Industry news: Douyin diaper brand, not only burn up products, but also burn up gifts?

    At present, Douyin, as an important position for many maternal and child brands, has undergone more and more changes in ecological play. After witnessing the fact that some Douyin studios ostensibly sell their own baby strollers and scooters, but actually sell diapers as gifts, a head of a baby safety seat brand exclaimed: 'Now it is the gifts that burn out, not the products.'

    The scale of baby products in Douyin is the largest, reaching nearly 7 billion. The highest growth rate, from 18% in January to 30% in October. Its main sales price segment, across the range of 10 to 300 yuan. Among them, the sales proportion of 10-50 yuan range is the highest.50-300 yuan range, with 28% of the volume accounted for 48% of the sales share, the overall commodity realization efficiency is higher. The number of low-priced drainage goods below 10 yuan accounted for 1/4, the realization effect is flat, the overall conversion rate is low.

In the latest quarter of the hot selling points of the baby and children's products category, specifications and materials have become the main selling points. For example, the size specifications are required 'thickening, increasing, large capacity, wide caliber', and the material requirements are 'cotton, quilted, stainless steel'.

From burnt out products to burnt out giveaways

Douyin diaper brand business has changed

    The main sales share of diapers is concentrated in the range of 50-300 yuan. Although the number of goods under 50 yuan accounted for 38%, the realization effect was poor. Even if the low-price white brand is quite large in the ecology of the Douyin platform, the diaper consumers will not have too much transformation in the low-price goods. The goods above 300 yuan will get more than 10% of the sales share with a quantity share of 9%. This means that there is a certain scale in the high-end diaper market, which is expected to expand the subdivision circuit through strong content reach.

    Among the popular selling points of diapers in the latest quarter, the share of breathable, ultra-thin, dry and skin-friendly is especially prominent, and the baby mother pays attention to whether the baby and child are comfortable in the process of using diapers. Other commodity attributes, such as one-time, absorption, etc., are relatively small in scale.
    In recent years, competition around product selling point differentiation and functional value innovation has long become a common phenomenon in the diaper industry, with specific directions including essence addition, core body absorption, fabric breathability and other subdivisions. On the Douyin platform, the burnout of diaper products is even worse.

The Guangzhou International Personal Care Products Expo, held at the Guangzhou Nanfung International Convention and Exhibition Center from March 5 to 7, 2024, will link online and offline channels to launch the [TOP Omni-Channel Product Selection and Docking Area]. We specially invite many powerful celebrities to help create a professional one-stop service platform for trade resource docking, exchange and cooperation for major brand enterprises.

This event will introduce a new matrix of powerful celebrities, consisting of a domestic product market, product matching and selection, and celebrity live broadcasts, forming a one-stop service from source to consumers. Celebrity groups cover all platforms such as Douyin, Kuaishou, Xiaohongshu, Taobao Live, WeChat video account, Weibo, bilibili and other platforms. There are also powerful MCN organizations to lead groups to reach different consumer groups and help brand content growth and sales conversion. .

However, on the current Douyin platform, the diaper brand can truly achieve product differentiation, mainly focusing on the head brand with more advantages in upstream resources, research and development. In this context, brands can't win in terms of products, so they start to find another way to attract consumers with practical and great value giveaways.

    Judging from consumer feedback, the purchase of diapers as a gift is indeed a direct and efficient brand marketing method. The '2022 Baby Diaper Consumption White Paper' survey shows that in terms of consumers' marketing preferences when buying diapers, 56% of users prefer to get more diapers if they buy more, such as buying two and getting one free. 43% of users prefer to receive other maternal and infant products as gifts.

 

 

 

'Even if it's 1 yuan or 2 yuan, one gift and two gifts, we have to talk about it again and again to make the product reach a hot spot. 'A staff member of an MCN agency said bluntly when talking about how to communicate and cooperate with brands. It can be seen that when anchors choose cooperative brands, they not only pay attention to discounts, but also the quantity and quality of gifts.

 

Dismantling the purchase and gift logic of Douyin diaper brand

 

Currently on the Douyin platform, diaper brands offer a wide range of gifts. In addition to getting free diapers when you buy more, it also covers various baby products such as bottles, blankets, drawing boards, skateboards, and electric strollers.

Although the baby diaper market is still struggling for inventory, the changes in consumer groups and category segmentation still bring considerable growth opportunities to merchants. Under the trend of scientific parenting, the preference of young parents in choosing diapers has changed from 'no leakage and no red butts' to 'the pursuit of a more secure and comfortable butt experience'.

 

 

 

Taking bebetour as an example, during Douyin’s Double Eleven in 2022, consumers need to buy 8 packs before they can receive gifts. The more diapers purchased, the higher the value of the gifts. For example, if you buy 8 packs, you will get a thermos cup/building block table, etc., choose 1 from 3, if you buy 12 packs, you will get a sleigh/scooter, etc., choose 2, if you buy 16 packs, you will get a dining chair + dining table, etc., choose 1 from 3...

 

 

Double Eleven Douyin Diaper Brand Purchase and Gift Form

 

In response to the problem that diapers will expire if you buy too many and cannot be used up in time, many brands will also provide considerate services of shipping in batches and time. After consumers purchase a large number of diapers at one time, Douyin stores will only ship a portion of the products for the first shipment. After the first batch of diapers is used up, consumers will contact the merchants to determine the remaining diaper shipment volume and delivery time.

 

In addition, judging from the purchase and gift promotion experience of many brands on Douyin, gifts can indeed help brands reach target users more quickly and increase GMV for the month. However, gifts are only a form of marketing suitable for short-term business explosions. If diaper brands want to do long-term business, they still need to practice hard and consolidate and innovate many infrastructures and underlying elements of the brand and products.