After many attempts at maternal and infant medical care, can BabyTree get rid of the dark cloud of low profits? | jayaslot4d, wajik777 rtp live

The continued promotion of favorable policies and strong market demand have enabled maternal and infant medical care to develop rapidly, and companies in the industry are also making constant moves.

Recently, according to Phoenix.com, Babytree has in-depth cooperation with Fosun and launched the maternal and infant medical service brand "Xiaoxing Doctor" with the aim of creating the most warm and friendly medical service brand in China.

Therefore, BabyTree has taken a step forward in maternal and infant medical care. How did BabyTree lay out the maternal and infant medical field before this?

BabyTree has tried maternal and infant medical care many times

According to Sohu.com, BabyTree founder and CEO Wang Huainan once said, “The only principle in the face of great changes is to follow the trend and adapt to the changes.”

BabyTree took the lead in professionalizing and verticalizing maternal and infant medical knowledge through the pregnancy knowledge base on the PC in 2007. Then the BabyTree app launched products such as pregnancy dictionaries, prenatal checkup schedules, and understanding of B-ultrasounds, turning medical knowledge into tools. These series of online medical knowledge output products provide users with knowledge on maternal and infant medical care.

As people's consumption levels upgrade, users' demand for maternal and infant medical and health knowledge is getting higher and higher. Babytree also realizes that the mere output of online medical knowledge can no longer meet users' upgrading needs.

Data from the "2015 China Health Statistics Yearbook" show that there are only 0.43 pediatricians for every 1,000 children in my country, which means that there is only 1 pediatrician for every 2,300 child patients. These shocking data can show that maternal and infant medical resources are extremely uneven.

Therefore, Babytree has reshaped its maternal and infant medical business due to the inability of its online maternal and infant medical knowledge tools to meet the upgrading needs of users and the uneven distribution of offline medical resources. It has thus launched two products, "Open Talk" and "Expert Answer" under the Internet+ model, to personalize and service knowledge.

BabyTree’s “Lectures” project cooperates with many well-known domestic doctors and experts, and each class has attracted more than 20,000 user registrations. Therefore, this online product has become very popular among users and doctors. Chen Jing, the former deputy chief physician of the Affiliated People's Hospital of Fujian University of Traditional Chinese Medicine, once mentioned that 70% of outpatient diseases are common diseases and do not require face-to-face diagnosis and treatment. Online classes are actually a very efficient and convenient way, which allows her to help more patients in need.

Sohu also reported comments from BabyTree users. The user once said that she had never had the opportunity to listen to professional teachers teaching maternal and infant knowledge. When BabyTree launched a lecture by the chief physician of Beijing Children's Hospital, she signed up immediately and shared it with others after the class. This phenomenon is enough to show that Babytree’s step in reshaping its maternal and infant medical business is the right one and can bring benefits to doctors, patients and itself.

In addition, BabyTree launches “Expert Answer”The platform has gathered nearly a hundred authoritative experts in pregnancy care and early education in China, allowing users to conduct one-on-one consultations and quickly communicate with experts via voice. At the same time, the platform can also answer questions from maternal and infant users in multiple fields. Users can come into contact with top experts across the country and even internationally, and can hear professional opinions first-hand. This is completely different from just seeing text in the BabyTree community, and the user experience has been greatly improved.

According to Global Network, "Expert Answer" has received an average of nearly 1 million daily visits in just 10 days since it was launched, with more than 800 questions asked every day and nearly 100,000 listeners. In this way, the promotion of this product meets the user's appetite, captures the user's pain points, and achieves very good results.

It can be said that BabyTree's several trials in the maternal and infant medical business have been relatively successful. This has a lot to do with the natural traffic and big data accumulated from its community + e-commerce operation model. Moreover, after eleven years of accumulation, BabyTree will inevitably have an increase in the trust of its users. However, even though BabyTree has tried many products in maternal and infant medical care, at present, the profitability of this area may have become a problem for BabyTree.

Why is Babytree’s maternal and infant medical business not very profitable?

BabyTree’s profit mainly consists of three parts: advertising, physical e-commerce and knowledge payment. BabyTree’s income from maternal and infant medical business mainly comes from knowledge payment income.

According to Huxiu.com, BabyTree’s revenue from advertising in 2017 was 372 million yuan, accounting for 51%; e-commerce revenue was 332 million yuan, accounting for 45.6%; and revenue from knowledge payment was 24.65 million yuan, accounting for 3.4%. From this point of view, although BabyTree has products in maternal and infant medical care one after another, the profitability of BabyTree's knowledge payment business is indeed a bit low compared to the other two businesses. Generally speaking, compared with other businesses, BabyTree's profitability in the maternal and infant medical business is not outstanding.

On the one hand, "fragmented" paid knowledge products are not enough to solve users' concerns.

Currently, Babytree's maternal and infant medical business can only provide users with consulting services, and users can only learn a certain knowledge point every time they pay. In this case, the knowledge obtained by users is relatively fragmented. This form of business is more like providing fast-food services to users. However, if users want to truly continue to absorb knowledge and nutrients and solve various needs for maternal and infant medical care, then this "fragmented" knowledge payment product is not enough to solve users' concerns in one go.

Compared with this kind of paid-for-knowledge product, pregnant women may be more willing to go to regular hospitals for consultation. After all, regular hospitals are more reliable. Moreover, in regular hospitals, pregnant women can communicate face-to-face with doctors, and doctors can also see the symptoms of pregnant women and give more accurate advice.

But it is different when consulting on BabyTree paid products. If users only look for answers to questions asked by others on the platform based on their own situation, the answers they learn may not apply to the user themselves. After all, everyone's situation is different, so there may be errors. But if the user directly asks the doctor based on their own situation, the results obtained in this way are indeed more targeted, but each time they ask a question, they will have to pay once. If the user has to ask several questions to complete a consultation, it is better to go to a regular hospital and pay a one-time fee.Solve users' concerns and save users' time.

Looking at it this way, BabyTree may lose a group of users who are willing to pay for knowledge but hope to obtain continuous and complete knowledge by providing "fragmented" knowledge services, thus affecting BabyTree's profitability in maternal and infant medical care. Therefore, BabyTree still needs to explore more diversified and stable monetization paths in its maternal and infant medical business.

On the other hand, there are too many monks and too little food, and competition in the industry is fierce.

Maternal and infant websites are highly homogeneous. Websites similar to Baby Tree include Cradle.com, Lamabang, Mom.com, etc. The content of these websites also has similar functions related to maternal and infant medical care, such as maternal and infant knowledge base, problem consultation, communication community, etc. Most of the content overlaps. It is precisely because users have such needs that so many maternal and infant websites have been derived. It seems that there is still a certain market for maternal and infant medical care, but maternal and infant websites must take into account the change of user groups. If users do not have pregnancy problems, they may leave and will not use such websites.

According to China Industry Network, although the population growth is greater than last year, the population growth rate has declined compared with last year. At present, many Internet giants have already entered the medical field, and it will be a matter of time before they enter the maternal and infant medical field in the future. This means that the number of users with maternal and infant medical needs will not change much, but competition between industries may intensify. From this point of view, BabyTree's user base may be further threatened, which will in turn affect the profitability of its maternal and infant medical business and increase its profitability pressure.

Since low profits are subject to fierce market competition and an imperfect product model, can the newly launched "Xiaoxing Doctor" brand improve this situation? In other words, in terms of maternal and infant medical care, how much profitability can BabyTree increase with the new brand of Dr. Xiaoxing?

Can "Little Star Doctor" help BabyTree get out of the dark cloud of low profits?

According to Ifeng.com, "Little Star Doctor" follows the "Baby Tree+" open platform strategy and relies on the support of three major technical modules: artificial intelligence, IoT operating system and public service system. "Little Star Doctor" has achieved full openness in its four core businesses of health content, medical resource services, technology platform and intelligent hardware, and has formed a complete closed-loop business chain.

Furthermore, Fosun is also involved in this brand. You must know that Fosun has global high-quality medical resources and is also involved in the maternal and infant field. The cooperation between BabyTree and Fosun will definitely bring certain advantages to "Little Star Doctor". It seems that Dr. Xiaoxing's physician resources will also be improved accordingly, so it is possible that the drainage will be increased.

It is reported that "Xiaoxing Doctor" mainly focuses on serving the "first 1,000 days of life." It can be said that Dr. Xiaoxing’s target group is very precise. Moreover, Sohu.com reported that after extensive research, international medical experts and nutrition experts proposed the theory of the "early 1,000 days of life." Health during this period is not only related to the child's current growth and development, but also to the health of adults.

From this point of view, it is a wise decision for BabyTree to use "Dr. Xiaoxing" to explore the next step in maternal and infant medical care. It can be said thatIt captures the initial needs of every life in its infancy. Moreover, the 2017 Health Development Statistical Bulletin shows that the number of new babies born in the country in 2017 was 17.58 million, so the mothers of these babies may become users of "Little Star Doctor" in the future. You must know that the number of newborn babies is growing every year, so it can be said that there is a certain market for "Little Star Doctor".

In addition, the open platform strategy of "Xiaoxing Doctor" is essentially to provide one-stop problem solutions for home users. Compared with previous products, "Xiaoxing Doctor" has indeed improved in the services it provides, and is no longer simply providing "fragmented" knowledge. And this This one-stop service can also save users' time and improve the efficiency of consultation. According to this, the profitability of "Xiaoxing Doctor" is likely to be better than that of previous paid-for-knowledge products. However, we still don't know how much profit margin "Xiaoxing Doctor" can bring to Babytree.

But one thing that must be mentioned is that although Dr. Xiaoxing may be BabyTree's latest weapon, the customer group it faces is still mainly the original group of users who use paid-for-knowledge products. On the one hand, this group of users has purchasing power and is willing to buy, and on the other hand, their needs are obvious. Therefore, how to make mothers willing to pay for new products is the key to profit improvement.

In short, it is possible for BabyTree to use the new brand "Xiaoxing Doctor" to increase the profitability of its maternal and infant medical business, but how much room for improvement remains to be considered. In the future, let us wait and see whether BabyTree will stagnate in the field of maternal and infant medical care or move forward bravely.