The exquisite moms on Douyin are really attractive!

Introduction: The deep integration of the e-commerce industry and the short video industry has given more impetus to the "grass planting" era. This article introduces a new emerging group of "exquisite mothers" that is about to become popular. Can the channel for bringing goods to the high-end market be easy? This article tells you that as long as you find the right user group, everything is possible.

There are many accounts on Douyin that promote good products, and many young girls, mothers, and old ladies are doing it.

For example, there are unboxing videos, pictures and texts, videos for mothers, etc. Some tracks are too crowded and ordinary people can take pictures with just their mobile phones.

Today, the village chief wants to share with you another type of product promotion: product promotion by sophisticated moms. Currently, it is still quite popular in the field of product promotion.

01 What is a sophisticated mother?

Then some people will definitely ask, what is an exquisite mother?

There are many definitions of exquisite mothers on the Internet, and there are even research and analysis reports related to exquisite mothers.

It is reported that there are more than 100 million sophisticated mothers in China, more than 60% of whom are born in the 1980s, and about 70% of them live mainly in first- and second-tier cities.

80% of them have a bachelor's degree or above, and their family's monthly income is more than 20,000 yuan.

Moreover, sophisticated mothers have certain requirements for appearance, figure, consumption, exercise, quality of life, and personalization.

Moreover, sophisticated mothers are not necessarily full-time housewives. At least 60% of them are working women.

This group is a typical group of people who have income, knowledge, consumption ability and the ability to please themselves.

02 Why can we bring goods

So why is it possible to sell goods with such an account?

The first is that, as I just said, this group of people has a large base, measured in hundreds of millions, and they all have a certain economic foundation.

Secondly, on channels such as Douyin and Xiaohongshu, sophisticated mothers are also a huge group of content and product consumers, and they pay more attention to the quality of the products.

In fact, a large number of Oriental Selection users belong to this category. They are not so sensitive to price and pay more attention to the product's usage, quality, and effect itself.

Thirdly, currently on Douyin, most of the accounts that live broadcast and share good things, especially those related to daily food and drink, are almost all priced at 9.9 or 19.9. Many bloggers cannot sell anything above 50.

Currently, the truly high-quality products are sold by flagship stores and top live streaming rooms.

Therefore, there is still a huge market for promoting exquisite mothers’ products.

03 What qualities are needed

So if you want to be an account in the exquisite mother track, what should you have? I will list them here for you.

1. Having a baby

You must have a baby, no matter if you have just given birth or your baby is already in junior high school.

A woman who has given birth to a baby is different in her emotions, needs, experiences, and status.

The selling points of many products, customer needs, and sensitivity to content selection are all things that can only be felt and expressed after experiencing them.

Moreover, after having a baby, my ideas on product selection and content have been greatly broadened, and I have more topics to talk about with users.

2. Beautiful and elegant

I have to say that a beautiful mother is liked by everyone.

Of course, good looks are one aspect, but the core is still temperament. It would be even better if the height is over 165cm and can handle all kinds of clothes and high heels.

Because the people you face may be better looking, richer, more knowledgeable, etc. than you.

So if you want to sell goods to these people, you naturally have to be able to communicate with them and attract them.

3. Own a house and have money

It’s best if you own a house and a car, but it doesn’t have to be in a first-tier city.

Even if you are in a county town like She County, Huangshan, it’s fine as long as you have a house and a car.

Or even if it is a team operation, we can rent a large flat or a small villa for you.

Having these things will add a lot of convenience, but the worst case scenario is that you at least have one room that is well decorated.

4. Ability to express

Being beautiful and being able to express oneself is what I think is the most important thing.

You cannot be stage-frightened and you cannot lack temperament. Your expression depends on the copywriting of the team on the one hand, and on your own state and makeup when shooting the video on the other.

Don’t be cute, don’t be a little girl, and don’t be a college student. You can be intellectual or enthusiastic. The core is that the user can feel that you and her are the same kind of person through your expressions, language, and actions.

5. You can also socialize

This type of account is especially suitable for those who have relatively good family conditions.

It doesn’t matter even if it’s in a small county, it’s not just about selling good products.

Instead, users can see your real state through your videos, such as eating at roadside stalls and buying groceries by yourself.

But it conveys your confidence, independence and naturalness, and your ability to understand the needs of your target users.

So that they can express their emotions and thoughts through you.

04 What should you pay attention to when bringing goods

The above 5 points are what I think are some of the characteristics that a sophisticated mom blogger should possess.

Well, our goal is to bring the goods to them, so what should we pay attention to when selling products?

1. Price is not the most important thing. For this type of users, you don’t need to deliberately emphasize the price at the beginning of the video, especially those products priced at 9.9 or 19.9, which are almost not within your selection range.

2. Generally speaking, products below 9.9 are rarely chosen, especially food. The following department store items can be recommended for individual use.

Generally, they prefer products priced above 19.9 or 29.9. Some products have lower prices, but we should also focus on the introduction of the products.

3. Don’t introduce too much about cosmetics, as they all have relatively good choices. Unless you have a large number of fans, you can introduce them appropriately.

The early videos mainly focused on eating and drinking.

4. Help these people choose goods, and tend to prefer new and unique products, or products that are not common among the general public.

For example, Snow Mountain Plum Wine, Ovi Mountain Full Moon Water, Honey Straws, Egg Roll Marshmallows, Dried Blueberries, Brainitz Biscuits, Black Coffee, Wild Birch Juice, Protein Bars, etc.

Listen to the names of these products. You may have hardly paid attention to them before.

5. In terms of language, it’s not a shouting sale or something like “sisters, go buy it quickly, go grab it quickly” or something like that.

This type of video should be like a product manual, briefly but directly explaining the benefits of the product.

For example, a certain celebrity is eating it, a certain celebrity has the same product, a yoga teacher says so, a supermodel’s best friend recommends it, flight attendants are drinking it, the heroines in Korean dramas are using it, etc.

In the copywriting, we should elevate their consumption quality.

If you are interested in the exquisite mother track, I suggest you go to Douyin to check it out, there are still huge market opportunities.

Author: The village chief lives in Shili Village

Source: WeChat public account "Shili Village"