"Control" Baoma, why does this brand continue to dominate the Douyin charts

In the fiercely competitive market of maternal and infant care, how did Bedemei quickly gain a foothold with a blue chamomile children's shampoo, become a pioneer in segmented demand, and maintain its top position in the maternal and infant care track on Douyin e-commerce for many years? This article will deeply analyze Bedemei's brand marketing strategy.

When analyzing the maternal and infant market, one brand that must be mentioned is Beidemei.

In 2019, with a blue chamomile children's shampoo, Bedemei broke the limitations of the "two-in-one" baby and child care market, and quickly seized the opportunity to meet the segmented needs in the baby and child care market. In 2021, Bedemei entered the Douyin e-commerce market, and its sales have been rising all the way, ranking first in the Douyin maternal and child care market for many consecutive years.

In 2024, when the overall growth rate of the maternal and infant industry slowed down, Bedemei still achieved stable growth. The GMV in the first 10 months of this year exceeded that of the whole year of 2023, and the estimated median GMV reached 912 million. In addition to the GMV brought by the big promotion marketing, Bedemei's GMV in the normal sales period has also stabilized, which means that the brand has formed a relatively mature customer acquisition methodology on Douyin.

In the previous article, Kas has dismantled the crowd thinking and track thinking that brands that achieve high growth in the maternal and infant track must have. When we focus on specific cases, Bedmei is undoubtedly a good object for observation and reference. In the maternal and infant track that has become a "red ocean", how did Bedmei break through the siege and consolidate its "dominant" position for many years? Dismantling the brand's marketing strategy, Kas attributed it to three keywords, as follows.

1. Keyword 1: ALL IN TikTok

Looking back at Bedemei’s journey to success, a key point is the brand’s “all in” on Douyin e-commerce.

In 2021, Beidemei opened an account on Douyin, becoming one of the first brands to enter the maternal and infant track of Douyin e-commerce. At that time, with the growth of residents' disposable income and the popularization of scientific and refined parenting concepts, the maternal and infant market as a whole showed a trend of quality upgrading, and the segmented infant and child care track became a star track, showing great potential.

From this perspective, Bedemei and Douyin are each other's "white moonlight": Douyin urgently needs new brands to prove its e-commerce potential, and as a maternal and child brand that has entered the online channel earlier, Bedemei launched the concept of age-based hair care before other brands, which not only filled the gap in Douyin's baby care track at that time, but also catered to the needs of young parents for scientific parenting and body and hair care according to the skin form of the baby at different stages.

With this as a start, Bedemei, which is on the cusp of the trend, has achieved a business explosion on Douyin. In 2021, the brand's sales in the entire region exceeded 300 million. In 2022, Bedemei's sales on Douyin alone exceeded 400 million, and its market share further increased. As a representative of Douyin's emerging e-commerce brands, in April of the same year, Bedemei also cooperated with "Douyin E-commerce Newcomer Release" to launch a limited gift box to deepen its ties with the platform.

At the same time, this profound binding is also reflected in the following: when the Douyin e-commerce ecosystem is rapidly iterating, Beidemei is also embracing change, keeping up with the platform's rhythm to adjust and layout the field, so it can also reap the traffic dividends released by the platform in the first place.

In 2022, the Douyin KOC distribution model matured, helping brands achieve a counterattack from sales to popularity in addition to the top anchors. Bedemei also seized the opportunity of this group of people to bring goods, and through the recommendations and sharing of mothers, it quickly raised its turnover and accelerated the accumulation of precise A3 groups;

In 2023, Douyin e-commerce encouraged brand store broadcasts as a supplement to Dabo, diverting more traffic to store broadcasts. Bedemei also took advantage of the opportunity to establish multiple live broadcast matrix accounts, copying the experience accumulated by Daren distribution to store broadcasts, and prepared for subsequent traffic.

Specifically, @贝德美 official flagship store has accumulated over 4.28 million fans, broadcasts for an average of 16 hours a day, and has a monthly GMV of 25 million to 50 million. The remaining accounts, such as @贝德美青年洗護, @贝德美儿童洗護, etc., have an average monthly sales of about 1 million to 2.5 million.

@Bedemei Youth Care, @Bedemei Children's Care Products Live Room

This type of matrix live broadcast room differentiates products by audience age. For example, the former focuses on washing and care for middle and older children, and its main target audience is women aged 31 to 40 and over 50, while the latter focuses on infants and young children, and its audience portrait is mainly concentrated on younger mothers. Differentiated audience portraits ensure that there will be no competition for traffic between stores.

In terms of the "people, goods and venue" in the live broadcast room, the official live broadcast room of Beidemei adopts the strategy of explaining hot products. Although the product palette is relatively broad, including hand cream, shower gel and other categories, the anchor will repeatedly explain the two absolute hot products, children's shampoo and blue chamomile cream, emphasizing that the ingredients are mild, safe and sufficient, and guide the audience to take "Link No. 1" and "Link No. 2".

In order to promote transaction efficiency, the brand also uses celebrities and influencers it has cooperated with in the past as "credentials of trust" for its products, and prominently indicates the brand's achievements, such as "No. 1 on six major charts" and "Available in more than 10,000 offline stores and major supermarkets", to deepen consumer trust.

Image source: Bedemei official live broadcast room

Data shows that from 2022 to October 2024, the proportion of GMV of each channel of Beidemei has changed significantly - the proportion of Dabo and Zibo has been compressed. At the same time, thanks to the refined operation of commodity cards, the sales contribution of commodity cards has continued to rise to 30.5%.

When "shelf bonuses" became a battleground for merchants and product cards became a vehicle for driving traffic and transactions in shelf scenarios, Bedemei also kept up with platform policies and launched product cards to assist in search, exposure and traffic acquisition in shopping malls and other scenarios. It precisely positioned users with clear purchasing intentions based on long-tail words such as "baby-only" and "silicone-free", and promoted product cards through the promotion of influencers at the tail end, ultimately achieving an explosion in product cards.

In the first half of this year, e-commerce platforms launched a price war, and users' consumption decisions became more cautious and rational. Beidemei also quickly launched member trial packs priced at 9.9 and 19.9 yuan, as well as small samples of shampoo, facial cream and other products, attracting potential consumers to its A4 group and converting them into regular sales through targeted delivery.

Bedemei's member trial pack

Looking back, Bedemei has hit almost every node of Douyin's dividend changes. Therefore, when competitors fell behind because they could not keep up with the changes, the brand always maintained its "dominant position" and firmly occupied the minds of consumers. And because it was deployed on Douyin early and has mature operational capabilities, it has also gotten rid of its daily dependence on big promotions and platform marketing activities, and has formed a closed loop in terms of traffic acquisition and conversion methodology.

2. Keyword 2: Pay attention to content

From a new brand to the top of Douyin's maternal and child care market, this achievement is inseparable from the emphasis that Bedemei places on content.

On the one hand, this emphasis is reflected in the fact that Bedemei attaches great importance to influencers and the content produced by influencers. Influencers have always been the most important partners in Bedemei's brand building and the channel that contributes the most to GMV.

From January 2024 to date, the number of Bedemei-related influencers has exceeded 38,000, and the number of videos promoting products has exceeded 82,000. Take a video posted by the life drama account @卜塘安安 as an example. This video, which was posted in February this year, received nearly 120,000 likes in total, contributed 75,000 to 100,000 sales, and sales of 2.5 million to 5 million.

Judging from the distribution of quantity, Bedmei’s cooperation with influencers also shows a pyramid structure distribution, mainly composed of small influencers and tail influencers, but the head and shoulder influencers make better contributions in sales.

According to Chanmama data, the main influencers associated with Beidemei include @陈三废, @与辉同行, @彩虹夫妻, @广东夫妻, @贾乃亮, etc., covering multiple fields such as life, parent-child, fashion, etc. Kas observed that brands especially favor celebrity artists who are mothers. The influencers they cooperate with, such as Ying Er, Qin Hailu, Li Sisi, etc., all have certain content capabilities and fan bases on Douyin, and their circles are very stable. They also present a highly educated image to the public.

Celebrities of Bedemei

For example, celebrity Qin Hailu will show the whole process of washing children's hair in the video. The celebrity's explanation makes the selling point of "maintaining children's hair" of Beidemei more popular.

Another point worth noting is that brands can use a development perspective to look at the value of influencers at different stages. Before 2023, mid- and low-level influencers were the backbone of Beidemei's sales, but in the second half of 2023, the sales power of small influencers, especially KOCs with less than 10,000 fans, declined sharply. One important reason is that Douyin e-commerce adjusted its traffic distribution mechanism and put forward new requirements for influencers' content capabilities. Some small influencers and KOCs who lacked content capabilities and relied on templates to sell goods lost the support of platform traffic.

However, Bedemei did not give up this kind of cooperation with influencers. Instead, it relied on the content of a large number of small influencers and KOCs, and superimposed its keyword optimization operations in search, shopping malls and other channels to help the brand's exposure in shopping malls, search and other channels and long-tail sales conversion. The linkage between the shelf field and the content field has driven the sales of Bedemei's product cards to increase, becoming one of the main sources of Bedemei's GMV contribution.

Of course, Bedmei not only attaches importance to expert content, but also continuously improves the endogenous power of content.

According to Kass, in addition to the matrix store broadcast, Bedemei also created a personal account such as @开心就好物分享, which operates content from the perspective of sellers. The content model of this account is relatively simple, focusing on the logic of "showing pain points-solving pain points" and quickly explaining the core selling points of the products, which is more like exquisite advertising materials. New products such as mosquito repellent liquid, children's acne repair cream, and baby lip balm also appeared in the video, awakening users' consumption needs by cutting into segmented pain points.

@Happy is good to share video

Although it never goes live, @开心就好物分享 has accumulated over 1.14 million followers on Douyin thanks to its high-intensity content updates. In the past 30 days, it has released a total of 599 videos, with sales reaching 2.5 million to 5 million. In the past 11 months, the total GMV of the goods it brought was in the range of 50-75 million.

3. Keyword 3: Actively expand products and expand customer groups

In 2019, the hit blue chamomile shampoo gave Bedemei a foothold in the brand. Although it is a "long-selling product", over-reliance on a single hit product is not healthy for the development of the brand.

The influx of competitors has gradually compressed the opportunity space left for brands in the maternal and infant track. In order to prolong the vitality of the brand, Bedemei's way of breaking through is to focus on the potential segmented needs in the track and expand product categories, from the baby and child care track to youth care, and then to baby and child sunscreen, facial creams, etc., all with the support of explosive products.

In terms of product expansion, Beidemei's advantages are very obvious.

First of all, brands that started out with maternal and infant products also have a mental advantage when developing new products. Users generally believe that the products they produce are more gentle and safer.

Secondly, Bedemei, which rose from Douyin, has innate data thinking and data capabilities. Its own data infrastructure, combined with Doudian Compass, Massive Cloud Map and other data capabilities, supports its cross-analysis of user assets of different product lines.

For example, the A4 group of infant and child care products can also be the A4 group of face creams. As the age of the group grows, some of the A4 group of infant and child care products can be converted into the A4 group of youth care products. To achieve the reuse of assets of the same group of people or extend the life cycle of this group of people, a core action is targeted delivery. The more accurate the delivery conversion, the healthier the gross profit will be.

Finally, the success of Bedemei Tuopin is also due to its repeated use of "content-friendly information positions", which has pushed the brand's core audience from infants and children to teenagers and even adults.

For example, after discovering the super information position of "Babies tend to produce oil and sweat, it is recommended that new mothers throw away the two-in-one shampoo commonly used before the age of one, and use professional care products to care for babies and children", Beidemei replicated the same information position in youth care products when launching youth care products, and found that it could still quickly increase sales with the help of Qianchuan.

Limited by the existing population of mothers and infants, Bedemei used this information position to target mothers and college students, using "I am still fighting with children for shampoo at my age, who said it is ridiculously easy to use" as the main eye-catching point, and then showing the quality of my hair after using shampoo, "I became the king of hair volume with children's shampoo" and "I washed my head to have a high top", which aroused users' curiosity and made them place orders to try. Taking @酸菜日记's small account as an example, a video reviewing blue chamomile shampoo brought Bedemei 2.5 million to 5 million GMV.

Image source: @Sour Cabbage Diary's small account

For example, when introducing facial cream products, the main selling point was "Apply thickly a baby facial cream worth only a few dozen yuan to open up a new world", and emphasized that "apply thinly it can be used as a facial cream, apply thickly it can be used as a facial mask, and apply before makeup without powder sticking". Without changing the original product palette, the product was cleverly pushed from the infant and child group to the adult group.

Although it has topped the Douyin mother and baby list for many years, Beidemei is not safe.

From the perspective of entrants, more and more competitors are involved in the already crowded maternal and infant track, and are cutting into the maternal and infant market cake by occupying a position in segmented demand. There are many brands with considerable reputation among them, such as Feihu, known as the "down-market version of Bedme", which uses Bedme's strategy to anchor the down-market, and Kangaroo Mom, which has opened up a new consumer group (youthful washing and care group) in the maternal and infant washing and care track.

This also means that although the concentration of top brands in Douyin's e-commerce maternal and infant industry is currently increasing, and the pattern of top maternal and infant brands is unlikely to change significantly in a short period of time, opportunities to drive growth in the segmented track by relying on extreme strengths still exist, and there are still many variables.

For brands that want to join the market, Bedmi's "explosive products + strong operations" strategy is also not outdated and can still provide a good reference.