The brand’s sales exceeded 1.5 billion, and it has been ranked first in maternal and infant products for five consecutive years. What is so good about Manxi’s private domain operations?

How did Manxi operate its private domain to maintain the first place in sales volume and growth rate in the maternal and infant pregnancy products category for five consecutive years?

In recent years, with the improvement of the national economic level and the change of consumption concepts, maternal and child products have gradually become a new consumption hotspot and one of the largest market segments in the consumer goods industry.

At present, my country's maternal and infant products industry is developing rapidly. It is estimated that by 2025, the domestic maternal and infant products market size will reach 450 billion yuan, with an average annual compound growth rate of about 10.4%.

In the maternal and infant industry, there is a dark horse that is "coming on strong". Since 2018, Manxi has maintained the first place in sales volume and growth rate in the maternal and infant pregnancy products category for five consecutive years.

By 2021, the sales of the Manxi brand exceeded 1.5 billion, and accumulated more than 30 million members across the entire network.

Today, we will explain to you how Manxi operates her private domain.

1. Case Background

1. Brand Introduction

EMXEE is a brand of the British EMXEE Clothing Group, an advocate and builder of global maternity and baby culture. Since its inception, the brand has focused on the deep cultivation of the maternity and baby market segment, and has continuously developed and innovated the entire range of maternity and baby products.

Manxi uses the most advanced big data to conduct more refined classification research and development, and combines it with ergonomic principles to develop and design a full range of maternity and baby products that are more simple, generous, dignified, elegant and beautiful.

2. Market size

In recent years, with the rapid development of the national economy, China's maternal and infant products market has maintained rapid growth.

According to data from the National Bureau of Statistics, the market size of China's maternal and infant products industry has increased from 52.3 billion yuan to 391.2 billion yuan from 2000 to 2022. It is estimated that by 2025, the market size of China's maternal and infant products market will reach about 450 billion yuan.

3. User portrait

In terms of age distribution, mothers born in the 1990s are the main consumers of Manxi, among which mothers aged 25-30 account for the largest proportion. In terms of cities, they are mainly concentrated in first- and second-tier cities.

2. Traffic Channel Analysis

1. Private Domain Platform: Official Account

After following the official account of "Manxi Official Flagship Store" , the brand characteristics are automatically introduced in the welcome message, and a jump link is attached to give away a small gauze square towel worth 39.9 yuan as a benefit, attracting users to enter the private domain.

Users can scan the QR code to add the company’s WeChat welfare officer and enter the community.

Path 1: Automatic welcome message - scan the QR code to add your WeChat account.

Path 2: [Micro Mall] in the official account menu bar - join the group to receive benefits - scan the QR code to add the company's microblog.

2. Public Domain Platform

1) Video Account

At present, Manxi’s video account is relatively simple, with content mainly focusing on brand promotion and new product introductions. It only directs traffic to the official account, and does not set up any touchpoints for corporate WeChat traffic diversion.

2) Tik Tok

Manxi's account on Douyin has 383,000 followers and has published 880 works in total. The account regularly promotes sales through live broadcasts. The video content is mainly product promotion and creative advertising, and the homepage also has store touchpoints.

3) Weibo

Manxi has 298,000 followers on Weibo, and 428,000 likes and comments. Her Weibo posts mainly focus on rewarded interactions, event promotions, product introductions, etc.

The homepage sets up touchpoints for the fan group. Users can apply to enter after following the account and becoming loyal fans of the account.

4) Xiaohongshu

Manxi's Xiaohongshu account has 92,000 followers and 325,000 likes and favorites. The content is mainly brand promotion, product introduction, and creative advertising.

We also share parenting knowledge and hold lottery draws from time to time to build trust with users.

3. Disassembly of Private Domain IP

Manxi’s official channels uniformly use “Manxi Star Selection Official” to accept users, and position themselves as brand welfare officers.

The following is an example of the added Qiwei IP:

1. Personal positioning

• Nickname : Man Xi Star Selection Officer | Man-L8 (digital number)
• Avatar : Real mom photo
• Role positioning : Brand welfare official enterprise micro business card: It specifies the [online time] from 9:00 to 18:00 to reduce the poor user experience caused by slow responses during non-working hours.

2. Automatic welcome message

After adding the WeChat account, the WeChat account will automatically reply with a welcome message. First, the account positioning and rights of the WeChat account will be introduced to guide users to enter the community.

3. Frequency of posting content in Moments: 3 pieces of content per day

Release time : 11:30 am, 3:00 pm, and 5:30 pm every day

Content in Moments : mainly product introductions, brand promotions, parenting knowledge, etc.

4. Analysis of Community Operation

As the most effective and common scenario for promoting activation in the private domain, the following will break down Manxi’s community, taking the official member group I added as an example.

1. Community positioning

• Group nickname: Manxi Club LY1-10
• Group positioning: welfare group
• Community value: mainly synchronized welfare activities, the latest product recommendations, etc. The operation of the community is mainly to encourage users to convert, increase users' understanding and trust in the brand, and create more loyal users.

2. Group Rules & Group Announcements

Perhaps to reduce interruptions, Manxi's social group does not have an automatic welcome message. The group announcement introduces today's good stuff and comes with a purchase link. Users can place an order by clicking on the link, shortening the conversion path.

3. Community Content

There are 3-5 pieces of community content every day, mainly including new products, promotions, knowledge popularization, etc., with a wide variety of types.

5. Membership System Analysis

Currently, Manxi has a membership system in WeChat mini-programs and e-commerce platforms. Both are growth-oriented membership systems with different level conditions and corresponding benefits.

1. Mini Program Membership System

1) Growing membership

For growth members, the level is assessed based on the amount of user consumption. The consumption amount is calculated on a one-year basis and those who fail to meet the standard will be downgraded.

Manxi's growth membership is divided into 4 levels:

1. LV1 Manjia Experience Officer (register now)
2. LV2 Man's Family Growth Master (500 Growth Value)
3. LV3 Man's Home Explorer (1000 Growth Points)
4. LV4 Man's Family True Love Party (2000 Growth Value)

"Growth value" can be obtained through daily sign-in and consumption. Daily sign-in +5 points, continuous sign-in for 7, 15, 30 days can get additional points reward.

In addition, users can get 1 growth point for every 1 yuan spent, with no upper limit. The higher the accumulated growth value, the higher the level, and the more membership benefits you enjoy.

2) Points system

Users can earn 1 point for every 1 yuan spent, and the points can be used to redeem products for free, or to exchange points plus money for purchases.

Currently, Manxi supports the redemption of points for baby feeding tools, infant masks, trendy mommy bags, baby diapers and other products.

2. Taobao platform membership system

1) Growing membership

You can be promoted to different levels according to the amount of consumption and obtain different points and benefits.

Manxi's Taobao Growth Membership is divided into 5 levels:

1. Flower crown card powder (free registration)
2. Silver Crown Beginner Powder (Total Consumption 300 Yuan)
3. Golden Crown Little Noble (Cumulative consumption of 500 yuan)
4. Platinum Crown Lover (Total Consumption of 750 Yuan)
5. Diamond Crown Loyalty (Cumulative Consumption 1,100 yuan)

Currently, Manxi’s Taobao points can be used to redeem goods or for members to purchase goods with priority.

2) Paid Membership

In addition to the growth membership, Manxi also launched a "paid membership" in the official flagship store on Taobao, with an annual fee of 159 yuan.

A gift package worth 358 yuan will be given upon activation. In addition, two coupons worth 150 yuan will be given every month, as well as a series of PRO member benefits such as double points and shopping bonus. According to calculations, PRO members can save customers about 3,235 yuan a year.

Nowadays, there are many companies like Manxi that create "paid membership". Obviously, "paid membership" has become an important lesson for companies to cultivate super users.

summary

Finally, let’s summarize the highlights and shortcomings of Manxi in private domain operations:

1) Rich means of promoting activity: Manxi promotes on all platforms, and through activities such as forwarding lucky draws and daily opening, it cultivates users' consumption habits and increases the possibility of repeat purchases.

2) Strong IP building in WeChat Moments: Manxi’s WeChat Moments have a SOP, with three posts a day, and the number is very stable. In terms of content, there is not only brand promotion and product recommendations, but also some parenting knowledge sharing, which can further cultivate trust with customers and lay the foundation for subsequent conversions.

3) Mini Program Content is Single : Relatively speaking, Manxi’s Mini Program types are relatively single. Not only does it not set up touchpoints for private domain traffic diversion, but its points system is also relatively thin, with few redeemable products and average customer appeal.

Author: Yan Tao

WeChat public account: Yan Tao San Shou