/ Zhaodong/August 25, 2022 Guangzhou - In the era of exquisite childcare, the maternal and infant industry presents an interesting scene in the Little Red Book: buttock care cream has advanced from "universal for babies" to "special for girls and boys"; Mother and child food from the traditional "nutrition soup" into "X month old baby complementary food"; Diapers changed from "one pant goes everywhere" to "swimming/night/training only"...... Different from the extensive parenting of their parents, contemporary young parents are more willing to spend time and energy to do enough "guideline", hoping to find the "best partner" of the baby in different age groups and different scenes.
Under the trend of fine demand of maternal and infant groups, many brands make full efforts in the field of segmentation, rabbit head mother is a "pioneer" of maternal and infant skin care circuit. Around the brand values of "love and science", Rabbit Head Mother positioning precise skin care 0-12 years old, with the concept of "age-differentiated skin care" to respond to the new demands of maternal and infant groups.
Since its establishment, a number of products of * Mother Rabbit Head have become popular products in the market, among which baby face wash occupies the TOP1 market share under this category, and the GMV of the whole platform on 618 this year has increased by more than 303% year-on-year.
As a new domestic maternal and infant consumer brand with the concept of "age-differentiated skin care", how does Rabbit Head Mother make good use of its products to attract young parents, and how does it cultivate the brand's "core growth force" and "emotional communication force" in the fierce competition? This issue of little red book inspiration marketing "future consumption · brand power" column, dialogue with the rabbit head mother brand marketing director Liang Yitong, jointly open a good product "growth diary".
Search "rabbit head mother" in XiaoHongbook, and the colorful packaging of rabbit ears comes into view. The warm rainbow color bottle body hides the brand's small clever ideas: milk yellow special care model is mainly for the sensitive muscle babies who are easy to itch and red, adding the anti-sensitivity patent component CalmYang Pro; Light blue for 0-3 years old new muscle baby, with bionic womb and breast milk in the natural components of "bionic fetal fat" and "whey protein" to protect the baby skin, continue the mother protection; The purple version takes into account the increasing outdoor living environment of muscular children aged 3 to 12 years old, and uses "sea fennel" ingredients to enhance the skin barrier and defense.
"age division", is the rabbit head mother's original intention. Under the category of "Baby and child skin care products", the brand seized the needs of babies of different ages, launched the new concept of "baby and child age-specific skin care" maternal and child care products, and found its own brand "human design" in the maternal and child industry.
The introduction of this concept of differentiation did not happen overnight, but from the long-term insight into user needs. Liu Nan, the founder of Rabbit Head Mother, found that when communicating with frontline consumers, many treasure mothers often ask: "When my child is born, when she is 3, when she is 10, what kind of skin care products should she use?" Rabbit head mother found that the needs of contemporary treasure mother become increasingly refined.
However, when the consumption side changes, the supply side still lags behind. The traditional care method of "one cream for all" still occupies the mainstream market of baby and child skin care, and the market lacks a product that can meet the needs of different baby and child age groups. It is insight into the market blank place, rabbit head mother put forward the concept of "age-divided skin care".
The age-division series products received positive responses from the market as soon as they were launched: * Age-division facial cream for infants and children ranked among the TOP5 baby facial cream on major e-commerce platforms, and facial wash for infants and children was the leading brand in the same industry, becoming the TOP1 e-commerce list in this category; With the help of the skincare concept and products of "age-based skincare", rabbithead mothers are also gradually gaining a firm foothold in the maternal and infant market.
However, the mother of the rabbit head did not stop, but in the product research and development, and the pediatrician, small red book senior maternal and child KOL depth co-creation, jointly advocate the concept of "scientific parenting", for "age division washing and care" inject new vitality.
Starting from love, starting from the user, rabbit head mother constantly open a variety of scientific parenting possibilities, but also convey more love temperature.
"Now the treasure mother is very" fine ", will not be moved because of a grass content. So brands need to do R&D on the product side to address their real pain points to attract them."
On the road to brand development, the rabbit head mother put "enough" core "product force" and "enough detailed user insight" engraved into the brand DNA.
Starting from more "hardcore" product research and development, Mother Rabbit Head and Jiangnan University jointly build the "Baby and child Effective Care Laboratory" independent research and development of the core formula system, with the School of Biological systems engineering and Food Science of Zhejiang University to carry out bionic preparation project research, together with experts to explore the optimal solution of baby and child skin care. Practice the "product as the first competitive power" internal work.Starting from more detailed user insight, Rabbit head mother did not get lost in the sound of praise, but in the opposite direction, from the user's different voice to find the direction of product iteration. Liang Yitong said that during the product development of the mother Rabbit Head, the team members would brush Xiaohongshu every day in order to understand the needs of users. They found that under the topic of Xiaohongshu baby face cream, Bao mothers would sometimes ask such questions as: Why is the baby's face getting darker after using the baby face cream?
"See if my treasure is black?" Has become one of the hottest topics in the maternalcontent, and why it goes dark has also become a big question for mothers to study.
This sound was also caught by the Mother rabbit team in time. Through a large number of on-site notes exploration and research on the ingredients of baby skin care products, the team found the root of the problem of "baby blackface" and began to continue to research and iteration on the product. From the ingredients, strictly control the proportion of oil, through a more scientific formula system, solve the problem of pigmentation, so that the cream can be "easy to use and not black face".
After upgrading the product development, the next problem facing the brand is how to make "age-dividing face cream" onto the "stage" and be seen by more users.
In this stage, the rabbit head mother choose and little red book inspiration marketing team deep cooperation, through the insight station baby cream search trend, seize the "age division", "composition", "efficacy" and other product keywords, at the same time in the "baby products adult use" skin care new trend to find the crowd break the circle opportunity. Subsequently, by finding the suitable brand of the talent to put strategy, rabbit head mother from the ingredient interpretation, skin science, skin problems reveal and other aspects of response to users' pain points, comprehensive impact on baby cream users' decision-making mind.
Under the double help of the hard strength of the product and the marketing strategy of Little Red Book, the product has become the heart of the mother and child population once it was launched. * During the cooperation period, the search volume of Rabbit Head Mother products increased 451% in the site, and the search volume of e-commerce outside the site increased 882%. "How to solve the baby black face" problem, "not black face baby face cream" has gradually become another generation of products in the station noun; In addition, mild and effective facial cream has also successfully reached a large number of adults, and users of sensitive muscles have said that they have found a new "face cream of life."
takes the product as the underlying logic, the user insight as the reference coordinate, and the "bad comments" as the "good voice" of product development rather than the simple negative information, so that the rabbit head mother's circle also becomes a kind of "accidental necessity". As Liang Yitong says, "No matter how trends or marketing change, the core of the brand is always the product. It is the most important thing for a brand to continue to make good products that meet the needs and make good content that users understand."
As more and more young generations enter the maternal and child market, their parenting and consumption concepts also bring new growth opportunities for the maternal and child industry. The new generation, which pursues individuality and pays attention to quality, is more actively expressing its own unique propositions in parenting, and showing new emotional needs. The market is increasingly testing the "content communication power" of maternal and child brands. How to "play" with young mother-and-baby users and become their partners? Liang Yitong concluded that communication is the core solution, and XiaoHongshu is also an indispensable part of it."I myself am a heavy user of Little Red Book. In my opinion, the advantage of XiaoHongshu is that users here are more willing to listen to brands tell stories, and bloggers are also willing to work with brands to create better content, and this kind of user interaction and content co-creation is not desirable for brand communication."
The rabbit head mother and little red book mother-and-child blogger @mother-and-child industry conch mother Sara launched a content co-creation, let Liang Yitong is very impressed. "In order to output a high-quality product evaluation content, Conch mother and our team went to the research and development factory for a whole day, and did a professional test on all the similar products that sell well on the market before going to the treasure mothers to output content. The length of this video is much longer than that of other platforms, but the completion rate on Xiaohongshu platform is very high, and we have received a lot of interaction and feedback from users, which shows that everyone appreciates such in-depth and real content."
In addition, Xiaohongshu station users in the product sharing inspiration, but also to the brand again and again to bring brand volume and sales of unexpected happiness. Before, the rabbit head mother launched the "empty bottle" activity in the whole network, in the little red book harvest a lot of brand based on the classic rabbit head bottle body of the two creative works, rich brand in the station inside the diversity of the people also help the brand to achieve more scenes of user communication.
Seeing and recognizing the unique value of XiaoHongshu in "content communication power", Liu Nan, the founder of Mother Rabbit, also created her own account in XiaoHongshu, sharing the encyclopedia of parenting knowledge, parent-child stories, brand research and development process, and listening to the voice from the most frontline users.
Mother Rabbit believes that little Red Book is an important stop in the development of new consumer maternal and child brands, no matter it is product iteration or user communication. User sharing and co-creation of Little Red Book with bloggers not only help Rabbithead mother find the next direction of product iteration, but also precipitate more content assets and user reputation for the brand.
In Little Red book, we can communicate with users closer, so as to hear more real voices. Xiaohongshu not only enables us to grow our products and content, but also improves our brand power and marketing power.
