With the decline in the birth population, and the post-00s and post-95s have become the main body of maternal and infant consumption, the development of the maternal and infant industry has gradually shifted from relying on the demographic dividend in the past to the road of diversification and quality market upgrading, and relevant institutions expect that the market size of China's maternal and infant industry will exceed 7 trillion yuan in 2024. At the same time, maternal and infant consumption habits continue to migrate online, and among many channels, the emerging e-commerce platform represented by Douyin has opened up a huge incremental space for the entire maternal and infant industry, and more and more maternal and infant brands are flocking to Douyin, taking Douyin as an important position for business operations.
The brand transforms the marketing position, and then links the back-end service providers, platforms, and first-chain systems to iteratively upgrade in all aspects. As a brand e-commerce service provider that has been deeply engaged in the field of Internet e-commerce for nearly 10 years, Firebat E-commerce has always been market-oriented, and has continuously expanded to high-potential categories such as mother and child, cultural and creative, and trendy toys on the basis of advantageous operation categories such as daily chemical home cleaning, pets, food and beverage, and FMCG. In addition, in addition to strengthening the refined operation capabilities on traditional e-commerce platforms such as **, Pinduoduo and JD.com, it will continue to explore business opportunities in emerging channels such as Douyin. In particular, it is worth mentioning that at the beginning of this month, Firebat E-commerce successfully obtained the official certification of Douyin Industrial Belt Service Provider, which will establish a milestone foundation for its Douyin business development.
In order to help maternal and infant brands open up the Douyin outlet, Firebat e-commerce combines the FACT layout, closely links content scenes, shelf scenes, and marketing scenarios, opens up the two-way path of "goods looking for people" and "people looking for goods", and customizes business growth strategies for customers with a professional operation team and efficient execution, creates personalized Douyin marketing plans, and continues to explore different types of creative gameplay such as talent distribution, live streaming, and Douyin store commodity cards, so as to achieve both sales and voice growth for brands.
During the service of a brand customer of a children's Kujia water offline factory, based on market data research, it was found that the selling points of Kujia water were mainly in terms of hand abstinence, plant formula, green safety, etc. Based on the "people, goods and yards" side**, Fire Bat E-commerce positions the target group of products as middle-class exquisite mothers, builds a live broadcast room according to the characteristics of the crowd, and conducts live broadcast patch rotation with product selling points, qualification endorsements, preferential activities, usage scenarios and other elements to improve the quality of live broadcast; Cooperate with top influencers, selected alliance talents, platform head leaders and MCN institutions to seek cooperation with influencers to bring goods, and adopt a link distribution model to continue to attract new customers to brand stores and increase the repurchase rate of users; Analyze the running volume materials of the best competing products, refine the popular elements and produce the corresponding ** materials for advertising, and steadily improve the ROI.
According to the person in charge of the project, in terms of data presentation, the monthly sales of Doudian increased to 157w+, the revenue of a single live broadcast reached 28w+, and the store's half-year sales reached 338w+. Under the team's all-round accumulation and refined operation, the growth effect has been fully recognized by the customer. At present, the two parties are still actively preparing for the "New Year Festival" and planning the annual marketing plan for 2024, and strive to seek differentiated development in various aspects such as models, channels, and categories.
At present, the "people, goods and yards" under the new consumption are constantly evolving, and products, channels, and people are changing rapidly. The digital consumption scenario has shifted from the initial digital connection to the efficient collaboration of the whole marketing chain and the whole chain. In the process of brand operation, Fire Bat E-commerce will continue to explore industry trends and brand needs, conform to the trend of multi-platform and refined operation, and rely on digital innovation capabilities such as big data analysis and precision marketing accumulated over the years to help brands reduce costs and improve efficiency, and provide more customers with more comprehensive and professional digital services.