Ranked firmly on the top of the maternal and infant care list, a complete analysis of the private domain operations of the domestic maternal and infant brand "Red Elephant"

The market for maternal and infant care is growing rapidly. This article uses the domestic brand Red Elephant as a representative to explain how it does a good job in private domain. This chapter analyzes the case background, traffic channel, IP personality, community operation, and membership system. Let's take a look!

In the past two years, the maternal and infant market has been growing rapidly, among which the most popular segment is the maternal and infant care segment.

In addition to internationally renowned brands such as Johnson & Johnson and Pigeon, domestic brands represented by Red Elephant and Prince Frog are also not lagging behind.

Red Elephant became the No. 1 maternal and child care brand on Tmall in 2019. In 2020, Red Elephant accounted for 64.41% of the market share of the top 10 online infant and child care brands.

As the category that is most suitable for private domains, Red Elephant has naturally started to operate in private domains early and started refined operations. The following is a breakdown of how Red Elephant operates in private domains.

The contents of this article are as follows:

1. Case Background
2. Traffic channel analysis
3. IP character deconstruction
4. Community Operation Analysis
5. Membership system breakdown

1. Case Background

1. Brand Introduction

Red Elephant was founded in 2015. Since 2019, it has become the maternal and child care brand with the largest market share . The brand logo is inspired by the "enduring maternal love and care" of an elephant mother for her baby elephant.

Its positioning is to create a professional mother and baby care brand suitable for the skin of Chinese babies and children. It takes a refined, high-quality and high-end route, aiming to become a leader in minimalist skin care for babies and children.

2. Market size

In recent years, the birth rate has continued to decline, but with the increase in per capita disposable income and the improvement in the consumption capacity of maternal and infant families, China's maternal and infant market continues to grow. It is estimated that in 2023, the scale of maternal and infant consumption in China will reach 3.7552 trillion yuan.

3. User portrait

The target audience of Red Elephant is mainly new generation mothers born in the 1990s and 1995s.

Based on user characteristics, Red Elephant uses a multi-form, multi-dimensional, and multi-touchpoint "content network" to connect with users. For example, it cooperates with Cui Yutao, doctors from well-known tertiary hospitals, Nian Gao Mama, Dad's Review, and other more professional big Vs to conduct word-of-mouth recommendations, continuously consolidating the brand's professional endorsement.

2. Traffic Channel Analysis

Red Elephant uses the global platform as an amplifier, with celebrity endorsements and a large number of KOLs as endorsements, to establish strong stickiness and trust in the hearts of users.

Therefore, we choose an approach centered around welfare, creating a private entry method for the community, and realizing a closed loop of monetization through mini-programs and a complete membership system.

1. Private Domain Platform

1) Official Account

The "Babyelephant Red Elephant" official account has set up multiple community traffic entrances.

Traffic flow path 1: Follow the official account, and a welcome message will pop up automatically. Users can reply to the keywords [Exclusive Customer Service]/[Fans Welfare Officer] according to the prompts, and a QR code of the corporate WeChat Welfare Officer poster will pop up. Scan the code to add the Welfare Officer as a friend.

Traffic flow path 2: Click [Xiangfen Welfare] in the public account menu bar [Xiangfen Paradise], and the company WeChat welfare officer poster will pop up. Scan the QR code to add the welfare officer company WeChat.

Traffic flow path 3: Click [Exclusive Customer Service] in the [Brand Introduction] menu bar of the official account, and a customer service QR code will pop up. Scan the code to add the customer service WeChat account.

2. Public Domain Platform

1) Video Account

The account name is "BabyelephantRed Elephant", which is associated with the official account. The video content is mainly product recommendations, expert popular science, test reports, and inspirational stories.

2) Xiaohongshu

The red elephant has more than 10,000 notes on Xiaohongshu and 53,000 followers. The tag #RedElephantAnxinJianhu has been viewed 2.94 million times.

The homepage has a check-in guide, and users can also click on the store to purchase items. The content mainly includes product recommendations, interactive activities with prizes, inspirational videos, etc.

3) Tik Tok

Red Elephant has 490,000 followers on Douyin. The account starts live broadcasts from 8:30 to 23:30 every day, and the content mainly focuses on promoting products and promoting products.

The Douyin homepage has set up a touchpoint for entering the official store, and the product homepage guides users to become members.

4) Weibo

Red Elephant has 156,000 followers on Weibo, and its videos have been played 508,000 times in total. The main content on Weibo is holiday greetings, product recommendations, and rewarded interactions.

3. Analysis of IP Characters

The Red Elephant's corporate IP is relatively traditional. All employees use the company logo as their avatars, and the role of the corporate IP is mainly in brand promotion, welfare distribution, and event forecasts.

Below is a detailed analysis using the corporate IP I added as an example.

1. Personal positioning

Nickname: Little Elephant

Avatar: Cartoon baby elephant avatar

Role positioning : Brand welfare officer

2. Automatic welcome message

After adding the company WeChat account, a questionnaire will pop up automatically, a link to receive a no-threshold coupon will be sent, and the value of the community will be introduced to encourage people to join the community.

3. Moments Operation

Content frequency : Post 2 Moments of Friends content every day

Release time : 9:00-10:00 am

Contents of Moments : Mainly product promotions, welfare activities, knowledge popularization, etc.

4. Analysis of Community Operation

Let's take the community I added as an example for a detailed analysis:

1. Basic information of the community

Group nickname: Red Elephant Official Welfare Group

Group positioning: welfare group

Community value: parenting tips, preferential benefits, etc.

2. Community Welcome

There is no welcome message for joining the group. Only when users add a welfare officer will the community value be introduced in the welcome message; in addition, the group announcement does not indicate the group rules, which are mainly used when announcing activities.

3. Community Content

The Red Elephant Welfare Group has less interaction. It is mainly the welfare officer who releases activities, recommends products, and maintains order. The release frequency is not high, 1-2 times a day. The following is an example of one day's content:

15:30 PM: Product recommendations, with scenario-based recommendations;

At 18:00 in the afternoon, you will be reminded that the working hours for the day have ended and you will be prompted to leave a message.

5. Membership System Analysis

Red Elephant has set up a membership system on both WeChat mini-programs and e-commerce platforms, which is mainly based on the membership system + points system. The detailed analysis is given below.

1. Mini Program Membership System

1) Growth system

The growth system is mainly divided into 5 levels: registered member (no threshold), VIP2 (9 growth value), VIP3 (499 growth value), VIP4 (1999 growth value), and VIP5 (5999 growth value).

Users can upgrade their growth points by spending and completing tasks. Upgrading can earn coupons and points rewards. For example, when a user upgrades to VIP5, the system will give 5,000 points.

2) Points system

Red Elephant points are obtained through consumption, check-in, membership upgrades, etc. Points can be used to redeem goods, rights cards, and coupons.

2. Tmall Membership System

The membership system of the Red Elephant e-commerce platform is relatively complete, mainly based on the growth membership + points system. The following takes the membership system of the Tmall platform as an example.

1) Growth system

The Red Elephant Growth Membership is divided into 5 levels:

1. Baby Elephant: Bind your membership card to apply to become a Baby Elephant
2. Newbie Elephant: The cumulative consumption amount in this store within 12 months is greater than 0 yuan
3. Loyal Elephant: The cumulative consumption amount in this store reaches 299 yuan
4. Tiegan Xiaoxiang: The cumulative consumption amount in this store reaches 499 yuan
5. Zhen Ai VIP Little Elephant: The cumulative consumption amount in this store reaches 799 yuan

Becoming a member can enjoy benefits: special gifts, shopping points, points redemption, exclusive customer service, priority refunds, etc.

2) Points system

Users can earn points through consumption and use the points to redeem products, peripherals, etc. in [Point Sharing and Redemption].

6. Highlights and shortcomings

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

1) Community content is relatively monotonous: Community content is relatively monotonous, and currently only recommends daily products. You can try to add interactive games, flash sales and other content appropriately, which can not only enhance the value of the community, but also activate users, thereby increasing the conversion rate of the community.

2) The operation of Moments is mature: Judging from the content posted by Red Elephant Moments, they combine knowledge popularization and welfare promotion, and the marketing sense is not so strong. They have formed a content SOP and the frequency of posting is relatively stable.

3) The points system needs to be improved: Relatively speaking, the points system of Red Elephant is relatively weak. It is recommended to add some channels for obtaining points.

Author: Yan Tao

Source: WeChat public account "Yan Tao Sanshou (ID: yantao-219)"