Leading the mother, baby and child industry for 15 years, the digital and intelligent evolution path of KidsKing.

Spencer Johnson once said, "Change is the only constant." This sentence is the most appropriate growth footnote for the mother, baby and child track.

In fact, from the high-speed growth period driven by the four major dividends (market, consumption, technology, and population) to the crisis moment faced after 2020 due to negative population growth and changes in the consumption structure of residents, and then to the present era of consumer arrival, the mother, baby and child track is constantly changing.

Between the ebb and flow of the tide, countless entrepreneurs have entered the game, and countless losers have left. Those who can persist in the tide are those who can recognize the situation and continue to evolve - as an industry benchmark, Kids King has always been the one leading the change.

In a changing environment, what is the underlying code for Kids King to keep growing?

The unique "Digital Intelligence" evolution path

Since its rise, the mother, baby and child track has seen continuous waves, gradually surging into a super-large market with a scale of 7.6 trillion yuan (data from iiMedia Research). Facing the opportunities, countless entrants have poured in, creating a prosperous scene of thousands of sails competing in the industry.

However, as the industry has experienced ups and downs, not many enterprises can break through: Kids King is the outstanding one left on the table, which is closely related to its evolution in "Digital Intelligence".

As a data-driven, user-centered, and innovative full-channel service provider for parent-child families based on user relationship management, Kids King started from online e-commerce in 2009 and pioneered the large-store model in the industry, inherently carrying digital and innovative genes; in 2015, Kids King carried out an omni-channel digital layout to complete the digitalization of all production factors such as products, users, employees, and management; in 2019, Kids King entered the data-driven era.

Up to now, Kids King has built a unique and irreproducible ability through the digitalization of members, products, services, stores, and employees, as well as the automatic allocation of resources driven by data.

Offline, the digital stores of Kids King are expanding rapidly. Currently, it has nearly 1,200 digital direct-sale stores (including Leyou) in 21 provinces across the country, entering more than 200 cities. At the same time, its stores have expanded from the first-generation store to the full-age children's lifestyle store, meeting the one-stop shopping and growth service needs of mothers, babies and children aged -1 to 14. Looking at the mother, baby and child industry, Kids King has built the widest national urban grid-like chain system.

Online, the channel expansion is also rapid. Currently, there are more than 92 million Kids King members, and the number of enterprise WeChat private domain community users is also more than 10 million.

It is worth noting that in the current business context, the online and offline are no longer in a fragmented state, and the trend of "you have me in you, and I have you in me" is more obvious. In this regard, Kids King has achieved a comprehensive integration of online and offline very early to promote the implementation of the whole-region operation.

Specifically, taking the offline stores as the carrier, Kids King adopts the strategy of one store with multiple scenes and one chain with multiple scenes to create a "boundless & accurate" operation model, achieving the digital full-region and full-scene coverage from the place to the scene and from the function to the experience, precisely meeting the pursuit of high-quality parenting life of parent-child families, and deeply exploring and meeting the emotional value needs of users.

The deep integration of the "online + offline" scenes allows users to enjoy high-quality services and have a full-link digital experience at any time, any place, and any scene.

Just like a person's growth, Kids King, which has been honed for 15 years, has won at the starting line of Digital Intelligence, cultivated a solid "childhood skills", and built a "full-channel + full-region + full-scene + multi-format" national retail layout.

At the same time, these accumulations have become an important intangible asset of Kids King, thereby gradually deepening and widening the moat of competition, making it more and more unique and difficult to be imitated by peers.

There is no doubt that Kids King's Digital Intelligence practice has opened up a new idea for the development of the mother, baby and child industry and also made it an industry benchmark.

Open the growth ceiling with intelligence

At present, an undeniable fact is that due to the continuous decline in the birth rate of newborns, the mother, baby and child industry is gradually changing from an incremental dividend to a stock competition, and both brands and channels may usher in a round of reshuffle.

On the one hand, for pure offline platforms, due to the lack of Digital Intelligence accumulation, it is very difficult to obtain traffic; on the other hand, in the face of the emerging era of user sovereignty, for pure online platforms, only having traffic without scenes means lacking user experience and temperature, and it is difficult to bring emotional value to users.

In this case, How to deeply cultivate the stock and realize the transformation from traffic to retention has become a necessary question for the industry to achieve the Digital Intelligence transition, and it is also the password to open the upper limit of market growth.

In this regard, Kids King's solution is to use its unique "scientific and technological strength + humanized service" ability to achieve both traffic and retention, so as to provide timely, appropriate and needed services for the industry and boost the continuous evolution of the industry.

In the operation and maintenance of traffic, the core is to accurately reach users in all-weather and multi-scene, and on this basis, deeply understand users.

In terms of all-weather, Kids King has a 24-hour non-stop AI digital human live broadcast, allowing users to access professional knowledge and information at any time and anywhere. At the same time, intelligent community operation realizes the comprehensive and accurate reach of consumers.

It is worth mentioning that in the Digital Intelligence era, data is the cornerstone. Only with high-quality data can enterprises provide higher-dimensional and better service experiences for tens of millions of members, and the precise marketing that plagues the industry is no longer a problem. After 15 years of deep cultivation in the industry, Kids King has currently accumulated rich user data, forming a "thousand people, thousand faces" service method.

At the same time, based on the open-source model and the training of the high-quality knowledge base accumulated in the vertical field of mother and baby by more than 8,000 professional parenting consultants, Kids King independently trained the first vertical large model in the domestic mother and baby field - AI Parenting Consultant KidsGPT.

Thanks to the accurate insight into user needs, Kids King can provide the soil for the growth of more explosive products, exclusive products, dedicated products, and extreme single products for partners, helping to drive business growth.

With the above layout, Kids King can effectively guide online traffic to offline stores. On the one hand, through public domain platforms such as Douyin, Xiaohongshu, and Video Account, it can directly reach accurate users. On the other hand, based on the private domain platform, Kids King can convert traffic: the public domain and the private domain promote each other to achieve the full chain connection from user acquisition to repurchase and then to the activation of dormant members. On this basis, Kids King has added a batch of city company organizations with the city as the battlefield and successfully "retained" the online and offline traffic in the local city.

But it is not easy to turn traffic into long-term and highly sticky retention - only by finding the emotional connection point with users and providing them with a warm experience can a deep and real relationship be established with users to form a strong user relationship.

Therefore, In the operation of retention, building a differentiated and warm offline service experience is the core. Since entering the mother, baby and child industry, managing customer relationships well has been Kids King's consistent service logic, and at the beginning of its establishment, it pioneered the "Parenting Consultant", a killer service that subverts the industry.

The core of the parenting consultant is to solve the pain point of young mothers who "don't know how to be a mother" with unique and warm professional services, creatively meet the product purchase and service needs of members, and create the entire "single-customer economy" model from "interaction generates emotion - emotion generates stickiness - stickiness brings high-output members - high-output members' word-of-mouth affects potential consuming members", and promote it in the entire business system, quickly gaining user recognition.

The parenting consultant is a bridge to build emotions, and interactive activities are the carriers to generate emotions. In order to meet the needs of users for exquisite parenting and create a multi-faceted experience scene of user emotional value, Kids King has created digital offline spaces such as the children's offline interactive super community, the parent-child family outdoor living center, and the product and service experience center, which greatly expands the boundary of user experience and changes the traditional consumption experience.

It can be said that it is the warm experience that makes users have a pleasant emotion, and then builds a trust relationship, which makes Kids King the best position for brand operation of user emotions.

And in the place where users cannot see but profoundly affects the user experience - the logistics and warehousing end, Kids King has also made great efforts to build an integrated, collaborative and digital "three-level warehouse network" layout composed of the central warehouse (CDC), the regional warehouse (RDC) and the city center warehouse (FDC), and opened the first unmanned warehouse this year, forming a business positioning of "supply chain + local life service + same-city instant retail", by combining a more efficient supply chain management system with a more advanced logistics and warehousing system, thereby breaking the boundary of online and offline logistics and distribution, providing an excellent sample for the turnover and efficiency improvement of logistics.

From "traffic" to "retention", Kids King with the whole-region development has built a parent-child parenting circular ecological chain, which not only continuously breaks through the service boundary, promoting itself from a "single-lane" to a "ten-lane", but also enables industry partners to comprehensively, fully-scene, and deeply meet the local life needs of users and stimulate the vitality of urban consumption.

Open the future door of mother, baby and child

AI and other intelligent technologies are penetrating into the mother, baby and child industry at an unprecedented speed, leading a new round of intelligent revolution wave.

Data from iiMedia Research shows that in 2024, among the platforms where the interviewed groups of mothers and babies in China obtain mother and baby-related information, the proportion of respondents choosing content community platforms, e-commerce platforms, social media platforms and video sharing platforms is as high as more than 30%, and the online has become an important channel for users to obtain information. At the same time, the wind of "explosive renovation" of traditional retail has also blown to the mother, baby and child field this year, and exploring a new model has become a hot topic in the industry.

More importantly, AI is sweeping through all walks of life. Specifically in the digital transformation of the retail industry, AI is of great significance in improving operational efficiency and customer experience, as well as promoting the innovative development of the industry, bringing a new growth model for retail enterprises.

In this context, no enterprise without AI, and the mother, baby and child industry ecology also urgently needs to evolve: Seizing the new intelligent opportunities is to get the key to open the future door of mother, baby and child.

Kids King, which has accumulated 15 years of potential energy, decided to join hands with industry partners to seek progress in changes at the "2024 Kids King Global Partner Conference and 1218 Children's Fans Carnival" on December 16, promoting the integration of the upstream and downstream, providing open data services, so as to bring better and better services to users.

In detail, the supply chain is the core of industry transformation. In November this year, Kids King and Xin Xuan jointly established the "Chain to启 Future" joint venture company. The content includes direct purchasing of big brands, short-chain customization, and one-chain with multiple scenes. The two sides jointly carry out the new family e-commerce live broadcast business, which not only reduces the parenting cost through Xin Xuan's supply chain management model, but also solves the parenting problems of users based on the online and offline service interaction of Kids King.

In the definite trend of AI intelligence, Kids King has a deep strategic cooperation with Ali and launched the KWAI Mother and Baby Large Model. Thanks to the mother and baby large model, B-end merchants can open up the entire online operation link, and at the same time, reconstruct the people, goods and scenes; on the C-end, Kids King has AI digital humans in the public domain and KisGPT in the private domain, forming a diversified intelligent matrix layout.

In addition, in the next 5 years, Kids King will enter the era of thousands of cities and tens of thousands of stores, and based on the dual-wheel drive of capital and industry, achieve the full-industry chain layout, and firmly move from the enterprise to the industry to achieve the 5-year goal of three 10-billion.

There is no doubt that by linking ecological resources with an open attitude, Kids King is gradually building an "industrial intelligence new ecology" with partners, helping enterprises increase sales while also bringing a huge growth in customers.

At the same time, in this win-win ecosystem for all parties, Kids King continues to lead the high-quality development of the industry and promotes itself to gradually become a new species of "short-chain direct purchasing + thousands of cities and tens of thousands of stores + same-city digital instant service + AI intelligence" in the next 5 years, and also brings more love and joy to tens of millions of parent-child families.

Taking users as the center and accelerating the pace of Digital Intelligence is the code for Kids King to continue to evolve in changes, as well as an inspiration to the industry, and an important opportunity for all parties in the ecosystem.

Facing the future, fully armed with Digital Intelligence, the mother, baby and child industry officially opens a new chapter of wisdom.