Dismantling the global growth of "Red Elephant" and private domain marketing methods

“Weisheng Qiwei Guanjia is committed to helping merchants improve customer service and growth based on corporate WeChat. It updates useful information every Monday to Friday, so pay attention and don’t get lost.” In recent years, China The maternal and infant market is rapidly iterating, and the demands for "refinement," "quality," and "high-end" are accelerating the complete innovation of maternal and infant care brands. Although the birth rate has continued to decline in recent years, China's maternal and infant market will continue to grow as per capita disposable income increases and the spending power of maternal and infant families increases. So today I’m going to break down how “Little Red Elephant”, a high-end maternal and infant professional skin care brand, uses public domain amplifiers to capture segmented groups, and then combines it with the private domain welfare system to increase and break the circle. 1. Red Little Elephant, the leader in minimalist skin care for infants and children, was established in Shanghai in 2015 and is affiliated to Shanghai Shangmei Cosmetics Co., Ltd. It is a high-end maternal and infant personal skin care brand covering a series of products for pregnant women, infants and children. The brand identity originates from the "lasting maternal love and care" of the elephant mother to the baby elephant. It is backed by the Sino-Japanese dual scientific research center and the "Japan and Shanghai" dual supply chain of the Summit Group, as well as the big data strategy, and is based on the DTC reverse customization logic. , accurately understand consumer demands and create differentiated and segmented hot products "suitable for Chinese infant and child skin". Then the products are classified from the aspects of gender, age, season, etc., including baby skin care, bathing, laundry cleaning, oral care, summer mosquito repellent, pregnant mother care and other modules. In terms of channels, there is also a balanced development of online and offline channels. Online: ● Cooperate with shopping platforms such as Tmall, JD.com, and Vipshop to occupy the market in the infant and child skin care category. ●Use the strategy of "celebrity word of mouth + kol grass planting" strategy to form a word-of-mouth grass planting group, and use graphic and text planting, Vlog and other forms to fully roll out in Xiaohongshu, WeChat, Weibo, and Douyin, and conduct global, network-wide, and national Plant grass. Offline: ●Settled in KA stores such as RT-Mart and Wal-Mart, and deeply cultivated offline maternal and infant chain, Watsons, and cosmetics store channels. ●Create a new place for maternal and infant consumption, cooperate with high-end confinement centers, high-end maternity and infant photography institutions, celebrity nurseries, etc., and open offline living centers. 2. Build brand trust with all public domain traffic 1. Dominate the screen marketing and reach users through multiple channels. In the past five years, Red Elephant has fully captured consumers’ PC, mobile and Multiple screen ports such as PAD terminal and Internet TV. Taking the "family" and "parent-child" categories as the entry point, the content fully conforms to the brand's image. Celebrities + KOL grow grass to reduce users’ decision-making costs. Starting from 2019, Red Elephant has fully launched social marketing, accurately targeting traffic entrances in the new media ecosystem, and occupying users’ minds. With the help of pictures and texts, Vlog and other forms, it is fully rolled out on Douyin, Xiaohongshu, Weibo, and WeChat, covering the whole region, the whole network, and the whole people, creating "star-like" products and expanding influence. ●Douyin fans 381,000: The official short video content is mainly in the form of "good product recommendations", spreading a large number of mid-waist KOCs to grow grassroots, enhancing brand vitality ●Little Red Book fans 36,000: 8,90 notes planted, nearly 3 In 2017, the focus was on mother and baby KOLs, accounting for 59.34%, followed by cute baby categories, accounting for 22.7% ● 155,000 Weibo fans: mainly used for lottery draws, cross-border cooperation, event promotions, etc. to enhance brand reputation and user stickiness 3. Welfare is given priority, and multiple touch points create a private domain. Red Little Elephant uses the global platform as an amplifier and is endorsed by celebrities and a large number of KOLs. It has established a strong sense of trust in the hearts of users. Therefore, we choose to create a private community entry method based on welfare, and achieve a closed loop of monetization through mini programs and a complete membership system. 1. The IP image avatar is a cartoon-style cute pink elephant, which informs users of the brand attributes and IP settings. The little elephant baby acts as a friend and welfare officer to provide users with answers to questions and send discount links. The content of the daily Moments is mostly about new product pre-sales and events, and it has begun to be endorsed by scientific research to make users more confident in the safety of the product. In order to show the authenticity of the event, the red elephant will also announce the winning prize in the Moments. List. 2. User growth. Due to the momentum building on the public domain platform, the brand does not need to spend too much money on large-scale advertising to attract traffic. Users can be added to the customer service of Red Elephant through the public account, and in addition to daily tweets about products and welfare activities, There will also be answers to questions about children's skin care that users care about, in order to increase user stickiness.

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