Mothers and babies are becoming the new windfall of the Netflix industry.

Since the opening of the second child, the number of newborns in China has risen sharply, and the demand of the mother and baby crowd has expanded rapidly. Some industry pioneers with a keen sense of smell have begun to realize that the mother and baby market is about to usher in a brand new round of consumer boom. 

At the same time, the traditional mother and baby marketing model can no longer meet the needs of the rapidly changing industry.

Post-90/95 young parents have gradually appeared in everyone's attention through the labels of "two-child mother", "Generation Z mother" and "baby daddy", becoming the first echelon of the mother-and-child industry. The first echelon.

（Image from the web）

How to stimulate consumers through innovative marketing thinking to meet their diverse needs? This Jingdong Supermarket Baby Party shows us a new interpretation!

Equal parent-child relationship is the most scientific parenting method

 In order to enhance the industry sound volume and exposure of the baby party program, pull purchases and drive users to pull new ones. In order to 
strengthen the leading position of 
Jingdong Maternity and Infantry, and to establish the image of Jingdong Maternity and Infantry as a young and cutting-edge company with communication content that is more suitable for the post-90s and post-95s. 180 creative team for 90/95 young parents "creative cloud with children" mode, output and children to enjoy the growth of time brand concept, the use of thousands of selected goodies, for young parents to win the opportunity to "share childhood", showing the new generation of parents It shows the interesting parenting experience of the new generation of parents.

In the face of the rapid growth of 90/95 young parents, the marketing of the industry is the upgrading of the concept of education of the new generation of parents, the favor of the early education of children is increasing day by day, not only shows the pursuit of scientific and trendy, the core concept is the respect for the independence of children's personalities and the intimacy of the interaction of equality.

The "Super Online Class" in the parenting industry is worth a look!

Useful knowledge-based marketing is more likely to further influence the consumption decisions of mom and pop users. 

More and more young parents are using social media to seek dry goods, tutorials, and knowledge to solve parenting problems. By uniting celebrity parents and mother and baby brands, and with the help of live broadcasts and short video interviews, we can effectively increase the stickiness of Baby Party users.

The Jingdong Supermarket Baby Party invited star mothers Xie Nan, Ye Yixi, warm male milk father Yuan Hong, jittery mother and baby expert rice cake mother and other live content form, respectively, to experience and professional talk about parenting tips and knowledge, in order to help young new mothers to better understand the child's behavior and needs.

Scene vocabulary to enhance cognition

Gathering online and offline at JD Supermarket "Baby Pui"

Releasing OOH offline scene posters in Beijing, Shanghai, Hangzhou, Guangzhou and other subway lines, light box ads and other locations, showing celebrity parents as brand ambassadors for mothers and babies, which resonates with the target group.

Synchronization of CCTV channels on-line 180 creation of advertisements "Jingdong Supermarket Baby Party", for online live interactive activities to warm up momentum.

Immediately after that, the second bullet of the creative animation video of Baby Party created by 180 took over the baton on the line, through the animation style full of children's fun, to show the concept of young parents and their children to share children's fun and good times.

At the same time, Jingdong online for star parents live interactive promotion.

At the beginning of the live broadcast, it attracted a lot of mother and child groups warm response, leading to the perception of equal interaction for the 90/95 young parent groups and children, parents and children to enjoy the growth time together with the brand concept, touching the target group to guide the cognitive attention in the heart.

Jingdong Baby Party, as the most heavyweight marketing activity of Jingdong mother and baby category in the whole year, is deeply concerned and loved by consumers.

 In the face of the current momentum of innovation in the maternal and child industry, Jingdong Supermarket also hopes to further strengthen the influence of the Jingdong Baby Party, in attracting the attention of consumers at the same time cleverly conveyed the Jingdong brand concept. As a result, the cognitive level of consumer quality consumption, to more young new moms to pass the new era of maternal and child consumption concept.