At the "2017 Children's Business Innovation Marketing Summit" hosted by Geek Dad, Baby Bus COO Zhuang Hong shared his insights on the children's application market. The following content is organized according to Zhuang Hong's speech.
I am very grateful to the organizers for making a small investigation. It should be said that 70% of the children in China know the baby bus, or they are good partners with us, and they are playing with us every day. If you have children around you, you can take a look at the scenes where children often interact, which is very much like our product image. As a company focused on children's enlightenment education, we are also very happy to bring a good idea and a good product to our children.
At the request of the organizer, we would like to share with you, we share and discuss with you the traffic dividends from the beginning of the mobile Internet traffic and the problems and opportunities we encountered during the brand promotion or product development process.
First of all, simply explain the situation of the baby bus to everyone. The baby bus has three main characteristics. First, we are a content provider. From the perspective of demand, children will read picture books and stories, and they will need a lot of learning content. The baby bus is actually a producer of content. We hope that the better quality content can truly achieve "production and manufacturing in China", so We have about 150 apps, more than 700 songs, and more than 100 episodes of animation. We help our children grow in all areas. I am very pleased that most parents and children still think that the baby bus is an application and product of early education, not just games. We strongly encourage obedience to the nature of children, starting from the nature of play, but we hope to bring different educational concepts to our products. So baby bus is a content company, we have six years of content accumulation, and we can see our content and products in all application markets and most video playback platforms.
Also because we focus on providing quality content to our children , we won the “World's Most Popular Family Award†in 2016. It should be said to be a strong agent for Chinese content producers and a product for our content producers. Certainly, telling the world that Chinese content producers have the ability to make quality products that surprise the world.
The second is our global reputation. We have 17 languages and cover all over Asia, the Arab region and Europe and America. Because we are a matrix product format, we can see more of our products on the education category list, especially in Asia, most of the top 50 are our products.
Third, the baby bus is good at it, and it is also part of the mobile internet traffic. Fundamentally speaking, we are a mobile Internet company. Our company's user traffic is very large, with more than 60 million monthly users, more than 6 million daily users, and more than 200 million active users worldwide. From the second half of 2016 to the first half of this year, Apple released the global company traffic rankings. The baby bus company ranked fourth in China and ranked 8th in the global market.
Close to today's theme, talk about the bonus of traffic. My personal opinion of the bonus feels like the fate of a person. We often say that everyone has their own lives and has their own luck. "Life" may represent genes, which is what we often talk about is an Internet gene or company gene, which is related to your educational environment and learning background. And "transportation" is very related to "dividends". The "dividend" is actually a fortune that will be generated at every other stage. The Chinese especially talk about the trend. If we can borrow this trend, it is relatively easy to do a lot of things, so the entrepreneurs will spend a lot of time and energy to find a bonus period. Such a bonus period does exist, as Lei Jun mentioned, the feeling of standing in the wind, the pig will fly. It really feels like this, because when we first made this product, it was indeed possible to follow the first wave. The first wave of dividends was the popularity of smartphones. In the process of popularization of smartphones and smart hardware, it did bring a lot. The traffic has brought a large number of users. These users lack content in such market situations. This stage is the biggest bonus period. As long as you develop products quickly, there may be a large number of users. Of course, how long it can go is the quality of the product, but in the moment you can feel the real thrust, pushing and improving your company and products. The "wind vent" determines the development fate of start-ups to a certain extent.
When it comes to traffic bonuses, we will still think, what will bring dividends? If there is no "wind vent", is it possible to create some bonuses? We feel that the so-called "dividends" are actually an innovation of user experience. The innovation of this experience has appeared in the research and development and industrialization of new technologies. For example, the popularity of smartphones, such as the popular bicycle sharing this year, the new technology brings users a new experience, in this scene you will feel the whole life has changed, a lot of convenience, this is a big The potential to drive changes across the industry. From the point of view of traffic, the essence can still bring the latest difference to the user, which is different from the original experience. For example, the shared bicycle just mentioned, sharing bicycles before this, in fact, many city local governments have done a lot of bicycles that can be rented, but why is there no fire? It also has many, many restrictions. Including the access to a fixed position, the car must also be in a fixed position, it is not so convenient to use, it is not easy to popularize. "Sharing a bicycle" is to be able to return it anytime, anywhere, so that a small change will bring great convenience to everyone in life. Then, the user feels a very cool experience in the new scene. This cool experience compares the old experience. Will you still use the original product? In this case, your promotion costs are relatively low.
Will marketing bring a new experience? The dividend I just mentioned, my understanding is a change in business model or a new innovation in the field of technology. Why do many capital investments pursue new research areas? Once these areas are commercialized, they will bring about a new revolution. But this is not something that everyone can come across. Related to everyone's daily, we make some different experiences in marketing, and even some good ideas in marketing, it will really make people slap the case, a good planning plan will bring you different senses and extensions on the scene. That marketing can create some new experiences. I think the threshold is relatively high, and it can be used every day. At this point you need to consider some of the competitors' practices, or how they are handled before the new approach, and then see how much time it takes to replace it and persuade the cost. Replacement also has the user's psychological feelings, causing different values ​​of alternative cost to bring different feelings, such as selling a house next door, going to a place 3 kilometers away to do an action, you will buy this house will be cheap 500 dollars Maybe most people won't do it. But if it is a thing that sells a thousand dollars, you can do something to a place of 3 kilometers, and come back cheaply 500 yuan, most people will do it. Therefore, when considering the alternative cost, a reference system will be formed in the user's mind. This reference system is precisely the comparison value formed by the old experience itself.
From the perspective of baby bus growth, we are probably divided into three stages. These three stages also correspond to different dividend periods. The first bonus period started with the creation of a smartphone. From scratch, it was just what I could get when I got my smartphone. I don’t know. In this scene at the time, we were the first to think about developing children's needs for learning to grow. In the second wave of dividends, when there are more and more products, this time from the most, compared to the efficiency of production. In the content production part, we are proud of our team, because we are the most productive in the field in the production efficiency of the app, we can now have new products released every week.
The third wave, often after this stage will eliminate most of the competitors, from more to fine. When we come from the most to the fine, the pressure is very large, because we do not know what is the best quality content. We often say a word on our own. How much difference does we have from the world's best IP and content production capacity? If there is a quantification of the score, it may be more technical. When we use some scores and values ​​to quantify it, we also need some improvement. Perhaps it is our team's dedication and focus on quality content, so that the quality of our content is more and more recognized by users.
Every stage will produce a particularly good company, and will also eliminate many mimicry followers. The kinetic energy that each dividend period brings to the company is not the same as the potential energy. From nothing to nothing, it is a blue ocean. You may have a particularly high exposure rate during this time period. From the past, it is how to achieve more market resources through efficiency improvement and mass production. From the most to the fine, the last is the quality of the product, leaving behind the product's reputation.
This is our user data, just a lot of users are active on our products and platforms. We have been thinking about how to open up these flows to the industry and create more value. Baby Bus is focused on making its own products and directions, and perhaps the flow will generate more value. We hope to help our partners or our industry to do the best. In January of this year, the baby bus released a data report based on our 200 million users. From the data, we found that a new wave of consumer upgrades is coming, and most families have entered from the original “feed + raiseâ€. The stage of "teaching + raising", that is, the time for parents to participate in the feeding and education promotion of children will be longer and longer, the scene will be more and more, and the issues of concern will be deeper and deeper. I believe this is the latest coming. Develop dividends.
Back to the topic, in addition to the traffic dividend, from the strategic layout, we hope to open a win-win situation with our partners. We focus on product and content quality, focus on the areas we are good at, and open up opportunities for cooperation to partners with their own strengths in each field.
The baby bus is fully focused on the 0-6 years old family service that pays attention to the quality of education. We are doing our best. All the investment is to develop the best quality content. We will do a lot of refinement and granularity in the process of growing up the child. More elaborate. For example, the "Baby Earthquake Safety" project jointly launched by the Earthquake Administration, in fact, the earthquake is a very easy to ignore classification, after all, the probability of encounter is basically very low, but the damage is very large. We are also very happy that many users use the "baby earthquake safety" to give us feedback. Many children not only learn by themselves, but also teach parents how to prevent earthquakes. How to deal with natural disasters, for us to make products, it is really A great encouragement. Going back to daily life, parents may have experience. When children are young, they don’t like to wash their hands and bathe. How to help children develop good hygiene habits before going to kindergarten. This is also our service-conscious baby. This is the common concern of the brand. Therefore, this year, the baby bus cooperated with the French high-end baby care brand, Miao Sile, to launch an app “baby loves hygieneâ€, so that children can follow our IP learning and hygiene during the process of playing. At the same time, it also displays the related products of Miao Si Le in the interactive scene, bringing value to the brand. In addition, we also focus on operating family traffic, hoping to truly turn our traffic into a service.
For places that we are not good at, we hope to have more partners, through the cooperation of traffic, through the cooperation of content, combined with the strength of partners, to think together, how can we serve our users.
In the era of great navigation, our founders have once shared, that is, how China's cultural industry and Internet industry are going overseas. I think "going out to sea" is also a big topic. Baby buses have two natural advantages to go overseas. The first advantage is that music, vision, and games are the same carriers for children from different countries and regions. The children's play has no national boundaries, so the threshold for us in the process of going out to sea is relatively low. In addition, it is based on two major platforms for overseas promotion, one is Google and the other is Apple. We provide a lot of professional content, they help us to better serve users. Google also made a special trip to Fujian to recommend products and education concepts for baby buses to families around the world.
We list the needs of the baby bus in different scenarios, and we roughly divide into four categories.
1. The part of the game has APP and early education park. We return to the perspective of the child's most interest, let the child actively recognize, experience and explore the world.
2. There are children's songs and stories in the listening section.
3. The parts you see are animated and picture books.
4. The used parts are the parent community and other derivative products.
Back to the perspective of marketing, the three parts are topics of common concern:
1. Where does the new customer come from?
2. How to produce high conversion?
3. How to generate high value for consumption?
The part of the new customer, from the point of view of traffic, the baby bus is still the lowest in the mainland, and even the world has the lowest flow rate, the lowest source of flow. Conversion rate For everyone, how much each user can generate a conversion, the scene will have a very important impact, this will be based on further subdivision of the baby products category further planning communication. From the communication with the user, the baby bus has planned to make a “fantastic studio†in the parent fan community “Baby Bus Encyclopediaâ€, so that parents can accompany their children to use the products of the baby bus and share the experience to the community. . One of them is a simple cartoon "Watch" that invites parents and children to watch the baby bus. This is specially designed for Xiaomi's Mi rabbit children's watch. Children watch animation, sing songs, follow pictures, etc. In such a scene, everyone has a very specific and emotional awareness of the baby products brand, and some innovations, beyond the traditional advertising on the brand cold and one-way information.
Edited | manka
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