"I don't know why I was in such a hurry to broadcast live at that time, and the post-00s employees don't know much about the ecology of maternal and child products. But it is such a combination, without investing a penny in the platform, so that the famous baby has achieved the first place in the country in terms of baby bathing in the same city of Douyin. ”
At the "2024 Launching Ceremony of the 2024 Dynamic Sales China-Zhejiang Matchmaking Conference and the Launching Ceremony of the 10th Anniversary of Dynamic Sales", Wang Jianping, general manager of Mingjiabao, told practitioners in the maternal and infant industry in detail about the process of starting an account on Douyin.
Wang Jianping, general manager of famous baby:
Douyin started 0 and sold 80,000 on the first day
Wang Jianping said frankly that as a post-70s generation, as she gets older, she feels that the distance from customers is getting farther and farther away, but she is also trying to catch up with the pace of the times.
Famous baby is the 55th case of our Zhongtong Media's preliminary research for 24 years of dynamic sales in China, and its general manager Wang Jianping introduced that in 2023, Mingjia Baby will begin to lay out online, for which a group of post-00 employees have been recruited, and their sensitivity to Douyin and Xiaohongshu far exceeds that of other employees.
At first, Douyin did same-city group buying in terms of services, involving baby haircuts, swimming, and bathing. Just in time for the rise of the same city, the first video exceeded 42,000 views.
Before the release, the post-00s employee in charge of Douyin told Wang Jianping that if this video is sent out and there is traffic, the live broadcast will start in a few days;
Two hours later, he suggested that the broadcast would start tomorrow;
After another two hours, he said that he had to broadcast live today to catch this wave of traffic.
On the same day, the live broadcast transaction was 80,000 yuan.
Wang Jianping didn't understand why he was in such a hurry to broadcast live at that time, and this post-00s employee didn't know much about the ecology of maternal and child products. But it is such an "ignorant" combination, without investing a penny in the platform, so that the famous baby has achieved the first place in the country in terms of Douyin city baby bathing.
Since then, the famous baby has maintained a daily video. After a year, in terms of traffic, Wang Jianping believes that Douyin's intra-city dividend still exists.
After the account of the group purchase in the same city stabilized, the post-00s guy started to do Douyin live broadcast again. It was a little difficult for him to complete it alone, Wang Jianping assigned a store employee with an average sales level to him, but in this way, a few months later, the turnover of Douyin live broadcast with goods can reach about 10-200,000.
After talking about Douyin, let's talk about Xiaohongshu.
Since March last year, Mingjiabao has asked each employee to open their own Xiaohongshu account, mainly planting grass. Among them, there are only those who are submissive, and there are also traffic explosions, one of the employees has achieved more than 1 million traffic, and he can't be busy receiving orders, so Wang Jianping specially assigned him an assistant.
Wang Jianping believes that on Xiaohongshu, competing with national brands relies on "luck + hard work + brand".
Baby Elephant Kendi founder Shu Dan:
Attract middle and high-end customers from the confinement club
Online and offline channels, the price to pay is the same. It is impossible to succeed casually. If you want to get a hit on Xiaohongshu and Douyin, you have to do a lot of preliminary preparations.
Little Elephant Kendi is the 56th case of our preliminary research done by Zhongtong Media in order to sell in China for 24 years, and its founder Shu Dan said that she does not think she has the energy to get involved in huge traffic exports such as Douyin and Xiaohongshu.
Shu Dan once analyzed Xiaohongshu's customer base and found that more and more young people are planting grass on Xiaohongshu, and after planting grass, they switch to private domain traffic. This kind of undertaking action requires a stronger sense of service and time and energy.
And Xiaohongshu's customers and physical customers are not the same people. A large part of the customers in the physical store are "mom commands, dad arrives at the store".
At present, the focus of Little Elephant Kendi is offline, and it cooperates with local confinement clubs and confinement companies. Shu Dan said that as long as it is a customer who comes to the store to take a bath, they are basically accurate customers and will consume in other categories.
The bathing area in the store covers an area of about fifty or sixty square meters, and the average daily reception volume is about 70-110.
The confinement club and the confinement company attract medium and high-end customers, with strong consumption power. Therefore, in the selection of products, we will benchmark their needs, and will not choose some products with relatively high customer orders but poor quality.