Happy entrepreneurs in maternal and infant industry

Happy entrepreneurs in maternal and infant industry

Tao Jianhui, founder of Happy Mommy

I am Tao Jianhui. Let me share my entrepreneurial feelings. I am a troublemaker myself. I have studied and worked in America for many years. Since 1997, he has worked in three companies in Motorola and Chicago, USA, and is a top international wireless data expert. He returned to Beijing from Chicago in 2008 and founded He Xin (similar to WeChat), which was acquired by MediaTek, a world-renowned mobile phone chip manufacturer. At the beginning of 20 13, Happy Mommy was established.

Since we talk about our brand, we have to talk about the whole maternal and child market in China. The maternal and child market is huge. For example, the biggest demand is milk powder, diapers, baby carriages, clothes and toys. China's entire market has exceeded 2 trillion, and the market is very large. From pregnancy, pregnancy to the age of 6, this market is huge, which can solve the problems of eating and drinking Lazar, including health problems. Then as a new company, it is impossible for us to enter the milk powder and diapers market. Therefore, our happy mother enters the maternal and child market with the help of intelligent hardware. Because what are the benefits of intelligent hardware to the maternal and child market?

I have analyzed many cases, and this maternal and child hardware has brought a lot of convenience to the maternal and child population.

First of all, it makes mothers and babies feel safer. For example, for example, how to make them feel safer. We launched a healthy product-fetal heart. You can hear the baby's heartbeat after using it, which will make her safer. Including our safety scale, you can rest assured, including many popular thermometers on the market, which also makes her feel safe.

The second smart product can make it more convenient for mothers and babies. For example, our Happy Mommy Safety Scale, as long as you stand up, he will immediately tell you whether the weight gain is reasonable or not, and she will immediately give you many presumptions. Without our intelligent weighing scale, you can look up books on the Internet to see if your weight is normal. If not, you have to go online to Baidu.

Find the corresponding solution, as well as our smart scale, she will solve everything for you and will definitely make your life more convenient.

The third is that our smart maternal and child products can make the maternal and child population more and more happy. Why? Because the process of pregnancy itself is a happy process, many people love to share it. As long as they are pregnant, especially after giving birth, they will sunbathe in Weibo and WeChat every day. It is very important that our products can help mothers bask in the sun and share happiness. That is to say, our happy mother's fetal heart can share the recorded happiness through Weibo and WeChat, so that his friends can hear the voice of sharing. Of course, they are very happy and happy. This is happy sharing.

There is a certain market for products such as maternal and infant intelligent hardware, which can make the maternal and infant population feel more at ease, make this group more convenient and make this group happier.

This market looks good, but the user cycle is short. The maternal and child industry is like cutting leeks. It's hard to cut it off when you grow up. If the user can't stay, she will definitely leave you. It is a common problem in the maternal and child industry. No company can solve it, and no company can solve it. So how to solve this problem? The only thing we can think of is to lengthen its service cycle appropriately, just like our safety scale, which can be used from pregnancy preparation to pregnancy to after pregnancy, that is, two years. In an industry, how to break through the threshold of user cycle, the most important thing is to do a good job in brand and quality, because the mother and baby people are most concerned about safety. She doesn't care whether you have the ability to meet his requirements. Her first consideration is whether the product is safe. Therefore, the product must have a high degree of security. If your product makes pregnant women feel that your product is not safe enough, then no one will want it, no matter how powerful and functional your product is. To ensure this safety, quality is very important. So you should ensure your quality from all aspects. Just like our happy mommy's products, they are well done in packaging, design, abrasive processing and customer service. Without these foundations, pregnant women won't think your company is good, so she won't be at ease, so it's difficult to sell.

Speaking of quality, now let's talk about brand, brand and rest assured are linked. There are not many economic problems for mothers and babies. She is more concerned about safety, and she is willing to buy branded products. Such as milk powder. Unless she really has no money, she will definitely buy brand-name milk powder and brand-name diapers. Therefore, maternal and child smart products must be branded. If you can't make a brand, you will be arrested and destroyed anytime and anywhere.

In the era of mobile Internet, the most important thing to consider after making a product is how to make good use of the Internet.

We have a case. Happy Mommy's intelligent maternal and child safety scale exceeded 654.38+0 million on the first day of crowdfunding in JD.COM. So, how do we do this and make use of such a niche product? One of the biggest keys is that we made a lot of preparations on the first day and prepared for the arrival of crowdfunding for more than a month. On the first day of our WeChat spread, there were more than 20 million independent visitors from WeChat to JD.COM for crowdfunding, and a considerable number of visitors from Weibo were also brought to JD.COM for crowdfunding. This is the first and most important reason.

The second is that it is actually quite difficult for JD.COM to raise 65,438+0 million through individual crowdfunding. In fact, we reached an agreement with many dealers before we started, hoping that they would place an order on the first day. This is our biggest trick. In other words, before crowdfunding began, I persuaded many people to support us, especially the channel providers. So I am confident that I can make a breakthrough on the first day.

So you must not expect your products to exceed 65438+ million, one million or several million as soon as they go to Jingdong. If you don't have any publicity input and channel support, it is impossible. If you can't bring considerable traffic to the crowdfunding page in JD.COM, your crowdfunding success is almost impossible.

Years of entrepreneurial experience sharing

I think starting a business varies from person to person, but don't start a business for the sake of starting a business. I like starting my own business. I started my business almost in 2008, when I was less than 40 years old. Now I'm 47 years old, really old. But I like the process of starting a business very much. Entrepreneurship can turn your ideas into concrete products and services. I come from a technical and product background. Whenever I turn an idea into a product, I am always particularly satisfied and happy. I am happier to see many customers like my products, and I don't even care how much money I make. This kind of satisfaction, this kind of happiness is hard to get at work.

I often share with you that the most important thing in starting a business is to do what I am interested in and be good at being a bench warmer. Because starting a business is a very hard process and an ascetic's job. If you just want to get rich, never start a business. Because it is really not easy to start a business, you will not only lose your blood when you encounter various problems, but also lose investors' money and put your younger brother's youth in. The only thing that keeps you going is your interest, if you are interested in what you are doing. You are interested in doing it if you don't make money, and you are interested in doing it if you lose money. You can give it a try.

Like myself, I am interested in free SMS and MMS software, that is, I want to challenge the operators when writing letters. Later, when I became a happy mother, I liked to share the joy of getting a new life with my pregnant mother or the mother who had just given birth. My team is also very young. I am a man in my forties. I am comfortable and happy with a group of people in their twenties and thirties every day.

As for starting a business, should it be early?

Personally, it doesn't necessarily mean that starting a business as early as possible, because starting a business requires accumulation in all aspects. The accumulation of age, money and experience. In the internet age, pure internet entrepreneurship has advantages for young people, such as dating software and chat software, which has nothing to do with traditional entrepreneurship. Like facebook and Momo, these are pure Internet. It is good for young people to do so, and there is no burden to do so. And the accumulated experience of older people has no influence on these. At that time, young people can.

However, I think it is inappropriate for young people to do many traditional things, including hardware, including many products in our industry. Because many industries have accumulated, just like hardware production, if you don't have production management for more than five years, you will have many loopholes in producing a hardware product, with high cost and low efficiency. My conclusion is that whether to start a business early depends on the specific industries and products. Everyone is different and should be treated specifically.

Is it better to start a business in your familiar field or cross-border?

Personally, cross-border is the best, but it is not 100% cross-border. When you cross into a new industry, what you do across the border is best related to what you did before. You can use your previous work experience, but not all, as long as you can use half.

All innovations come from cross-border, almost. Personally, I like to cross borders. I'm a graduate student, and I'm studying the physics of heaven and earth. But as soon as I joined the work, I stopped engaging in physics of heaven and earth, went directly to communication, and later engaged in mobile Internet. I made communication software from the internet, and then the combination of software and hardware was completely another field.

However, I think I have gained a lot, because I have entered an Internet industry and I have brought a lot of experience from the mobile Internet. Before, when I was on the mobile Internet, my products were average, but when I switched to the maternal and child industry and became a health industry, everyone thought my products were doing very well. Some means, including marketing, are common in the mobile internet industry, but not common in the maternal and child industry. She is not good at these methods, but it is good for you to bring the experience of mobile internet to this industry. But I don't emphasize the experience that has nothing to do with your previous experience, because you really have no experience.

What is the most important thing for a startup?

I think there are three important factors from the experience of setting up three companies.

The first is the team. The construction of this team is very important, that is, recruiting people. Startups especially need talents. Compared with large companies, what startups need most is talent. I just can't get it, because you can't get a high salary and you don't have much fame. People don't believe you, and the treatment is the same. Generally, everyone will choose a big company, and she won't go to your small company. So you should try your best to recruit people, and you may spend half your time recruiting people.

The second is money. My suggestion is not to pay for it yourself at the beginning, but to contact the investment angel organization for funds at the beginning. Only after you have a certain amount of funds can you recruit certain talents and powerful people to join. This money not only solves the talent problem, but also gives you access to resources. Once you invest, I will help you support, help you recruit people, do marketing and so on. Therefore, I think startups must do finance.

The third is that products must be done well and of high quality. A startup can't be a cheap product, nor can it be something that proves your company's philosophy. It must be the ultimate. For example, the smart safety scale made by Happy Mommy has never made other products before, and it was not until the Spring Festival this year that other products were made. Therefore, products should be done well. The premise of making a good product is that you should be focused and extreme, and you should focus on one direction and make the product extreme. So investors and consumers will agree with you.

Fourth, do good products need marketing? Good wine needs no bushes. If your product is good, it is ok to spread it through users or word of mouth. But, in fact, if you want to promote the development of your company, you must take the initiative to market, not spread word of mouth. Because of the rapid development of society, many people copy you. Just like our safety scale, there are more than 20 copies. If you don't publicize and copy your company, it may make you more famous. On the other hand, if you don't spread it and rely entirely on the word-of-mouth communication of users, your initial speed will be very slow. Now is the internet speed, in addition to the spread of user word of mouth, you must also increase investment in the market.

Investing in the market does not necessarily mean spending a lot of money. I think we live in an era of good entrepreneurship. It is not only the support of national policies, but also a very important point that the way of marketing has changed now, that is, from the media. There are WeChat, Weibo and other media. Make full use of these media to promote your products and your ideas.

Finally, what I want to say is persistence. After choosing the right direction, we must stick to it. It is impossible for an enterprise to build its own moat quickly. Only by constantly spending time in this field can one thing be done accurately and thoroughly.

Happy entrepreneur industry