How can the maternal and infant industry do a good job in private domain? Mastering these 4 points is the key!

This article mainly talks about how to do a good job in the private domain in the maternal and infant industry. It explains the experience of the maternal and infant industry and finds the key to doing the maternal and infant industry. I hope it will be helpful to you.

I recently communicated with a group of private domain operators and found that many of them have experience in the maternal and infant industry. But at the same time, the operators also love and hate it. The user group of maternal and infant products is not only sensitive to prices, but also has high requirements for products. But once they identify with you, their high loyalty and high frequency of consumption can bring considerable benefits to the brand. In fact, many brands have started to engage in the maternal and infant category since the private domain just emerged in 2018, and now they are basically engaged in private domain. But it still troubles many brands. The reason is that these brands have not found the key to the maternal and infant industry.

What is the key?

To answer this question, we must first understand the main customer group of the maternal and infant industry - mothers, especially new mothers, and grasp the four characteristics of this group's needs:

1. Urgency. As one’s identity changes, the need for “parenting knowledge and skills” is urgent and cannot be delayed;

2. Caution. Raising a baby is a huge responsibility and the consequences are irreversible, so you must be extremely cautious and not be careless;

3. Growth. The baby is growing up, and the mother will always face new challenges and cannot rest;

4. Sharability. Mothers like to share, so they are more likely to be recommended and recommended by similar people.

Based on these four characteristics of maternal and infant users, in addition to ensuring high-quality products and services, the most important thing for us in the process of private domain operation is to achieve four "strongs": strong IP, strong seeding, strong content, and strong fission. I will explain them one by one below.

1. Strong IP

Maternal and infant customers have an extremely strong need for trust, which is almost the primary factor that determines their consumption.

So where does our trust come from most easily in life? From relatives and friends, the people we are most familiar with and trust. Therefore, mothers are most likely to be influenced by the opinions of relatives and friends in their consumption.

Similarly, for merchants, the most important thing is to quickly establish trust with customers, become friends with them, and even become "relatives" with them. Ultimately, it is trust that determines the transaction.

Therefore, creating a personalized IP image is the most effective way to communicate with customers, which makes it easier to get closer, generate emotional connections, and accumulate trust.

For example, in a case I mentioned before, I once served a maternal and child brand with annual sales of 4 billion. We helped the brand create an IP - Xiaomian, who is a super store manager and the brand's chief fan officer. In order to make the image of this IP more real and full, we gave her a social identity of a "hot mom" with rich parenting experience. At the same time, she is also a fashion expert, an optimist, positive, sociable, and a close sister and bestie to users.

Through the creation of this IP, coupled with the entire private domain model architecture, system design, and guidance on operational methods, in just 30 days, the brand's pilot store generated sales of 300,000 through the private domain, quickly opening up the brand's awareness of private domain operations.

Therefore, to build a good IP is not as simple as asking the customer service to change a unified avatar and a unified name. First of all, it is necessary to treat it as a real "person" and make a good portrait of it from all aspects such as its age, occupation, identity, family, hobbies, and experience stories, and at the same time match it with the brand image and product. The following tool table can be used for reference.

IP Self-portrait Tool Table (original by Sanshou)

Later in daily operations, there must be unified and standardized content output to ensure consistency with all aspects of IP attributes.

2. Strong grass planting

We all know that almost every mother has her own "mom circle", and they are very active in their respective circles. They share parenting experiences, product reviews, and product recommendations with each other. They will share the products they have used and are using with other mothers based on their personal experience. Therefore, by "recommending" products to improve the reputation of the product and the image of the brand , it is possible to quickly win the trust of consumers and form conversions.

Regarding this point, Claure, in collaboration with Weibo, Bilibili, and Xiaohongshu, produced the "Three Major Platforms Grass-Seeding Power Report", which interpreted the impact of the grass-seeding economy on the consumption of maternal and infant groups.

The report points out that the majority of maternal and infant consumers are mothers, and the decisive factor in women's consumption decisions is mainly dominated by emotions.

Source: Crowley

In terms of the percentage of users who are interested in product recommendations and gender differences, the top three factors that determine women's preferences are: word of mouth, appearance, and brand. This data shows that the reputation of a product among mothers directly affects their acceptance of the product, which is the power of "product recommendations".

Therefore, if maternal and infant brands today want to attract a new generation of consumers and strengthen stickiness with consumers, it is necessary to continue sharing and promoting products.

In this context, maternal and infant brands can cultivate a large number of KOC users in the mothers’ groups, or cooperate with hot mom experts to make them the main voice in the community, so as to better influence the majority of other users.

Kidswant Private Domain Community - Sharing Experts

In terms of strategy, merchants can motivate these KOC users to post their orders and share their experiences on their own through rich brand/product content, interesting interactions, and timely promotions, making them more willing to interact with the brand and thus stimulating those “silent followers” ​​to create a herd effect.

As for the majority of “followers”, merchants can also use mechanisms such as reward incentives for posting orders to stimulate their herd mentality and thus improve conversion rates.

3. Strong content

Due to the growing needs of maternal and infant users, their demand for content is continuous, ever-changing, and very urgent.

Every new mother will have a certain degree of anxiety when facing a specific parenting scenario for the first time.

They almost all lack reliable knowledge and experience, so they are always hesitant and indecisive when using and choosing products. If your content happens to solve the user's current problem, it will undoubtedly greatly deepen the user's trust in you.

In addition, the IP and seeding mentioned above actually require a lot of high-quality content as support. Therefore, the closeness between products and content in the maternal and infant industry is the strongest. Strengthening content is also strengthening products. But often many businesses fail to do well when they start to do it. Let's talk about how to write content first. I summarize it into three dimensions: user-related, personality-related, and product-related . I will give you a writing formula for reference.

Formula: pain point + comparison + selling point

Example: Many mothers do not like to apply sunscreen on their children because children's skin is more delicate (pain point). Some sunscreens irritate the skin, turn white after application and are difficult to spread (comparison). This sunscreen has a light texture, is easy to spread, is convenient to apply, and is not expensive (selling point).

Let's talk about how to plan content. Whether it is a circle of friends or a social network, content needs to be planned in advance. It seems to be a simple task, but in actual operation, it is often missed or sent incorrectly.

Copyright belongs to @闫涛三寿

Therefore, it is recommended that you make a content planning table in advance on a weekly basis, and prepare the corresponding content or materials to form a sop, which can make the operation work clear, standardized and systematic. As for the release time, it is recommended to put it at 10 am and 22 pm, which is usually the freest time of the day for mothers. For example, in Pigeon’s private domain community, the brand has carefully planned the content and provided rich parenting experience, children’s nutritional matching, psychological changes in children’s growth process and other knowledge, which are all the content that mothers want to know.

Pigeon Private Domain Community

However, today, in addition to producing graphic and text content, short videos and live broadcasts are becoming more and more popular among mothers and infants. This places higher demands on practitioners. We must not only have the ability to produce graphic and text content, but also the ability to plan, produce, and disseminate video content. Only in this way can we gain greater advantages in the private domain competition.

4. Strong fission

At present, fission marketing is being used by more and more companies and has become an important method of marketing promotion. The purpose of fission marketing is to quickly spread the company's brand, product and other information through word of mouth and other means, so as to achieve goals such as user growth and brand promotion.

The group of mothers is also the most likely to split. Why do you say that?

1. Moms have strong spending power

Most of the mothers hold the financial power at home. Therefore, grasping the mothers is equivalent to grasping the consumption of a family. There are many products that the mothers need to buy, including daily necessities (firewood, rice, oil, salt, pots, bowls, ladles, basins, etc.), toiletries, maternal and child products, etc., and their purchasing power is unquestionable.

2. Mom needs to save money

After starting a family, expenses also increase. So mothers will start saving money from the little things in life and become thrifty women. We can emphasize to mothers the advantages of using APP shopping: if you buy 20 items every month, you can save 10 yuan on each item, which means you can save 200 yuan a month (this must be explained during the chat to stimulate consumption). Another point we should emphasize to mothers is that although the prices of the products in the APP are very affordable, it does not mean that the quality is poor. The advantage is that they can buy products of the same quality at a lower price.

3. Mom loves to share

Mothers will focus their lives on their children and like to share every bit of their children's growth. So no matter how your relationship with them is, as long as you understand the relevant knowledge about babies, you can resonate with them, and they will actively communicate with you. After understanding the characteristics of the mother group, the next step is the practical link. How can brands split the mother group? You can start from two channels: online and offline.

1. Online promotion

1) Use public accounts to attract traffic

New mothers lack parenting experience, so they generally use some parenting public accounts, such as Dingxiang Mama and Baby Tree. Enter the "Baobaoshu" public account, there is a "Baobaoshu Family" in the menu bar, which will provide a QR code for the mother communication group. After entering the group, traffic will naturally come. Another type of female APP, such as Mayu, will set up some parenting sections in the APP and provide a mother group.

2) Use APP to attract traffic

New mothers lack experience and like to look up some dressing and diet tips online. As a brand, you can make full use of this part of the traffic, take the lead in making layouts on Douyin and Xiaohongshu, attract mothers to pay attention to you by sharing useful information, and then guide customers to the WeChat platform through private chat. After establishing trust, you can use earning commissions as a selling point to attract mothers to share your products.

2. Offline promotion

Online and offline are two common ways for brands to acquire channels, and both are very important for brands. We can promote in places where mothers often appear (such as kindergartens, interest classes, and children's playgrounds). The time is generally the peak time when children get out of school, and the traffic will be very large. The sales staff need to prepare materials in advance, such as event posters with QR codes, candies and toys that children like, etc. Use gifts as a hook to attract the other party to add WeChat. After accumulating a large number of mother fans through offline promotion, they will be distributed in the mother group according to certain standards. At this time, promote fission activities, explain the interest points, and obtain some mother users as KOCs to attract new customers and promote products for the brand.

3. Final Thoughts

With the rapid development of digitalization today, establishing communication and connection with users is no longer as complicated as it used to be. Compared with technology, we should improve our ability to establish user relationships, which means standing with users and gaining in-depth insights into their needs.

Just like the famous story in the marketing industry, you need to know whether the user is buying a "power drill" or a "hole" in the wall.

In the maternal and infant industry, every user's product purchase behavior actually reflects her demands for parenting and parent-child relationships. Grasping this point will provide a breakthrough in opening up user relationships.

Only by doing a good job in IP, content, grass-roots promotion, and fission, can your private domain become a bank of user assets and become truly valuable.

Author: Yan Tao San Shou WeChat public account: Yan Tao San Shou