As we all know, the greatest value of private domains is user retention and subsequent user ltv maximization. Whether it is mother and baby, or other industry categories are the same.
The cost of acquiring users is getting higher and higher, and user time is becoming more and more fragmented. Whoever can seize user time can do the first step in the private domain.
Now, I will explain from the following 8 aspects, why is the maternal and infant category a private domain?
01 Mother and baby, why do private domain traffic?
User operation丨Mother and baby, why do you need a private domain?
1. Specialization of mother and baby scenes
Maternal and infant products are baby users, and there are many usage skills and scenarios. For example: In a scene, when Mommy buys snacks and complementary food, the demand behind it is not just buying a commodity; it may hide the anxiety and unknown emotions of Mommy's first feeding, the comfort and show off of making complementary food for the first time. .
If the private domain operation can do a good job of Mommy's emotional empathy, not just product recommendation, then it will not only pull GMV, but also contribute to the convenience of the user life cycle and user relationship chain.
Moreover, there are two North Star indicators in the maternal and infant industry, the frequency of visits and the length of stay in stores, these two indicators have a decisive impact on GMV and user LTV to a certain extent.
User operation丨Mother and baby, why do you need a private domain?
2. The content of maternal and infant products is integrated
Before buying a general commodity, there are no more than a few points that affect the decision. Whether the brand has great influence, whether the credit endorsement and selling points are enough to penetrate the minds of potential users, whether the price meets psychological expectations, whether the price is competitive with similar competing products, and whether the product quality is excellent, etc.
However, in addition to the above, mothers and infants have more content derived from the use of the product; for example: the content derived from a single walnut oil is endless, when to eat walnut oil? how to eat? How to choose a brand with so much walnut oil? Each point alone can become an article. The product and content can be the most integrated, that is, mother and baby.
3. Maternal and infant groups pay more attention to services than consumption
Parents who have brought babies must know that there is one biggest difference between mother and baby stores and ordinary retail stores. In addition to commodity sales, there are also services such as baby swimming + touching + bathing.
What is the biggest benefit of a service project? It is to give shopping guides and consumers sufficient contact time; normal stores leave after buying, but mother and baby stores are different. When the baby in the mother and baby store is doing service country email list items, mommy must stay for at least 30 minutes; these 30 minutes are different. People have different outputs.
It is possible to tap the deep-seated needs behind user consumption. When is the baby's next weaning date? Is there any shortage of baby nutrition? Are mosquito repellent and anti-sting products in stock? and many more.
Every time I dig deep with consumers, it reminds me of a sentence: "The customer does not want to buy an electric drill, but to buy the hole in the wall." The motivation to buy is to communicate step by step and dig deep; the hole in the back , may correspond to other different demands, and buying an electric drill is only the first step.