Three “reference points” for private domain operations

"Another kid king?" Is this what you think when you see this title?

Indeed, the articles on the market have already described the Kidswant model in detail, such as 3,000 professional childcare consultants, large-scale store strategies, and online and offline digital integration...

But if I say that this analysis can solve the operational problems that bother you:

1. In community operation, how to find leverage points, leverage customer enthusiasm through mechanisms, and make the group less likely to become “dead”?
2. Membership system, how to design privileges in combination with brand characteristics to effectively increase the repurchase rate of tens of millions of members?
3. Conversion strategy, how to combine channel characteristics, design first-order and lead-in products, and form a unique brand value barrier?

…

Would you be interested in providing new ideas? First go to the directory:

1. Community operation: unique "KOC agent operation system"
2. Membership system: Regular privileges can also create a "high sense of value"
3. Conversion strategy: The first order is more "diverse" and "lower-priced" than its peers
4. Summary of stage-by-stage thinking

1. Community Operation

Unique "KOC agent operation system"

Kidswant’s community mechanism is very unique. What makes it unique?

The division of labor between official IP and KOC in the community.

The official IP is responsible for onboarding new members to the community, while subsequent community activity, product push, daily interactions and other tasks are all handled by dedicated KOCs.

As can be seen from the above figure, the KOCs of each group operate independently and there is no standard SOP implementation standard.

The brand gives KOC the main channel authority, and then each community KOC formulates greeting and push methods based on its own operating habits.

You can also see that the operating purposes of the official IP and the community KOC are different. The official is more focused on guiding new users to use the mini program to shop/popularize benefits for first-time group members/inform them of points activities.

KOC mainly provides notifications of flash sales and offers subscriptions to core maternity packages for expectant mothers. (This maternity bag can be regarded as a star product for brand lock-in customers)

The daily actions of KOCs in the community can be summarized into the following three types: answering user questions, product push and output of practical information. Here we mainly share the strategies of product push and answering user questions.

1. Product push

When you first join the group, you might think, isn’t this just like the normal operation of other communities, sending out coupons every day…

However, after carefully observing the interaction between KOC and users, you will find that many users will actively seek out KOCs in the group to learn about the product.

Why is it that even though Kidswant’s social media marketing has such a strong flavor, users are still willing to be active in the community?

First of all, in the maternal and infant industry, users have very high requirements for product quality and reputation, and Kidsland is an industry giant. Users will naturally recognize products and channels with official endorsements. As long as the price is within their own consumption capacity, they will not care too much about problems with the product itself.

Looking at the picture below, we can infer that as an official channel exclusive to a brand, the community has special channel prices to help the channel better bind with users.

Therefore, for this group of users with needs, as long as they ensure that the products are authentic and can enjoy the same service rights, the fact that they can buy them at a lower price in the community than the official price is enough to convert users into long-term loyal users.

Furthermore, KOCs make product recommendations from the user’s perspective. If the product is in urgent demand, they will directly guide the purchase. If the product is for stockpiling, they will inform the user that there will be recent events and they can wait.

This kind of user experience means that the brand completely stands in his perspective, considers product recommendations, and thinks about how to help him save more money.

Users will subconsciously believe that the brand provides the best and most cost-effective way to shop in terms of product quality, preferential policies, etc. After doing a good job of user education in the early stages, the conversion can be completed by directly pushing discounts at promotional nodes.

For example, if there is someone who helps you browse Taobao during Double Eleven, helps you find the lowest price, and reminds you when is the best time to place an order, would you not be tempted?

2. User Q&A

KOC will provide solutions to users' problems and needs on a daily basis.

I guess the output within the group will be directly linked to KOC, why?

You can see that KOC has fully considered the user's needs in the way it handles each issue.

Especially in small things like proactively informing users of notes, KOC does a good job. Users feel that they are valued, and they will most likely continue to pay attention to relevant information in the group.

This move also exposed users in similar situations, truly leveraging the one-to-many leverage of the community.

2. Membership System

Regular privileges can also create “high value”

Kidswant has created a paid membership system on its mini-program portal to bind users to long-term repurchases. Membership benefits are divided into two tiers : 199 yuan and 99 yuan .

Let’s focus on the three unique benefits of the 199 Growth Card: “Card Opening Gift”, “Birthday Gift” and “Children’s Fun Gift”.

1. Card opening gift

The Growth Card costs 100 yuan more than the Light Card, but after the card is activated, the brand will "excess" return this amount to the user in the form of coupons.

Is there such a good thing?

This is actually one of the means to bundle user consumption. After all, if users are willing to pay to purchase membership, they must have a certain trust in the brand and be mentally prepared to consume on the platform for a long time.

Therefore, this cash back method is a greater preferential benefit in the eyes of long-term repurchasing users.

From the brand's perspective, the card opening gift and subsequent gift certificates and cash back are all intended to make users feel that they are getting a good deal and form long-term, stable repurchase habits.

2. Birthday gift

Birthday gifts are actually a form of coupon rebate, which is linked to the child’s birthday and can guide users to buy birthday gifts or other items on the platform on their child’s birthday.

From the perspective of the brand, it not only provides care for users, but also can identify the consumption direction of users and guide them to purchase on their own platform;

From the user's perspective, while gaining brand attention, they can also receive additional preferential benefits, which is also the way many businesses are keen on providing birthday benefits. I believe you have had this experience too, choosing to reward yourself or your family on your birthday with various excuses.

3. Children's Gift

This four-choice activity seems to be a benefit provided by the brand to users, that is, they can go to the store to play and experience for free.

What's so sneaky about this step?

In fact, this is one of the means for brands to attract users to stores. Several product experiences and activities are ready-made facilities/processes, so the marginal cost is very low, even negligible.

Kidswant itself is an offline comprehensive maternal and child ecological platform integrating shopping and entertainment. As long as users arrive at the store, there is a high probability that they will browse the products nearby and be converted to pay.

4. Dual-card universal benefits

The benefits applicable to both cards include: cash back gifts, premium gifts, exclusive gifts and childcare gifts.

Cash back gifts and exclusive gifts can be seen as incentive policies for paid members by the brand, allowing users to always remember the platform’s discounts and thus form a habit of repurchase.

The main target here is users who have brand recognition and are price sensitive. As long as the brand does not have problems such as product value deviation, it will be difficult for other brands to poach these users under the dual barriers of price and quality.

Because after big brands have formed a stable scale of sales, they can feed back to the industrial chain to further reduce production costs.

If a brand fails to achieve a technological breakthrough in the same field, or specializes in vertically exploring users' deep secondary needs and providing an experience that exceeds expectations, it will be difficult for users to be converted by the same type of brand.

Paid membership can be seen as the brand's reinforcement of this barrier. When making consumption decisions, users will consider the costs they have already paid as well as the uncertainty factors faced by unknown brands.

Especially for maternal and infant products, which have extremely high requirements for product quality, users will not easily try to change products unless there is a major change in consumption structure or there is a problem with the adaptability of the product itself.

Now, emerging brands in various industries are rooted in vertical fields to develop vertically and tap into user needs. This is because there are already brand moats built by industry giants in front of them. New brands take a small piece of the pie through staggered competition, slowly accumulate brand potential and seek new breakthroughs.

Exclusive gifts and parenting gifts actually provide users with a channel for consultation and expression.

Because it targets paying members, there will be no users asking irrelevant questions, which is equivalent to using the membership system to screen users.

Then the customer service on the back end only needs to focus on solving users' product inquiries and after-sales problems, without wasting too much energy on dealing with trivial matters.

Another is to provide users with a channel to express themselves.

As a paying user, when you encounter a problem or have a product demand, the first person you will think of is the person who specializes in that area for consultation/confidence.

Users can quickly find official personnel to solve problems, and brands can also sort out more response strategies for such users to reduce the difficulty of operation for front-line employees.

3. Conversion Strategy

More "diverse" and "lower-priced" than its peers

In terms of first-order conversion, Kidswant’s most distinctive star product is the maternity bag for expectant mothers.

What are the pain points that the maternity package solves?

During the period of waiting for delivery, pregnant mothers don’t know what to prepare, and even after having a list of products, issues such as brand selection and product quality are also very troublesome.

Moreover, pregnant mothers do not have much time and energy to do this tedious work, while most fathers need to balance family and career, and are unable to make detailed comparisons of products.

As we all know, laziness is the driving force of human progress.

Everyone has thought about this: is there a product that can solve the product inventory & brand quality issues in one go?

Yes, it’s a delivery bag.

Since other brands all make this product, how did Kidswant form its own unique brand barrier?

Compared with the maternity bags of various brands that are priced between two and three hundred yuan, Kidsland has taken a different approach. As long as pregnant mothers who are in the maternity stage register as a member, they can purchase the maternity bag with an original price of 399 yuan at a preferential price of 99 yuan.

The products in the maternity bag are provided by various brands and sold in unified packages by Kidswant.

Therefore, users will feel that the maternity package is a collection of the advantages of various products, with a weakened marketing nature and full security guarantees. The experience that this product brings to users can be described as comfortable and reassuring.

Brands can use this maternity package to acquire precise user groups, and all products in the package are sold on the platform. Users will have a good subsequent experience and want to repurchase. As long as activities or discounts are offered at the right time, users can be successfully converted at a lower operating cost.

Therefore, this product is not only a good first-order conversion product, but also a customer acquisition tool that can accurately capture the target user group and gain the favor of users.

4. Staged Thinking

What is the core advantage of Kidswant?

The high coverage of offline stores brings a huge traffic group.

This type of user is accurate enough and does not rely too much on a long user cultivation journey. The shopping guide suggestions of community KOC can bring considerable conversion rates.

This can be seen in the daily operations of the community. The community only does product push and discount notifications similar to the Taobao customer model, and there will be users in the group consulting about products and seeking recommendations.

Because the user group itself is vertical and precise enough, community KOC only needs to have a certain understanding of vertical products to meet the needs of most users.

Compared to searching for products on the APP to compare and understand the prices one by one, the KOC in the community will not only make accurate recommendations based on users' specific product needs or vague needs, but also recommend the right time to buy based on the urgency of the user's needs.

For example, if the user’s demand is to stock up on goods later, KOC recommends that the user wait for more favorable events before purchasing.

Originally, users searched for products independently in order to have the right to choose in their own hands, but unfortunately they lacked professional product knowledge and did not know how to make choices.

At this time, the brand's KOC enters the market through social media push, and considers product recommendations and purchase opportunities from the user's perspective. Coupled with community-exclusive discounts and benefits, users will naturally choose this shopping method that is more beneficial to them under the multiple influences of professional recommendations, independent selection, and preferential discounts.

Kidswant, as a platform provider in the maternal and infant field, provides users with purchasing channels for maternal and infant related products and ensures the quality of products on the cooperation platform. KOC, as a professional baby care expert, recommends suitable products for users to choose from and offers lower channel-exclusive prices.

It satisfies users' sense of ownership in making independent purchases and provides them with professional purchasing suggestions. I believe that few users will not accept this shopping method that puts the initiative in their own hands and accurately solves their needs.

This is also difficult for other brands and full-category e-commerce comprehensive retail platforms like Taobao to imitate.

It is impossible for a single brand to push multiple brands of the same product for comparison at the same time. It always stands on its own brand standpoint and cannot give users pertinent purchasing recommendations.

This is the fundamental reason why evaluation content that is neutral in attitude and based on user needs has been able to quickly occupy major traffic platforms in recent years.

In terms of operational strategy, small brands or vertical brands can help screen users by building a front-end content marketing matrix.

A large amount of product value preparation in the early stage can help the brand screen a more accurate user group, because users will only choose to settle in the private domain for further understanding and purchase after they have understood the product value and have a certain trust foundation.

In this way, the brand can not only have a more accurate user model, but also carry out targeted and refined operations, further lowering the operational threshold for front-line operators.