How do Douyin accounts related to mothers and babies sell products? How can I make money?

In a family, who makes the most money?

With the krypton gold-eating beast's krypton gold strength, it is well deserved to be ranked first. Don’t say you don’t know what a “four-legged gold-eating beast” is, it’s actually a child. Because it can crawl and costs a lot of money, it got such a beast-like name.

Parents with children have all experienced that spending money on children is like water flowing.

Therefore, the maternal and infant products industry has always been considered a highly profitable industry. However, Danjie Entrepreneurship recently conducted an in-depth evaluation of offline maternal and infant stores and found that it is not what you imagined at all. The competitive pressure is huge, and there are still many industry pain points that are difficult to solve.

However, the new media era has also brought new developments to the maternal and infant industry. For example, there are some big-name public accounts such as Nian Gao Mama, Uncle Kai Tells Stories, and Xiao Xiao Bao Mama.

Previous data showed that Xiaoxiaobaomama, an e-commerce platform for maternal and infant products, had a monthly turnover of 70 million and a repurchase rate of 80%. Such profitability cannot be compared with opening an offline maternity and baby store, so there is hope for the online maternity and baby industry in the future.

So in today's era of short videos, how should the maternal and infant industry seize opportunities?

In today’s article, let’s talk about the maternal and child world on Douyin .

The more fans you have, the more money you can make?

not necessarily.

If you want to do short video e-commerce, you must first clarify your positioning. If you have your own supply chain, you don’t actually have to create your own Douyin account. As long as you have your own Taobao store or Douyin store, you can find other Internet celebrities to cooperate with and let them help you sell goods.

The popular products on Douyin are usually promoted by many internet celebrities at the same time. Just like the "Hanshu Toner" that became popular on Douyin not long ago, on February 21, 300 bloggers were promoting it at the same time, and more than 400 promotional videos were released on the same day.

If you don’t have your own supply chain, you just want to create an account to help others sell goods and earn only commissions. At this time, you have to consider how to create a maternal and child short video account that can make money.

What are the forms of mother and baby accounts on Douyin? Is it true that the more fans you have, the more money you make? In order to uncover this secret, we specifically studied accounts on Douyin related to mothers and babies.

First, we checked the rankings of mother and baby accounts on Douchacha, a short video data analysis platform.

In the category of maternal and child care, ranked from most to least in terms of the number of followers, the two accounts with the most followers are those that teach painting.

The third one is the account of an early childhood education institution. The main short video content is a young lady dancing, and the dances are suitable for children. Looking at the comments, most of them are mothers who are learning how to dance and then teaching their children. The merchandise in the window display was filled with dance classes for children, but sales were dismal, only in the single digits.

But it is understandable. You have posted more than 670 short videos, all of which are for teaching children to dance. This is enough for mothers to learn. Why do they need to spend money on lessons?

The fourth-ranked Little Eagle has videos of children practicing calligraphy, and the product display windows are filled with various calligraphy copybooks, which have little to do with maternal and child products.

Under the maternal and child care category, the four Douyin accounts with the most followers are actually of no reference value.

As for the account ID ranked fifth, it is called Wudao. If you only look at the name, it really cannot be associated with maternal and child care, but his content is indeed related to parenting.

The Wudao account uses silhouette animation to demonstrate the problems that exist in parent-child communication in daily life and points out the correct way to communicate.

The Wudao account has 4.032 million followers on Douyin, with focused content and unified format. From the perspective of the account, this is a success, but what about the monetization capabilities?

Opening his product display window, you will see that the products are mainly books on parent-child education. The best-selling book is "Children's Time Management Encyclopedia" priced at 29.8, with 8,334 copies sold and total sales reaching 248,000.

But it should be noted that it is not this account alone that sold so many, but the sales of the entire Douyin.

Click on the purchase interface of this product to see other videos that also recommend this product. Then I was surprised to find something. There were two accounts promoting this book, one named Wuchan and the other named Wuxin. They were simply twin brothers who had attained enlightenment. They are all silhouette animations, and they all focus on parent-child communication. So this is actually an account matrix, with a total number of fans reaching 17.339 million.

In addition to the three brothers of Wudao, there is another account that also promoted this book. If the owner of the account does not publish the sales data himself, we have no way of knowing who sold how much.

But if we think about it from another perspective, for an account matrix with more than 17 million fans, if a book is recommended many times, even if all the more than 8,000 copies are sold by him, the revenue of 248,000 is actually not much.

There are two main disadvantages to this type of account:

1. Weak personality attributes

From an emotional perspective, personalization can better trigger users' empathy. Although the animation format used by the three Wudao brothers is very good at showing life scenes, the account has become a display window and its personalization is relatively weak.

2. Limited Monetization Methods

Having chosen this form of content, I can probably only sell books. Whether it is taking advertisements or selling products, there is no way to display them, and even live streaming is not convenient.

These two reasons ultimately led to the fact that although the company has more than 17 million fans, its monetization ability is limited. Most of the time, content is produced but the expected commercial value is not generated.

What is the monetization capability of the Tik Tok account featuring real people?

In the category of maternal and child care, there is another familiar name - Nian Gao Mama.

Nian Gao Mama’s public account is a top maternal and child care account with tens of millions of fans. The number of headline readers every day is over 100,000. If the traffic master is activated, the exposure income from the bottom advertisement alone can reach more than 3,000. But they don’t have any advertisements at the bottom, which means they don’t value this little bit of money at all.

So will Nian Gao Mama’s performance on Douyin be as domineering as on her official account?

The account Nian Gao Mama has 4.853 million followers on Douyin. The content is mainly real-life, with each episode featuring a parenting tip. Some are explained by Nian Gao Mama, while others are designed with plots to recreate the parent-child communication scenes. The content is all about how to educate children and how to communicate with children. These are issues that parents are very concerned about, so they are easier to attract fans.

So how is Nian Gao Mama’s ability to sell products?

Click on Gao Ma’s product display window, and you can see a variety of products, including books on parent-child education, complementary foods for infants and young children, kitchen utensils for making complementary foods, and so on.

However, sales vary greatly, with some having only one or two orders sold, some having dozens, and some having hundreds.

Nian Gao Mama’s other Douyin account, Nian Gao Mama’s Picking Complementary Food, also has more than 1.6 million fans. The product display window is mainly complementary food, and the sales volume is also uneven, ranging from a few to dozens or hundreds.

Such sales volume does not seem to be high.

However, most of Gao Ma’s products are linked to her own Taobao store. She does not distribute other people’s products, nor does she look for other internet celebrities to help her sell her products. Therefore, the final monetization situation shall be based on the sales data of the Taobao store.

These are the two products with the highest sales volume in Nian Gao Mama’s Taobao store. One is seaweed priced at 79.9 yuan, with monthly sales of 2,945 orders; the other is children's cooking oil priced at 99.9 yuan, with monthly sales of 2,785 orders. The monthly revenue from these two products alone reached 514,000. Although the monthly sales of other products are only a few hundred or dozens, the cumulative monthly revenue exceeds 200,000.

If these sales are all attracted by Douyin short videos, then Nian Gao Mama still has good monetization capabilities on Douyin.

But there is one point that needs to be noted here. Gao Ma’s Douyin account started uploading works on March 20, 2018, but it was not until August 25, 2019 that the first video promoting products was posted. Moreover , the frequency of promoting products after that was not high, with an average of only one video promoting products every five posts.

This may be related to the positioning of Gao Ma’s Douyin account. I guess Gao Ma may have initially regarded Douyin as a publicity outlet for her personal IP in order to shape her image as a KOL in the field of parenting. However, this positioning also has certain limitations on the products that can be sold. For example, for a video that talks about parenting concepts and communication methods, there are no particularly suitable products.

However, Nian Gao Mama is a well-known IP after all, and has a certain influence in the maternal and infant field, which is also helpful for bringing in goods and realizing cash.

So, if an ordinary person runs a maternal and child account on Douyin, can his monetization ability exceed that of a big V like Nian Gao Mama?

To answer this question, I found a Douyin account created by an ordinary person on Douyin - Penguin Mom.

Penguin Mom started uploading her first video on April 8, 2019, all of which was about sharing her experiences of giving birth and raising children. These experiences are also of great concern to many mothers, but so far, they have only attracted the attention of 535,000 fans. This figure is still far behind Nian Gao Mama’s 4.857 million fans.

Comparing the differences between the two mothers, first of all, Gao Ma herself is a top V in the public account in the maternal and child field, and has a certain degree of popularity and influence. And Goose Mom is relatively just an ordinary amateur. In addition, Gao Ma has been working on Douyin for a longer time, starting in March 2018, a full year earlier than Goose Ma.

The most important difference is the direction of the content.

Gao Ma’s content focuses on parenting concepts and methods, such as how to get children to put away their toys on their own initiative; what to do if children are disobedient; how parents should handle the situation when children are asked to perform in public, etc. These contents involve a lot of professional infant and toddler education theories, which need to be learned.

The content on Goose Mama is more about her actual experience in raising children, usually about what problems the children encountered and how she dealt with them. It involves some educational concepts, mainly based on my own understanding.

The difference between the two mothers leads to a difference in the number of fans. So from the perspective of selling goods, how does Penguin Mom perform?

First of all , judging from the frequency of selling products, Goose Ma’s frequency is much higher than that of Gao Ma. The first video selling products released by Goose Ma was on May 4, 2019, just one month away from the first video.

In the early days, the frequency of selling products was not fixed. Sometimes a selling video was released every two or three days, and sometimes every four or five days. The more recent it is, the higher the frequency of selling products. Sometimes three or five consecutive videos are all selling products.

In addition, comparing the number of products sold by the two mothers, so far, there are 87 items in Goose Ma’s product showcase, while Gao Ma’s two accounts only have 27 and 25 items respectively.

Because the products promoted by Penguin Mom are all distributed products, and the sales data displayed in the product window is the sales volume of the entire network, it is impossible to query the specific sales situation.

So I counted the number of likes for all the videos promoting products of the two mothers so far. Although likes cannot fully represent sales conversion, they can indirectly judge the difference in the two mothers' ability to sell goods.

The number of likes for Penguin Mom’s promotional videos is 1K to 5K, accounting for the largest proportion, reaching 45.4%; followed by videos with 10,000 to 100,000 likes, accounting for 26%, among which the one with the most likes is 75,000. In addition, the proportion of 5K to 10,000 is 19.6%, and the proportion of less than 1K is 9%.

Among the few videos promoting products on the two accounts, Nian Gao Mama and Nian Gao Mama Picking Supplementary Foods, the largest proportion is also videos with between 1K and 5K likes, reaching 44.4%. In addition, those with likes below 1K accounted for 11%, those with likes between 5K and 10,000 accounted for 16.6%, and those with likes between 10,000 and 100,000 accounted for 28%. The highest number of likes was also 75,000.

Data source: compiled by the editorial department of Danjie Entrepreneurship

Judging from the comparison of the number of likes on their videos promoting products, the two mothers are basically at the same level. However, Gao Ma has more than 4.8 million fans, while Goose Ma has only more than 500,000 fans. Moreover, Penguin Mom has an absolute advantage in terms of the number of products she brings.

So judging from the final results, even ordinary people can be on par with big Vs in the ability to sell goods and realize cash flow.

There is a very critical factor here. The content that Goose Mama produces on Douyin is more focused, which is the sharing and recommendation of maternal and child products. The purpose of fans' attention is very clear. Since we are all mothers, we will use these products ourselves, so we would like to hear your suggestions. Moreover, in her profile on Douyin, Goose Mom clearly stated that the things she recommended were for her daughter. Based on this, it is easy to gain the trust of fans.

Based on the above points, if you are a supplier of maternal and child products, you can find more internet celebrities like Penguin Mom who have become successful ordinary people to help you sell your products. However, KOLs like Nian Gao Mama may not easily help you sell products.

If you want to create an account with the ability to bring goods, you can refer to the following three points:

1. It is best to use real people, otherwise there will be great restrictions on monetization;

2. Parenting methods, educational concepts, etc. are more likely to attract fans;

3. Products you have used yourself are more convincing.

Of course, the logic of Tik Tok is the logic of hits, and it values ​​the number of video views more. The higher the number of views, the more opportunities for sales conversion, so how to create a hit video is the most urgent problem to be solved.

Author: Egg Solution Entrepreneurship

Source: Dandan Venture (manjiechuangye)