Research Of Redbaby's Catalog Sales Model And It's Transformation For O2O

With the development of market economy and the popularity of online shopping,online and offline model has become the future development direction of the marketing model in the “Internet+”age.The Communist Party of China on the fifth Plenary Session of the 18 th CPC Central Committee announced the opening of universal two-child policy,which increases 20 million newborns each year.Projection says that in the next 10 years,China's maternal and infant market will have explosive development,the market capacity will gradually increase to a scale of 300 billion yuan and the consumption dividend each year will contain approximately 150 billion.In 2015 Chinese total maternal market size has exceeded 2 trillion yuan.China has become the world's second largest maternal and infant consumption market after the United States in the world,that is,China's maternal and infant supplies industry is forming a new economic growth highlights.Since 21 st Century,the rapid development and popularization of science and technology of the Internet lead to the fast development of electronic commerce in China.Electronic commerce,which is convenient in time and space,low in cost and widely disseminated,greatly solves the problems of traditional marketing concepts and models of asymmetric information and high cost of circulation;cloud computing and big data make the emergence of network transactions more accurate and efficient;the expansion of product promotion improves consumer awareness and interaction,developing and mining market demands.The traditional marketing models of maternal and child are community retail,maternal supermarket,chain store,department stores and other retails.E-commerce has had a strong impact on the traditional marketing.Different companies are restructing during their transformation process,some succeeded,while some failed.How to make good use of the Internet,the double-edged sword and take a share in the emerging mother and infant supplies market is the problem for the business owners to solve.Firstly,this paper analyzes the current situation and existing problems of traditional maternal and infant market in China.According to the theory of network marketing,through the comparison of vertical electric and integrated electricity supplier,and analysis of the catalog marketing and O2 O marketing mode,summed up the O2 O maternal electricity supplier will be the future direction of development;secondly,this paper takes the catalog sales channels "Redbaby" as an example.In the Internet era,due to failure in marketing model transformation,it's acquired by Suning.This paper summarizes the experience and lessons of the "Redbaby" and investigates the failure of this transformation,and how Suning and "Redbaby" achieve a win-win deal;finally,this paper analyzes the model of Suning's "Redbaby" fusion transition and prospects the future of O2 O,and explains the deficiencies of this paper.