Red Children Multi Brand Path: Sort Out Vertical Sites

Beijing

As the largest B2C platform for mother and infant products in the country, red children began a difficult category expansion in the first few years.

In 2006, red children tried to sell other products such as cosmetics, household, health and other maternal and infant products. But compared to mother and baby business, other children always played a supporting role. No matter the type of goods, display or station promotion, mother and baby always had a strong position.

After the launch of the lottery, the original "red child" became a channel for "colorful shopping".

In the outside world, simple business adjustment is not an easy task for Xu, but this is no less than the two venture.

In the past two or three years, the sales volume of red children's company has been developing slowly. Xu Peixin admitted that he had gone through a detour in the category expansion and accumulated a lot of experience.

In the past few years, he has made great determination to build a strong and stable backstage system, and even reconstruct the technical framework of the background.

At present, the mother and infant products of red children account for only about half of the total sales. Cosmetics, food and household health care become the mature category of red children, while red children expand to fashion women by pregnant women and young mothers in the process of category expansion.

Xu Peixin's goal is that by the end of this year, the income of BB will surpass the mother and infant business.