With 4 million private domain users, it has become the industry leader in just 6 years. What is so good about its private domain operations?

In a blink of an eye, 618 has ended. Looking back on this year’s sales list, Babycare undoubtedly appears at the top of many maternal and infant categories. Many people may not be familiar with Babycare. But for Generation Z parents who care about maternal and child health and a better life, Babycare has long been famous. Babycare is a full-category pan-maternity and infant enterprise that has grown rapidly in recent years. In just 6 years since its establishment, it has achieved a leap in sales from 0 to over 5 billion yuan. It also relies on its excellent private domain operations to stand out from the crowd of maternal and infant brands. Currently, Babycare has 45 million users, 10 million members, and 4 million private domain users across all channels. The number of fans of its Tmall official flagship store exceeds 17 million, ranking first in the industry. So, what is the advantage of Babycare private domain? How was it done? Let me break it down for you below. The table of contents of this article is as follows: 1. Case background: Babycare brand introduction 2. Platform layout: diversion channels 4. Community system: precise operation of private domain users 4. User operation: creating differentiation based on user experience 5. Membership system: stimulating user activity and Retention 01 Case Background: Babycare Brand Introduction 1) Case Introduction Babycare was founded in 2014. It initially entered the maternal and infant market with baby carriers with innovative waist stool designs, and gradually established a pan-maternal and infant category including maternal and infant products, complementary foods, children's clothing, and early education. matrix. In just 6 years since its establishment, Babycare's omni-channel GMV has exceeded 5 billion yuan, with a compound growth rate of more than 100. During the "Double 11" period in 2020 alone, Babycare's omni-channel sales exceeded 900 million yuan. In the past two years, Babycare has focused on the private sector, with 45 million users and 10 million members across all channels. The number of fans of its official Tmall flagship store exceeds 17 million, ranking first in the industry. There are more than 4 million private domain users, and nearly half of the users who place orders will make repurchases. The transaction volume of all repurchasing users accounts for nearly 90% of the total private domain transaction volume. Compared with 2020, the brand's private GMV in 2021 has increased by more than 100. 2) Market size According to data, China's maternal and infant market has reached a market size of 3 trillion yuan in 2018, and by 2020 it will exceed 4 trillion yuan. trillion, and is expected to exceed 7 trillion in 2024. At present, the post-90s and post-95s generations have become the main force in today’s childbirth. Young mothers pay attention to the quality of maternal and infant products, and their attention to maternal and infant products is gradually increasing. Therefore, the scale of China’s maternal and infant market will continue to show an upward trend in the future. 3) User portrait Babycare users are mainly those born in the 1990s. With the opening of the second- and third-child policy, those born in the 1980s have also become target users. Female users aged 26-40 are concentrated in first-tier, new first-tier, and second-tier cities. They are female users who advocate A group of mothers who are free, love the Internet, and pursue high quality of life. 02 Platform layout: The traffic channel Babycare not only has a huge number of fans on Taobao, but also attaches great importance to the current operation of public and private domain platforms. The focus is on public accounts, Douyin, Weibo, Xiaohongshu and other platforms, laying a solid foundation for the construction of private traffic pools and expanding brand reputation. 1) The private domain public account Babycare mainly has two accounts, one is the brand’s official account and the other is the old fan club. Among them, the old fan club, as the original public account, retains the new entrance and serves as the main position for the traffic diversion layout. The content released by the Babycare brand official account mainly focuses on marketing, interaction, and brand promotion. Mini Program Babycare has many mini programs, which mainly serve as mall and membership functions. In addition, they also direct traffic to online private domains and offline stores. 2) The official video account homepage of the public domain video account Babycare is bound to the public account and corporate WeChat account as an entrance to attract traffic. The main video content released includes brand promotion, product planting, parenting knowledge, etc. In addition, the video account will conduct live broadcasts regularly, mainly to bring goods. Douyin Babycare has laid out an account matrix on Douyin, and the main accounts have more than 1.5 million fans in total. Among them, the main account has 685,000 fans, and its main video content includes brand promotion, product display, parenting knowledge sharing, etc.

Several major accounts will start live broadcasts every day, mainly to bring goods. Xiaohongshu Babycare has 117,000 fans on Xiaohongshu. There are as many as 500 notes, and the main content is mainly about brand promotion, product planting, and event introduction. Weibo Currently, Babycare has 327,000 fans on Weibo, and its main content focuses on brand promotion, welfare activities, and parenting knowledge sharing. 03 Community system: precise operation of private domain users. The maternal and infant industry has obvious characteristics of high repurchase and high sharing, and is one of the most suitable industries for private domain operations. Babycare has also grasped this point, actively operates the community, and uses the community as the main position of its private domain marketing. At present, Babycare has more than 4 million private domain users, and many channels have conducted private domain traffic. By adding customer service, the community can be further transformed. The following takes the customer service and community I added as an example to dismantle: 1) Customer service IP disassembly Nickname: Babycare Experience Officer Tao Xiaobai Avatar: A scene of a mother and child cuddling each other Role positioning: Experience Officer, Customer Service Moments Content: Update The frequency is 1 to 3 messages per day, and the main content includes new product introductions, product planting, sharing of the latest promotions, etc. 2) Community basic information group nickname: Babycare fan club group positioning: welfare group, event notification group welcome message for joining the group Group rules: After users join the group, an automatic welcome message will be triggered immediately, which mainly introduces the exclusive benefits of joining the community, as well as the group rules of the community. Advertisers will be kicked out of the group. Community content: The main content includes introducing brand welfare activities, sharing parenting knowledge, promoting the brand, etc. The content sent in the community has a fixed arrangement, and different welfare activities are set up every Monday to weekend. Take the sop on a certain day as an example: 7:00, good morning greetings, publishing format: text and pictures 10:00, flash sale activity , release format: text mini program link 11:00, good stuff selection, release format: text mini program link 13:30, good stuff selection, release format: text mini program link 14:00, parenting knowledge, release format: text video 20: 30. Selection of good products, release format: text mini program link 04 User operation: relying on user experience to create differentiation. It is far from enough to break through the maternity and infant industry with so many giants just relying on outstanding products and meticulous community operations. Babycare chooses to focus on emotion and experience to maximize the distance with users. From the beginning of the brand's establishment, Babycare has always carried the gene of user thinking. For example, a "Mom Story Column" is opened in the public account to collect the stories behind the mother group, and then organizes the collected touching stories into short videos and presents them to the public. Through users' content innovation, the emotional connection is strengthened. Babycare will also launch experience officer recruitment activities from time to time. As long as the user has a 3-year-old baby, has a good understanding of maternal and infant products, and can provide suggestions for brand research and development, he or she will have the opportunity to become a brand experience officer. Experience officers can qualify for free trials of no less than three new products or no less than 1,000 yuan per year, earn brand points, and participate in offline salons. In addition to attractive benefits, Babycare will also issue users with exclusive experience officer certificates. With the blessing of honor, users are more willing to participate in brand creation. Of course, if you want to establish a deep interactive connection with users, you cannot do without the blessing of the private domain. As soon as users enter Babycare's private domain, they can get a newcomer discount. If there is a problem with the products purchased by subsequent users, they can also find the experience officer to access after-sales service at any time. Online and offline marketing activities and private domain operations constitute Babycare's 24-hour companion service system. By fully penetrating into users' lives and providing thoughtful companionship, the relationship between Babycare and users continues to heat up, successfully establishing a positive brand image among consumer groups and gaining recognition from a large number of mother groups. 05 Membership system: Stimulate user activity and retention. As a mature brand, Babycare naturally understands the importance of the membership system. Not only can it bring a positive impact to the brand, but it can also achieve user retention and stimulate conversion. Babycare's membership system is naturally also very complete. Currently, it has a membership system established in the e-commerce platform and mini-programs.

1) Mini program membership system The membership system in the mini program is relatively complete, mainly including the adult membership system, stored value cards and membership points. Grown-up members: Currently, members of the mini program are divided into 3 levels: White Card VIP: Bind the membership card to become Gold Card VIP: The actual transaction amount meets 300 yuan Black Card VIP: The actual transaction amount meets 2,500 yuan Different levels enjoy different benefits The rights and interests are as follows: Stored-value card: Babycare's stored-value card is called a gift card, which is divided into 4 themes: newborn theme, full moon theme, 100-day theme, and one-year theme. The stored-value card is also divided into two levels: recharge 475 yuan to get 500 yuan, and recharge 940 yuan to get 1,000 yuan. Points system: Users earn points by signing in, spending, completing information, etc. Points can be used for cash, draws, and redemption of coupons. 2) E-commerce platform membership e-commerce platform is also an important source of traffic for Babycare. Taking Taobao as an example, Babycare has 17.56 million fans on Taobao, and it also mainly focuses on long-term membership, stored-value cards, and membership points. Adult membership: Babycare’s Tmall membership is divided into three levels: white card, gold card, and black card. When consumption accumulates to a certain amount, it can be automatically upgraded. The higher the level, the higher the consumption points obtained. Stored value card: You can recharge shopping gold on Taobao. For example, if you recharge 500, you will get 525, if you recharge 1,000, you will get 1,060. There are 4 choices in total. Member Points: Members can earn points by shopping, checking in, completing information, etc. Points can be redeemed for cash or directly redeemed for physical prizes. At the end, I review the growth of Babycare. This brand fully demonstrates to us what "starts with appearance and is loyal to quality". The most important core is still user-centered, so that we can ultimately gain the trust of consumers. Today, Babycare, which wants to continue to expand, still faces many challenges. It is worth looking forward to what kind of results it will deliver for us in the future. /Ended Author of "Super User Growth", focusing on customer management and helping enterprise growth.