3000 words, how do maternal and child businesses play little red books?

Editor's lead: Little Red Book has gradually become one of the key marketing positions of businesses, such as maternal and child brands, beauty brands and so on. Then, as far as different types of maternal and infant brands are concerned, how to lay out the layout on Little Red Books to achieve more effective marketing effects? The author of this paper summarizes how maternal and infant brands do little red book marketing. Let's take a look together. As an encyclopedia for women, Little Red Book not only attracts young ladies to plant grass to dry sheets, but also attracts many novice mothers to plant maternal and child products in Little Red Book to share their experiences in preparing for pregnancy, raising babies and raising chickens. With the natural adaptability of the crowd, maternal and child categories have also begun to make marketing layout in Xiaohongshu, and some brands such as Kangaroo & babycare and Red Elephant have completed the first stage of planting grass & mowing grass in Xiaohongshu. How are the specific maternal and child brands laid out in Xiaohongshu? I hope today's 3000-word long article can inspire you. Text: Industry insight: fast growth, many category opportunities, user demand: four categories of mother and baby, brand of battle layout: four categories of brands, breakthrough method 1. Industry insight: rapid growth, multiple category opportunities. According to the official data released by Xiaohongshu, the data of maternal and child retrieval market continues to climb, which fully proves that Xiaohongshu has become an encyclopedia of mothers and children, and users should read Xiaohongshu first when purchasing related products. In addition, 69% of mothers and babies are aged 23-33, mainly concentrated in first-and second-tier cities, which also reflects the attributes of high-value people in Xiaohongshu. If we catch such a person, we will catch the high-potential crowd of mothers and babies. At the same time, they are more picky about the complexity of products and content. Figure 1: Xiaohongshu's maternal and child traffic data market focuses on nearly 40 categories such as zero complementary food, early education, infants, milk powder and strollers. Among them, zero complementary food, early education and infant complementary food are the top three in the search, such as milk powder, infants and diapers. , and the search volume reflects the needs of users, and the search volume is large, and users have stronger demand for categories. Figure 2: Looking at the overall competition, it can be seen from the official data that some categories with low demand and high competition, such as just-needed bags and maternity care, have become the red sea of competition, while the search volume of infant clothing and infant nutrition products is high, but few brands have entered the blue ocean of competition. The market is small and the competition is strong, which corresponds to the low ceiling. For new brands, it is necessary to find a market with high search volume and less competition, and find a bigger market. Fig. 3: The competition of maternal and child sub-categories of Xiaohongshu is officially divided into four categories according to the maternal and child industry: maternal and child care, durable goods, small maternal and child products and baby food. As we can see from the figure below, baby cream, safety seats and cribs have always maintained a high search volume, with high overall demand and large market demand. Figure 4: The search volume trend of Xiaohongshu's maternal and child industries. From the search volume of the whole Xiaohongshu, the maternal and child categories continue to grow, such as early education, early education, clothing, etc., which have always been highly concerned by users. In the whole degree of competition, Bao Gang and pregnant women have been in the Red Sea because of their small market and high participation, while baby clothes are in the blue sea market. For the categories in the blue ocean market, we must first lay out, create explosive articles, and drive the explosive product business. 2. Category insight: four categories of mother and baby. In order to better understand the maternal and infant industry, I divided the mother and infant into four quadrants according to the customer unit price and usage level. The price is based on the single consumption amount, with 300 yuan as the dividing line, and the use level is fast consumption (defined as weekly necessities). Mothers and babies are divided into four categories: high customer unit price+FMCG, low customer unit price+FMCG, low customer unit price+durable goods, and high customer unit price+durable goods. Figure 5: Four categories of maternal and child industries 1. Customer unit price is high+fast consumption price is high, and users often use it. This is a sexy and good industry with a high ceiling. This kind of products can solve the pain points of mothers, and it is also easy to form long-term buying habits, high-end milk powder, infant health care products, early education and other categories. In addition, due to frequent use, users pay high attention to the brand, and this category is also prone to produce strong brands. Note that users will be more cautious before buying, and they will do a lot of strategies before buying, depending on the ingredients, efficacy and professional recommendation. For this kind of brand, it is suggested to plant stars and talents in Xiaohongshu Daren to increase the brand potential, complete brand awareness and save money. In addition, we also lock the user experience by trying on products, which is why many early education institutions often use audition classes. Figure 6: Yang Fei's deposit and withdrawal action for growing brands Figure 3: Low customer unit price+quick elimination. Most of these products are daily necessities, which are used every week and every day, such as some complementary foods, pregnant and baby products, diapers and other products. Users are closer to these products and are used by different experts, which is easy to motivate users to try. Once this kind of maternal and child products win the user's choice, it is easy to become dependent in the later stage. Good things can be experienced in the early stage &; Taobao's way allows more users to try the products first and complete the experience of the first batch of seed users. 3. Low customer unit price+durable goods are mostly mature categories, and there are also many strong brands. When buying, users will see whether their friends or markets are well-known, such as breast pumps, bottles and other categories. Because it is durable goods, users will also inquire about brands with clear strategy, brand evaluation and professional selling points before buying, which is more likely to form users' choices. 4. High-end+durable products have low frequency of use and can be used for several years at a time. Because of the high price, it takes a long time for users to make purchase decisions, and users will also compare them in many aspects, such as safety seats, cribs, and confinement centers. And users pay more attention to products, components and functions. This type has expert endorsement and evaluation notes, which makes it easier to gain the trust of users. Compared with fast-moving consumer goods with high unit price, this category can't be repurchased many times, and the scale and intensity of advertising are relatively small, so we insist on the strategy of less but better. Third, brand play: four types of brands, breakthrough methods How do the four specific brands in Little Red Book do it? I'm looking for four brands that do well, and I'll disassemble their launching strategies in Little Red Book, so that everyone can learn from them. 1. High customer unit price+quick elimination 1 example DHA brand natural doctor. DHA is a very important polyunsaturated fatty acid for human body, which is beneficial to the intellectual development of infants both during pregnancy and the growth of infants. Proper supplementation is beneficial to the development of eyes and brain (experts say). At present, the high-end DHA series is concentrated in 300 yuan /50 capsules, and the price of natural bloggers is 398 yuan /50 capsules, which meets the requirements. The property of disappearing rapidly. Open it in the little red book. Enterprise number is more of a display function, instantly promoting "good algae oil amber", marking the brand selling point, and putting dad's random notes on the top. The professional number is mainly to show authority and product introduction. Figure 7: The natural blogger's corporate account is used to check his placement among the Little Red Scholars. Whether it's the dad's evaluation of random inspection or the mother of mother-infant big V rice cake, they have taken business notes for nearly 30 days, including 12 business notes, supported by waist experts and high-priced fast-moving goods. In terms of content, many users don't know the efficacy of DHA because it is still in the growth stage. In their notes, they first publicize the benefits of DHA from seaweed oil to babies, and then implant the standard of amber seaweed oil to let users choose brands in categories. Figure 8: Dr. Ian Xing Shu's business notes summarize the nature: for high-volume single-consumer products, the core first gains the trust of users, and experts and vertical bloggers dispel users' concerns. Secondly, they endorsed and reprinted the enterprise number as the authority, continued to advertise the notes of high-quality people, expanded the brand's volume in Xiaohongshu, created highly interactive notes, and realized the drainage and decision-making basis in the station. 2. Low customer unit price+quick elimination. Take cheese sticks as an example. Cheese loafers have low unit price and high consumption frequency. As the first brand of cheese sticks, enterprises are more official activities, such as cross-border joint names and holiday marketing. In terms of delivery, it mainly focuses on talents and reprints species grass. According to Ian's star number, the talent release of the group in the past 1 month is mainly junior talents. For low customer price, the reputation of junior talents is more likely to gain the trust of users. The types of talent notes are not only mother and baby, but also food and weight loss. For this kind of mother-infant little red book planting grass, in the early stage, vertical mother-infant bloggers planted grass, and in the later stage, by focusing on relevant people, layers of circles were broken and more people used it. Figure 9: Summary of Ian's wonderful star business notes: low customer unit price &; Fast-moving brand, the core is to win by scale, and more people need to know about this brand. In terms of talent delivery, pyramid talent institutions can be put in layers to stimulate users' UGC attributes, so that buyers can take notes spontaneously, forming a word-of-mouth effect, making Xiaohongshu a word-of-mouth and decision-making basis, and then harvesting a lot through Tik Tok platform. 3. Low customer price+durable goods take bottles as an example. In the use of baby products, it also belongs to durable goods, and the overall price is also below that of 300 yuan. For example, Brown Blogger, who is fed scientifically without flatulence, dismantled its launch in Little Red Book. Enterprise is more official propaganda, mainly based on brand stories, celebrity endorsements and advertising KV. In terms of launch, it is mainly based on talent launch. Figure 10: Dr. Brown's business number because it has few business notes. Judging from the talent reports in the past three months, they are mainly junior talents. Because of the nature of the bottle, it is mainly the mother and baby bloggers who take the core difference as a selling point to prevent flatulence. Because the bottle category has entered the mature stage, the brand has also gone through the education period and entered the stage of brand competition, and the differentiated selling point has become a foothold. Figure 1 1: Detailed summary of Dr. Brown's business notes: low customer unit price &; There are four categories of durable goods, which don't sound sexy. Users have a high awareness of categories, and many brands have occupied the market. At this stage, new brands win through innovation, and old brands enter the list of consumers' mental choices by occupying positions. 4. The customer's unit price is high+durable goods, such as safety seats. Users will compare them repeatedly before buying, and see the detailed strategy. Take wheelton as an example, dismantle its little red book conference. The corporate account is also used as an official image display, dad evaluation and product function video, and the core is the promoter. I took nearly 1 month's business notes, and people mainly concentrated on the products with high customer unit price, and people had higher trust in the head and waist. Figure 12: The safety seat category of wheelton Xiaohongshu Business Notes entered the stage of brand competition. The core of this stage is to tell users what the brand is different, implant user scenarios, and tell users that it is different. For example, through his dad's sampling inspection, wheelton highlighted collision safety, fabric safety, installation safety, and factory audit safety, which dispelled users' purchase concerns. For durable goods with high customer unit price, according to the competition stage of the category, tell the user the category attribute, growth and maturity, and tell the brand differentiation. Summary: From the whole brand launch conference of Xiaohongshu's mother and baby, the professional number is an authoritative display, which really hurts people. Maternal and infant brands should learn from beauty brands, take the professional number as the focus of product launch, reprint reporters' notes, heat up the notes that can be searched and converted back and forth, complete the closed-loop business in the station, and accumulate brand fans in Xiaohongshu. In addition, for products with high customer unit price, experts, stars and talents will dispel customers' doubts, while low customer unit price will create an atmosphere that everyone is using and stimulate users' psychology of trying. Specifically, in each appeal stage, according to the positioning and promotion of the product itself, the appeal is more differentiated. Today, let's stop here about the marketing of maternal and child little red books.