Analysis of 100 professional accounts on Xiaohongshu for mothers and babies: exposure increased by 30%

Today, we will take the analysis of the professional maternal and infant accounts on Xiaohongshu as an example to analyze the brand tone formation, content planning, operation skills, etc. of the 10 professional maternal and infant accounts on Xiaohongshu in this article for brand operators.

│Foreword│

Xiaohongshu professional accounts are crucial in the process of brand operation. They can occupy the minds of the target audience, attract sales, and subsequently build the brand. So how to manage a Xiaohongshu professional account has become a headache for brand operators.

Today, we will take the analysis of the professional maternal and infant accounts on Xiaohongshu as an example to analyze the brand tone formation, content planning, operation skills, etc. of the 10 professional maternal and infant accounts on Xiaohongshu in this article for brand operators. I suggest you save it and read it again when you encounter problems with Xiaohongshu’s operations .

(4733 words, 10 minutes to read)

│Contents│

1. How do maternal and infant brands occupy the minds of consumers on Xiaohongshu?

2. Analysis of the top 10 maternal and child professional accounts on Xiaohongshu

3. Final summary and reflections

01 │How do maternal and infant brands seize the mind on Xiaohongshu│

1. The difference between Xiaohongshu professional account and ordinary account

In reality, there is not much difference between the two, and we cannot exaggerate this benefit. These functional benefits are just a good tool for attracting traffic and promotion for friends who need it. Relatively speaking, it is more suitable for merchants who have stores (such as beauty, maternal and child care, cosmetics, etc.), entrepreneurs who want to be on Xiaohongshu, and those who need promotion and traffic.

│The specific rights and interests of professional accounts include these 6│

1) French fries promotion + advertising

2) Content cooperation, looking for experts to cooperate with;

3) Enjoy features such as pinning notes, spot checking, and business topics;

4) Editable corporate cards, you can directly set up phone numbers for dialing;

5) The official exclusive certification logo allows people to know your brand at a glance;

6) Offline stores and online stores are linked, which can reveal store addresses and increase conversion rates;

Personal accounts do not have these functions, and they will hardly get any official traffic. The only way to get traffic is to rely on their own high-quality notes or video content to win fan traffic.

2. How to create content

1) Brand

Answer questions from users;

Starting from positive content, we help brands analyze and refine the selling points that users care about;

Starting from positive public opinion, Xiaohongshu is a word-of-mouth platform. Users may have negative emotions. It should help brands analyze and then reverse public opinion.

2) Category

Combined with the community hot spots of Xiaohongshu;

Seize the hot topics and obtain natural traffic;

Embed the core keywords that users care about in the category into the note content to seize the search mindset;

3. Create a hit product

Hit the target with high-quality explosive content, capture the user's mind and enhance user conversion through scene marketing and information flow exposure.

1) Accurately locate user groups and deeply empathize with them

More than 60 million maternal and infant consumers are on Xiaohongshu, covering two major groups of mothers born after 1995 and 1985, from pregnancy to postpartum recovery, baby products, course tutorials, etc.

The demand for maternal and infant products is a huge number. Supplementary food processors, radiation-proof clothing, baby strollers, safety seats, etc. are all best-selling products. By understanding the core needs of mothers and babies - wanting their children to be healthy, we resonate with users through product concepts and content.

2) Soft article seeding

There are generally two forms of grass-roots promotion: soft-article promotion and grass-roots promotion videos. The most common form of grass-roots promotion on Xiaohongshu is soft-article promotion. Soft article promotion can be divided into two types: promotion by experts and promotion by ordinary people. The advantage of expert notes is that the account has large traffic, while the advantages of amateur notes are more authentic.

3) Strong Trust Endorsement

Xiaohongshu’s mother and baby category has high user stickiness, and if the notes are rich in content, it is easy to create a hit article. Their authority and professionalism can deeply penetrate into fans' impressions, bringing brand popularity and search volume to brand advertisers, thereby completing brand recommendations and helping brand advertisers improve conversion rates.

When choosing bloggers for maternal and infant products, people generally only choose maternal and infant experts. Maternal and infant bloggers are highly professional and have a strong sense of trust from users.

│Five tips for writing popular maternal and child articles on Xiaohongshu│

1) Practical knowledge: useful and valuable knowledge for the target group

2) Appearance: appearance, first impression, exquisite, cool, cute, adorable, etc.

3) Good stuff: Sharing good stuff for taking care of children and black technology to help mothers reduce their burden

4) A good story: one that touches people and resonates with them

5) Achievements: Achievements, inspirational, record-breaking, and impressive

4. How to manage a professional account well

1) Content framework construction: focusing on product promotion, holiday promotions, fan stories, product information, knowledge sharing, buyer show sharing, etc.

2) Monthly welfare activities are planned to attract fans, attract traffic, and promote products

3) Data maintenance: comment area maintenance, likes and collection maintenance and guidance

4) Focus on professional accounts to increase exposure, traffic, and conversion

02 │Xiaohongshu’s 10 top professional accounts for mothers and babies│

1. Xiaohongshu professional account marketing - Pampers

270 posts, 144,000 likes, 21,100 fans

Pampers' Xiaohongshu professional account provides mother knowledge to users and consumers in the form of knowledge reserves, knowledge guides and tutorials (the second pinned picture). The professional account focuses on precautions for mothers and babies and what mothers should do, which is something that many maternal and child accounts cannot do, and is more professional in terms of content.

The maternal and infant industry is relatively easy to become popular on Xiaohongshu. Various categories of maternal and infant industry have shown their prowess on Xiaohongshu. We can see that in the notes of professional brand accounts, there are almost no grass-planting type notes.

Having your own products on Xiaohongshu makes it easier for consumers to convert. At the same time, he actively interacts with users in the comment section to solve their confusion. Through this unique way of disseminating knowledge, he has accumulated more than 20,000 fans on Xiaohongshu.

During the 618 shopping festival in 2021, Pampers ranked 4th in total sales on Tmall, becoming a hot-selling brand.

2. Xiaohongshu professional account marketing - Maxi

154 posts, 53,000 likes, 16,000 fans

MyCOS is a professional Xiaohongshu account for child safety chairs from Europe. In the pinned picture above, its tweets and recommendations are not well received on the platform, and the data are not very good. However, the notes about lottery benefits receive a high number of comments and likes. What is the reason for this?

In fact, this is also a marketing technique. From a marketing perspective, as long as it can bring traffic to the brand and promote transaction volume, it is a good marketing method.

So what is worth thinking about is why the grass-planting notes cannot be recognized by users, and is the number of fans really an indicator of the weight of the product?

When creating notes, brands should think about how to promote their products to the public in a way that users can accept. Price, quality and cost-effectiveness are all entry points that can be focused on.

3. Xiaohongshu professional account marketing - Red Elephant

375 posts, 125,000 likes, 35,000 fans

Red Elephant, a maternal and infant care brand, has also achieved very good results on Xiaohongshu. As can be seen from Figures 2 and 3, there is a celebrity effect (cooperation with celebrities and stars), and a lot of effort has been put into the launch. Figure 2 shows the launch results of Red Elephant maternal and infant products. The feedback data is not bad, but there is still room for improvement in the professional account. The other note data of the professional account are relatively average.

The note about "Baby Cream" contains authoritative information such as "literature" to prove that this product is trustworthy. The addition of various monitoring reports further deepens users' trust in the brand. The vast majority of notes in professional accounts are of the type that promotes new ideas.

There are no products being sold among the commodities, so the brand also uses Xiaohongshu as a platform to accumulate brand reputation.

4. Xiaohongshu Professional Account Marketing - Dai Kesi

136 posts, 29,000 likes, 7,935 fans

DEX - a maternal and infant brand that gently protects every Chinese baby. We can see that the strategic shift from doctor recommendations and product recommendations to celebrity endorsements is a process of growth, providing mothers with professional, gentle and safe washing and care solutions.

In the comment picture of Chapter 3, the professional account is flexible in the message area of ​​netizens and actively maintains the message area. It not only praises the brand but also supports the celebrity fans, which makes a significant contribution to the brand traffic.

After publishing the note on January 26, Dai Kesi did not publish any other notes. Here we would like to remind you that you should keep the number of notes per week at around 1-2 to maintain the stability of the account.

5. Xiaohongshu Professional Account Marketing—Kangaroo Mom

520 notes published, 353,000 likes, 118,000 fans

Kangaroo Mom focuses on sensitive skin care during pregnancy, scientific beauty pregnancy, and exquisite life. I believe Kangaroo Mommy has a certain status in the hearts of many users. It is a maternal and infant brand with Ying Caier as its spokesperson. Since its establishment, Kangaroo Mommy has won many brand honors in the maternal and infant industry. Its beauty industry accounts for 43.8% and maternal and child care industry accounts for 34.4%.

Judging from the first pinned picture, the brand focuses on skin care products for pregnant women. From the professional accounts, we can see that most of them are recommendations, focusing on highlighting the product advantages. Attract users' attention through product introduction and usage experience, and seize the psychology of mothers who want to be beautiful during pregnancy to promote users' purchasing desire.

At the same time, we actively interact with netizens and answer their questions in the release notes. At the same time, there is also a Xiaohongshu store on Xiaohongshu, which can guide consumers to the store in the notes and achieve detailed traffic diversion.

Today’s pregnant mothers walking on the street are a beautiful sight. Whether it’s the clothes they wear or the condition of their skin, people can’t help but praise them. Beauty is important, but choosing the right products is more important. For pregnant mothers, the products used must be used without any harm to the baby. So why does Kangaroo Mom have such a great reputation among consumers?

6. Xiaohongshu Professional Account Marketing - October Crystallization

350 posts, 114,000 likes, 44,000 fans

October Crystal is committed to pursuing comfort and pleasure during pregnancy and childbirth. Starting from the actual needs of pregnant mothers, it provides safe, professional, considerate and comfortable maternity products to protect pregnant mothers and make mothers all over the world happy during pregnancy and childbirth.

We always take product quality and service, which are the most concerned issues for mothers, as our mission, and continuously improve our professional products and businesses. Starting from pregnancy and childbirth, we develop in all directions in the field of maternity, infant and child care, covering more than ten categories of maternal and infant products including pregnancy care, pregnancy and childbirth breastfeeding, baby care, complementary feeding, safety protection, etc. We have grown from being a mother's partner to being a professional baby-care assistant, accompanying mothers, reducing their burdens and allowing mothers all over the world to raise their children with ease.

We see the second picture. Many notes in the professional account use exquisite pictures of pregnant mothers as guide pictures, putting the results in front of the public first, so that they can see the effects and attract pregnant mothers. As well as more video tutorials and strategy knowledge output (Figure 3), it performs particularly well in his collection. For many mothers, October Crystal is undoubtedly an excellent choice.

7. Xiaohongshu Professional Account Marketing - An Weiyi

218 notes published, 75,000 likes and 22,000 fans

An Weiyi's Xiaohongshu professional account has 22,000 followers, but the number of likes on her notes is just over 70,000. The feedback data from her notes is also quite average. There are a small number of video tutorials and small tip-type notes in her notes, and most of them are explanations of the products. There is still room for improvement in this regard. When creating notes, you can choose a form with high user stickiness and high conversion rate to implicitly push products to consumers.

As can be seen in Figure 3, in the Tmall flagship store, An Weiyi has a very high number of fans, over 300,000, and there are many popular products in the store, which shows the degree of word-of-mouth among consumers for the brand. Word-of-mouth is a very important concern in all industries in the maternal and infant sector. On this basis, the investment in Xiaohongshu should focus on building word-of-mouth and enhancing fan stickiness.

When it comes to their children’s skin care problems, many young parents are still at a loss. Babies and children suffer from skin problems caused by dry and sensitive skin, and many mothers are at a loss as to what to do. In response to the demands of the new generation of parents, Evereden has been breaking through the maternal and infant circle with its safe quality and good reputation since entering the Chinese market more than two years ago in early 2019, and is quickly gaining the favor of "millennial" parents.

8. Xiaohongshu professional account marketing - Erchubao

180 posts, 50,000 likes, 5996 fans

We can learn from professional accounts that in the early stages of the brand, the brand explained knowledge points to netizens in the form of strategy-like notes. The purpose of this type of notes is to increase the amount of collections. The more knowledge covered in the notes, the more likely netizens will not be able to remember them and will turn them into collections. Collection = learning. This can then be transformed into product promotion and introduction in the later stage, or using cute babies to attract attention, which is also in line with the love of beauty of all mothers.

Erchubao mainly focuses on the washing and care of newborns aged 0-1 years old, and has put a lot of effort into the health of the baby. Their bionic vernix caseosa is specially developed for newborns and is very friendly to newborns.

9. Xiaohongshu Professional Account Marketing—Xinbei

166 posts, 45,000 likes, 16,000 fans

We always adhere to the concept of "newborn feeding, Baby plus", and are committed to the research and development and innovation of high-quality feeding appliances and care products.

The content and information covered in the professional account is not much. As can be seen from Figure 4, the content of the notes is mainly about parenting tips and holiday wishes, but the content of the notes is not very practical, and is mainly about baby prevention and precautions.

Figures 2 and 3 represent the quality of the advertising, which are mainly based on grass-planting notes. Introducing products and grass-planting babies has become a highlight. Figure 3 is the best one among the notes. It attracts every mother with the most realistic pictures, making it more real, making netizens think that this is the real feeling of a mother, so it will arouse consumers' interest, questions, etc. Promote transaction volume.

The number of fans is 16,000, but the like and favorite rate is not high, which also shows that the fan activity rate and stickiness are not high. Therefore, professional accounts can appropriately consider improving fan stickiness.

10. Xiaohongshu Professional Account Marketing—BEBEBUS Maternity and Baby

60 posts, 11,000 likes, 4,784 fans

Most of the notes in the BEBEBUS professional account are based on exquisite product pictures and actual usage effect pictures (Figure 2), which appear realistic yet refined. The notes are interesting to watch, and the content of the notes revolves around the product, explaining the product and its functions to netizens from various aspects.

Figure 3 is a data display brought by the brand’s blogger campaign. The brand has done very well in the baby stroller category, giving people the feedback that it is both beautiful and practical, stimulating the consumer psychology of mothers.

Figure 4 shows that consumers are very rational when it comes to such high-priced products. They are not like those who make impulse purchases for products priced between two and three hundred yuan. We can also see that the sales of several popular products of the brand are very high. It is not difficult to see that it is also a leader in the maternal and infant industry.

bebebus insists on caring for the baby's spinal development from an early age, and uses a professional attitude to make four major maternal and child products for newborn spine protection, making the use of newborns more comfortable and safe.

Professional accounts have their own way of using them, which is different from personal accounts. Maternal and infant products have a very clear consumer group. With the help of the massive data generated by consumers' transactions on e-commerce platforms, we can accurately understand the purchasing patterns of this consumer group.

│Final Summary│

This article disassembles the operations of 10 Xiaohongshu mother and baby professional accounts, analyzing them from the perspectives of content planning, operation skills, etc. The main reasons that influence the consumption decisions of mothers and infants are experts, influencers, and users in the same circle of friends. Brands can make their parenting mentors, professional shopping guides, and users who have used the products become content creators, and build their own content matrix from the perspective of professional knowledge, product recommendations, and actual usage experience.

What do you feel after reading this article?

END