Today I will share with you a big account for mother and baby products called "Nian Gao Mama". Although it is not the account with the most fans in the whole network, it is indeed the most profitable one in the whole network. If you also plan to create a maternal and child account, I think "Nian Gao Mama" is particularly worth learning from.

I believe that many mothers should know the account "Nian Gao Mama". The rich parenting knowledge, recommended baby products, and the personal academy it founded are always attracting the attention of parents.

On July 31, 2014, Li Danyang founded the public account "Nian Gao Mama". In March 2015, he wrote the first article with over 100,000 views. On January 13, 2017, Nian Gao Mama received 60 million in Series B financing. In September 2018, it again received over 100 million in Series B+ financing from Fosun Group. Today, it has 30 million fans across the entire network, with the main public account and Douyin each having over 10 million fans.

Why is Nian Gao Mama so popular? Is it just because of the dividends from the official account at the beginning? Today we will conduct an in-depth analysis of "Nian Gao Mama" from five aspects: birth, positioning, user operation, pitfalls, and monetization .

Li Danyang never thought that he would have contact with the media one day. I was admitted to Zhejiang University in the college entrance examination, and told my family that I wanted to apply for the journalism department to enter the media industry. As a result, her family strongly opposed it and wanted her to become a doctor.

It is said on the Internet that a partner can change a person's second half of life. During college, Li Danyang met Lin Wei. The two of them appreciated each other and soon got together and got married. Lin Wei can be said to be Li Danyang's life mentor. Lin Wei understands Li Danyang and supports Li Danyang's ideals.

Because of Lin Wei, Li Danyang's life trajectory began to change.

Li Danyang's son was born in April 2014. Because she particularly loved eating rice cakes during her pregnancy, she nicknamed the child "Nian Gao". Like most mothers, she was not familiar with raising children. Although she has a master's degree in medicine, her knowledge about infants and young children still needs to be improved.

For the sake of her child's health, Li Danyang began to read various books for infants and young children. The results show that the quality of domestic parenting books varies greatly, and each has its own opinions on some issues, which are not professional. For the sake of her child's health, she decided to look up foreign materials and take notes to organize them.

After Li Danyang sorted out this knowledge, he shared it with the mothers’ group. Since she herself holds a master's degree in medicine, she finds it easy to understand the complicated theories in the materials. She then explains them to the mothers in the group in easy-to-understand ways, and as a result, she has become a parenting expert in the group.

Li Danyang created the public account "Nian Gao Mama" with the original intention of just sharing knowledge about raising infants and young children and providing everyone with correct scientific knowledge. As a result, with the support and encouragement of many mothers, the public account became more and more popular. Coupled with her previous love for media, she smelled a business opportunity in the public account. From then on, her life plan also underwent earth-shaking changes.

I only have three words to describe Nian Gao Mama's positioning: "interesting, professional, and down-to-earth."

Interesting: What’s interesting about Nian Gao Mama is not that she herself is interesting, but that compared to general popular science knowledge, Nian Gao Mama will compile some knowledge that adults are ashamed to say out loud into a story and draw it into cartoons to popularize science, especially when writing articles, she will add emoticons to increase people’s interest in reading the articles.

Most doctors' popular science lectures are often too professional, and many people probably cannot understand them and they seem boring. However, Nian Gao Mama's articles are easy to understand, humorous and interesting, and she also has a background as a master of medicine. In such a comparison, I don't need to say which aspect users prefer.

Professional: With a medical master's background, the articles he writes are all professionally researched and can be based on guidelines from global authoritative organizations such as the U.S. APP and CDC.

This is different from ordinary maternal and child accounts, where the content is either clickbait or randomly pieced together, and the quality of the content is mediocre.

Down-to-earth: Nian Gao Mama’s account often gives people the feeling that it is not operated by a team, but rather a real mother who is educating fans, sharing, solving problems, and listening to everyone’s complaints. Because she often shares photos of herself and her children on her account, her fans are very familiar with their family. This has also established a sense of trust with her fans. It can be said that she is very down-to-earth.

Therefore, Nian Gao Mama’s positioning is “more interesting than a doctor, more professional than an ordinary account, and more down-to-earth than a team.”

Nian Gao Mama’s target user group is mothers with children aged 0-6 years old. These people are new mothers and have a strong desire to learn about their children’s education, diet, safety and so on.

After positioning the users, how does Nian Gao Mama operate for the users? There are three points below.

1. All-platform self-media matrix

Almost every major platform has an account for Nian Gao Mama, so how does Nian Gao Mama operate? I will pick two key platforms for analysis.

1) Public Account Matrix

Like many platforms, Nian Gao Mama’s popularity is also largely due to the trend of official accounts.

In the era when public accounts are booming, Nian Gao Mama operates a total of 7 public accounts (3 service accounts, 4 subscription accounts) and two mini-programs (Niangao Mama Parenting Class and Nian Gao Mama Academy).

Each public account has its own function:

Nian Gao Mama (main account): mainly used to publish WeChat tweets, provide scientific knowledge to users and attract users to forward, share and gain fans. Nowadays, tweets are sent at a fixed time every day, and the number of readers of the headline articles is over 100,000, and the number of readers of the second-highest articles is over 50,000.

How does Nian Gao Mama manage to get over 100,000 views of each of her article headlines? After reading the popular content for nearly a month, I analyzed the following points

1. Popularize the nutritional value of various vegetables

Children know what they should and should not eat when they are young, but the relevant knowledge is relatively popular; so it must be subversive and warning to make parents feel nervous and click in out of curiosity.

2. For the baby's health

It is the wish of every parent to prevent their children from getting sick. Nian Gao Mama also seized this opportunity to educate everyone on when to give children what vaccines and what diseases can be prevented.

3. Celebrity parenting and hot news

You can also take advantage of this popularity. Although it is a maternal and child-related account, since most of the followers are mothers, things in this area will also interest mothers.

4. Female resonance

It mainly arouses widespread resonance by describing the heavy tasks of parenting and the physical and mental exhaustion of mothers. This indirectly reflects that the pressure on Chinese women to raise children is still quite high.

The above articles written around these aspects have basically received more than 100,000 views each!

Article example:

"Nian Gao Mama's Best Selection, Nian Gao Mama Mall" (e-commerce): mainly a platform for sharing good things and e-commerce monetization. Good things are not limited to sharing those related to babies, but also those related to every mother, such as: cosmetics, non-stick pans, etc.

The four accounts "Nian Gao Mama Parenting, Nian Gao Mama Encyclopedia, Nian Gao Mama Beginner Class, Nian Gao Mama Beginner Camp" (education) each have their own focus.

"Parenting" focuses on the baby's golden period of brain development, scientific feeding, correct care, and happy enlightenment. "Encyclopedia" focuses on eating, drinking, defecating, urinating and sleeping for babies aged 0-3 years old, and includes a parenting guide and a health manual for mothers. The “Newbie Class” is about how to play games with babies, what games are available, and care during pregnancy, postpartum, and for newborns. "Newbie Camp" is for early childhood education, character development, intellectual development and so on.

Through the above points, we can find that Nian Gao Mama is very meticulous in her work, operating a separate public account for every aspect of parenting. This is worth learning from so that we can make our services more detailed.

2) Tik Tok

Of course, relying solely on the official account, the number of fans is still too small. In 2017, short videos became popular, and Nian Gao Mama seized this opportunity and accumulated a huge fan base. Today, she has more than 10.13 million fans on Douyin.

Compared with official accounts, although not every Douyin video can become a hit, there are still many hit videos.

So how should one shoot a hit video about mothers and babies?

After analyzing nearly 150 short videos of Nian Gao Mama, I have the following two suggestions:

1. Start with the little things in your daily life

Our focus should not be limited to the baby. "After having a baby, the relationship between mother-in-law and daughter-in-law, communication among family members, women's personal development, women's economic independence, husband's support and mother-in-law's understanding" are all hot topics.

The topics filmed by Nian Gao Mama have successfully become popular videos.

2. Satisfy curiosity

This may be something that is uncommon to everyone, or it may be something that is common in our homes. Why do I say so? Because people are curious animals, we introduce some things that mothers have never seen before or subvert some common sense, or transform some small items at home, etc.

In order to trigger emotional resonance among mothers, we need to find some hot content for analysis. The hottest events at the moment, of course, are not all hot events, but events about family, such as "parent-child relationship, family relationship", etc., and shoot such events into videos.

Video example:

Second, user positioning

Can we accumulate and retain a large number of users simply by increasing exposure?

In fact, Nian Gao Mama’s success today is inseparable from the precise positioning of users. From the very beginning, Li Danyang knew that his users were mothers, not fathers.

From the data, we can see that whether it is a public account or Douyin, 90% of the users are women, and the cities with the most users are mostly in Beijing, Shanghai and Guangzhou.

Although the core users have purchasing power, the users are too average and we have to consider other users. We cannot just pursue big brands but also have to consider the affordability and performance of the products. Therefore, Nian Gao Mama did not choose big foreign brands, but chose some economical and affordable domestic brands.

3. User Trust

Building user trust is also a major focus. So how do we operate with users to establish a multi-layered trust relationship with them? I summarize the following three points.

1) Reliable

In this regard, "Nian Gao Mama" has done a very good job. First of all, for the little popular science mentioned in each article of Nian Gao Mama, or every suggestion given to the baby, there is a traceable basis, and the basis can be found in the guidelines of global authoritative organizations such as foreign APPs and CDC.

As for the special topics of the official account, they also display and compare the views of some experts, authorities, websites, books, etc., and then add their own comments and summaries, give their own suggestions, and will not change these contents, so that many mothers can understand them and believe that Nian Gao Mama is reliable. This is also one of the most basic elements for Nian Gao Mama to retain users.

However, having good content without a good update frequency is unreliable for users, so Nian Gao Mama is also maintaining daily updates.

Is the purpose of daily updates just to make users feel that you are reliable? In fact, it is not. Daily updates can also cultivate users' habits. When you don't know what your child should do next, you can search for the answer on Nian Gao Mama. Users will develop a dependence on the account.

2) Professional

From an account that provides popular science knowledge to one that has an authoritative image.

First of all, Nian Gao Mama herself is very professional. Who would have thought that a mother with millions of fans is actually a master of medicine? It is precisely because of her high academic qualifications.

Therefore, some foreign professional knowledge is easy for her to understand. She then summarizes and edits this knowledge and shares it with mothers in plain language, which makes it easy for them to understand.

In addition, Nian Gao Mama has also written her knowledge into books for her users to read, further deepening her professional image. The books include "Nian Gao Mama's Parenting Encyclopedia" and "Nian Gao Mama's Supplementary Food Diary".

3) Friends

Nian Gao Mama gives people the feeling that there is only one person running the app, and she is our friend, reducing the sense of distance between her and users, from strangers to friends.

Through articles, photos, and videos, users can feel that the image of Nian Gao Mama is very close to them, that they have stories and emotions, and this makes the image of Nian Gao Mama more three-dimensional in the users' minds.

Because most of the articles contain a large number of private photos, and Li Danyang posts photos of her children on Weibo like other mothers, shaping her own personal image and making users feel that this account is not just about providing scientific knowledge to everyone, but that Li Danyang herself is also warm-hearted.

Emotion is the strongest stickiness of users.

Now let’s take a look at how Nian Gao Mama builds user trust:

1. Make users dependent on you through daily updates and authority

2. Make users feel their authority through their medical master's degree

3. Become a friend of users, share your life, and get closer to users

I have been making rice cakes for a long time, and it is sure that it has not been smooth sailing. I have also stepped into many pitfalls. I will give you 4 examples for your reference to avoid falling into these pitfalls in the future.

1) Customer Service

First of all, customer service is very important to e-commerce, and the requirements for customer service are also very high. From the time Taobao and JD.com have been operating to today, the services of the platforms have always been particularly good, and now everyone is accustomed to these platforms, so users will make the same demands on other platforms. In the early days of Nian Gao Mama, there were only one or two people serving customers. As sales grew, they could no longer provide sufficient customer service.

2) Suppliers

A good supplier is also the top priority for e-commerce. Once, Nian Gao Mama spent more time and money because she didn’t have a good supplier. Although Nian Gao Mama has excellent ability to sell products, suppliers do not have the ability to deliver them, and this is something we must pay attention to.

3) Plagiarism

Once, when writing, an editor quoted an article from another author, but due to negligence did not indicate the source, it was said to be plagiarism, causing Nian Gao Mama to be caught up in public controversy. This incident had a huge impact on Nian Gao Mama.

4) Selling fake goods

The incident of selling counterfeit goods started on Weibo. The specific circumstances are unknown, but after the matter was resolved, Nian Gao Mama no longer blindly pursued quantity, but instead used better products and services to maintain users. I think that with the Internet so developed today, the most important thing is the quality of the goods, which is also the foundation of our e-commerce business.

Nian Gao Mama's monetization methods mainly rely on the following two points:

1) E-commerce

When Nian Gao Mama first started doing e-commerce, it was inseparable from group buying of single products, merchant distribution, and public account sales. This was not only easy to operate, but also relatively easy to run. However, later Nian Gao Mama created her own e-commerce brand "Nian Gao Mama Best Selection".

The business grew rapidly in the early stages, and fans had to rush to buy it. This was because Nian Gao Mama made its main profit from exclusive products, and half of the products were customized or had agreements with the brands.

Of course, “Nian Gao Mama’s Best Selection” is not only available on the WeChat public account, but also an account has been opened on Douyin to recommend the sale of these items.

There are two accounts and two display windows in total, and the sales volume of each display window is over 100,000. This does not include the sales volume of the official account.

2) Knowledge payment

In addition to e-commerce, Nian Gao Mama also uses her knowledge to monetize. She turns her knowledge into courses and writes it into books for sale. This is undoubtedly an enviable way to monetize.

Courses and books are different from e-commerce in that they can be sold continuously after being recorded once, without requiring too much effort to be invested, which is equivalent to a source of income while you sleep. Moreover, paid courses can also enhance your brand image, which is killing two birds with one stone.

Summarize:

The success of Nian Gao Mama is worthy of our in-depth study and exploration. In addition, many people now believe that public accounts and short videos have become a red ocean, and there is no chance to get a piece of the pie.

In fact, this is not the case. The development of self-media is rapid, and it is never too late. If you want to operate an account at this time but don’t know what subject to choose, then Nian Gao Mama may be a good example.

As for the development of Nian Gao Mama, when it comes to us, we need to give full play to our own advantages and apply them to our own industry.

Looking at the development process of Nian Gao Mama, you will find that she did not become famous overnight or gain a lot of fans overnight, but every step she took was very solid and steady, which is also commendable.

Author: Internet Celebrity Headlines

Source: Internet celebrity headlines (whtoutiao)