Structural analysis and operational analysis of maternal and infant community APP

With the opening of the two-child policy in 2016, the number of mother-and-child families has gradually expanded, and the mother-and-child market has also ushered in a climax of market demand. At present, maternal and infant e-commerce APPs and maternal and infant community APPs have occupied the main track of the maternal and infant industry. This article takes the mother and baby community APP as an example to talk about the structure and operation of these well-known mother and baby community APPs.

1. Tools : Recording Assistant

As soon as the user opens the mother and baby community APP, the APP will guide the user to make a record of his or her status. This is because the APP needs to record the user's status in order to provide the user with the most accurate recording tool. The recording tools of the maternal and infant community APP can be divided into two types, one is simply for recording and viewing data, and the other is a task-based auxiliary tool.

1. Record data

The tool recording function of the Pregnancy Companion APP serves the baby and the parents. The growth and development function and the ability development function can record the basic physical information of the baby and generate a report, which can be compared with babies of the same age to provide guidance for parents' next step of parenting. Postpartum recovery is mainly used to help mothers record their own body data. Users sought out a mother-and-baby community APP for the purpose of acquiring parenting knowledge, only to discover that the product not only focused on the baby, but also cared for the users. How could such a product not be liked?

2. Task Allocation

In addition to recording the baby's growth moments, users of the mother and baby community APP also need to gain knowledge from it. In terms of popularizing knowledge, the Pregnancy Companion APP adopts a task distribution model. Based on the baby's information recorded by the user, the user is assigned corresponding daily tasks to help the user raise his or her child.

Since it is a tool, it is inevitable to introduce user incentives. In terms of operations, users can obtain corresponding points every time they complete a daily task. The level corresponding to the points will be displayed on their personal page. In order to obtain a higher level, users will complete the tasks assigned by the system. Users learn parenting knowledge by using maternal and child apps, and also obtain rating badges that they can be proud of, so of course they will continue to use the apps.

2. Intimate knowledge sharing

The "White Paper on China's Maternal and Infant Families" report released by iResearch Consulting in March shows that obtaining maternal and infant knowledge is the main reason for users to use maternal and infant community apps. After studying a series of maternal and infant community apps, Box Jun found that the knowledge presentation of different maternal and infant community apps is also different.

1. Free daily knowledge

Basically every mother and baby APP will provide users with corresponding parenting knowledge based on the data entered by the users themselves. These parenting knowledge can generally be divided according to age, season, and hot words. Operations personnel need to fill the product with content based on the needs of each product section. One thing to note is that when some hot events or hot rumors spread, operators need to respond to the event as quickly as possible.

2. Paid/free expert Q&A

Experts are a symbol of authority, and the knowledge disseminated by experts is highly credible, so some maternal and child apps will add expert Q&A to their apps. The opening function of the BabyTree Pregnancy App is an expert Q&A session. After trying it, Hezijun found that "Kaijiang" is actually a platform for parents to communicate with doctors. Users pay to ask experts questions and get answers. Some common questions are organized into special topics and released.

Whether it is free daily knowledge acquisition or paid expert knowledge acquisition, the operations staff must do a good job of content operation to ensure that users have content to read. As for expert user operations , it is necessary to determine the Q&A and class start times with the expert users to avoid frequent class suspensions that would harm users. Another point that needs to be noted is that when free knowledge and paid knowledge coexist, user guidance needs to be done well, such as issuing free trial coupons to users, using any reason to guide them to try paid Q&A and help them form usage habits.

3. Community Building

Hezijun said in the article "How to Solve the User Retention Problem, These Three Dimensions Will Answer Your Questions" that the existence of social relationships makes users willing to stay in one place. Therefore, maternal and child APPs will also build social relationships for users.

1. Help build a circle

The circle construction of the maternal and child community APP is more based on the user's preferences and recommends circles to users. Users who have the same hobbies can communicate with each other more easily. By constantly communicating between users, the distance between two users can be shortened and good social relationships between strangers can be established.

In building social relationships, in addition to guiding users through products, user motivation is also essential. Users can obtain corresponding points by taking actions recognized by the system, such as posting and replying to posts. Just imagine, when a user is interested in a post, if there is the incentive of points reward, will he be more motivated to reply to the post?

2. Community Sharing

Sharing is an essential function of a community. Users can share their daily life and achievements in the community, which will attract strangers to watch. Especially for mother and baby community apps, users feel a great sense of accomplishment when their baby turns over for the first time, makes a sound for the first time, crawls for the first time, etc. Users especially want people in the same circle to see their baby’s growth, so they will share spontaneously.

In order to stimulate users to share more, you can initiate topic activities. The Baby Knows APP launched a topic activity called "I will answer questions about complementary feeding, and warm prizes are waiting for you", which attracted a number of parents to participate.

In community operation, we help users build good social relationships, and the most important thing in social relationships is communication and interaction between people. Bring together strangers with the same hobbies and find ways to get them to interact and eventually become friends.

4. E-commerce

If an APP wants to survive, it needs to find a way to monetize itself. E-commerce is a monetization method for most maternal and child community apps. When parents choose baby products, the first factor they consider is quality, followed by practicality. It is worth noting that recommendations from friends also become a factor in whether parents choose this product.

Therefore, in terms of product operations, in addition to daily discount activities, you can also try to use the group buying model. Among the new activities recently launched by the APP activity operation tool Activity Box , there is a group buying activity. Different from the group buying model of e-commerce, the group buying of activity boxes is actually a form of activity. The operator initiates the group buying activity, and when users form a group, they can get coupons or other prizes. You can also purchase products at discounted prices by using coupons.

Summary: The mother and baby community APP is a place that pays great attention to emotions. To operate the mother and baby community APP well, it is especially necessary to understand the real needs of users. Only by satisfying users’ needs and emotions can we be said to truly understand them. An APP that understands its users will never be abandoned by them.