Cartoon head of oral photography

"Micro-business micro-housekeeper is based on enterprise WeChat, and is committed to helping businesses to do customer service and growth. It updates dry goods sharing every Monday to Friday, not paying attention to not getting lost." In recent years, the maternal and infant market in China is rapidly iterating, and the demand for "exquisiteness", "quality" and "high-end" is accelerating the thorough innovation of maternal and infant care brands. Although the birth rate has been declining in recent years, the maternal and child market in China will continue to grow with the increase of per capita disposable income and the improvement of maternal and child family consumption power. So today, let's take a look at how Red Elephant, a high-end professional skin care brand for mothers and babies, captures the segmented people through public domain amplifiers and combines the private domain welfare system to increase and break the circle. 1. Red Elephant, the leader of baby minimalist skin care, was founded in Shanghai on 20 15, and belongs to Shanghai Shangmei Cosmetics Co., Ltd., which is a high-end personal skin care brand for pregnant women, babies and children. The brand identity stems from the elephant mother's "lasting maternal love and care" for the elephant, backed by the Sino-Japanese dual scientific research center and the "Japan and Shanghai" dual supply chain of Shangmei Group, and the big data strategy. Based on DTC reverse customization logic, we can accurately understand consumers' demands and create differentiated and subdivided explosive products suitable for China infants' skin. Then the products are classified by gender, age, season and other aspects, including baby skin care, bathing, laundry cleaning, oral care, mosquito prevention in summer, pregnant mother care and other modules. Channels are also balanced online and offline. Online: ● Cooperate with Tmall, JD.COM, Vipshop and other shopping platforms to occupy the baby skin care track in the market. ● Use the strategy of "celebrity word-of-mouth +kol planting grass" to form a word-of-mouth planting group, which will be spread in Xiaohongshu, WeChat, Weibo and Tik Tok by means of graphic planting and Vlog, so as to realize planting grass all over the country, the whole network and the whole people. Offline: ● Settle in KA stores such as RT Mart and Wal-Mart, and deepen the offline channels such as maternal and child chain, Watsons and cosmetics stores. ● Create a new place for maternal and child consumption, and cooperate with high-end moon center, high-end pregnant and baby photography agency and star nursery to open an offline life museum. Second, all public domain traffic builds brand trust 1. Leading screen marketing, reaching users through multiple channels for nearly 5 years. Through program sponsorship, celebrity endorsement and cross-border joint name, Red Elephant has completely captured the screen ports of consumers such as PC, mobile phone, PAD and Internet TV. Taking the two categories of "family" and "parent-child" as the breakthrough point, the content completely conforms to the brand image. Star +KOL plants grass to reduce the decision-making cost of users. Since 20 19, Red Elephant has made every effort in social marketing, accurately locking the traffic portal in the new media ecology and occupying the minds of users. With the help of graphic planting, Vlog and other forms, it has been fully rolled out in Tik Tok, Xiaohongshu, Weibo and WeChat, covering the whole region, the whole network and the whole people, creating a "star-level product" and expanding its influence. ● Tik Tok fans: 38 1 10,000: The official short video content is mainly in the form of "good recommendation", and a large number of middle waist KOCs are laid to plant grass on the order of magnitude to enhance brand vitality ● Little Red Book fans: 36,000: 8900+ notes to plant grass. In the past three years, KOL for mothers and babies has been put into focus, accounting for 59.34%, followed by Mengwa. Weibo fans account for 22.7% ●155,000: mainly used for lottery, cross-border cooperation, event promotion and other aspects to enhance brand reputation and user stickiness. Third, welfare is given priority. Multi-touch to create a private red elephant takes the global platform as the amplifier and stars and a large number of KOL as the endorsements, which has established a strong sticky trust in the hearts of users. Therefore, we choose to build a private mode of community around welfare, and realize the closed loop of realization through small programs and perfect membership system. 1.IP avatar is a cartoon-like cute pink elephant, informing users of brand attributes and IP settings. Xiaoxiangbao provides users with questions and answers, and sends preferential links as friends and welfare officials. In the daily circle of friends, most of the content is the pre-sale of new products and activities, with scientific research as an endorsement, so that users have more confidence in the safety of products. In order to show the authenticity of the event, Red Elephant will also announce the winners in the circle of friends. 2. User growth Because of the publicity on the public domain platform, the brand does not need to spend too much money for large-scale delivery and drainage. Users can add to the customer service of Red Elephant through the official WeChat account. In addition to products and welfare activities, there will be questions and answers about children's skin care in daily tweets, which will increase user stickiness. Growth entrance: ●