"I don't have much time to work every day to spend with my baby, am I still not a good mother?"
"I'm with my baby full-time, I feel disconnected from society, I live in all kinds of trifles, I don't have any self-career at all, am I still not a good mother?" 」
……
"Am I still not a good mother?"
In one day, the "Rice Cake Mother" public account received 2 similar questions backstage, which deeply poked Li Danyang.
Recently, "Dear Child" has been popular, which has made many viewers feel the complex taste of marriage and family and childbirth. For 7 years, Li Danyang and her team have been working this matter, that is, to justify the name of taking the baby and reduce the burden on the mother.
1
"100 points mom" is a big baggage
She's also been through these "real moments."
Childbirth caused multiple wound pain, son feeding pain, difficult to sleep, father brain cancer recurrence, in 2014, when Li Danyang gave birth to his eldest son, took care of his father and son to run at both ends, unable to sleep well.
In 2019, Li Danyang gave birth to the second eldest.
Mother and baby bloggers who have written thousands of parenting articles have also been unable to sleep on a postpartum night with a painful wound, listening to their husband's snoring, and their hearts are full of frustration. She pushed her husband awake and ran to the bathroom to cry...
Recalling that period of time, his mood was irritable and low, guilt, doubt, hardship, and grievances surged up together, and a deep sense of powerlessness made Li Danyang unable to adapt.
"Loving children is the nature of mothers, but they often demand too much of themselves, and they often become overwhelmed if they want to be a 100-point mother." In March this year, Li Danyang celebrated his 37th birthday.
In 2014, the master of medicine of Zhejiang University gave birth to his son "Rice Cake" and began to write a public name, because of the scientific rigor and easy-to-understand scientific parenting articles, quickly accumulated the first fans.
(△Li Danyang, founder of "Rice Cake Mother")
More than 7 years have passed, "Rice Cake Mother" has grown into a domestic head mother and baby content brand, with a team of nearly 400 people, a total of nearly 40 million followers, and an average of more than 2,000 comments and private messages received from the media background every day.
Looking at the backstage messages, many mothers will experience the "truth and reality" after childbirth. As a mother and baby blogger for 7 years and a person who has sat on the confinement twice, Li Danyang said, "My mother blames herself for being complete, and often lets herself collapse." ”
Unlike some mother and baby bloggers who advocate "fine parenting", the content of "Rice Cake Mother" still comes from Li Danyang and her family life - talking about how to "be scientifically lazy", how to "bring a baby at low cost", and "don't worry about it", and these are more and more popular with BaoMa readers.
(△ "Rice Cake Mother" Li Danyang live broadcast)
In the eyes of the team of "Rice Cake Mother", frozen meatballs and quick-frozen dumplings are not terrible, "you can make more frozen at a time, and take it to your children when you don't want to cook." ”
Cooking quick-frozen dumplings for babies is the bottom of knowledge. "Modern refrigerator freezing technology, food freezing loss of nutrients is actually not much, usually eat a few meals will not affect the growth of children." Li Danyang believes that many times, scientific parenting knowledge can make mothers easier. "Don't blame yourself easily, my mother is also an ordinary person, we all live in imperfection, and we can live well."
(△"Rice Cake Mom" Selection Meeting)
In the face of the inquiry of the two mothers, in Li Danyang's view, the connection between working mothers and children depends not only on the time of companionship, but also on the quality of companionship; and full-time mothers must not be arrogant, and taking a baby is one of the hardest jobs.
"Whether it is a mother or a father, the value of a baby should be fairly evaluated like work." Li Danyang said that more and more people are now discussing this matter, indicating that the times are progressing.
2
Establish a deep connection with the average family
Tens of millions of mother and baby bloggers walked into the live broadcast room
A month ago, 4.5 million people watched her "debut" in the Taobao live broadcast room of "Rice Cake Mother" Li Danyang.
"Before, what I was good at was to communicate with my mothers in the form of pictures and short videos. Now in the form of live broadcasting, what new changes will occur, I am also very much looking forward to. Li Danyang repeatedly asked himself, why not try it?
On the "Mochi Mom" platform, there are more than 40 million users, and "Mochi Mom" already has a wealth of physical feeling and experience in how to establish a deep connection with the mother and baby family.
In another way, Li Danyang told the Qianjiang Evening News hourly news reporter that the biggest advantage of live broadcasting is distance and authenticity, "bringing me closer to my mother and showing me more real." ”
(△Rice Cake Mother Live Room)
Li Danyang found that due to the intuitive characteristics of live broadcast channels, compared with other channels that previously focused on "talking about knowledge", on Taobao live broadcast, he would focus more on explaining life scenes.
How do family members get along with their children in a life-like scenario? Li Danyang mentioned the concept of "family support system", "The so-called family support system is mainly fathers, and most families in China play an important role in bringing children. ”
"Dad takes the baby, and many parties benefit." In the live broadcast, Li Danyang's husband, Lin Wei, served as an assistant broadcaster. He usually plays the male protagonist of the "Daddy with Baby" series of videos, occasionally clumsy, but truly shows the scene of the father of science and engineering with the baby.
From operating small experiments, restoring life scenes to parenting knowledge sharing, in the live broadcast, "Rice Cake Mother" provides a complete solution from content to products with unique life experience and in-depth insight into user needs.
In the selection process, "rice cake mother" will preferably choose 0-12-year-old mother and baby child-rearing goodies, at the same time, to improve the quality of family life of personal care, family qing, chai rice oil and salt and other products, as well as to enhance the mother's beauty of beauty, women's clothing and jewelry, will also be the direction of the selection of later products. In this regard, each product on the shelves must go through multiple links such as buyer selection, preliminary review of the selection committee, trial trial, second review of the selection committee, resurrection competition, and final review of the founder and CEO.
(△ Family of four)
Li Danyang mentioned that it is necessary to select good things that really liberate mothers and reduce the burden on mothers, as well as good things that can make children and families happy and happy. "In addition to Amway Goodies, I may also be a 'calm type' player – I will tell you: these things are not necessary, don't buy them!" Li Danyang said with a smile.
Qianjiang Evening News And Hour News reporter learned that more and more mother and baby masters, in addition to the conventional layout, have also turned their attention to the live e-commerce platform. In fact, not only do you have a professional kung fu anchor rice cake mother, if you look at the entire Taobao live mother and baby track, there are also a number of anchors with excellent results such as Ran Ran's mother, senior nursery teacher Xiao Tao, and milk father Huang Que.
And such a new coffee anchor has received the "one-stop" support of Taobao Live, from traffic support, marketing advice, to the formation of pallets, every link, there are Ali small two services. "It feels very sweet," said the "Mochi Mom" team.
It is foreseeable that when these mother and baby masters have many years of content precipitation, fan base, coupled with Taobao Live's perfect live broadcast infrastructure, live broadcast mechanism and diversified fan operation means, as well as support for new anchors, the two will play a "1+1>2" effect, but also accelerate their meeting with Taobao live users.
Let more mothers "scientifically lazy" and let the whole family participate in child-rearing, which has also been recognized by more and more people. The "Rice Cake Mom" team revealed, "Now more and more dad messages are received in the background, and the proportion of male readers is getting higher and higher." ”
Source: Qianjiang Evening News Hourly News Reporter Zhu Yao Bao Yisheng
(Some of the images and videos are provided by the interviewee)