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sixcare-diapers · 2 years

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Diaper Douyin War: success and failure?

In the stock market of diapers, it has become an indisputable fact that channel dispersion is accelerating and brand growth is limited. Under such a general environment, Douyin, as a channel platform for the diaper category, has always maintained high growth, and has attracted the attention and layout of many brands. Among them, some players are full of confidence and believe that Douyin is a good opportunity for new brands to achieve rapid rise; some players are not optimistic, thinking that this kind of "burning money for growth" is just drinking poison to quench thirst for brands, and it is not worth investing heavily.

Success and traffic, failure and traffic?

If Taobao Tmall is the main position for diaper brands to seize the stock market, then Douyin is an important battlefield for them to expand. The "Douyin E-commerce Maternal and Baby Products Industry Report" shows that the advanced nature of Douyin diapers and the categories derived from scene-based demand will become new growth points. In 2022, the GMV of special care diapers will increase by 255.76% year-on-year, and the GMV of its sub-categories of medical-grade diapers and baby swimming diapers will increase by 256.59% and 85.68% year-on-year respectively.

What is more noteworthy is that from the perspective of the current brand structure, among the several diaper brands with the highest sales on the Douyin platform in February, some new domestic brands occupy the top positions, such as bebetour, classic Teddy , Aikuxiong, etc., have achieved rapid rise in the past two years with high-value, high-cost performance, and a large number of talents bringing goods. At the same time, high-end foreign players are also continuing to increase their layout, such as Pampers and Huggies. Although the brand’s efforts are late, the high-level strategy and its own resource advantages make it quickly win a place in the top camp of Douyin diapers. , while brands such as Kao, Dawang, and Luanshi still have a lot of room for development.

"Douyin is both a stimulant and a poison for all businesses." A practitioner who is quite familiar with the operating logic of Douyin once said so bluntly to Weipin Business Intelligence.

"The more you invest, the more you lose" is the dilemma of many businesses. In order to grab limited traffic and resources, brands have to pay higher promotion costs, attract anchors through high commissions, and stimulate users with discounts and gifts to win sales and exposure. For example, during Double Eleven last year, the comprehensive discount rate of Pampers reached 29% per piece; bebetour set up different levels of gifts according to the number of packages of diapers purchased by consumers, so as to achieve large-order promotions. According to many maternal and child practitioners earlier, “some merchants’ gift fees have reached 60 points”, “there are not many brands that can make money on Douyin”, “a certain brand with a monthly GMV of more than 60 million I'm complaining that I can't make money"...

How should diaper brands break through in the new stage?

Faced with many challenges in the layout of Douyin, how should diaper brands break through in the future? Specifically, the following two points are worthy of players' in-depth study:

The first is to cultivate its own Douyin live broadcast team, create more refined content operations, and form a virtuous business cycle. In the past, brands often relied on burning money to drive up sales on the Douyin platform, but as a result of rough marketing and lack of content accumulation, consumers come and leave quickly, and it is difficult to maintain this type of gameplay when the traffic is getting more and more expensive. . As a result, the brand's self-broadcasting has become the focus. It is hoped that by cultivating its own account and team, while creating differentiated marketing content, it will optimize various details such as grass-planting skills, presentation forms, and product combinations in the Douyin live broadcast room to increase conversion rates. and repurchase rate. This operation is undoubtedly conducive to brand value building, while hitting the user's inner memory and sense of identity, forming a truly virtuous business cycle. For example, Babycare, Huggies, Pampers and other brands that have their own "self-streaming traffic" are making efforts in the field of self-broadcasting by merchants, and the effect is remarkable, and the live broadcast data of the flagship store account is considerable.

Last year's Double Eleven Douyin diaper brand discount details

The second is to return to the product and brand itself, accurately grasp the needs of consumers, and create more competitive products. Nowadays, young parents are becoming more and more savvy and rational. Many groups who tend to be "cost-effective" want to get cost-effective products, but they always take high-quality and high-function as the first premise, not just cheap. Therefore, as the Douyin competition continues to escalate, players must return to the product itself while doing a good job in content, do a good job in R&D and supply, and continue to make efforts in raw materials and technology upgrades to create more Only diaper products with differentiated advantages can build a brand moat. For example, the main selling points of ikuxiong and classic teddy are "medical-grade diapers", while Babycare pays more attention to supply chain customization and baby butt experience, while bebetour impresses consumers with its high-value appearance and multiple categories...

In 2023, how can diaper brands do a good job in Douyin business? Which sub-categories still have opportunities? April 13-14, Hangzhou, hosted by Maternal and Child Industry Watch

"Outlet New Channel Conference & Growth Category Conference"

, look forward to discussing with you!

#douyin #baby diapers #disposable diapers

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sixcare-diapers · 2 years

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Woman takes shopping mall trousers into fitting room and uses trousers as diapers

The little fairy was dressed up beautifully, wearing high heels and leading her son to choose a pair of trousers in the clothes section of the shopping mall, and came to the door of the fitting room.

After looking around, the little fairy found no one, so she quickly walked into the fitting room.

However, what the waiter never expected was that the little fairy took the pants to the fitting room not to try on clothes, but to use the pants as "diapers" in the mall because of the urgency to urinate.

What's even more mind-blowing is that when the little fairy was working on an unknown secret in the fitting room, the little fairy's son was lying on the ground outside at this time, his eyes were curiously curious through the gap between the fitting room door and the ground. Spy on the mother's every move in the fitting room.

After solving the urgency problem, the little fairy didn't buy the pair of pants, but returned them to their original place and knocked them open with her son.

One minute later, the waiter found that the pants the fairy had just tried on were wet, and instantly understood what had happened just now. The small universe exploded in an instant, and immediately posted the video surveillance of the mall just now to the Internet, exposing and looking for the little fairy.

#diapers #trousers #womanstyle

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