When the post-90s and Generation Z young women grow up to be mothers, the parenting life of Chinese maternal and infant families has ushered in a "sudden change in painting style".
When feeding their babies snacks, they will "chew and chew" with their babies, they will "have fun" with their children when they play with them, and they will not forget to add a certain lipstick and a box of eyeshadow to the shopping cart when shopping for their babies...... The new generation of mothers, who pay attention to self-pleasing consumption, are giving a new meaning to the image of "Chinese mother".
For maternal and infant enterprises in the critical period of industrial transformation, whether they can accurately gain insight into the changes in the consumption preferences of the Bao Ma population and promote the upgrading and iteration of marketing methods has a profound impact on the upper limit of the brand's influence, and the well-known maternal and infant brand "Beingmate" is one of the excellent examples of practicing this way. In this year's Women's Day, Beingmate focused on the distinctive characteristics of the new generation of mothers who pay attention to self-pleasing consumption, and refined the brand activity of "Pet Because of Love, Beauty Because of AI" in March Goddess Month, and its brand image of "parenting expert" has also been strengthened and consolidated in the continuous emotional resonance with the mother crowd.
The poster captures the moment when the mother pleases herself
Beingmate product matrix accurately covers multiple scenarios
On the day of Women's Day, Beingmate's official Weibo took the lead in posting a set of calendar-style posters with the theme of "Scientific Play, Raising Babies Are Not Tired", sending holiday blessings to the mothers, and sharing with them every warm, interesting or slightly distressing moment in parenting life through six time nodes across the four seasons.
For example, on a warm winter night near the Spring Festival, Bao Ma snuggled up in the arms of her parents, a cup of freshly brewed Beingmate "Immune Globulin Nutritional Milk Powder", so that she "has the courage to become a mother, but also has the confidence to be a child", or on a sunny summer day, Bao Ma prepared a cup of Beingmate "Orange Instant Probiotics" for herself after a busy day Or in the middle of the heavy rain, Bao Ma and Beinmei parent-child line confide in the anxiety and troubles of parenting life, adhering to the concept of "guarding the healthy growth of children with Chinese mothers", Beinmei is not only the mother's baby partner, but also their emotional tree hole......
Through vivid calendar style posters, Beingmate encouraged the new generation of mothers to pay attention to pleasing themselves and called for "more than Women's Day, happy every day", and in the emotional resonance again and again, Beingmate baby nutrition, adult nutrition, maternal and infant care and other categories of high-quality products have also "brushed their presence" in the group of mothers.
The topic detonated the discussion in the maternal and infant circles
Spontaneous sharing expands the area of dissemination
Compared with traditional maternal and infant consumers, these new generation mothers who grew up in the Internet era are accustomed to collecting and reserving theoretical knowledge of bringing babies through a variety of channels, and are happy to share parenting life and maternal and infant products in the pan-maternal and infant platform.
While the poster discussion is rising, Beingmate created the #BeingBeauty AI and Beauty #Weibo topic in a timely manner, attracting many mothers and babies to share their own stories in the topic, and thus driving many amateur mothers to participate in the topic discussion, sharing and exchanging daily bits and pieces of parenting life, interesting things, etc.
These amateur mothers who are active in the Weibo topic of Beingmate will eventually become the "tap water" of the brand imperceptibly, bringing significant gains to Beingmate to further expand its influence. More importantly, Beingmate can also help mothers update their parenting knowledge reserves through the high-quality content carefully screened by the brand.
Intensive subway placement continues to be exposed
Emotional poster upgrades parenting ideas
Through many high-quality activities set up on online platforms such as Weibo and WeChat, Beingmate has attracted a large number of target groups to participate in the interaction, which has significantly strengthened the stickiness between the brand and users. Focusing on offline scenes, Beingmate also placed a large number of posters in many core subway stations in Zhengzhou and Hefei before and after Women's Day to convey the brand's holiday wishes to the Bao Ma crowd in a more intuitive way.
In the visual impact and emotional resonance again and again, the parenting concept of "loving babies and loving yourself" advocated by Beingmate will also imperceptibly promote the upgrading of parenting concepts for more maternal and infant families, and continue to consolidate the brand image of Beingmate as a "parenting expert". With the efficient coordination of global marketing channels, the potential growth of the Beingmate brand has added another fierce fire.
From focusing on the needs of the baby's growth to paying attention to the nutritional supplements and emotional value preferences of the mother's population, the efficient optimization of beinmei at the product and marketing level is the intuitive embodiment of the brand's keen insight into the changes in the market environment. The complete set of online + offline global marketing activities around Women's Day has brought a significant impetus for the brand to seize the minds of users, and beinmei, which calls on mothers to "love their babies and love themselves", will also become a high-quality choice for more and more Chinese maternal and infant families.