With the changes in the population environment, the trillion-dollar maternal and infant consumer market has gradually entered the "era of stock competition", and the intensity of brand competition has suddenly escalated. On the other hand, the addition of "fresh blood" of maternal and infant consumer groups such as the post-90s generation and Generation Z is also promoting maternal and infant brands to carry out "younger transformation" in IP marketing, product innovation and other dimensions, and the wave of industrial marketing reform is coming.
On January 4th, the annual summit of the maternal and infant pet industry hosted by the Mass Consumption Business Center of Giant Engine was grandly opened. From industry trend insights to marketing strategy releases, through the sharing of guests full of dry goods, we found that "effective dialogue" with the new generation of maternal and infant groups through Douyin's global marketing plan has become the preferred path for maternal and infant brands to "tap incremental from stock".
Insight into the preferences of the new generation of mothers and infants
Talk to young parents with quality content
In the wave of generational replacement of the population, the new generation of parents with high income and high education has become the main force of maternal and infant consumption. Compared with previous parents, this group pays more attention to consumer autonomy, and tends to obtain and screen information such as ingredients, materials, workmanship and use experience of maternal and infant products through multiple channels to meet personalized needs. As a result, content-based and community-based platforms in the pan-maternal and infant fields have emerged. Of these, there are 6The Douyin platform, which has 500 million daily active users, has become the main front for the new generation of parents to exchange parenting experience and discover good things for mothers and babies.
According to the data released by the giant engine, the maternal and infant parenting population accounts for more than 40% of Douyin's daily active users. They share cute baby moments, chase popular dramas, and find practical strategies on the platform, and gradually cultivate stickiness and consumption habits on Douyin, which provides a significant impetus for the mother and child industry to flourish on Douyin.
Adhering to the marketing principle of "users are in the world, the brand is in the brand", many maternal and infant companies have joined the Douyin platform to promote the "effective dialogue" between brands and young users through multi-dimensional content such as talents, IPs, and innovative products around the preferences of the new generation of maternal and infant groups.
Focus on the talent dimensionRelying on the significant siphoning effect of the platform on the maternal and infant population, high-quality maternal and infant parent-child talents on Douyin have emerged one after another. With co-creators as a bridge, maternal and infant brands can adjust and optimize their content marketing strategies in a timely manner, improve interaction with users, and strengthen the latter's brand impression and identity.
In terms of IP marketing,Product promotion** IP, such as title celebrity personal micro variety shows, celebrity directors co-created short dramas, etc., can help brands quickly seize the high ground of voice. Parent-child content IPs such as parenting and popular variety shows, as well as business-assisted IPs such as the Replacement Campaign, can help brands capture the minds of maternal and infant users, improve conversion efficiency, and bring more possibilities for brand growth.
For example, on the eve of the arrival of "China Baby Day" in 2023, Giant Engine has teamed up with Douyin Mother and Child Channel and Feihe to build the third season of the Gold Medal Educator, which deeply integrates the two IPs for the first time, and organically combines the two ways of planting "people" and "content" through the marketing plan of "popular theme song + celebrity call + mother and child talent linkage" to create a multi-dimensional grass planting force of IP marketing. It is understood that the topics related to the event Smart Baby Fancy Raiders Mother's Day ** volume exceeded 100 million, and dominated the Douyin hot search for two consecutive days, with the help of embedded brand topics, logos, product exposure and other marketing methods, the rising topic popularity was efficiently converted into brand traffic, and finally helped Feihe achieve a marketing breakthrough.
In the wide dimension of innovative products,In the past year, maternal and infant brands have combined information flow advertising with hot topics on the platform and parent-child short dramas to incubate a variety of fresh and interesting product and wide creativity. For example, the organic combination of the 10th anniversary promotion of the Kangaroo Mother brand and the "Queen's Day", and the interactive Q&A session set up by Meiso Jiaer in the brand short drama, etc., have played a considerable degree of positive significance for the growth of the brand's business and influence.
In 2024, Douyin will also carry out targeted upgrades in multiple links such as talent docking efficiency, IP marketing plans, and advertising research and push, so as to help maternal and infant brands continue to tap the potential of content marketing and shorten the distance between them and young users.
Focus on the changing role of maternal and infant consumers
Promote the realization of "new products that explode".
From "lying down to win" with the support of demographic dividend to "rolling and boiling" under pressure on revenue growth, based on the population environment where the scale of newborns is shrinking year by year, more and more infant formula brands and diaper brands have begun to focus on the new needs of middle-aged and older children and age groups, and have "crossed over" to other subdivided potential tracks, striving to tap the secondary growth.
In the current new stage of the maternal and infant consumer market, Bao Ma Bao Dad is no longer only the end user of the product, but also acts as the co-creator and communicator of the brand. They are based on real needs, preferences, and usage feedback that profoundly influence the growth potential of a brand. Therefore, when incubating new products, maternal and infant brands need to pay more attention to the voice of the user group and avoid falling into the mindset of "making cars behind closed doors". In this context, the Douyin platform has become a "hot product incubator" that is close to the maternal and infant consumer group and has successfully created an effective recipe.
According to the official statistics of the giant engine, the success rate of the first marketing of new products on the Douyin platform in 2023 will be as high as 72%, and on average, a "new product" will transform into a "million-level explosive product" every 10 minutes, and the strong potential energy of the new product explosion will also radiate to other distribution channels, forming a linkage effect of "point to area".
The successive emergence of "new products that are explosive" marketing masterpieces is inseparable from the intensive research and polishing of the "new product party" on the Douyin platform.
In terms of industry category opportunitiesAccording to the statistics of the giant engine, 70% of the infant formula milk powder brands on the Douyin platform sell children's milk powder, and nearly half of the brands sell the whole family's nutritional milk powder on the platform. In the field of maternal and infant complementary food, choosing to release new products on Douyin has gradually become a trend, and the sales growth of high-customer single product lines in the diaper field is also quite significant. Based on the significant advantages of Douyin's data analysis dimension, the platform and the brand have efficiently run in".Extend the life cycle, broaden the application scenarios, and dig deep into the selling point upgradeThe three "new opportunity points" have set the direction for the breakthrough of new products in the maternal and infant industry.
In terms of the formulation of new product marketing plans,Through close cooperation and experience accumulation with brands, Douyin has refined the "new product party**" for maternal and infant brands to personalize according to the length of the product user decision-making cycle. Taking seasonal products as an example, for autumn creams, summer sunscreens and other products with a short decision-making cycle, the rapid realization of new product marketing explosion is the primary demand, so it is most appropriate to use the "polyflow Kombat type" type of marketingFor products such as infant formula with a high repurchase rate and a long decision-making cycle, brands need to continue to tap potential user groups, so the "high and high" type of marketing is more suitable. By fully exploiting the advantages of the platform's ecology and data analysis, Douyin strives to make the new product marketing of maternal and infant brands more scientific and efficient.
All-round deep link to maternal and infant families
Efficient collaboration in multiple scenarios of self-broadcasting, reach-broadcasting, and shelves
Looking back at the past few years, the increasing emphasis of maternal and infant brands on the concept of refined marketing has shown a significant negative correlation with the decline in the number of newborns. In this context, the Douyin platform, as a key promoter dedicated to helping the maternal and infant industry tap the potential of global marketing, has successfully completed the win-win collaboration between the brand and the platform. According to the data disclosed by the giant engine, the overall GMV growth rate of the maternal and infant industry on the Douyin platform in the past year was 37%. Brand self-broadcasting is still the main contributor, talent live broadcast and short ** also occupy an important position, and at the same time, the GMV of pan** and other shelf scenarios is growing rapidly.
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At the same time, based on the efficient integration of platform data, the giant engine also creatively extracts a variety of innovative marketing methods to expand the scene channels for maternal and infant brands to reach consumers, and provide breakthrough solutions that are more suitable for the attributes of maternal and infant products of different categories and pricing.
First of all, in terms of brand self-broadcasting scenarios, in the past year, more and more maternal and infant brands have begun to try to create content-based live broadcast rooms in their own live broadcasts to spread brand concepts and attract customers to participate and complete purchases. For example, the "Autumn Forest Camping" activity launched by babycare moved the live broadcast scene to the outdoor campsite, and set up a variety of first-class mechanisms such as posting autumn "tickets" and reimbursement of shopping amounts through the differentiation of content, which successfully improved the popularity and efficiency of the live broadcast room.
According to the data released by the giant engine, from January 1 to December 25, 2023, the average stay time of viewers in Douyin's content-based live broadcast room exceeded 4 minutes, and the average live broadcast room display PV and interaction rate data have increased significantly. Developing, iterating, and innovating brand self-broadcast content has become an important channel for maternal and infant brands to explore increments on Douyin.
On the other hand, with the in-depth spread of the concept of "scientific parenting", young mothers and fathers are willing to spend time optimizing parenting methods to improve the baby's growth experience. As an important channel for the new generation of mothers and infants to obtain parenting information, Daren Live has "new value" such as traffic storage before the big promotion, new product testing and strengthening the brand's ability to plant grass, and has become a "high-speed channel" connecting consumption and branding. For products with a low unit price, through the characteristics of lower cost and stronger material visualization, there is an opportunity to quickly become a "hot model", quickly tap target users, and then expand brand influence.
Focus on the shelf scene,The rapid increase in the proportion of pan-**GMV shows that the potential of the shelf field on the Douyin platform is being released at an accelerated pace. Among them, "search" has become a key node for linking grass traffic, which can effectively convert user interest into consumption behaviorMaternal and infant brands can also combine the strategies applicable to big brands to deepen consumers' brand impression through "channel" nodes with value** and other meansWith the entry rights of Douyin Supermarket, maternal and infant brands can also harvest more brands** and traffic conversion.
The development of the Internet has brought earth-shaking changes to people's lives, and the popularity of short and live broadcasts has also provided a new marketing path for maternal and child brands. From extensive operation in the form of flood irrigation to efficient and collaborative global marketing in multiple scenarios, Giant Engine will continue to explore the leading advantages of platform resources and algorithms, help maternal and infant brands grasp the changes in the needs of consumer groups and continue to optimize marketing strategies, and enter a new stage of the industry with a more confident attitude.
In this iterative process, the dialogue between maternal and infant brands and young users is no longer a single communication, but a two-way communication model. This shift in perspective has brought deeper and more personalized user interaction to maternal and baby brands, which also means that brands can more comprehensively understand the expectations and feedback of young users, and provide products and services that are more in line with their psychological needs. Such changes can not only enhance the stickiness of brands and users, but also open up a broader development space for the maternal and infant industry.