The success of "Cake Mom's Crazy Weekend" marks a new stage in the IP construction of "Mochi Mom".
Text | Xiao Han
| Shi Can
Children's spare time is filled with subject training, and parents travel back and forth to and from the training class every day to pick up and drop off their children... This is the daily routine of most families with children until July 2021.
After the "double reduction" policy was officially implemented, the training class time has become a relaxation space for children, and wild camping, interest classes, and family outings have become a new way of education. Children begin to gradually jump out of subject knowledge and perceive the beauty of the natural world.
But this process is indispensable to the participation of parents, parents who once focused on off-campus training classes, how should they now participate in their children's popular science world? How to communicate with children effectively and improve the quality of family education?
The micro-variety show "Crazy Weekend at Cake Mother's House" gives a new option to alleviate parenting anxiety in addition to the training class. The show was launched in November 2021 and is homemade by mom and baby KOL "Mom Rice Cake". In the program, the cake mother and the cake father took the two children to carry out family travel, showing the audience how the parents accompanied the children with high quality and how the children learned knowledge during play.
After the program was launched, it won the support of many netizens, and as of the date of the last issue, the five programs had been broadcast more than 40 million times across the platform. The topic #Crazy Weekend of Cake Mom's House ##100 Ways to Walk Your Baby on the Weekend has been widely discussed, and the topic discussion has exceeded 100 million times during the broadcast of the program. On the closing day, the topic #Don't raise children in the fish tank initiated by the @rice cake mother Weibo account became a hot topic on Weibo that day, reaching the 19th place in the Weibo topic hot search list and nearly 50 million times.
As the protagonist of "Crazy Weekend of Cake Mother's Home", Cake Mother Li Danyang is a mother of two children and a parenting expert trusted by tens of millions of mothers, who has been committed to continuously improving social parenting cognition and nurturing environment.
After the "double reduction", Cake Mom hopes to make parents realize that "high-pressure learning" is not the only way of education through such a micro-variety show of parent-child natural travel.
Go to Lufeng, Yunnan To find the remains of dinosaur fossils; at the Nanjing Hongshan Zoo, public welfare to adopt a small animal; in Hainan to learn about coral cultivation, enjoy the joy of catching the sea. It looks like a travel diary for a family of four, but in fact, "Crazy Weekend at Cake Mom's House" is a collection of parenting inspirations provided by Cake Mom to her parents.
In the content, the three elements of parenting, natural science and public welfare are designed, and natural science popularizers Xing Lida, Shi Jun, "Flowers Fall into Erosion" and "Biological Man Who Opens an Aquarium" are invited as flying guests to help the learning of knowledge during travel.
Like thousands of mothers, cake mothers have also had anxiety, and have also experienced confusion about parent-child relationships in the formative years of their careers: while being a woman who runs at high speed at work, she must also be a mother who takes care of her family and accompanies her children. She can't achieve both, falls into self-doubt, is full of guilt for her children, and often falls into a dilemma in dealing with parent-child relationships.
In the end, the cake mother discovered the parenting concept of "parent-child relationship concentration" and realized self-reconciliation.
"Companionship is not equal to real companionship, good parent-child companionship, is the need for concentration, as long as you do 'high-quality companionship', you can let go of anxiety", in all the "high-quality companionship" methods, travel together This 24-hour intimate companionship is the most effective parent-child relationship first aid package.
In the view of the cake mother, the relaxed state, intimate companionship, and fresh experience in the parent-child trip all release the energy that makes the emotion fully resonate. Although traveling with children can open children's eyes and long-term insights, what cake mother values most is still the focused companionship and love that can fill the "emotional account" of emergency, and realize the connection of love in a relatively closed space. Use bedtime reading and "weekend crazy days" to improve the quality of companionship and create a sense of weekly ritual for the whole family.
The idea of "Crazy Weekend at Cake Mom's House" comes from the "Weekend Crazy Day": don't go to the training class, only crazy to play. Enhance the connection of intimate relationships and experience the beauty of parent-child relationships on a beautiful weekend.
There will also be a role of the manager of each issue in the design of the link, including rice cake and cake dad have the opportunity to be the main manager. When the cake father took the two babies alone, the cake mother was not anxious because she was not present. Cake Mom not only believes that Cake Dad has the ability to take care of the two children, but also believes that the children have the ability to solve problems on their own.
After the broadcast of "Crazy Weekend at The Cake Mother's House", it triggered netizens to reflect on the parenting style. Some netizens said that their children are not good at expressing themselves, and their relationship is not intimate, but she never thought of using travel to improve the concentration of parent-child relationship, after watching the show, she decided to use this winter vacation, put down the mobile phone and work, to experience this magical world with the child.
While conveying the concept of scientific parenting, "Crazy Weekend at Cake Mom's House" also shows another possibility of parent-child variety shows.
In 2003, the family entertainment reality show "Rice Gone Show" was launched on Shenzhen Satellite TV, and the form of a talk show plus a "family show" showed a warm family atmosphere. Until 2013, Hunan Satellite TV's Chinese version of "Where Daddy Goes" was broadcast, allowing people to see the possibility of outdoor reality shows in parent-child programs, children learned to complete tasks without parents, and fathers also tried to let go of parenting anxiety.
From television to the Internet, the media is changing, family parent-child content is no longer limited to variety shows, graphics, short videos, VLOG all provide an intuitive way to show the parent-child relationship. The self-made variety show "Crazy Weekend of Cake Mom's House" adds popular science themes to improve the "content of knowledge" on the basis of outdoor forms, and then uses social platforms to publicize and broadcast, integrating the DNA of the Internet for parent-child variety shows.
The micro-variety show "Crazy Weekend of Cake Mom's House" is only part of the "Rice Cake Mom" IP. In the continuous improvement of the parenting environment, "Rice Cake Mother" establishes a media account matrix, publishes parenting books, and builds a research and development parenting APP to bring professional parenting knowledge to the details of family education.
Compared with the indoor variety show filmed in the studio, outdoor tourism is a major breakthrough for "Mochi Mom". The variety show in the studio is not affected by weather conditions, and the process is easy to be within the control range, which is a safe and time-saving choice. However, due to the limitations of the venue, the shed can only set up a game link, and the children have fewer opportunities to explore knowledge and solve problems alone.
Outdoor tourism allows children to enter the natural world of Tiannanhaibei, liberate nature and satisfy curiosity. However, weather conditions, travel arrangements, and costs all increase the difficulty of recording, and how to let Fa Cake and Rice Cake learn knowledge while enjoying the trip is the difficulty of the program.
The confidence of "Rice Cake Mother" to brave challenges and dare to break through comes from the construction of diverse IP ecology in the past seven years.
In 2014, the public account "Mochi Mom" published its first article, "Reading Notes on the Sleep Bible". Reading books, checking materials, writing articles, typesetting, from the first article released, cake mothers with medical professional backgrounds have strict requirements for content, and each knowledge related to parenting is passed on to fan mothers after being scientifically verified.
In 2015, "Rice Cake Mother" developed from a personal public account to a self-media company, and received investment from the well-known host Zhang Quanling, and then the company ushered in the climax development period of content e-commerce.
"Rice Cake Mom" WeChat public account matrix
From the public account graphics, to the video, and then to the establishment of brand IP, in the past seven years, "Rice Cake Mother" has been committed to alleviating the educational anxiety of mothers, providing parenting knowledge and solutions for mothers, laying out major platforms such as public accounts, Weibo, vibrato, video numbers, etc., accumulating nearly 40 million traffic, and the self-made micro-variety show "Crazy Weekend of Cake Mother's Home" also brings its own traffic to the market.
Among them, @Rice Cake Mom (Sina Weibo) is an important position for the promotion and broadcast of "Cake Mother's Crazy Weekend". With the help of Weibo fan traffic, the show's start-up warm-up, cut collection, and positive film broadcast on the Weibo account of "Mochi Mom" were completed, and the topic "Crazy Weekend of Cake Mom's House" received 58.11 million views.
"Mochi Mom" Weibo
Although there is no celebrity participation, it is a "vegetarian program", but "Rice Cake Mother" deeply understands what users really need, "Cake Mother's Crazy Weekend" shows users the daily life of Cake Mother in the form of micro-variety shows, not only to reach users with IP, but also to stimulate empathy with life clips, and to achieve the transformation from warm knowledge to fresh characters.
This shift stems from "Mochi Mom's" attempt at VLOG in 2020. Northwest self-driving tour, Sanya vacation, ski play, outdoor travel VLOG is not only loved by fans, but also favored by mother and baby brands, more and more mother and baby brands with the help of "rice cake mother" to reach consumers.
In addition, the exploration of variety shows also comes from the development and change of the maternal and infant vertical environment.
In the statistics of the channels for China's maternal and infant population to obtain information in 2021, the number of parent-child maternal and infant APPS reached 34%, Weibo reached 26%, and the short video APP and public account reached 24% each. The access to parenting information is gradually diversified, and in addition to professional vertical APP, various social platforms have also increased the construction of maternal and infant vertical classes.
Especially in the context of the popularity of "pan-knowledge" in 2021, maternal and infant science content has become popular in short videos, live broadcast rooms, and variety shows. KOL's growth path also presents a "multi-faceted blossom", stepping out of the live broadcast room, joining variety shows, film and television dramas, and is no longer limited to short videos.
"Joining" saves KOLs more time and cost than self-made variety shows, but "self-made" has an incomparable advantage in expanding the connotation of its own IP.
For example, the beauty wrist behind beauty expert Li Jiaqi launched the self-made reality show "Offer for All Girls", which gathered Li Jiaqi fans, consumers with shopping needs, variety show lovers and other types of audiences. Because of the content focus, the form of pan-entertainment, and the wide audience, the KOL behind the self-made variety show has also ushered in the "spotlight".
The launch of self-made micro-variety shows by "Rice Cake Mother" is a breakthrough for self, and it also promotes the progress of maternal and infant vertical categories.
From VLOG to micro-variety shows, the IP wings of "Rice Cake Mother" are becoming more and more plump, and the long-term value of the brand has been extended. Taking daily life as the scene, extending more parent-child lifestyle into IP content and showing the life image of cake mothers outside professional personnel is the direction that the "Rice Cake Mother" team will continue to explore in the future.
On this road of exploration, the trust of fans is the source of motivation for "Rice Cake Mother" to continuously innovate and break through.
In order to gain the recognition of users, "Rice Cake Mother" has always had strict control over parenting content.
Although there is no middle office system of internet manufacturers, "Rice Cake Mother" has built its own knowledge base as a "content middle platform". Based on the attitude of internal scientific review of parenting knowledge, the knowledge base has been established from the era of public account graphics. With the precipitation of the knowledge base, writing books, shooting videos, and publishing articles can complete the production and distribution of content faster and more professionally.
Behind the knowledge base is a team with a professional background, and the content editing team of "the most understanding mother" captures the pain points of users and forms a professional parenting article. At the same time, each dry article has a professional doctor to review the content, control the viewpoint, and give the most scientific theoretical support for content creation.
As a result, every piece of content users see is rigorously edited, reviewed, and constantly updated iteratively.
The parenting concept precipitated in the knowledge base is also the purpose and bottom line of the selection when cooperating with the brand. In the business cooperation system of "Rice Cake Mother", there are two kinds of sales channel resources and IP product realization. Channel resources include public account graphics, douyin short videos, little red books, etc., IP product monetization focuses on photo and video authorization, and brand-empowered cooperation methods are gradually innovating and diversifying.
"Mochi Mom" combines its own IP concept and knowledge base to make a topic selection manual as the primary principle for evaluating cooperative brands. After being recognized by the knowledge base, the product will enter the business negotiation process, and the final recommendation to the user is a professionally certified product that conforms to the "rice cake mother" parenting concept.
The background of scientific parenting anxiety solutions when recommending products does not require the effort to be spent on packaging products. When providing parenting solutions for mothers, the product can also be used as a supplementary part of the solution to complete the combination of content and commercialization.
In the 2021 survey of China's maternal and infant population's attention to Internet advertising of maternal and infant products, 77% of the maternal and infant population usually choose to pay attention to and pay attention, and social media experts account for 44% of the preferences in the form of advertising. For mother and baby products, KOL recommendations have become one of the ways that users trust, and "content" is the key to this trust.
"Crazy Weekend at Cake Mom's House" is a new form of product that expands the boundaries of content and business, and completes a deeper commercialization.
There is a content control team to ensure that the program outputs social topics; there is a complete chain of video planning, shooting, and post-production, so that the program is wonderful and interesting; and the mature traffic channel delivery experience makes the program bloom on multiple platforms. "Cake Mom's Crazy Weekend" brings together mature content creation methodologies and commercialization experience, and blows the clarion call for the "Rice Cake Mom" IP ecology to advance.
There's a lot more to explore around the character of "Mom." While paying attention to parenting, "rice cake mothers" are also more concerned about the development of mothers as women themselves, helping more women to improve themselves while being mothers.
With the continuous influx of various anchors and talents into the Internet platform, all kinds of content emerge in an endless stream, and the head KOL continues to enrich its own IP ecology into a new trend, of which micro-variety show is one of the directions. As a mother and baby KOL, the courage of "Mochi Mom" to try the new form of self-made micro-variety show comes from the existing content and traffic base, and the success of "Crazy Weekend of Cake Mom's Home" also marks a new stage in IP construction.
In exploring the new form of IP, what users want and need is always the starting point and foothold. In the future, I also look forward to more parenting concepts entering tens of millions of families through "rice cake mothers".