This article is about another big winner in content marketing, Nico Mama. Let’s have a look of what she did right to make it happen.
这篇文章我们来探讨以为内容营销的赢家，年糕妈妈，来看看她是怎样作对一切成为赢家的。
On WKI website we post successful content marketing story about Little Freddie. Yet as the universal rule of almost every game, there is always just a few winners. The winner become a winner not because they do something right, mostly they do nothing wrong. Not that when you do everything right would guarantee a success. But for those who did not perform well, sometime just one thing wrong can result unrecoverable mistakes. In business, it means lose tons of money, wasted energy and opportunity cost.
在WKI网站上，我们讲述了关于“小皮”的内容营销。当然作为一个通用的游戏规则，总是只有少数赢家。赢家之所以成为赢家，不是因为他们作对了什么，而是他们步步为营。当然这并不是说作对所有事情就能保证成功。但是对于那些商业成绩一般的来说，有时候只做错一件事就会有无法弥补的恶果。在商业上，那就意味着损失的金钱，时间和机会成本。
First of all, some basic statistics to define her as a winner
首先看一下一些定义她为赢家的数据:
July 2014,Nico Mama launched her We Chat Public Account, post first piece of article
2015
· March, team operation started
· April, article reading count stabilize at 100000+
· July, first group buying sold out within 2 hours
· August, first round angel investment
· December, round A financing received over RMB 10 million investment
2016
· July, subscriber (fans) number over 5 million, monthly sales over RMB 50 million
· November “11.11” delivery sales over 600,000 packages
2017
· January, round B financing received RMB 60 million investment
· April, We Chat account subscriber number over 100 million
· May, Nico Mama Academy launched
· August, Nico Mama APP launched
2018
· May, multi-media overall subscriber number over 15 million
· June, Nico Mama Early Education launched
· July, Nico Mama National Tour started
· September, round B+ financing received over RMB 100 million
· December, multi-media overall subscriber number over 20 million
2020
· June, “Almost Unicorn Company” by Hanghzou Government for company market value worth more than $100 million
· Monthly sales of its online sales platform GMV stable at RMB 60 million
· December, Nico Mama Li Danyang published her latest book “Your life should not make a concession for pregnancy”
六月，杭州市政府授予“准独角兽”企业称号，市值超过一亿美元的杭州企业。
台月销售额稳定在6000万人民币。
12月，“年糕妈妈”李丹阳初版了她的新籍《你的人生不该为怀孕让步》
The story sound familiar right? Successful business women had it all, put the whole family on stage actively update content on multi media platforms. Start with penetrating content, attracting fans, group buys, more fans, bigger investment, road trip to finally, a book. In her case several books.
这个故事听起来有些熟悉不是吗？商业上的成功女性拥有了一切，将整个家庭板上社交媒体平台日常更新。从深入人心的内容，吸引粉丝，团购，吸引更多粉丝，引入资本，路演，到最终出书。对于年糕妈妈来说，是一系列书籍。
And just like Little Freddie, the family make it with legitimate recognition and sound background.
正如小皮一样，这家人拥有过硬的背景和权威机构的认可。
Li Danyang, acquired a master degree in Clinical Medical from Zhejiang University in 2010, a solid medical background. Her husband, Lin Wei, current CEO of multiple companies under the wing of Nico Mama, met on campus, married after graduation. Mr. Lin resigned his position at P&G East China Supply Chain Director at 2015, officially became the CEO of Nico Mama, started their entrepreneurship as a Mother and Baby content marketing online sales platform.
李丹阳，在2010年获取了浙江大学医学院临床医学硕士。她和丈夫，林威，当前年糕妈妈旗下多家公司的总裁，是校园爱情修成正果。林先生在2015年辞去了宝洁华东地区供应链总监的职务，正式成为年糕妈妈的首席执行官，开启线上销售模块。
A pretty and smart mother figure with a solid medical degree, plus a father figure with professional knowledge on supply chain and FMCG, and a baby at the same age of the content on Multi Media Network, what a perfect image!
一位拥有过硬医学背景的美丽智慧的母亲形象，加上一位专业快消品供应链背景的父亲形象，再加上和年糕妈妈同龄的可爱宝宝日常出现在各大社交媒体平台，这家人的确塑造了完美形象！
While we all agree that a perfect image was never enough to make it especially when it comes to fan economy. Indeed, when you read into the well read articles on Nico Mama We Chat account, you can find mostly the content is valid, authentic, useful and medically correct with right reasoning and logic. You can always find valid reference by the end of the article. No wonder she is popular. She made boring and difficult medical dissertation and essays easy to understand, while with the emotional flow that simply help audience easily relay to.
当我们都认同完美形象是不足以让一切顺理成章的成功的，尤其在粉丝经济上。确实，当你阅读过年糕妈妈在微信公众号上的文章，你会发现内容是有效可信，有用，且从医学的角度上来说正确的，并且逻辑通畅的。你能轻松找到文后的参考文献。她如此受欢迎也不足为奇了。她使得枯燥且晦涩难懂的医学论文简单易读，并加以引人入胜的情感共鸣，使得读者可以轻松对号入座。
In fact， there are quite a few similar players in the market, Dinxiang Mama丁香妈妈, Miya蜜芽, all posting medical articles targeting new mothers who were overwhelmed by motherhood and refuse to fall into the superstitions that last generation mothers adopt. Their strategy is similar, giving useful information and practical advise, while compliment with group discount on purchasing relevant products.
事实上，同类型的市场竞争者并不少，比如丁香妈妈，蜜芽等，都会使用医学论文，目标群体同为年轻的新手妈妈， 他们拒绝陷入老一辈带娃的迷信，但是又被育儿这件事情搞的有些焦头烂额。他么的策略是相似的，给出有用的信息和可操作的建议，同时带有团购折扣来推销相关商品。
Normally when those accounts accumulated enough fans, or audience, they try to convert that into sales, of any kind. Some are group order of certain products, some are paid for view content, some are advertisement.
一般来说，当这些公众号累积了足够的粉丝，或者关注者，他们会将之转化为销售，任何形式都可尝试。一些用团购打折吸引客户，一些用付费知识作为卖点，当然更多的是通过卖广告位赚钱。
For Nico Mama, the multi media matrix is below
年糕妈妈的品牌微信矩阵如下
Nico Mama; Nico Mama Baby Food; Nico Mama Education; Play Time; Nico Mama Parenting Encyclopedia
All the fans number were upgraded. According to their website, the total fans were 19 millions.
所有的粉丝数量都有增加。根据他们的官方网站，总计粉丝数量为1900万
On Nico Mama website, there are many good names associates with top ranking medical and education background. Everything looks professional
你可以在网站上看到许多拥有顶级医疗、教育背景的大牌权威为其站台。一切看起来都很专业。
https://www.nicomama.com/
It is easy to tell that with good number of fans, there will be good amount of investment. For Nico Mama as a brand, it grow fast with massive investment. In order to boost investors’ confidence, and consumers’, to grow is its only way.
这是显而易见的，有众多的粉丝群，就能吸引大量资本的能力。年糕妈妈作为一个品牌，迅速发展得益于大量资本的介入。为了增加投资者以及消费者信心，持续增长是必取之路。
Judging from the current posts on Weibo, We Chat, Little Red Book, we can tell that the Nico Mama is actively postings updates. However, judging from the review, Weibo post is about once a day with video and some text, the comment is around 200-300. In Little Red Book, the viewing amount is less, not impressive at all. Most of the reviews and interaction are still We Chat based. It make sense, as Nico Mama started there with quality content.
从当前在微博，微信以及小红手等平台上的最新发布来看，我们可以看到年糕妈妈积极的日常更新。但是从评论量的角度来看，微博一天更新一次，带图片和视频以及文字，一般每条博文的评论量在200-300。小红书就更少了，完全不足以引起关注。大部分的评论和互动还是微信基础的。这也有道理，毕竟年糕妈妈就是借着微信上的高质量内容分享起家的。
Since 2015, in the next 5 years, Nico Mama published over 1500+ articles that were read by over 100,000 times, the highest reading one were read over million times.
自2015年起，在随后的5年内，年糕妈妈发布了超过1500篇阅读量10万+的文章，最高阅读量的文章超过百万。
The year of 2015 has been the starting point of We Chat official account booming. Nico Mama started at the right time and fortunately did everything right. Yet as a still private company, or a cluster of private companies, the data is from their own statements.
2015年是微信公众号开始井喷的一年。年糕妈妈踩对了起点，并借着东风做对了一切。但是作为一家，甚至是一系列的私有的企业，经营数据还是他们自己提供的。
Are there any bad reviews from disappoint fans with the products they sell? Sure. Some criticized the articles for plagiarism, some complained the products of bad quality, some questioned the supplier lack of credentials for baby milk powder, some claimed sever allergy caused by the products sold on its platform, some complained that fake products.
是否有粉丝对于平台上销售的产品有差评和投诉呢？当然。有人评论说文章涉及抄袭，有些抱怨产品质量差，有些质疑一部分奶粉供应商没有奶粉经销资质，有些说自家孩子使用产品严重过敏，有些说一部分是假冒产品。
Nevertheless, Nico Mama is facing the same problem any other online sales platforms. But with fans amount of tens of millions and investment of tens of millions, there are still opportunities to explore. The fact that investors are happy with the data in their financial report says a lot about the credibility of the data.
尽管如此，年糕妈妈面临的问题也是各大网上销售平台面对的。但是有着千万级别粉丝量，以及上亿融资，还有许多机会可以探索。事实上，投资者看到财务报表上的内容感到满意，也很大程度上说明了其财报数据的可信度。
As a new brand in China, the story we can learn is that content marketing works. And with the right combination, a good content equals good sales, at least a good way to enter the market.
作为进入中国的新品牌，能从这个故事中学到的重要一课是，内容营销是可行，且能成功的。而且当能有正确的组合，好的内容等于好的销量，至少是一条进入市场的好路。
Just like Little Freddie, started blogging with quality content, generating a buzz on social media, then online sales platforms, then offline channels. Nico Mama begun with quality article sharing new mothers’ concerns and viable responsible solutions, then exploring ways to transform the massive flow of fans into actual cash.
正如小皮，一开始用博客做内容营销，后在各个社交媒体中产生流量，再开始线上平台销售，随后进驻线下平台。年糕妈妈从高质量的内容分享作为起点，分享给焦虑的新手妈妈可靠负责的解决方案，然后探寻各种方式转化粉丝流量成为销售金额。
However it is not 2015 anymore, this is 2021. Building up fan base with quality content is viable but not that easy anymore. Each and every aspect of the market is moving content online, especially FMCG. Namely all the big brands build up an official account on We Chat, sometimes not to directly link to sales channel, just for a sake of existence.
然而，现在不再是2015年，如今是2021年。通过高质量的内容分享建立起粉丝群依然可行，但是不再那么容易了。各类市场的各类参与者都在积极的把内容上线，尤其是快速消费品的品牌。几乎所有的大公司大品牌都有各自的官方微信账号，有时候并不是为了直接放置购买链接，而仅仅是为了存在而存在。
Entry strategy is always a difficult choice especially with limited budget. China might have a big market with unlimited potential, it might just be another saying of unlimited asymmetric information.
进入市场的策略总归是一个艰难的选择，尤其是在有限的预算条件下。中国确实是一个很大的市场，且有巨大的不可限量的潜力，但是这也可以说是有不可限量的不对称信息。
Therefore it is only reasonable to start with a test. Either for long term development, or to simply test the water. WKI provide that test with good value at sensible cost. Contact us for detail.
正因如此，从试水开始是理性的选择。不论是为了长期发展，或仅仅试探市场。WKI提供价格合理的试水套餐。联系我们获取。
inquiry@wkichina.cn
Anna.chen@wkichina.cn
Reference: Nico Mama official website. Zheshang Magazine浙商. Shenzhen Business News Paper深圳都市报. South City News Paper南方都市报
English&Chinese: Anna
这篇文章我们来探讨以为内容营销的赢家，年糕妈妈，来看看她是怎样作对一切成为赢家的。
On WKI website we post successful content marketing story about Little Freddie. Yet as the universal rule of almost every game, there is always just a few winners. The winner become a winner not because they do something right, mostly they do nothing wrong. Not that when you do everything right would guarantee a success. But for those who did not perform well, sometime just one thing wrong can result unrecoverable mistakes. In business, it means lose tons of money, wasted energy and opportunity cost.
在WKI网站上，我们讲述了关于“小皮”的内容营销。当然作为一个通用的游戏规则，总是只有少数赢家。赢家之所以成为赢家，不是因为他们作对了什么，而是他们步步为营。当然这并不是说作对所有事情就能保证成功。但是对于那些商业成绩一般的来说，有时候只做错一件事就会有无法弥补的恶果。在商业上，那就意味着损失的金钱，时间和机会成本。
First of all, some basic statistics to define her as a winner
首先看一下一些定义她为赢家的数据:
July 2014,Nico Mama launched her We Chat Public Account, post first piece of article
2015
· March, team operation started
· April, article reading count stabilize at 100000+
· July, first group buying sold out within 2 hours
· August, first round angel investment
· December, round A financing received over RMB 10 million investment
2016
· July, subscriber (fans) number over 5 million, monthly sales over RMB 50 million
· November “11.11” delivery sales over 600,000 packages
2017
· January, round B financing received RMB 60 million investment
· April, We Chat account subscriber number over 100 million
· May, Nico Mama Academy launched
· August, Nico Mama APP launched
2018
· May, multi-media overall subscriber number over 15 million
· June, Nico Mama Early Education launched
· July, Nico Mama National Tour started
· September, round B+ financing received over RMB 100 million
· December, multi-media overall subscriber number over 20 million
2020
· June, “Almost Unicorn Company” by Hanghzou Government for company market value worth more than $100 million
· Monthly sales of its online sales platform GMV stable at RMB 60 million
· December, Nico Mama Li Danyang published her latest book “Your life should not make a concession for pregnancy”
六月，杭州市政府授予“准独角兽”企业称号，市值超过一亿美元的杭州企业。
台月销售额稳定在6000万人民币。
12月，“年糕妈妈”李丹阳初版了她的新籍《你的人生不该为怀孕让步》
The story sound familiar right? Successful business women had it all, put the whole family on stage actively update content on multi media platforms. Start with penetrating content, attracting fans, group buys, more fans, bigger investment, road trip to finally, a book. In her case several books.
这个故事听起来有些熟悉不是吗？商业上的成功女性拥有了一切，将整个家庭板上社交媒体平台日常更新。从深入人心的内容，吸引粉丝，团购，吸引更多粉丝，引入资本，路演，到最终出书。对于年糕妈妈来说，是一系列书籍。
And just like Little Freddie, the family make it with legitimate recognition and sound background.
正如小皮一样，这家人拥有过硬的背景和权威机构的认可。
Li Danyang, acquired a master degree in Clinical Medical from Zhejiang University in 2010, a solid medical background. Her husband, Lin Wei, current CEO of multiple companies under the wing of Nico Mama, met on campus, married after graduation. Mr. Lin resigned his position at P&G East China Supply Chain Director at 2015, officially became the CEO of Nico Mama, started their entrepreneurship as a Mother and Baby content marketing online sales platform.
李丹阳，在2010年获取了浙江大学医学院临床医学硕士。她和丈夫，林威，当前年糕妈妈旗下多家公司的总裁，是校园爱情修成正果。林先生在2015年辞去了宝洁华东地区供应链总监的职务，正式成为年糕妈妈的首席执行官，开启线上销售模块。
A pretty and smart mother figure with a solid medical degree, plus a father figure with professional knowledge on supply chain and FMCG, and a baby at the same age of the content on Multi Media Network, what a perfect image!
一位拥有过硬医学背景的美丽智慧的母亲形象，加上一位专业快消品供应链背景的父亲形象，再加上和年糕妈妈同龄的可爱宝宝日常出现在各大社交媒体平台，这家人的确塑造了完美形象！
While we all agree that a perfect image was never enough to make it especially when it comes to fan economy. Indeed, when you read into the well read articles on Nico Mama We Chat account, you can find mostly the content is valid, authentic, useful and medically correct with right reasoning and logic. You can always find valid reference by the end of the article. No wonder she is popular. She made boring and difficult medical dissertation and essays easy to understand, while with the emotional flow that simply help audience easily relay to.
当我们都认同完美形象是不足以让一切顺理成章的成功的，尤其在粉丝经济上。确实，当你阅读过年糕妈妈在微信公众号上的文章，你会发现内容是有效可信，有用，且从医学的角度上来说正确的，并且逻辑通畅的。你能轻松找到文后的参考文献。她如此受欢迎也不足为奇了。她使得枯燥且晦涩难懂的医学论文简单易读，并加以引人入胜的情感共鸣，使得读者可以轻松对号入座。
In fact， there are quite a few similar players in the market, Dinxiang Mama丁香妈妈, Miya蜜芽, all posting medical articles targeting new mothers who were overwhelmed by motherhood and refuse to fall into the superstitions that last generation mothers adopt. Their strategy is similar, giving useful information and practical advise, while compliment with group discount on purchasing relevant products.
事实上，同类型的市场竞争者并不少，比如丁香妈妈，蜜芽等，都会使用医学论文，目标群体同为年轻的新手妈妈， 他们拒绝陷入老一辈带娃的迷信，但是又被育儿这件事情搞的有些焦头烂额。他么的策略是相似的，给出有用的信息和可操作的建议，同时带有团购折扣来推销相关商品。
Normally when those accounts accumulated enough fans, or audience, they try to convert that into sales, of any kind. Some are group order of certain products, some are paid for view content, some are advertisement.
一般来说，当这些公众号累积了足够的粉丝，或者关注者，他们会将之转化为销售，任何形式都可尝试。一些用团购打折吸引客户，一些用付费知识作为卖点，当然更多的是通过卖广告位赚钱。
For Nico Mama, the multi media matrix is below
年糕妈妈的品牌微信矩阵如下
Nico Mama; Nico Mama Baby Food; Nico Mama Education; Play Time; Nico Mama Parenting Encyclopedia
All the fans number were upgraded. According to their website, the total fans were 19 millions.
所有的粉丝数量都有增加。根据他们的官方网站，总计粉丝数量为1900万
On Nico Mama website, there are many good names associates with top ranking medical and education background. Everything looks professional
你可以在网站上看到许多拥有顶级医疗、教育背景的大牌权威为其站台。一切看起来都很专业。
https://www.nicomama.com/
It is easy to tell that with good number of fans, there will be good amount of investment. For Nico Mama as a brand, it grow fast with massive investment. In order to boost investors’ confidence, and consumers’, to grow is its only way.
这是显而易见的，有众多的粉丝群，就能吸引大量资本的能力。年糕妈妈作为一个品牌，迅速发展得益于大量资本的介入。为了增加投资者以及消费者信心，持续增长是必取之路。
Judging from the current posts on Weibo, We Chat, Little Red Book, we can tell that the Nico Mama is actively postings updates. However, judging from the review, Weibo post is about once a day with video and some text, the comment is around 200-300. In Little Red Book, the viewing amount is less, not impressive at all. Most of the reviews and interaction are still We Chat based. It make sense, as Nico Mama started there with quality content.
从当前在微博，微信以及小红手等平台上的最新发布来看，我们可以看到年糕妈妈积极的日常更新。但是从评论量的角度来看，微博一天更新一次，带图片和视频以及文字，一般每条博文的评论量在200-300。小红书就更少了，完全不足以引起关注。大部分的评论和互动还是微信基础的。这也有道理，毕竟年糕妈妈就是借着微信上的高质量内容分享起家的。
Since 2015, in the next 5 years, Nico Mama published over 1500+ articles that were read by over 100,000 times, the highest reading one were read over million times.
自2015年起，在随后的5年内，年糕妈妈发布了超过1500篇阅读量10万+的文章，最高阅读量的文章超过百万。
The year of 2015 has been the starting point of We Chat official account booming. Nico Mama started at the right time and fortunately did everything right. Yet as a still private company, or a cluster of private companies, the data is from their own statements.
2015年是微信公众号开始井喷的一年。年糕妈妈踩对了起点，并借着东风做对了一切。但是作为一家，甚至是一系列的私有的企业，经营数据还是他们自己提供的。
Are there any bad reviews from disappoint fans with the products they sell? Sure. Some criticized the articles for plagiarism, some complained the products of bad quality, some questioned the supplier lack of credentials for baby milk powder, some claimed sever allergy caused by the products sold on its platform, some complained that fake products.
是否有粉丝对于平台上销售的产品有差评和投诉呢？当然。有人评论说文章涉及抄袭，有些抱怨产品质量差，有些质疑一部分奶粉供应商没有奶粉经销资质，有些说自家孩子使用产品严重过敏，有些说一部分是假冒产品。
Nevertheless, Nico Mama is facing the same problem any other online sales platforms. But with fans amount of tens of millions and investment of tens of millions, there are still opportunities to explore. The fact that investors are happy with the data in their financial report says a lot about the credibility of the data.
尽管如此，年糕妈妈面临的问题也是各大网上销售平台面对的。但是有着千万级别粉丝量，以及上亿融资，还有许多机会可以探索。事实上，投资者看到财务报表上的内容感到满意，也很大程度上说明了其财报数据的可信度。
As a new brand in China, the story we can learn is that content marketing works. And with the right combination, a good content equals good sales, at least a good way to enter the market.
作为进入中国的新品牌，能从这个故事中学到的重要一课是，内容营销是可行，且能成功的。而且当能有正确的组合，好的内容等于好的销量，至少是一条进入市场的好路。
Just like Little Freddie, started blogging with quality content, generating a buzz on social media, then online sales platforms, then offline channels. Nico Mama begun with quality article sharing new mothers’ concerns and viable responsible solutions, then exploring ways to transform the massive flow of fans into actual cash.
正如小皮，一开始用博客做内容营销，后在各个社交媒体中产生流量，再开始线上平台销售，随后进驻线下平台。年糕妈妈从高质量的内容分享作为起点，分享给焦虑的新手妈妈可靠负责的解决方案，然后探寻各种方式转化粉丝流量成为销售金额。
However it is not 2015 anymore, this is 2021. Building up fan base with quality content is viable but not that easy anymore. Each and every aspect of the market is moving content online, especially FMCG. Namely all the big brands build up an official account on We Chat, sometimes not to directly link to sales channel, just for a sake of existence.
然而，现在不再是2015年，如今是2021年。通过高质量的内容分享建立起粉丝群依然可行，但是不再那么容易了。各类市场的各类参与者都在积极的把内容上线，尤其是快速消费品的品牌。几乎所有的大公司大品牌都有各自的官方微信账号，有时候并不是为了直接放置购买链接，而仅仅是为了存在而存在。
Entry strategy is always a difficult choice especially with limited budget. China might have a big market with unlimited potential, it might just be another saying of unlimited asymmetric information.
进入市场的策略总归是一个艰难的选择，尤其是在有限的预算条件下。中国确实是一个很大的市场，且有巨大的不可限量的潜力，但是这也可以说是有不可限量的不对称信息。
Therefore it is only reasonable to start with a test. Either for long term development, or to simply test the water. WKI provide that test with good value at sensible cost. Contact us for detail.
正因如此，从试水开始是理性的选择。不论是为了长期发展，或仅仅试探市场。WKI提供价格合理的试水套餐。联系我们获取。
inquiry@wkichina.cn
Anna.chen@wkichina.cn
Reference: Nico Mama official website. Zheshang Magazine浙商. Shenzhen Business News Paper深圳都市报. South City News Paper南方都市报
English&Chinese: Anna
