How do you sell books with 5 million fans?

Since April 2014, “Little Bags and Ma Ma” has been sitting on 5 million fans, covering more than 7 million moms. The monthly average e-commerce income is stable at more than 30 million yuan..... Currently, “small package of hemp Hemp is still "recruiting horses". How did they achieve their current achievements? What standards do they have for the selection of books?

In the field of self-media, “small bag of Ma Ma” has long been famous for its numerous “100,000+” explosions. With the blowout of the content e-commerce and the new round of shuffling of the WeChat public account, “small package” is gradually becoming platformized and moving further and further on the way of content realization. From April 2014 to the present, “Small Bags Ma Ma” has occupied 5 million fans, covering more than 7 million mother groups, and the monthly average e-commerce income is stable at more than 30 million yuan. In 2016, “Small Bags and Ma Ma” won two rounds of financing in April and December respectively, and they rose against the trend in the “capital winter”. In 2017, the “small package of numbs” accelerated the pace of expansion. At present, there are more than 100 professional teams, and they continue to “recruit and recruit”, expanding their talents from all aspects, and the limelight is healthy.

"Small bag Ma Ma" has established cooperative relations with nearly 30 publishing institutions. In 2016, it sold more than 40 kinds of children's books, with a total sales volume of 66 million yuan. What are the similarities and differences between the distribution model of “small packets” and community channels? Standing on the “first scene” of parent-child reading and children's reading consumption, what other social marketing dry goods sharing on the platform? The "small bag of hemp" IP source package mother "shows up".

Content output, from "love sharing" to maternal and child IP

In contrast to many mother-infant and reading-related media “to attract fans by sharing and consuming content”, “Small Bags” was founded in 2014 with clear operational ideas and business ideas. The three main founders are all from the Internet. “Bao Da” Jia Wanxing is the CEO of “Small Bags Ma Ma”. As early as the iPhone era, the TomPDA smartphone network founded by him is the gathering place of many smartphone enthusiasts. 2 million users, is also a well-known second-hand mobile phone trading platform in China; President Wang Wei is the founder of the Drive House website and driver wizard software; CMO Shao Ying was the co-founder of Windows Optimization Master, who led the team to build Ann's rabbit series mobile phone evaluation software. After the successful acquisition of Cheetah Mobile. The well-prepared "small bag" caught up with the outbreak of the WeChat public account, relying on high-quality content output, successfully shaped the mother and baby IP, and completed the first expectation of Jia Wanxing "on the basis of low customer cost High conversion rate" re-starting goals.

"Small bag of hemp" Beijing team

As the IP source of “small bag”, Bao Ma plays a soul role in the growth of the platform. She is a super buyer herself, “love shopping, love sharing”. Before the opening of WeChat public account, she shared her own experience of Haitao on Weibo and accumulated tens of thousands of fans. After being promoted to a hot mom, Bao Ma became a “mother and baby”, sharing parenting knowledge, imparting experience with the baby, recommending fun and good maternal and child products, etc., and becoming the main positioning of “small bag”. From the beginning of the establishment, mainly relying on Bao Da, Bao Ma to contribute the source of the topic and personally writing the article, and later set up a special content team, "Little Xiao Ma Ma" has always insisted on "building trust relationship with users through high-quality content."

The content team of “Small Bags” is enough to reflect its focus on quality content. The content group consists of a mother group and a father group. The mother group is all children with rich parenting experience, they can clearly grasp the needs of mothers and the selling point of the products; the father group is the maternal and child product evaluation team headed by Bao Da, providing professional knowledge protection.

“Small Bags and Ma Ma” adheres to the core concept of “ Scientific Parenting with Millions of Mothers ” and is mainly responsible for selecting and providing the best quality book content for mothers and guiding parents to participate in the early reading of children. What makes Bao Ma extremely proud is that many mothers said that "something will not necessarily be bought, but your copy must be seen, especially long knowledge." In her view, since users are willing to leave the reading time to "small bags," they must provide valuable content and make product stories.

"Little bag Ma Ma" has created a number of "Million +" explosions

From the initial operation, the fans increased from a single digit to the first essay, bringing more than 60,000 fans, and nowadays, the 5 million-volume mother-infant V, "small bag" has gradually explored user needs and products. Interpretation of the operating rules, harvested the trust of fans, relying on high-quality content to harvest "low customer costs."

Product realization, balance between sensibility and rationality

“The core competitiveness of content e-commerce is service, treating users as their own sisters and putting them in their own hands. When users trust you from the heart, realizing is just a matter of course.” Bao Da’s “small baggage” The original intention of the wading wading e-commerce was interpreted. At the end of 2014, when the number of fans accumulated to 200,000, the “small bag of Ma Ma” first attempted to realize the content, and first created the sales method of “7:30 opening group” and “new spike” . The children’s book group purchase also changed from then on. An important business model.

The fans of "Small Bags Ma Ma" are mainly children aged 0-6, and are mainly 0-3 years old, supplemented by 3-6 years old. The children's books sold are also suitable for children of this age. Bao Ma still remembers that the book purchased for the first time was the Happy Life Adventures of CITIC Publishing House. It sold 7957 pieces a day and coded 1.58 million yuan. The publishers who have cooperated with the "small bag of Ma Ma" understand the harshness of their selections. There are two clear requirements for cooperation: First, give the children a try to read the stories and listen to the feedback from the children. Second, they must take Go to the physical sample book and confirm the quality of the final presentation of the book. On this basis, after the cooperation is determined, it is usually sold within one to two months. According to Bao Ma, the pre-sale time of a book usually does not change after the determination, but it does not rule out the situation of inserting other varieties into the reading hotspot. “For example, the recent traditional culture is hot, we may give priority to poetry children’s books.”

Bao Ma reads with her child

Compared with the whole volume of the content e-commerce of the platform, the variety and sales ratio of children's books is not particularly large, but the children's book is a good way to accumulate media reputation and enhance brand influence. For the publishing organization, in addition to the one-time detonation of sales, it is more important to be able to use the influence of the big V to make a children’s book “fire” in the mother group and form a follow-up. Sales motivation. "Children who sell well on our platform, other similar media will also purchase and sell." Bao Ma said.

At present, 10% of the 5 million fans of “small packets” have produced purchases, and the repurchase rate is as high as 80%, leading the same kind of mother and baby content e-commerce. Achieving a monthly income of more than 30 million yuan of pure e-commerce, there is a decisive factor, that is, the "small package of Ma Ma" strict selection and in-depth interpretation of the product. In the selection process, Tongshu must first ensure that the safety of the products is ensured by the “Daddy Group” with 10 years of evaluation work experience, and also win the favor of the “Mom Group”; the content team will hold the selection and selection points every week. Yes, Bao Ma and team members must be the first "evaluator", and the child's trial results even directly affect the selection results. “Selection point” means that the members of the selection team discuss product selling points. When writing the WeChat copy, they tend to polish the “selection story” from the child's point of view, and even consider the selling point based on the reading feedback after the child tries to read.

As a "slapper" for children's book selection, Bao Ma clearly proposed several key points of his own selection: First , it is biased towards puzzle-type books with relatively new content and form, such as flipbooks and stereo books. "Choose interesting and fun books, mainly to ease the pressure of mothers in parent-child reading. Only by quickly attracting the attention of younger children can they further develop their reading interest." Second , favor the cost-effective suits. . Compared with the gorgeous hardcover book, Bao Ma is more admired for the more practical paperback book. "We really want to stand on the side of the mothers and let them feel that they are worth buying. The book with beautiful cover and no content is not popular." Third , the new book is exclusively for the period from March to June.

For the publishing house, refining the product selling point, providing detailed book materials and copywriting, and having a special person docking for the characteristics of the self-media platform can not only directly affect the final sales of “flash purchase”, but also increase the possibility of follow-up cooperation. In terms of value-added services, “Small Bags” set up a video team with dedicated venues and directors to try to make short videos. For example, in the launch of the local original three-dimensional book "Daily Tiangong", "Small Bags Ma Ma" and Anhui Children's Publishing House jointly planned the launching ceremony, especially invited Ma Dehua, the actor of the Pig Eight Rings in "Journey to the West" to make video recommendations. "We have explored different product characteristics through a variety of expressions, so that users get it to it," said Bao Ma.

Service first, the change and sales of children's books

According to the new ranking index, one in seven of the media giants are trying content e-commerce. More and more self-media has embarked on the road to realizing, but how can we stand out from the crowd? Bao Ma said that the meaning of the existence of "small packets of hemp" is to solve the "shopping anxiety" of users, so that they can "take less detours" in the process of consumption, and the service is the original intention of "small bag" and also the core competitiveness. .

From the second half of 2016 to the present, “small packs of Ma Ma” fans have increased by more than 2 million against the trend and continue to make profits. With the increase in the number of users, the number of group trips per week has increased from one to four times. The number of group purchases has increased from 4 per week to more than 20 per week. The category has also shifted from infants to mothers and infants. Both beauty and skin care, food and so on. In terms of children's books, in addition to the new product launch, "small bag Ma Ma" has already tried to customize children's book products. For example, in 2016, the "Crazy Animal City Low Child Gift Box" developed in cooperation with CITIC Publishing House contains a variety of book styles such as touch books, flip books, and sticker books.

Pay attention to solving the pain points of users, which are manifested in many aspects such as pre-selection, mid-anatomy selling point, and easy return and exchange in the later stage. For example, "small bag Ma Ma" found the market blank of the mathematics enlightenment book, and co-ordinated with the People's Oriental Publishing House to curate "My first math fairy tale", and detonated sales in the Spring Festival file, "10,000 sets sold out in 20 minutes" The final sales volume was 20,694 sets, and the code ocean was 7.16 million yuan. It still maintains the highest record of the sales of children's books. After the "flash purchase" is over, if the user "re-group" is very enthusiastic, the "48-hour pre-sale" mode will be activated, or return to the scene in due course. “If the user actively responds, it means that their purchasing desire is already very strong. A mother wants to represent the wishes of many mothers around her.”

In order to eliminate the worries of users when purchasing, "small package Ma Ma" set up a self-service group, in the face of the user's return requirements have direct decision-making power. Bao Ma called it a "sister empowerment", treating each consumer user like a sister, and dealing with all after-sales issues fairly and reasonably. In order to ensure that the products can reach the hands of national users in the first time, “Small Bags Ma Ma” selected the warehouse in Zhengzhou, Henan Province. From the business model exploration to the marketing details, “small package of Ma Ma” is the ultimate in user experience, which makes “Hunger Marketing” “one hundred and one hundred”.

Nowadays, content gathering fans, self-built online stores and main control supply channels, "small packets of Ma Ma" already have the three characteristics of content e-commerce, and will also test the maternal and child products in the future, "Let everyone have product needs At that time, I immediately thought of 'small bag of Ma Ma' to take a look." Faced with the serious situation of content e-commerce homogenization, "small bag Ma Ma" insisted on doing special content, thinking that user service is the core. Bao Ma said, "Do not forget the initial heart" is not a slogan. Looking back at the "small bag of numbness", every time I say a word, every thing that I recommend is a responsibility.

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