Why do maternal and infant brands need to conduct private domain operations?

When all industries are digging for gold in the private sector in full swing, the maternal and infant industry is naturally no exception.

Leading maternal and infant brands, such as Kidsland and Pigeon, have long sounded the clarion call to seize the private domain. We have also previously analyzed relevant private domain operation cases in detail.

At a time when the traffic dividend has almost reached its peak, it is obviously no longer realistic for most companies to still think about making profits by continuously acquiring new traffic.

Whether you like it or not, private domain is undoubtedly one of the best options for most companies when they are stuck in the bottleneck of traffic growth.

Compared with other industries, the maternal and infant industry actually has some natural advantages in private domain transformation.

Next, let’s analyze together what are the advantages of the maternal and infant industry’s transformation into the private domain? What should be done specifically?

1. High frequency and high average order value

From a consumer perspective, industries whose products have high frequency of purchase and high average order value are the most suitable for private domain operations.

Because after the company has accumulated users in the private domain, in order to achieve better payment conversion effects, it needs to use various methods to reach the other party and increase users' consumption frequency and amount.

If your product users buy less than twice a year and the price is not high, it will be difficult to increase revenue.

The maternal and infant industry can be said to have the richest product categories among all industries, involving eating (milk powder...), wearing (children's clothing...), using (diapers...), traveling (children's cars...), and playing (toys...).

Many of these products have a very high repurchase rate, and as users pay more and more attention to quality, the prices of the products are not cheap. Therefore, the maternal and infant industry first meets the high frequency and high unit price requirement very well.

2. Characteristics of maternal and infant consumer groups

In specific consumption scenarios, what characteristics of the target consumer group of mothers and babies are the advantages for companies to conduct private domain operations?

1. Pay attention to price, but also pay more attention to quality and service

As a maternal and infant consumer group mainly composed of mothers, being thrifty is also a major characteristic of this group, but being thrifty does not mean that they will sacrifice quality for price.

On the contrary, when they purchase maternal and infant products, quality always comes first. Only on this basis will they think of buying at the lowest discount.

Therefore, we can see that there are countless brand communities of various kinds on the market, among which mothers always have the largest number of people. They are always thinking about stocking up on goods during promotions, and of course they spend a lot of money in the end.

Kidswant Private Domain Community

Regarding this point, data from Tencent Marketing Insights in 2021 showed that among private domain consumer groups, 85% of users are more concerned about product quality and brand credibility rather than just price, and this proportion is still increasing, which is exactly in line with the characteristics of the maternal and infant consumer group.

In addition, when mothers purchase maternal and infant products, another focus is on the product-related services.

It is not the end of the story once you buy a product. Companies also need to provide instructions on how to use the product and track usage at any time to make timely adjustments.

Service is also an aspect that mothers value. This is also reflected in the data from Tencent Marketing Insights. 61% of users indicated that they choose to purchase products in private domains in order to enjoy better services.

2. Diverse private domain touchpoints and higher frequency of consumption

Today's group of mothers are mainly those born in the 1980s and 1990s, and they have almost grown up with the Internet, so they can quickly adapt to various new consumption methods on the Internet.

For example, they are better than anyone else at using private domain scenarios such as WeChat official accounts, mini-program malls, live streaming, brand communities, etc., and they are spending more and more time on them.

Due to the convenience of purchasing, their consumption frequency is also increasing, and placing orders on impulse has become commonplace.

The data also confirms this point. 61% of users said that they would place orders because of real-time discount notifications, one-click purchases and other factors in private domains.

3. High demand for content, easy to be seeded

Generally speaking, before purchasing a product, users will consider a few points: How influential is the brand? Is the quality high enough? Does the selling point meet your needs? Does the price meet psychological expectations? Compared with similar competing products, is it cost-effective?

However, when mothers buy maternal and infant products, in addition to considering the above, they also need to use more relevant content to help them make decisions.

Pigeon Private Domain Community-Knowledge Sharing

For example, relevant parenting experience, children's nutritional combinations, psychological changes in children's growth process, etc., these are all things that mothers want to know. If a good environment can be provided, they are more willing to share and discuss.

Private domains have the advantage of being able to reach users anytime and anywhere. They can not only provide mothers with relevant content in a timely manner, but also allow mothers to communicate and discuss on their own by creating groups.

The single consumption scenario of buy-and-go in the past is gradually fading away. On the contrary, data shows that 56% of users have higher content requirements when consuming, and private domains can provide such scenarios and content.

At the same time, in private consumption scenarios that combine rich and interesting content, users are more likely to be inspired and engage in consumption.

4. Frequent communication and interaction is more conducive to community operation

If we say which group is more willing to communicate and interact, mothers undoubtedly have the most say. They complain about the relationship between mother-in-law and daughter-in-law, complain about their other half, share their experience in planting grass, share the psychological process of parenting, show off their babies, etc. If each topic is taken out separately, mothers can talk for a long time.

When users continue to resonate with each other in private communities, the retention effect of this community will be amplified, and the relationship between users and brands will continue to be strengthened.

For brands that focus on increasing paid conversions through community operations, another benefit is that they can greatly save operating costs. They don’t have to rack their brains every day to think about how to liven up the community atmosphere, and can just provide appropriate guidance.

Combining the above points, you will really find that maternal and infant care is definitely one of the most suitable industries for private domain development, and many maternal and infant care brands have indeed achieved good results.

Of course, in addition to those mentioned above, the target consumer group for mothers and babies has some other characteristics, such as preference for recommendations from acquaintances, high brand loyalty, etc., which are also important factors that make the mother and baby industry suitable for private domain operations.

3. Maternal and Child Private Domain Operation

Next, let’s talk about what points we need to pay attention to when the maternal and infant industry is doing private domain?

1. Personalization of exclusive consultants

First of all, from the perspective of content and service, maternal and infant brand owners must think clearly and build the personalities of their operations staff before starting private domain operations.

In this regard, Kidsland does a relatively good job. In various consumption scenarios of Kidsland, employees are neither sales guides nor official customer service, but professional childcare consultants who all have special qualifications certificates.

At present, Kidswant has more than 4,700 parenting consultants serving users. This persona is certainly not just a decoration, but can provide real help to users.

When users purchase and use maternal and infant products, they often have many questions to consult. At this time, if there are parenting experts to help answer them, the user's sense of security will be greatly enhanced, and the trust in the brand will also increase accordingly.

More importantly, when the parenting-related problems encountered by users are well answered by you, they will think of you first when they have any needs in the future, and user stickiness will increase greatly, which is precisely a major value that private domains need to achieve.

2. Digital management of user tags

Secondly, from the perspective of refined operations, when users enter the brand's private traffic pool, maternal and infant brands need to let parenting consultants label each user. The label can be based on the child's age, the user's occupation, the family's regional location, and the user's consumption preferences, etc.

After all, there are hundreds of categories of maternal and infant products, and different users have different needs. In order to achieve accurate push and operation in the future, it is necessary to label users in advance and do a good job of data management.

As Internet shopping becomes more and more convenient, the trend of personalized consumption is obvious. Every user wants to experience exclusive services during the consumption process, rather than the same old greetings and push words.

Treating users as people rather than as traffic is the basic premise for refined operations in the private domain.

3. Effective combination of multiple operating models

Finally, how to achieve user conversion with the help of private domain operations?

In fact, combining the characteristics of maternal and infant products and the current consumption patterns of young mothers, maternal and infant brand owners can have many ways to transform private domain operations.

But since we are doing refined operations, we can’t just create a group and start bombarding users as we did before. This is not called refined operations in the private domain.

On the contrary, it is necessary to first segment the users entering the private domain:

The first category: quality life

This type of user generally has clear shopping purposes, pays attention to product quality and service, and has high brand loyalty. Once they approve of a brand, they rarely change.

The second category: smart consumers

This type of user prioritizes cost-effectiveness over performance, likes to compare prices from different stores, is quite sensitive to discount and promotion information, and is willing to share fission activities to get some discounts.

The third category: active grass-planting party

This type of user is an in-depth user of the private domain. They can be seen in various live broadcasts, grass-planting short videos, and brand communities. They are prone to impulse buying, like to buy while watching, and are happy to share their shopping experiences with friends around them.

The fourth category: Lurking followers

This type of user has a low frequency of interaction and is basically a bystander, but likes to follow the crowd. They are easily influenced by social content or friends around them, but rarely share themselves.

Then, based on the above four different user portraits, targeted operation strategies can be set.

For example, for users such as "quality life experts", one-on-one private chats can obviously better reflect your importance to her, and then further encourage her to join the membership, thereby providing better member-exclusive services.

In addition, given that the other party attaches great importance to brand and quality, you can guide them to follow the company's WeChat official account, push in-depth product information and brand history, and invite them to participate in more brand activities.

As for community operations, there is not much need to bring in such users, because the large amount of information in the community will weaken their perception of the brand.

For users such as "smart consumers", one-to-one promotion push and community operation can be carried out at the same time. The core purpose is to allow the other party to feel the real discount.

For example, comparing the prices of the same products across platforms and creating a sense of scarcity can make such users want to buy.

Moreover, because these users have a strong motivation to share activities such as group buying and invitation gifts, this can be used to trigger conversions and inspire the other party to share more and gain more.

For the two types of users, "active promoters" and "lurking followers", it is entirely possible to bring them into the same community.

One is willing to share, the other likes to follow the crowd, and they can inspire each other in the same community.

Kidswant Private Domain Community-Sharing Expert

For the former, we can focus on training and empowering them to become brand KOCs (opinion leaders), and then through rich brand/product content, interesting interactions, and timely promotions, inspire such users to post their orders and share on their own, thereby influencing other users.

As for the latter, you can use mechanisms such as reward incentives for posting reviews to stimulate the other party's herd mentality and thus increase the conversion rate.

In short, corresponding operation strategies need to be adopted for different user group portraits in order to bring out the true value of private domains.

For example, the maternal and infant brand Kidsland, relying on the support of data-based private domain, has already owned more than 30,000 communities across the country and accumulated more than 37 million members. In particular, the results are remarkable in the operation of corporate WeChat private domain.

IV. Conclusion

With the rapid development of digitalization, establishing communication with users is no longer as complicated as it was in the past.

The key is how companies can leverage these technologies to rethink their relationship with users and achieve greater business value. Private domain may be one of the best answers.

Author: Seeding sales

Source: Seeding sales