Good New Year to all the partners of King of Children!
2020 is the first year of the new decade of King of Children's journey. It is such an extraordinary but hopeful year! Over the years, at the turn of each year, I have written a letter to all of you. I take this as a child king of our people about the time of the agreement, but also on our *** with those years of record and gratitude!
I remember this time last year, I put forward a message for *** with 2020: "Believe in the good, to win the future". Unexpectedly, the intersection of the 21st century and the 20's was kicked off by a sudden storm of epidemics. It is this that reinforces my belief that the good we believe in can guide us through adversity.
In a year when we were caught off guard
With hope in our hearts
In 2020, there are so many people and things to remember.
In this year, we pay tribute to the medical staff rushed to Hubei to become the most beautiful retrograde, witnessed the construction of Vulcan Mountain & Thunder Mountain in the speed of China, but also saw all walks of life quickly shoulder the burden of the war epidemic!
When the white angels rushed in the forefront, the child king people also become the mother and children the strongest backing!
This year, we have seen the spontaneous perseverance and silent support of the child king partners, some in the property after the closure of the store still insist on serving customers, some across dozens of kilometers to help the baby moms emergency breastfeeding, and some to establish a community homeowners group, the store manager to lead a team of a family home delivery ...... you with a A tiny action, with love to guard the good life of each small family, so that they will not worry about the fragility of the newborn, will not be anxious about the child's rations! Thank you!
In this war without smoke, Children's King made full use of its strong digital capabilities and omni-channel advantages to open a direct green channel to Hubei at the first time, easing the panic caused by the local supply of children's goods out of supply; Hubei is prioritized, and it was the primary goal of Children's King's fronts during the outbreak without fail! We also actively collaborate with provincial and municipal government departments, was designated as "people's livelihood to ensure the supply of key enterprises", effectively guaranteeing the epidemic in Hubei, Zhejiang, Anhui and other key areas of pregnancy, infancy and children's necessities. At the same time, the rapid action, the initiative to raise the first line of epidemic prevention materials, Jiangsu, Hubei and other places in the medical institutions and charitable organizations donated to the front of the much-needed medical supplies, to help prevent and control the epidemic.
In the midst of the epidemic, King of Children's digital technology and humane services have opened doors and windows for member families to connect with the outside world, and sent them the light of life. The most courageous and warm side you have shown has also manifested the noble mission of the people of King of Children! I feel very proud and proud, because this is the quality of our children king people have, this is the value we create around the members.
In a year of many changes
Taking advantage of opportunities
2020 is changing so fast, in addition to the broader context of the **** resistance epidemic. We also find that with digitalization pressing the fast-forward button, the rise of the national tide, the gradual deepening of the trend of consumption stratification, and the upgrading of new consumption and new business forms such as community economy and goods to home ...... retail has undergone profound changes.
In the face of endless changes and challenges, we not only need to have the courage to face it head on, but also the ability to recognize it. While these challenges make it very difficult for us, solving them also gives us the possibility of new growth, and it is up to us to turn all the opportunities we see into better results. Just as the epidemic has accelerated users' online consumption habits, the market has been reallocated to companies with stronger online capabilities, and the digitalization layout and omnichannel capability building that we've been doing for several years now is undoubtedly the best weapon that has allowed us to achieve counter-trend growth in the midst of the epidemic.
At the end of January, based on the advantages of co-location and digitization, more than 400 stores quickly implemented the "King of the children to the home" service, and upgraded from the "store 3 kilometers and 2 hours" to "store 5 kilometers and 2 hours". "Store 5 kilometers 2 hours to reach", tens of thousands of "love special train" running in the city streets, and effectively protect the life of millions of mothers and babies family needs.
Since February, along with the establishment of thousands of community owners group, the child king rapid implementation of the "community group purchase", through the members of the word of mouth and social relations, to further expand the store service scope of the same city.
At the same time, "live shopping" came into the view of more members, and the "anchors" at the headquarters and stores of Kids' King broadcasted live in the stores without interruption, breaking the limitations of time and space, and meeting the needs of the members with creative methods and new digital tools.
Along with the implementation of new scenarios and services, we have also rapidly launched a new round of organizational change to support the strategic development of thorough servicing and digitalization. The core direction is to focus on the user, and at the same time let the middle and back office staff move more to the front line of the battlefield where they can hear the sound of gunfire, so that we can all **** the same to promote the same goal and improve the overall combat efficiency.
While pouring our efforts into serving our members, I am pleased to see that in 2020, we have maintained a better momentum and achieved impressive counter-trend growth.
In 2020, on average, every day, more than 50,000 parents joined the King of Children's family; on average, every four days, there was a King of Children's large digital stores opened in a dazzling manner, delivering love and joy to a place closer to the members; Throughout the year, in the overall poor physical retail, the wave of store closures of the economy, the King of Children's family of stores and nearly one hundred new stores to join, solidifying the In 2020, Trustdata's big data report shows that in the case of mother and baby e-commerce suffered a heavy blow, the King's APP has achieved a counter-trend growth in monthly activity and year-on-year, and its leading position is solid;
In 2020, live broadcasting has become the hot word of the year. In this year, King of Children has accumulated more than 40,000 live broadcasts, with more than 100 million viewers, successfully making watching live broadcasts a popular form of entertainment for moms and dads;
In 2020, tens of thousands of communities were operated in nearly 500 stores nationwide, with nearly 10 million community members converging for love, purchasing their favorite commodities, and sharing the joys of parenting;
In 2020, King of Children focused on promoting the ecological construction of the new family service, with a total of nearly 5 million members across the country. The "Maternity+" platform also provides one-stop services such as pregnancy guidance, postpartum recovery, parenting care, and newborn care, guarding nearly one million new families in their pregnancy and childbearing. While solving the problems of mother's pregnancy and child's growth, King of Children's big service section is also rapidly rising, becoming the second curve of King of Children's growth.
In 2020, King of Children was also highly recognized by the government and the industry, and was selected as one of the first "Digital Business Enterprises for Online-Offline Integration and Development" by the Ministry of Commerce of the People's Republic of China, as well as one of the first "National Digital Business Enterprises" by the Office of the Ministry of Commerce of the People's Republic of China. "The letter of thanks from the General Office of the Ministry of Commerce reads: 'You have embodied the strong sense of social responsibility of the backbone enterprises of the industry by fighting continuously without fear of obstacles'.
At the start of the new decade, King of Children has entered more than 170 cities in 17 provinces and 3 municipalities directly under the central government, opened nearly 500 large-scale digital stores, and served an omni-channel membership of more than 43 million people ......
Behind these accomplishments Behind these achievements and joys is a reflection of the eleven years of hard work of the people of King of Children, as well as the constant strengthening of the same knowledge: adherence to the user-centeredness of everything, as well as a unique understanding and practice of relationships, scenes, content, and digitization, which has led to the birth of today's unique King of Children. Based on the combination of technological power and humanized service, the service model of Engineer + Parenting Teacher of King of Children has become the unique perception of users, and is the first of its kind in Chinese business!
In the upcoming 21 years
Firm confidence
In 2020, under the test and refinement of a global epidemic, as individuals, I believe that we have never felt as strongly as we do at this moment.
At the end of the year, we will have the opportunity to work on a number of new projects, including a new one for the first time, a new one for the second time, a new one for the third time and a new one for the third time.
In 2021, change and uncertainty will remain fundamental. I often share internally that as a business, there are two fundamental questions we need to think about more often: one is how to live longer? The other is how to live well? Living long depends on how many social problems the enterprise can solve, and living well depends on how many user problems the enterprise can solve.
In the face of the uncertainty of the environment into the background of business, I hope that every child king people should clearly realize that the uncertainty is the environment, and certainty is our own. No matter how much the environment changes, how much the technology changes, King of Children's "long-term userism and firm user value creation strategy" will not change.
We are going to stick to the foundation of heavy membership, focus on the user, further upgrade and innovate customer value, and make the "single-customer economy" model fully realized, which will become the strongest and most solid cornerstone in the moat of Kids' King.
In 2021, I set three key words for the company: all-line integration, data-driven and *** creation of growth.
What do I mean by full integration? Simply put, it means the integration of online and offline, goods and services, and stores and cities. The 2020 epidemic has given us a deeper understanding of the value of connectivity and ****birth. In the face of the diversified needs of the mother and baby crowd and the strengthening of online consumption habits, we must make great efforts to strengthen the online and to-home capabilities, and use commodities and services to y tap into user needs; each store should break the traditional boundaries, integrate the resources of commodities and services within the entire city, and create brand new user value, so that the stores can truly become a flow pool for new families in the city. Let pregnancy and child rearing come to the child king and on the child king, become a new normal of the child king in the post epidemic era.
The premise of deep innovation is data, because data is the most real truth, and data as the first means of production, is expanding the infinite possibilities of various industries, especially in the vertical field represented by the mother and child population. Today, King of Children has realized the digitization of users, commodities, employees, management and other factors of production, we want to digitalization to bring different particles of data, into the productivity of driving business, to become a drive for user service, business efficiency and employee creation of the "precision guidance", in order to reshape the whole chain of industrial value, reconfigure the industrial ecology, and promote the mother and child crowd. The company's newest product is a new product that will be used in a variety of different ways, including the use of a new product, a new product, and a new product.
As a platform-based enterprise with tens of thousands of mother and baby brands, small and medium-sized organizations and entrepreneurs in its ecosystem, more than 43 million member families across the country, and tens of thousands of employees, it is our unshakeable belief to maintain growth and sustained user value creation. With the advancement of platformization and ecologization, we will move from enterprise self-driven comprehensive growth to platform-enabled ****creative growth, and every participant of Kid King is an important factor of growth. We want to help people solve problems with the greatest responsibility and creativity, drive the whole ecological chain to be more dynamic, and ****create comprehensive growth in user ARPU value, merchant's business and employee's income.
Kid King, at 11 years old, is undergoing training and growth in an era of great change. Disaster is the best prerequisite for evolution, and crisis is the real driving force for progress. Every time we focus on the polishing and evolution of customer value creation, it will become our valuable wealth and the power to move forward on the road to nowhere.
KidKing's original idea came from the beautiful ideal of "making every childhood better", and this lofty ideal has given us inexhaustible power.
The beauty of this original idea is the starting point of our dream, which makes our life and career more valuable. And the height of the dream is determined by our hands. Let us go beyond ourselves, firm confidence, with action **** create a better future.
King of Children, make every childhood better! 2021, go King of Children!
I wish you all a smooth work, a happy life and a happy family in the new year!
Weihong Xu, Co-Founder and CEO of King of Children
December 31, 2020