Baby Bus is a content platform for children from 0-6 years old. It is divided into two dimensions according to age and knowledge points. It was founded in 2010. Relying on the IP image Panda Qiqi and Miao Miao, the mobile bus (small screen), tablet (middle screen), smart TV (big screen) as the carrier, the baby bus to build an APP, children's song and animation product system supporting 13 languages . Up to now, the baby bus has completed two rounds of financing: in April 2013, it obtained a multi-million dollar round of financing for Shunwei Capital; in November 2015, it obtained tens of millions of yuan in round-robin financing for genetic capital.
The two-child policy has been fully implemented. Pre-school education has become a potential segmentation track. In many content-driven products, the way to obtain users is divided into two categories: one is closed, and the other is small. As the representative of the dragon, all users are concentrated in a single APP, which is realized by selling content packages; one type of open type, typically Beva, outputs a lot of content. In contrast, baby buses are not as extreme. Although they have built up systematic content, they do not rely on content charging, but do business that realizes mobile traffic.
Core resources: systematic early education content
Zhuang Hong said, "At the end of the first quarter of 2010, our first product was launched, but the team was established in 2004. The earliest work was software development and software engineer training. Around 2010 is the vent of the mobile Internet. At this time we The original reserve development talent played an important role."
The idea to start the baby bus comes from the eldest son of Tang Guangyu, the founder and CEO of Baby Bus. When the son was two years old, he did not recognize the color. Tang Guangyu was very anxious. In order to teach his son to recognize the color, he developed the "Baby Learning Color" APP. Unexpectedly, this app soon rushed to the top of Apple's new product list. Tang Guangyu feels that early education content may be an excellent entry point for entrepreneurship.
Through the momentum of the mobile Internet, Tang Guangyu has developed more than 10 apps, such as baby shape and baby fishing, which have achieved satisfactory results in the Apple and Android markets.
Each app takes about a dozen developers to participate in. Up to now, the baby bus has launched a new app every week.
The content of the early education market is rampant, and the lack of content is not content, but good content. Content that is not systematic is not good content. Parents need not only the content itself, but the effect of systematic content. Parents hope to see children develop good habits and learn new knowledge and skills.
The practice of the baby bus is based on the child's intellectual development map, what kind of content is given to the child at what age, and the content is systematized. According to the horizontal axis of age and the vertical axis of knowledge, the product matrix is ​​created: 0-6 years old is divided into 6 stages according to age. Knowledge points belong to art creation, intellectual development, social etiquette, language training, living habits, cognition. In areas such as encyclopedias, an app or a children's song or video teaches a child's knowledge or skills on the one hand.
Three major businesses: APP cluster + video content + IP authorization and derivative
In order to build a systematic early education content, baby bus mainly relies on APP development and promotion, production of proprietary copyright content, brand operation and IP authorization in three parts of products and services. Among them, APP development and promotion is the focus of the company's business, but also the differentiation of the company model.
The company's business focus: more than 150 children's early education APP + " baby bus Daquan " parents APP
"At present, we have launched more than 150 children's early education APPs covering more than 50 countries and regions around the world. In 2017, we expect to have new APPs to meet with you every week." Zhuang Hong introduced.
The launch of the new app at high frequency is a major feature of the baby bus.
For Internet companies, the early stage of the venture will focus on expanding the scale of users and enhancing user stickiness.
The strategy for the baby bus to expand the user scale and enhance the user's stickiness is: on the one hand, the panda Miao Miao and Qi Qi are the IP image, constantly iterating new products, perfecting the early education knowledge system, and letting the children know the knowledge of each age stage in the baby. On the bus, you can find it on the other hand. Create a boutique app and let the quality app become an indispensable tool for your child to learn a knowledge or skill.
In addition, the baby bus also launched the application of the official download platform "baby bus Daquan", mainly for parents, all the APPs are concentrated in a hub, this hub also serves as the entrance to the parenting community. In the Baby Bus Encyclopedia app, parents need to learn from different stages of 0-6 years old, parents can download and share.
Enhance user stickiness: make original videos
For the 80s and 90s parents who grew up with the Internet, in addition to traditional books, computers, mobile phones, tablets and smart TVs, they became their main source of parenting knowledge.
"From the perspective of children's education, the main products for providing babies are fun, good-looking and good-looking content products. The main carriers of the Internet era are mobile phones, tablets and smart TVs. Mobile phones and tablets are among the three attributes of "fun, nice, good-looking". More inclined to play, smart TV is more inclined to look good, good to listen to two attributes." Zhuang Hong said to love analysis.
Online video services can enhance users' reputation.
The baby bus passes the time setting to help parents limit the time the child uses the phone or tablet, no more than half an hour or an hour. The biggest feature of children's songs is that they are catchy. They teach children to sing songs while cultivating their children's healthy habits, enhance the functional attributes of product enlightenment and education, and gain recognition and word-of-mouth communication from parents.
"Our original copyrighted children's songs have more than 500 songs, and there are hundreds of animations. The video content of the copyrighted content is about 30 million daily, and the cumulative playback volume is 6 billion times." Zhuang Hong told Love Analysis.
Selection of partners: IP licensing and derivative
IP licensing is a derivative ecosystem. In the early stage, it was mainly for suppliers to find a door to seek cooperation, and the baby bus was selected and matched with good quality service providers to serve users and fans.
For the future, whether it will be a big movie or offline part, Zhuang Hong believes that “to let professional people do professional things, baby bus hopes to focus on what they are good at. There are some partners in the offline cooperation, will give priority to The ability to serve the user's partners to cooperate; but the big movie has no ability to do it, unless there is a professional person to cooperate, it will not be easily involved."
Profit model: doing traffic business in the field of early education
Now, there are two ways to make a baby bus profit model:
(1) Traffic charges, accounting for the majority. In addition to pre-installed, downloaded and other income sources, it also attempts to jointly develop and promote APP with large and downstream manufacturers in the industry chain;
(2) Brand advertising. Mainly for the revenue of large-scale brand-customized services, such as the custom-made title "baby clothing show app" with Uniqlo brand, and the "baby love health app" scene and habit integration with Miao Sile brand.
Regarding content realization, baby buses do not use content charges as the main profit model, and most of them are provided free of charge. The paid content itself does not match the company's philosophy, and the baby bus hopes that more people will enjoy a fair educational environment.
Regarding the realization of IP, in 2017, the baby bus began to plan the IP authorization of the system, and the cooperation method was discussed with the partners. In the future, it may become another way of realizing the business.
However, Zhuang Hong said, "We are not particularly anxious to realize this way, and we hope to select more quality suppliers and partners to jointly carry out longer-term user service and category management around this IP image."
Operational situation: the leading content platform in the early education field supported by 200 million users
At present, the baby bus app has more than 200 million active independent users, and the monthly live users exceed 60 million.
Regarding the problem of user retention, Zhuang Hong said, “Our product education attributes are more than game attributes. When children reach this stage, parents also feel that they need to learn the corresponding knowledge, and the way children like it can usually achieve twice the result with half the effort. Learn color, although children who have passed this stage of study may go to the next stage, they will use our other products, but there will always be new children at this stage, and they need to learn to recognize colors. So usually our users will continue 2~ 4 years active on the baby bus's product platform."
In terms of revenue, in 2014, 2015 and 2016, baby buses maintained a compound growth rate of more than 200%.
In terms of cost, it is mainly the cost of product R&D personnel, accounting for more than 80% of the cost structure.
At present, the entire team of more than 400 people, R & D personnel accounted for more than 2 / 3, including technology development, program testing, visual design, 3D modeling, animation director, user experience, etc., other members for the market and operating personnel.
Regarding marketing costs, Zhuang Hong said, “We have invested less in marketing because there are more products. The top ten of many vertical categories are our products. It is easier for users to find baby buses and reduce marketing. Cost. In fact, the best marketing is the product's own word of mouth, do not let the product rely on market promotion, the product should be based on word of mouth."
Sea business: early education products have a natural advantage
"At present, overseas business accounts for about a quarter of our total business." Zhuang Hong revealed to love analysis.
In the era of mobile Internet, early education products have two natural advantages:
(1) Because the language environment and social environment are different, it is generally difficult for adult content products to leapfrog. However, for children whose values ​​have not yet formed, there is no threshold for the common needs of early childhood education such as color and shape, and there is no threshold for early education products. It is easier to be accepted by local users in different regions;
(2) In the era of mobile Internet, channels and platforms are interoperable. Foreign countries are mainly Google and Apple platforms, and channel operations are not relatively low.
The first overseas market for baby buses was Japan. The main markets include Asia Pacific (Japan, Korea, Southeast Asia), the Arab region, Russia, followed by Europe, the United States, South America and Australia.
“In 2017, our focus is to focus on polishing products, making more quality products, adding better product selection questions, enriching product systems, and serving customers well, further enhancing the brand reputation of users.†Zhuang Hong plans baby bus like this. 2017.
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