Get this "new wave mom" | Interviews with Procter & Gamble, Babycare, Kangaroo Mom, mcKinsey

From chai rice oil and salt to large family planning, these are almost all taken care of by "mothers".

As a result, we can see that "buying things for children, buying things for husbands, and buying things for parents" is the shopping norm of most trendy mothers in life. In fact, as early as 2016, Nielsen had data showing that in online shopping, the purchase frequency and purchase amount of mothers exceeded the entire public netizens. At the same time, the total amount of their entire purchases is 1.4 times higher than the average of the entire network. This number is very amazing, so brands also want to "catch" this part of the high purchasing power crowd.

But today is different from the past, with the development of society, these mothers have subtly changed, we call them "new wave mothers".

In order to let everyone know more about the changes in the new wave mother, and how can the brand better deal with these "new wave mothers" with different concepts? Morketing specially planned a video program "New Life for Trendy Moms" on Mother's Day this year, inviting brand kangaroo moms, Procter & Gamble, Babycare and consulting firm McKinsey to chat about trendy moms and Mother's Day marketing.

01

5 changes for trendy moms

The premise of wanting to seize the trendy mother is that you must "know their behavior preferences well", and only by finding out the preferences of the target group can you produce the right products, develop accurate delivery strategies, find the right content, and better implement marketing campaigns.

First, the demand for consumption upgrading has increased, and the new wave mother hopes to obtain better products and services. "The new generation, with new ideas, new moms want to get better products and services in the context of rising demand for consumption upgrades," said Iris, Babycare's chief brand officer.

At the same time, the younger generation of Chinese women has gradually entered the age group of pregnancy and pregnancy, and now the parents of the post-90s have accounted for 60.6% of the population of childbearing age, becoming the absolute main force.

Second, love children, but also love themselves, the new wave mother is more self-worth and self-awareness, more pleasing to themselves. "With the improvement of education and income, they have a strong sense of self-worth and self-awareness. We found that in family life, the weight of mother and child is changing, and mothers hope to do a good job in the role of motherhood while also doing a good job. Iris shared.

And this can be seen from the proportion of Chinese mothers' consumer goods. According to iResearch consulting data, the highest proportion of personal consumption of Chinese mothers in 2022 is "daily meals/health care products/nutritional products, etc.", followed by "skin care and beauty/sports and fitness/postpartum repair, etc." and "eating out/movies/peripheral travel, etc.", with the proportion of the two expenditures accounting for 57.2% and 54.8% respectively.

In addition, mothers in first-tier cities mainly buy services, such as going to confinement clubs, hiring sisters-in-law... Hope to make their lives easier; second-line mothers mainly love beauty and health care, skin care and makeup, sports and fitness, postpartum repair, etc. are their "favorite"; third-line mothers love entertainment and partying, like to go out to watch movies, travel.

These changes are actually because, "at the level of thinking and cognition, pregnant mothers know how to please themselves better." The traditional notion of not being afraid to wear makeup during pregnancy and childbirth is outdated. Today's mothers' demand for beauty has been fully stimulated. Pregnant mothers' standards of care for themselves are also constantly improving, and everyone knows how to love their babies and love themselves. Pan Meihong, president of the Kangaroo Mother Group, said.

Third, I hope that dads will be more involved in the division of labor in the family. "We see that the division of labor in the family is also increasingly diversified, and dads are more involved in parenting life, no longer just pig teammates. Correspondingly, the irrationality of many of the inherent parenting concepts of the past has gradually begun to appear. In a way, compared to the material level, the psychological anxiety and stress in the parenting process are things that the new generation of parents care about and want to change more. Iris said.

Fourth, mothers have changed their consumption concepts and are willing to try new things. According to the data of iResearch Consulting, the "top 3 characteristics" of the mother's consumption concept are that she prefers to buy "brand with a very personality" product, and more identifies with the brand with a sense of social responsibility, as well as the pursuit of shopping experience, likes offline shopping, and is willing to try new things.

In terms of subdivision, mothers in first-tier cities trust the classic products in the brand more, even if they want to spend more money to buy, they also like to try new brands; mothers in second-tier cities like brands with "personality" and think that brands need to be set up and have personalities; mothers in third- and fourth-tier cities prefer brands with a more sense of social responsibility, and pay more attention to cost-effective and shopping experience.

Fifth, the purchasing power is strong, the acquisition of product information is "pre-positioned", and more and more mothers have become "ingredient party, beauty party, quality party". The so-called "front-loading" of obtaining product information here refers to the fact that many mothers begin to obtain relevant product information on different platforms before purchasing. Pan Meihong said, "At the level of information acquisition and purchase behavior, there will be more ingredient parties and face value party mothers, who like to obtain or share pregnancy and parenting information on some mother and baby vertical platforms, and will also produce a large number of purchases." ”

In summary, it can be found that with the development of society, the consumer behavior of mothers has transitioned from "child" to the rise of "autonomy" consciousness, and no longer pursues big names. In addition, their consumption methods have also quietly changed, even if they go to offline shopping, they will also learn about product information online.

So under these different new features, how should brands make "friends" with trendy mothers?

02

From insight to landing

Analysis of 6 major marketing methods

Here we have selected a number of different cases, combined with crowd behavior insights, divided into 6 major marketing methods to further dismantle for everyone.

First of all, product marketing. "Our brand put forward a 'brand proposition' called 'redesign for love', to break all the irrational things and put forward new propositions for a new generation of parents." Iris said.

This year's Mother's Day, Babycare under the theme of "Redesign for Love", combined with the insight that moms want dads to join the family division of labor, Babycare proposed #Better Mother's Day Gift Discussion#, redesigned its products, hoping to promote the "de-gendering" of maternal and infant products.

For example, Babycare's mother-and-baby room was converted into a nursery so that dads could freely enter and help with their babies. And launched a series of products that are more convenient for fathers to bring their babies: walking bags that are more in line with the body type of dads and their aesthetic needs, and there is no sense of violation when they are taken out; baby carriers and carts that are more in line with dad's size; and building blocks that can withstand the weight of a dad.

"We want to 'de-gender' our mother and baby products, and each of our products is rooted in our brand's philosophy, redesigned for love, not only for the product, but also for a new generation of parenting, which is a very meaningful thing for us." ”

At the product level, kangaroo mothers also have their own thinking.

That is, the pursuit of product raw materials is very "harsh", Pan Meihong shared, "Kangaroo mother has a very strict safety testing laboratory, but also joined hands with SGS, small fish testing, Guangzhou Quality Inspection Institute and other authoritative institutions to check the safety of products, under this requirement, our company's raw material library can use less than 400 kinds of safe raw materials, and China's available cosmetic raw materials have nearly 9,000 kinds, because we have to consider whether the combination of raw materials and mutual matching will be toxic rationality or irritation, All of our products are carefully selected, with a focus on plant-based active ingredients, with no caution or prohibited ingredients for pregnant women and babies. ”

Babycare has a similar approach in quality control, through strategic cooperation with the world's leading raw material suppliers such as Henkel in Germany, Babycare extends the tentacles of quality control to the raw material end and co-creation of materials in the field of innovation. In order to ensure product safety, Babycare uses at least two authoritative third-party agencies for all products to cross-verify, and in 2021 alone, more than 4300 batches of product testing have been carried out, with an investment of more than 10 million.

Providing "quality" products to mothers is on the one hand, on the other hand, we also need to "emotionally" resonate with mothers through good stories. "Brand emotional communication is easily 'ignored' by everyone, and the special day of Mother's Day itself carries emotional appeals, which is not only an opportunity for people to express love between people, but also an opportunity for brands to express love to consumers," said Wang Yue, general manager of communication and public relations of baby and women's care products at Procter & Gamble.

In this regard, the Brand of Bangbaoshi interviewed the real and moving moments of nearly 30 mothers in advance, wrote 30 real poems, voted in the WeChat group of nearly 100 people, voted the most touching and true 4 sentences, and filmed it into a video, composing a "diaper poem" of love.

From the video content, it can be seen that while establishing an emotional connection, Pampers also skillfully integrates products into emotional blockbusters, and deepens the impression that the products are not wet through the harmonic sound of "my mother's first-level stick".

The second is content planting and e-commerce operation. Based on the fact that mothers like to shop online and prefer to obtain product information in advance, Clarins has made a small program + "KOL" content to plant grass.

From the perspective of disassembly, Clarins first customized the Baidu Mini Program, streamlined the content of the official website, and redesigned the UI interface from the e-commerce idea, so that consumers can complete the entire shopping process from information acquisition to purchase in the Mini Program.

After the launch of the Mini Program, Clarins chose its star product "Double Treasure Box" for high-density content planting:

The first step is to release the task through the Baidu Star Selection platform, recruit 50 high-quality Baijia authors, and mail the products to the authors;

In the second step, after the author experiences the product, he customizes the output of original graphics and video content;

The third step, online release, traffic distribution in Baidu search, information flow, note card, mood channel and other different scenarios, and finally the entire event topic received more than 7 million exposures.

On the other hand, through this activity, Clarins Mini Program also effectively introduced a large number of potential new customers, Baidu users through the information flow front-end or the content page of the Mini Program mounted directly into the product detail page, thereby transforming into the brand's private domain digital assets. The data shows that the concentration of new customers attracted by content planting grass for its Mini Program is 97%, which is higher than the concentration of new customers in the information flow and the concentration of new customers in search promotion, and the content planting grass reaches users with a lower jump rate than the information flow promotion.

In addition to growing grass for content, providing high-quality content and "growing" with consumers is also something that some brands are doing, which can better help brands improve consumer stickiness.

"We've been going into the life scenes of pregnant mothers on a continuous basis, so we understand their psychological needs very well, so our marketing content will be very real and empathetic." Our company has a million-level maternal mother fan base, where we provide them with some professional nursing knowledge during pregnancy, and professional psychologists help them better handle gender relations and mother-in-law relationships, so as to help them become beautiful at the same time, but also help them have a happy family life," Pan Meihong said.

Then take a look at innovative scene marketing and AI technology marketing. As mentioned above, moms like to try out "new brands" and are also more willing to participate in highly interactive marketing.

Like the skin care product Avène, it starts from the pain point of women's skin care and places a small degree of advertising at home scenes. With the gradual normalization of the epidemic, masks have become a daily necessity for people, which has spawned some skin problems, such as acne, redness, etc., especially sensitive skin. But the skin care products are so diverse that it is difficult for female friends or mothers to find the right products.

In this regard, Avène launched a small voice skin test, after the test, naturally bring out the sensitive skin can choose "Avène" products. It is equivalent to saying that through the test, Avène not only found the brand target group, but also communicated with consumers in a timely and effective manner.

On the other hand, Meisu Jia'er has made a deeper exploration of the "audio" based on AI technology. For many new mothers, it is difficult to know why the baby is crying at the first time, according to Baidu search big data, there are 40W+ people per month, searching for "baby crying" related problems, such as "the reason for the baby crying", "baby language translator", "baby sleeping suddenly crying" and so on.

In the context of such demand, Meisu Jia'er and Baidu Marketing have created a "baby does not cry" intelligent comforting mini program, from the dimensions of baby's idiomatic semantics, vocalization, crying reasons, etc., combined with Baidu AI technology to intelligently analyze the reasons behind the baby's crying, and at the same time create different types of baby soothing songs for different scenes to help soothe the baby's crying.

From Meisu Jiaer to Avène, we can see that brands are also more and more willing to try to reach the target group with innovative scene marketing.

As Wang Yue, general manager of communication and public relations for baby and women's care products at Procter & Gamble, said: "Our brand marketing has always embraced the most advanced technology, because technology can help us get closer to consumers." And its essence is to meet consumers in places they like to hear. For example, whether it is the ability to use big data to listen to public feedback, dialogue with the public, or a form of virtual spokesperson, all forms are the manifestation of new technologies, and their essence is to meet and meet consumers."

Finally, there is precise insight, based on in-depth insight into the crowd, to create a creative marketing mix.

Before the important marketing node, Tiffany carried out new thinking on marketing, through Baidu marketing's in-depth insight into brand spokespersons and holiday gift-giving crowds, Tiffany chose a strong exposure + cool creative style, and played Baidu's "push + search" advantage to attract consumers' attention.

Morketing observed that users can open the Baidu search home page to see the bottom pop-up window of the Tiffany T series of the webpage, and after further searching for the Tiffany brand, users will once again be touched by the "strong entry" video product style. From the display before the search to the re-reach after the search, the complete link realizes the deep reach of the user. The data shows that its PC pop-up window generated 45 million exposures on the same day it was launched, and the number of brand searches rose by 130%.

In addition to innovative attempts for advertising styles through accurate crowd insights, brands can also use data to promote reverse product development.

"We have a user-centric digital marketing center with multiple big data tools to conduct research on consumer demand insights, supporting us to continue to look for opportunities, trending products, and finding new products that moms are interested in." For example, invite interested people to co-create formula experience and packaging value, and use voting to develop products that are popular with the public. After the product is launched, we will adjust the marketing strategy and content according to some of the purchase behaviors of mothers in different channels, so that thousands of people can interact accurately and effectively," Pan Meihong said.

Obviously, through precision marketing, general branding can make products closer to customer needs and discover new opportunities, while also executing more results- and action-oriented marketing campaigns based on demand, so as to achieve more accurate, measurable delivery and high return on investment. However, in this process, it is necessary to pay attention to the needs of customers, tap customer needs, and then provide appropriate content/materials/ideas.

03

3 details that Mother's Day marketing can focus on

These different cases, although the choice of marketing methods have their own advantages, but the change is not far from its origins, brands during mother's day marketing, need to be very clear about their "purpose". There is a saying that goes, "Marketing finds the right person, just a passing score, if your marketing is talking to the wrong person, then it is better not to do, good marketing, to talk to the right person, and then can pry his purchase needs, change his cognition, or establish a new cognition for him." ”

However, in the process of establishing or reaching out, some details are often overlooked, and these details are also worthy of brand attention.

First, the audience for Mother's Day is actually very broad. Broadly speaking, it can include grandmothers, mothers-in-law, and even young mothers, so brands should also take into account their different age groups, and different ages need to use different communication methods and products. In addition, thinking backwards, fathers, boyfriends, and children are also the audience for Mother's Day, and they also prepare "Mother's Day" surprises for mothers and wives.

Second, in recent years, Mother's Day marketing should pay attention to the speed of logistics. In the view of Zheng Xianglin, a senior consultant at McKinsey, if the brand focuses on "physical gifts" on Mother's Day this year, it needs to pay attention to the new crown area and the non-new crown area, because some areas may have to arrive a little later. At the same time, because home has become the norm, at this time, the brand can add some interactive and virtual ways to represent the brand/product, or gift package in the process of communicating with consumers, which will also be very eye-catching.

Third, preheat in advance and accurately control the time. "Mother's Day is an imported holiday, and I classify it as a gratitude economy. In fact, China's Mother's Day marketing is actually more popular in recent years. Due to the slightly shorter marketing history of Mother's Day in China. In foreign countries to may 8 this year's Mother's Day as an example, May 3 to May 15, these two weeks are a very important golden week, and they generally do marketing on Mother's Day, in fact, from the end of March can start, almost two months of marketing cycle. The Chinese Mother's Day marketing cycle is almost 1 month or so. Zheng Xianglin shared with Morketing.

04

epilogue

In the end, whether it is the control of details or the insight of the crowd, the essence is still - to get customers. It's just that in the way of customer acquisition, there are brands that pursue the output of value, some brands are more concerned about spending small money to do big things, and some brands think that products and sales need to be balanced.

In Iris's view, "the background of business is humanity, and what Babycare hopes to do is a two-way rush between the brand and the user, rather than the unilateral output of the brand." In our view, although the parenting life is full of a lot of joy, but there is a lot of pressure, pain and tears, seeing, empathizing and showing these real but imperfect B-sides is a way for us to continue to communicate emotionally with our mothers and create emotional links. ”

Brands deliver long-term value, and sales lead to rapid conversions. "I think the unity of product and marketing is an idealization, we all understand that product is long-term, sales is a short-term behavior, in the process, we must find a balance." 」 Brands must have their own propositions, know what to do, some do not do, all marketing is for better sales results, so we must ensure a healthy positive marketing communication method, coupled with good products with word of mouth, in order to truly achieve product sales synergy. Pan Meihong said.

Therefore, there are many ways of marketing, but the brand still has to choose the right model according to the purpose, and this model is "in the same vein" with the concept of the brand itself, which can often more deeply affect the minds of consumers.

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