A letter to the king of all children.

2020 is the first year of Wang Xin's ten-year journey. What an extraordinary but hopeful year it is! Over the years, at the turn of each year, I will write you a letter. I regard this as an agreement of king of the children people about time, and it is also a record and gratitude for the years we have passed together!

I still remember this time last year, I sent a message to 2020: "Believe in beauty and win in the future". Unexpectedly, the intersection of 265438+ 1920s was opened by a sudden epidemic storm. It is this that makes me more convinced that the beauty we believe will definitely guide us to win the future in adversity.

In an unprepared year

Have hope

In 2020, there are too many people and things worth remembering.

In this year, we paid tribute to the medical staff who rushed to Hubei to become the most beautiful retrograde, witnessed the China speed of the construction of Vulcan Mountain-Raytheon Mountain, and witnessed all walks of life quickly shouldering the burden of war and epidemic!

When angels in white rushed to the front, Tong Ren Wang also became the strongest backing for mothers and children!

In this year, we saw the spontaneous persistence and silent rescue of king of the children friends. Some insist on serving customers after the property is closed, some help Ma Bao to breastfeed urgently across dozens of kilometers, some set up community owners, and the store always leads the team to deliver the goods to the door ... You protect the beautiful life of every small family with small actions and love, so that they will not worry about the fragility of the new students, nor will they worry about the children's rations! Thank you!

In this war without smoke, king of the children made full use of its powerful digital ability and omni-channel advantage to open a green channel directly to Hubei for the first time, alleviating the panic caused by the interruption of children's products supply in the local area; Hubei priority is the primary goal of all fronts, during the epidemic of Wang Xiaoer! It also actively cooperated with government departments of various provinces and cities, and was designated as a "key enterprise for people's livelihood", effectively ensuring the daily necessities of pregnant women and children in key epidemic areas such as Hubei, Zhejiang and Anhui. At the same time, we will act quickly, take the initiative to raise first-line epidemic prevention materials, and donate much-needed medical materials to medical institutions and charitable organizations in Jiangsu and Hubei to help prevent and control the epidemic.

Under the epidemic situation, the king of children's digital technology and humanized service has opened doors and windows for members' families to contact with the outside world, bringing "light" to life. And your bravest and warmest side also shows the lofty mission of the king of children! I feel very proud and proud, because this is the quality that we king of the children people have, and this is the value that we create around our members.

In the ever-changing years

Seize the opportunity

The year 2020 will change too fast, except for the anti-epidemic background. We also found that with the digital fast-forward key, the rise of national tide, the gradual deepening of consumption stratification trend, the upgrading of new consumption formats such as community economy and goods-to-home, the retail industry has undergone profound changes.

In the face of endless changes and challenges, we should not only have the courage to face directly, but also have the cognitive ability. Although these challenges have made us encounter great difficulties, solving these difficulties has also brought us new growth possibilities. We must turn all the opportunities we see into better results. Just as the epidemic has accelerated users' online consumption habits, the market has been redistributed to enterprises with stronger online capabilities, and the digital layout and omni-channel capacity building we started a few years ago are undoubtedly the best weapons for us to achieve contrarian growth in the epidemic.

1 At the end of the year, based on the advantages of urbanization and digitalization, more than 400 stores fully and quickly implemented the "King of Children" service, which was upgraded from "3 km 2 hours to" 5 km 2 hours ",and tens of thousands of" love trains "ran in the streets of the city, effectively ensuring the needs of millions of maternal and child families.

Since February, with the establishment of thousands of community owners, king of the children has rapidly promoted "community group buying" to further expand the service scope of stores in the same city through members' word of mouth and social relations.

At the same time, "live shopping" has entered the field of vision of more members, and the "anchors" in king of the children headquarters and stores continue to broadcast live in stores, breaking the limitation of time and space, and meeting the needs of members with creative ways and brand-new digital tools.

With the implementation of new scenes and new services, we also quickly launched a new round of organizational changes to support the strategic development of thorough service and digitalization. The core direction is to take users as the center, and at the same time, let the middle and back office employees move forward to the frontline battlefield where they can hear gunfire, so that everyone can work together in Qi Xin to promote the same goal and improve the overall operational efficiency.

While devoting myself to serving members, I am delighted to see that in 2020, we maintained a good development momentum and achieved remarkable growth against the trend.

In 2020, on average, every 1 day, more than 50,000 precious parents will join the king of the children family. On average, every four days, 1 large digital stores in king of the children open brightly, conveying love and joy to places closer to members; Throughout the year, under the economic environment of sluggish physical retail and constant tide of closing stores, nearly 100 new stores joined the family of children's stores, consolidating the chain layout of maternal and child stores nationwide;

The Trustdata big data report in 2020 shows that in the case of heavy losses in maternal and child e-commerce, king of the children APP has achieved monthly activity and year-on-year contrarian growth, and its leading position is stable;

In 2020, live broadcast became a hot word of the year. This year, the cumulative live broadcast of "king of the children" exceeded 40,000, and the number of viewers exceeded 1 100 million, which successfully made watching live broadcast a favorite entertainment method for treasure moms;

In 2020, nearly 500 stores across the country operate tens of thousands of communities, and nearly 10 million community members get together because of love, buy favorite goods and share the happiness of parenting;

In 2020, king of the children will focus on promoting the ecological construction of new family services. Nearly 5 million children across the country grew up on the platform of "Growth Plus", mastered English, dance, piano and other talents, and experienced a colorful parent-child life. The "Maternity+"platform also provides one-stop services, such as pregnancy guidance, postpartum recovery, parenting and newborn care, to protect nearly one million new families. While solving the problems of mother's gestation and children's growth, the king of children's big service plate is also rising rapidly and becoming the second curve of children's growth.

In 2020, king of the children was also highly recognized by the government and industry, and was selected as the first batch of "online and offline digital commerce enterprises" and the first batch of "national digital commerce enterprises" by the Ministry of Commerce. In the thank-you letter of the General Office of the Ministry of Commerce, it is written as follows:' You have continued to fight despite difficulties and dangers, which shows the strong sense of social responsibility of key enterprises in the industry'.

At the beginning of the new decade, king of the children has settled in more than 170 cities in seven provinces and three municipalities directly under the central government, and opened nearly 500 large digital stores, serving more than 43 million omni-channel members. ...

Behind these achievements and joy are the portrayal of king of the children people's eleven years' efforts, and also the continuous strengthening of our common understanding of * * *: we insist on taking users as the center, and our unique understanding and practice of relationships, scenes, contents and digitalization have created today's unique king of the children. Based on the combination of scientific and technological strength and humanized service, the service mode of king of the children Engineer+Parenting Teacher has become the unique cognition of users, and it is the first in China!

Next year 2 1.

Firm confidence

In 2020, under the test and refinement of a global epidemic, as individuals, I believe we have never felt so strongly like this moment, and we are so sympathetic to this era; As an enterprise, we have never realized more deeply that our commercial value and social value are so closely intertwined.

202 1, change and uncertainty will remain the basic existence. I often share it internally. As an enterprise, we need to think deeply about two fundamental problems: one is how to live long. 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 users the enterprise can solve.

In the face of the uncertain environment changing into a business background, I hope everyone in king of the children can clearly realize that it is the uncertain environment that we are sure. No matter how the environment and technology change, the "long-term customization and firm user value creation strategy" of King Children will not change.

We should stick to the foundation of attaching importance to the membership system, take users as the center, further upgrade and innovate the customer value, and let the "single-customer economy" model fully land and become the most solid and hard cornerstone in the moat of king of the children.

202 1, I set three key words for the company: full-line integration, data-driven, and * * * growth.

How to understand the integration of all lines? Simply put, it is the integration of online and offline, the integration of goods and services, and the integration of stores and cities. The epidemic in 2020 has made us more deeply aware of the value of connection and life. Faced with the diversified needs of mothers and babies and the strengthening of online consumption habits, we must vigorously strengthen the ability to go home online and dig deep into the needs of users with goods and services; Every store must break the traditional boundaries, integrate the city's commodity and service resources, create brand-new user value, and make the store truly become a traffic pool for new families in the city. It has become the new normal of king of the children in the post-epidemic era to let pregnant babies raise babies, give birth to children and go to king of the children.

The premise of in-depth innovation is data, because data is the most real truth, and data, as the primary means of production, is expanding the infinite possibilities of various industries, especially the vertical fields represented by the mother and baby population. Today, king of the children has realized the digitalization of all production factors such as users, commodities, employees and management. We should turn the data of different particles brought by digitalization into the productivity that drives business, and into the "precise orientation" that drives user service, business efficiency and employee creation, so as to reshape the industrial value of the whole link, reconstruct the industrial ecology and promote the efficiency of the maternal and child industry.

As a platform-based enterprise, the King Children's Ecological Chain has tens of thousands of maternal and child brands, small and medium-sized institutions and entrepreneurs, more than 43 million member families and tens of thousands of employees. Maintaining growth and continuous user value creation is our unshakable belief. With the advancement of platformization and ecologicalization, we will move from all-round growth driven by enterprises to innovative growth empowered by platforms, and every participant in king of the children is an important factor for growth. We should use the greatest sense of responsibility and creativity to help everyone solve problems, drive the whole ecological chain to glow with greater vitality, and enhance the ARPU value of creating income for users, businesses and employees.

1 1 year-old king of the children is experiencing experience and growth in an era of great change. Disaster is the best premise of evolution, and crisis is the real driving force of progress. Every time we focus on the polishing and evolution of customer value creation, it will become our precious wealth and become a force to move forward on the unknown road.

The initial intention of King of Children stems from the beautiful ideal of "making every childhood better", and the lofty ideal has brought us inexhaustible motivation.

This initial beauty is the starting point of our dreams and makes our life and career more valuable. The height of our dreams is determined by our hands. Let's surpass ourselves, strengthen our confidence and create a better future with actions.

King of children, make every childhood better! 202 1, come on, king of children!

I wish you all a smooth job, a happy life and a happy family in the new year!

Xu Weihong, co-founder and CEO of king of the children

65438+February 3, 20201