With more than 100,000 private domain users accumulated in half a year and 20 million private domain GMV created, how does the maternal and infant brand Keyoubi operate its private domain?

As more and more post-90s have become the new generation of maternal and infant product consumers, maternal and infant e-commerce has also gained new development opportunities. How do they operate in the private domain? In this article, the author analyzes the maternal and infant brand Keyoubi and explains its ideas and methods for private domain operations. It is recommended for people who are interested in private domain operations.

China's huge population base and consumption upgrade trend have laid the foundation for the growth of the maternal and infant consumer market. However, as the population growth dividend disappears, the maternal and infant industry urgently needs to find a new growth curve and tap the value of private domains.

As a new force in the domestic maternal and infant brand, "Keyoubi" took the lead in creating a private domain ecosystem and achieved a comprehensive upgrade in content, marketing, and channels. Data shows that in just half a year, Keyoubi has accumulated more than 100,000 private domain users, achieved 20 million private domain GMV, and increased overall private domain revenue by more than 30%.

So how does Keyoubi conduct private domain operations? Let’s take a closer look.

1. Case Background

1. Brand Introduction

KUB was founded in 2009. As a one-stop, full-category domestic maternal and infant brand, its products cover the maternal and infant product system including supplies, sleep, play and education, paper products, feeding, washing and care, pregnancy and childbirth.

As an advocate of smart sleep, Keyoubi ranked first in Tmall sales in the infant sleep category for three consecutive years in 2021. In August of the same year, it began to upgrade its private domain, and the overall private domain revenue has increased by more than 30%. Among them, the average monthly increase in new customers is 300%, and the cost per customer has decreased by about 80% compared with the past.

2. Market size

According to statistics, the market size of China's maternal and infant market reached 3 trillion yuan in 2018, and it will exceed 4 trillion yuan in 2020, and it is expected to exceed 7 trillion yuan in 2024. At present, the post-90s and post-95s have become the main force of childbirth. Young mothers pay attention to the quality of maternal and infant products, and their attention to maternal and infant products is gradually increasing. Therefore, the scale of China's maternal and infant market will continue to show an upward trend in the future.

3. User portrait

Keyoubi products mainly serve babies aged 0-6. Users aged 25-30 account for 66.66%, the largest proportion; users aged 18-24 and 6-17 account for 16.67% each; female users account for 62.5% and male users account for 37.5%.

2. Traffic Channel Analysis

1. Private Domain Platform

(1) Official Account

The official account of KUB "KUB" publishes a tweet every few days, with 1-2 articles each time. The content includes product recommendations, welfare activities, brand promotion, etc., and an entrance for private domain traffic is set up in the official account.

Path: When a new user follows the official account for the first time, a poster with the QR code of the enterprise WeChat account will pop up automatically. Scan the QR code to add the enterprise WeChat account and enter the community.

(2) Mini Programs

In the "Keyoubi Mother and Baby Life Center" mini program, an obvious community traffic entrance is set up on the homepage.

Path: You can set up prominent drainage channels on the homepage of Youbi Life Center to guide users into the community.

2. Public Domain Platform

(1) Video Account

The official video account homepage of Keyoubi is bound to a public account as an entrance to direct traffic to the private domain.

The main contents include brand promotion, product recommendation, etc. In addition, the video account also has an official flagship store and a jump entrance to customer service.

(2) Tik Tok

Keyoubi has set up an account matrix on Douyin, with a total of 400,000 followers. The main account (Keyoubi official flagship store) has 252,000 followers.

The main video content includes brand promotion and product recommendation. Live broadcasts are conducted from 9:00 to 24:00 every day, mainly focusing on bringing goods.

(3) Xiaohongshu

Keyoubi has 26,000 followers on Xiaohongshu. It mainly displays products, baby experience, and releases event benefits.

(4) Weibo

Keyoubi has 162,000 followers on Weibo, and its main content is brand promotion and event publicity.

3. Disassembly of Private Domain IP

Keyoubi's corporate IP is taken over through corporate WeChat, and the employee's profile picture and nickname are relatively unified. The content published is mainly brand promotion, welfare distribution, and event forecasts. The following is a detailed analysis of the corporate IP I added.

Character positioning nickname: Keyoubi-Youma10; Avatar: cute mother and child; Role positioning : welfare officer/customer service.

Automatic welcome message: Add a self-introduction to inform users of the benefits provided, and send a community QR code to immediately guide users into the community.

Frequency of posting in Moments: 1 post every 2 days; Release time: Not fixed; Moments cover: None; Moments content: Mainly welfare activities and product recommendations.

4. Analysis of Community Operation

The maternal and infant industry has obvious characteristics of high repurchase and high sharing, and is one of the most suitable industries for private domain operations. Keyoubi has also grasped this point and actively operates communities, using communities as the main battlefield for its private domain marketing. The following is an example of the community I added.

1. Basic information of the community

Group nickname: name + group number; example: Keyoubibaoma Family387

Group positioning: welfare group;

Group announcement: Introducing recent community welfare activities.

2. Community Welcome

After a user joins the group, an automatic welcome message will be triggered immediately. It mainly introduces the naming rules of the community, the benefits of joining the community, working hours, and finally expresses the service attitude.

3. Community Operation

The Keyoubi community will publish product recommendations and welfare activity content in the group at 10:00, 14:00, 20:00 and other time periods every day. The promotion content is in the form of text + mini program link, and users can directly enter the mall to purchase. It can promote the product and also guide customers to purchase more.

In addition, Keyoubi has a clear division of labor in community operations. The official persona "Youma" is only responsible for product push and discount benefits at a fixed time period every day.

The main operators in the community are "Class Monitor: Tiantian's Mom" ​​or other accounts, who are responsible for answering daily questions.

5. Membership System Analysis

Keyoubi has established a membership system on the e-commerce platform and has over 8 million fans on Tmall. The membership system is mainly based on a growth membership + points system, which is broken down in detail below.

1. Growing Members

Taking Tmall membership as an example, the membership system of Keyoubi on Tmall is divided into 5 levels. The higher the level, the more shopping points you get. The details are as follows:
U Family fans: receive a membership card and earn 1 times the points; U Family idols: spend 1 yuan or more and earn 1.1 times the points; U Family experts: spend 500 yuan or more and earn 1.2 times the points; U Family stars: spend 1,500 yuan or more and earn 1.3 times the points; U Family celebrities: spend 3,000 yuan or more and earn 1.5 times the points;

2. Points system

Users can earn points through consumption, membership and sign-in. Points can be used as gifts for full amounts, low-price trials, member day flash sales, and redemption of goods.

For example, users can redeem fine-tipped cotton swabs with 1,480 points, baby food spoons with 3,900 points, and colored clay with 7,900 points.

6. Analysis of the fission gameplay

Fission is also an important way to achieve new customers and repeat purchases in the private domain system. Keyoubi has set up many fission gameplays, such as group buying and recruiting activities. For example, in group buying activities, a group buying area is set up on the homepage of the mini program. Users can enjoy the benefits of buying products at low prices by inviting friends to join the group.

There is also a recruitment officer activity, which is also a common fission gameplay in the maternal and infant category. Use commissions to attract users to spontaneously spread and promote. You can get commissions by placing orders yourself, inviting friends successfully, and friends placing orders successfully.

VII. Summary

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

1. Improvement of community operation SOP

Keyoubi has set up a wealth of promotional content in the community. In addition to the weekly SOP, customer service staff are also arranged to give corresponding answers based on customer questions. The community retention rate and forwarding rate are high.

2. IP image is relatively weak

Judging from the content posted on WeChat Moments, it is mainly product advertisements, the frequency of posting is unstable, and customer trust is low.

3. Membership system needs to be improved

At present, the membership system of Keyoubi is relatively simple, mainly focusing on earning points through consumption and exchanging points for gifts. There is a lack of more ways and gameplay to attract users to continue consumption.