1x2xN全域经营策略

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“孩本位”时代母婴营销新解:构建三层心智矩阵,穿越周期
Zhong Guo Chan Ye Jing Ji Xin Xi Wang· 2025-07-24 04:35
Core Insights - The article discusses the evolving parenting styles in China, particularly among Generation Z parents who prioritize "quality parenting" and value emotional connection and shared growth with their children [1][4][20] - The 2025 marketing focus for maternal and infant brands emphasizes understanding the psychological needs of parenting groups, creating high-quality emotional content, and enhancing business conversion efficiency to foster brand loyalty and resilience [1][3][20] Group 1: Market Trends and Consumer Insights - The shift from "sacrificial parenting" to a dual growth concept where new-generation parents seek self-fulfillment alongside child-rearing is driving a deeper segmentation of the parenting market [4][10] - Douyin has identified 12 distinct parenting groups based on differences in parenting needs and decision-making styles, focusing on factors such as consumption preferences and parenting philosophies [4][10] - The "calculating parent" segment seeks quality and endorsements, favoring scientifically certified products and expert recommendations, while also balancing their own needs with their children's [7][10] Group 2: Brand Strategy and Content Creation - Brands are encouraged to adopt a layered marketing strategy that aligns with the latest parenting trends, establishing core value positioning and creating a mental framework for different consumer segments [10][12] - High-quality content is essential for building brand awareness and emotional resonance, with a focus on creating systematic content strategies that cater to specific parenting groups [12][13] - The integration of diverse creators in the Douyin ecosystem allows brands to produce relevant content that resonates with parenting communities, enhancing emotional connections and brand recognition [14][20] Group 3: Omni-channel Growth Strategies - The "1x2xN" strategy proposed by Douyin aims to achieve comprehensive engagement with parenting groups, exploring new avenues for business growth [17][19] - The strategy involves creating IP-driven content around a central marketing theme, utilizing both online and offline channels to maximize brand exposure and consumer interaction [19][20] - Continuous brand influence expansion is crucial for driving category growth across all channels, requiring deep collaboration between online and offline resources [19][20]