Post-95s and post-00s have become the main consumer group of mothers and babies, this generation of young parents are longer than the Internet era, and parenting is also deeply affected by the Internet. They are also profoundly changing the mother and baby industry, including tirami, a number of net red mother and baby products that are more in line with the preferences of young people stand out and become a dynamic brand.
In the eyes of fans, tirami lactoferrin is a popular Internet celebrity product in various communities, and many are professional mothers with nutritionist qualifications and very "picky" selection. There are hundreds of lactoferrin products on the market, and there are only a few that can be called red mesh products. I believe that every mother and baby brand wants to become an "internet celebrity" like tirami lactoferrin. So how did tirami lactoferrin become an Internet celebrity product?
High quality "explosive" lactoferrin
An Internet celebrity brand, there will be a hot product, tirami's explosive product is lactoferrin.
The Tirami product research and development team knows that in order to develop in the long run, Internet celebrity products also need to grasp the "quality" and "experience", seize the "quality burst point" of Internet celebrity products, and make explosive products that can withstand inspection.
Lactoferrin is the core product of tirami, the R & D team has invested a lot of effort, and constantly iteratively upgraded the product, the lactoferrin content of up to 11,000mg/100g "high-speed rail" launched in 2021 is the crystallization of years of efforts, so that tirami quickly became the "high-quality" leader in the field of lactoferrin.
High value
Appearance determines the first impression, and many people choose tirami precisely because of the excellent first impression. An internet celebrity product not only has a high value, but also has visual grip, as well as affinity and recognition.
Tirami's packaging is very popular with young consumers, and the color, IP demeanor, graphic and text collocation are very appropriate, just right, not only high-end, but also have a strong imported brand style.
Influencer products are more attractive than some traditional products, can catch the user's attention, with innovative colors. Taking Tirami's "high-speed rail" as an example, each can of product lid has a copy of the theme of "high-speed rail", a total of 6 themes, which change regularly, allowing users to form a deeper understanding of "high-speed rail", in line with the characteristics of young consumers to explore new knowledge.
Even at a glance from a distance, Tirami is always recognizable at a glance and loves it, which makes Tirami stand out among the products.
Dietitian mom trusts
Tirami believes that dietitian mothers are a more professional and understanding of the content of the ingredients of a part of the group, only can withstand the nutritionists mothers "picky" nutrition products, in order to get more user recognition. Therefore, Tirami put forward the positioning of "nutrition products that nutrition mothers can trust more" and firmly practiced it.
Before winning over mass consumers, tirami lactoferrin had gained the approval of a large number of dietitian moms. Dietitian mothers are parenting "opinion leaders", and in the eyes of ordinary consumers, the products chosen by dietitian mothers are naturally not bad. Don't pick it, that's it.
It is worth mentioning that Dad's evaluation has previously evaluated 21 lactoferrin, and tirami has been recognized for its leading content, which also reflects the strong product force of tirami's "high-speed rail".
A large number of users spontaneously share
The essence of internet celebrities is to have a "self-propagation" effect - that is, users are self-driven willing to share with the circle of friends and people around them, spread their own experience, and use products or services, rather than relying on interests to lure.
Young parents often choose products with the help of the community of Xiaohongshu, Douyin, and B station to see the sharing of other users as a reference for purchase.
It is based on Tirami's super good quality, high value, and excellent user experience, not only many ordinary users are sharing recommendations, but even many KOLs often become the object of their recommendation when enjoying parenting experience and selection skills.
For example, in the Little Red Book search for "Tirami", you can see thousands of shares, and many of them are explosive articles, bringing a lot of traffic to Tirami.
A large number of users share, not only enhance the brand awareness and reputation of Tirami, but also give them more opportunities to pay attention to Tirami at the first time when other consumers have demand, so as to choose Tirami.
Influencer products empower offline channels
Unlike most online-focused influencer products, Tirami is an online celebrity maternal and infant nutrition brand that focuses on offline physical channels. Online not only did not affect offline sales and prices, but also brought a lot of traffic to offline cooperative stores.
With the influencer trait, shopping guides are more easily accepted by consumers when recommending tirami products, and the success rate is significantly higher than other products.
"Consumers often come to the store to buy tirami lactoferrin by name, and they have already done it online in advance, and they buy it almost without recommendation, which is an unexpected surprise for me." The person in charge of the Jiangsu mother and baby store that Mentions Rami's cooperation said.
What is rare is that after tirami lactoferrin became an Internet celebrity product, it not only did not impact the offline, but also brought great empowerment to the offline. Therefore, many mother and baby shops are very fond of tirami lactoferrin and rest assured that it will be the main brand. At present, Tirami has become the main brand of more than 10,000 mother and baby stores across the country, with a cumulative sales of more than 8 million cans, becoming a popular offline and online Internet celebrity brand.
For the current maternal and infant channels, with the reduction of the newborn population and the dispersion of traffic, the product has been seriously surplus, and they need a flow, sticky, and differentiated product, and Tirami is obviously very much in line with their needs.
Of course, Tirami's becoming an Internet celebrity brand is not achieved overnight, nor does it rely on marketing, but in the past few years, it has been rooted in the Chinese market, always taking the interests of consumers and channel providers as the core, step by step, accumulating thick and thin, and finally winning the affirmation of the vast market