In a blink of an eye, 6 18 has ended. Looking back at this year's sales list, Babycare undoubtedly appeared at the top of many maternal and child categories. Many people may not be familiar with Babycare. However, for Z-generation parents who care about maternal and child health and a better life, Babycare has long been famous. Babycare is a full-category pan-maternal and infant enterprise that has risen rapidly in recent years. Established in just 6 years, it has achieved a leap in sales from 0 to more than 5 billion yuan. With excellent private domain operation, it stands out from a group of maternal and child brands. At present, Babycare has 45 million omni-channel users,100000 members and 4 million private domain users, and the official flagship store of Tmall has more than170000 fans, ranking first in the industry. So, where is the private territory of Babycare? How did you do it? Let's take it apart for everyone. The contents of this article are as follows: 1, case background: Babycare brand introduction 2, platform layout: drainage channel 4, community system: accurately operating private domain users 4, user operation: creating differentiation with user experience 5, membership system: stimulating users to be active and keep 0 1, case background: Babycare brand introduction 1) Case introduction Babycare was founded in 2000. In just six years since its establishment, Babycare's omni-channel GMV has exceeded 5 billion yuan, with a compound growth rate of over 100%. In 2020 alone, during the period of "Double 65,438+065,438+0", the omni-channel sales of Babycare exceeded 900 million yuan. In the past two years, Babycare has focused on the private domain, with 45 million omni-channel users and100000 members. The number of fans in Tmall's official flagship store has exceeded170000, ranking first in the industry. There are more than 4 million private domain users, and nearly half of subscribers will buy back, and the transaction volume of all repurchased users accounts for nearly 90% of the total private domain transaction volume. Compared with 2020, the brand's private domain GMV increased by more than 100% in 202 1 year. 2) Market size data show that the maternal and child market in China has reached 3 trillion yuan in 20 18, will exceed 4 trillion yuan in 2020 and is expected to exceed 7 trillion yuan in 2024. At present, the post-90 s and post-90 s have become the main force of fertility today. Young mothers pay attention to the quality of maternal and child products, and their attention to maternal and child products is gradually increasing. Therefore, the scale of the maternal and child market in China will continue to show an upward trend in the future. 3) User Portrait Babycare users are mainly post-90s. With the opening of the second and third child policies, female users born after 80s, aged 26-40, who are concentrated in first-tier, new first-tier and second-tier cities, are treasure mothers who advocate freedom, love the Internet and pursue high-quality life. Platform layout: The drainage channel Babycare not only has a huge number of fans on Taobao, but also attaches great importance to the operation of public and private platforms. Focus on the official WeChat account, Tik Tok, Weibo, Xiaohongshu and other platform layouts, laying a solid foundation for the construction of private domain traffic pool and expanding brand discourse power. 1) Private domain WeChat official account Babycare mainly has two accounts, one is the official brand number, and the other is the old powder club. Among them, Lao Fen Club, as the original official account of WeChat, kept Racine entrance as the main position of drainage layout. The official number of Babycare brand is mainly marketing, interaction and brand promotion. Small program Babycare has many small programs, which mainly undertake the functions of shopping malls and members, and also conduct diversion for online private domains and offline stores. 2) Bind the official WeChat account and Qiwei on the homepage of the official video number of the public domain video number Babycare as the entrance of drainage. The main released video content includes brand promotion, product planting, parenting knowledge and so on. In addition, the video number will be broadcast live regularly, mainly with goods. Tik Tok Baby has laid out an account matrix in Tik Tok, and the main account fans have accumulated more than 1.5 million. Among them, the main number has 685,000 fans, and the main video content includes brand promotion, product display and parenting knowledge sharing. Several major accounts will start to broadcast live every day, focusing on commodities. Little Red Book Babycare has 1 17000 fans in Little Red Book. There are as many as 500+ notes, the main contents are brand promotion, product planting and activity introduction. At present, Weibo has 327,000 fans in Weibo, whose main contents are brand promotion, welfare activities and parenting knowledge sharing. Community system: accurate operation of private domain users' maternal and child industry has obvious characteristics of high repurchase and high sharing, and it is one of the most suitable industries for private domain operation. Babycare also seized this point, actively operated the community and regarded the community as the main position of its private domain marketing. At present, there are more than 4 million private domain users of Babycare, and many channels have conducted private domain drainage to further transform the community by increasing customer service. Let's take the customer service and community I added as an example to disassemble: 1) Customer service IP disassembly nickname: Babycare Experience Officer Tao's head: a pair of mother-child screen roles that snuggle up to each other: experience officer, customer service friends circle content: update frequency is 1 ~ 3/ day, The main contents include the introduction of new products, product planting, sharing of the latest preferential activities, etc. 2) Basic information group nickname: Babycare powder group positioning: welfare group, activity notification group welcome language+group rules: users will trigger automatic welcome language as soon as they join the group, mainly introducing the exclusive benefits of joining the community and the group rules of the community, and advertisers will be kicked out of the group. Community content: The main contents include introducing brand welfare activities, sharing parenting knowledge and promoting brands. The content distributed in the community has a fixed arrangement, and different welfare activities are arranged every Monday to weekend. Take one day's sop as an example: 7:00, good morning greetings, release form: text+picture 10:00, spike activity, release form: text+applet link 1 1:00, good things take precedence. Release form: text+applet link 14:00, parenting knowledge, release form: text+video 20:30, good things first, release form: text+applet link 04 User operation: To create differentiation by user experience, it is not enough to break through from the numerous maternal and child industries. Babycare chooses to cut in from emotion and experience to maximize the distance from users. Since the birth of the brand, Babycare has been carrying the genes of user thinking. For example, a "mom story column" is set up in the official WeChat account to collect the stories behind the mom group, and then the collected touching stories are organized into short videos and presented to the public, and emotional links are established through the user's content. Babycare will also launch experience officer recruitment activities from time to time. As long as users have a 3-year-old baby, have a good understanding of maternal and child products, and can provide suggestions for brand research and development, they will have the opportunity to become brand experience officers. Experience officers can get at least three free new product trial qualifications or at least 1000 yuan each year, get brand points and participate in offline salons. In addition to attractive benefits, Babycare will also issue the exclusive certificate of experience officer to users. Under the honor blessing, users are more willing to participate in brand creation. Of course, if you want to establish deep interaction with users, you can't do without the blessing of private domain. Users can get new discounts as long as they enter the private domain of Babycare. If there is a problem with the products purchased by subsequent users, you can also ask the experience officer to access the after-sales service at any time. Online and offline marketing activities+private domain operation constitute the 24-hour escort service system of Babycare. Through the all-round penetration and intimate companionship of users' lives, the relationship between Babycare and users has been heating up, and it has successfully established a brand image of positive energy among consumers and won the recognition of a large number of mothers. Membership: Encourage users to actively maintain Babycare as a mature brand, and naturally understand the importance of membership. It can not only bring positive influence to the brand, but also realize user retention and stimulate transformation. Babycare's membership system is naturally perfect. At present, e-commerce platforms and small programs have membership systems. The membership system in 1) applet is relatively perfect, mainly including adult membership system, stored value card and membership points. Adult members: At present, members of applets are divided into three levels: white card VIP: binding membership card can become gold card VIP: actual transaction amount meets 300 yuan black card VIP: actual transaction amount meets 2500 yuan, and different levels enjoy different rights and interests, as shown in the following figure: stored value card: Babycare's stored value card is called courtesy card, which is divided into four themes: newborn theme, full moon theme, centenarian theme and one-year-old theme. Stored value cards are also divided into two grades: 500 yuan with a recharge of 475 yuan and 940 yuan with a recharge of 1000 yuan. Points system: users get points by signing in, spending money and improving information. Points can be used for redemption, lucky draw and coupon redemption. 2) E-commerce platform member E-commerce platform is also an important source of traffic for Babycare. Take Taobao as an example. Babycare has17.56 million fans in Taobao, mainly changhe big members+stored value cards+membership points. Changhe big members: Babycare's Tmall members are divided into three levels: white card, gold card and black card. Consumption accumulated to a certain amount can be automatically upgraded. The higher the level, the higher the consumption points. Stored value card: Taobao can be recharged with shopping money, such as 525 for 500, 1060 1000. There are four options. Membership points: members can earn points by shopping, signing in and punching in, and improving information. Points can be used for cash exchange or direct exchange for physical prizes. Written at the end, reviewing the growth path of Babycare, this brand fully shows us what is "starting with face value and being loyal to quality". The most important core is user-centered, in order to finally gain the trust of consumption. Babycare, which wants to expand constantly now, still faces many challenges, and what achievements will be given to us in the future is worth looking forward to. /End Author of Super User Growth, focusing on customer management and helping enterprises grow.