2022年7月7日

Mia.com表示，將繼續通過其微信上的小程序銷售產品。微信是騰訊旗下的多功能超級應用程序。包括貝貝網和牧童之家在內的其他中國母嬰產品平台要麼已經關閉，要麼大幅縮減了運營規模。由於消費支出疲軟和人口危機，中國這個世界第二大經濟體將從9月10日起關閉其主應用程序。2021年，中國的出生人口數量連續第5年下降。總部位於北京的Mia.com在2015年的估值超過10億美元(44.2億令吉)，根據其官網上7月1日的公告，由於“消費者行為的變化”，該公司表示“是時候說再見了”。該公司表示，將繼續通過其微信上的小程序銷售產品，微信是騰訊控股旗下的超級應用程序。由家庭主婦、企業家劉楠於2011年創建的私人持股的Mia.com，在過去10年裏，在對進口母嬰產品(如紙尿褲、嬰兒配方奶粉、玩具和服裝)的強勁需求推動下，業務得到了擴張。這種需求幫助這家初創公司迅速從各種投資者那裏籌集到新資金，包括紅杉資本中國(Sequoia capital China)和真格基金(ZhenFund)等。中國在2013年放寬獨生子女政策的決定也刺激了電商行業。Mia.com減少運營、轉而使用微信的平台銷售商品的決定，反映出在中國出生率下降、消費者支出疲軟以及來自大型電子商務平台的競爭加劇的背景下，專業的母嬰購物門戶網站的市場狀況已經惡化。根據電子商務谘詢公司百ec.cn 2021年的數據，在母嬰商品細分市場覆蓋的品牌範圍方麵，Mia.com排在京東、唯品會和阿裏巴巴集團控股的天貓之後。調查還發現，與那些大型購物平台相比，Mia.com的價格高於平均水平。 Alibaba owns the South China Morning Post. “With the stagnant traffic growth (of China’s digital economy), operators of vertical online platforms focused on baby-and-mom products are seeing fierce competition for consumers from integrated e-commerce platforms,” said Mo Daiqing, director of the online retail department at 100ec.cn. Mia.com did not immediately reply to a request for comment on Wednesday. Before Mia.com’s latest initiative, other Chinese baby-and-mom shopping platforms, including Beibei.com and Muyingzhijia, have either closed or significantly scaled back their operations. Not even China’s move to introduce a three-child policy in May 2021 and earlier this year, a private sector offer of cash bonuses as well as more paid leave for parents, helped Mia.com expand its customer base. When the startup was founded in 2011, the national birth rate was 13.27 births for every 1,000 people. It dropped to 7.52 births last year . That trend and the opportunity to attract more consumers away from independent platforms were not lost on China’s major ecommerce players like Alibaba, JD.com and Pinduoduo , all of which have made baby-and-mom products a key promotion segment especially during Singles’ Day and the midyear 618 shopping festival . Still, the size of China’s baby-and-mom merchandise market is forecast to reach 4.7 trillion yuan (RM3.10 trillion) by 2025, with two-thirds of sales transacted in offline stores, according to a report published by iResearch in March this year. – South China Morning Post Article type: free