Jianfeng introduced, Alibaba Group, through a global retail platform settled in supermarkets, department stores and other retail business giants, focusing on the introduction of maternal and child categories, the category continued to maternal global supply chain integration. "For wrapped Kao cheap baby diapers being complacent cross-border electronic business platform, the" bad news "come as a surprise.

Lynx International outside, most cross-border electronic business platform have adopted self-employed, or form such as Jingdong "self + platform." In the front end of the supply chain, they are usually foreign direct mining or Brand Cooperation. Such as honey bud overseas seven countries set up a special international procurement team. A pack of Japanese Kao diapers from Japan to China, you need to buy a hand in local procurement team first, and then the way of the container into the Free Trade Zone, or direct mail to consumers.

The biggest shortcoming of this model is that fewer types of goods, replenishment slow, likely to cause large pro warehouse explosion, while product quality is difficult to control. Earlier media have repeatedly reported, "Kao diapers" mixed, a number of cross-border electronic business platform on the sale of counterfeit goods in the domestic market has been questioned.

"Japan's Kao brand form settled Lynx international, cross-border electricity supplier to other platforms, and so was drastic. On the one hand, after Japan's Kao line will be more strictly controlled channels, on the other hand, compared to low-cost, consumer are more willing to pay for quality. "Read the Kao's flagship store opened insider commented Ali.

However, this is just the beginning.

After the two-year war 11 also diapers, baby's first comprehensive platform operations, major platform team went to buyers around the world stockpile, supply dispute, supply chain issues will also emerge in the past fired a single product simple encounter can not support such as dual 11 large shopping War, product mix, supply chain management, logistics capabilities will be in the double 11, a full operational capability test platform; has blue ocean pier founder says that supply chain Optimization is the core of cross-border electricity supplier, a good supply chain, the largest commodity + = lowest price + fastest speed of arrival.

Thus, each platform is also actively seeking differentiation may include Jingdong global purchase, test Lahaina purchase, ocean pier platform in the category fuss richness to honey bud, Babe network as the representative of the vertical mother electricity suppliers are looking for opportunities in personalized. Honey shoots continuously deepen milk, diapers and other vertical categories of supply chain capabilities while strengthening the mobile side circles, open "honey bud circle", in order to enhance platform stickiness word of mouth. Babe network in the October 14 announced that the next year will invest 5 million to support the 1000 monthly sales over one million high quality of China-made brand quality. Non-standard products accounted for more than 70% of Beibei network, is wanted by the integration of China's ability to manufacture, build enough advantage in the supply chain.

Strive each platform, can produce what effect the war in double 11 among less than a month later will be able to pinpointing.