With the opening up of the two-child policy and the upgrading of household consumption, confinement centers have ushered in a spring full of vitality, especially in the past two years, they have developed rapidly. Nowadays, as those born in the 80s and 90s enter the age of getting married and having children, the traditional confinement at home has changed. The younger generation believes more in scientific confinement, so confinement centers have emerged. After years of development, confinement centers have been recognized by consumers for their professionalism and systematicness, and more and more mothers choose to have confinement in confinement centers. As an emerging industry, confinement centers do not have relatively complete regulations and access systems from the national to local levels. Therefore, different confinement centers may have large differences in location environment, number of beds, and staff quality. At present, domestic confinement centers mainly include five business models: hotel service type, single-family campus type, community family type, hospital-affiliated type and Internet + confinement center. The specific connotations of these five business models are shown in the figure below: Although the business models of confinement centers are relatively complete, there are also some shortcomings: some confinement centers lack professional medical care technology, maternal and infant facilities, and do not have postpartum recovery, Infant intelligence development and other special services. As an entry point into the maternal and infant market, confinement centers have huge profits, attracting an influx of both insider and layman investors. However, only confinement centers with professional and scientific management can survive in this industry where benefits and risks coexist and benefit the general public. 1. Common problems in confinement centers Generally speaking, confinement centers serve the special group of mothers and newborns. The service time is generally within one month after the baby is born, and the consumption is one-time consumption. Confinement centers The center's service time for a single customer is short and does not have the characteristics of repeated consumption. Therefore, the frequency of developing new customers is high, resulting in a large investment in marketing and promotion in this industry. In addition to investing a lot of energy in early marketing and promotion, confinement centers also require that most of the customers who choose nursing institutions for confinement belong to working-class and white-collar families with stable incomes and good economic conditions. Therefore, the quality of the hardware facilities of the nursing institutions is of great importance. Customer choices have a certain impact. Hardware facilities not only refer to decoration, but also include environment, transportation, supporting living facilities, distance from medical institutions, etc. It also includes some equipment required for professional services, such as postpartum recovery equipment, baby swimming pools and even cribs. wait. Therefore, the initial operation investment of confinement centers is too large. Market Current O2O Platform: An Internet+ platform in the housekeeping industry. Among them, confinement nanny and childcare nanny are a key project of this platform model, which diverts traffic to individual confinement nanny or traditional housekeeping companies. Features: Decentralization, enhanced information circulation rate, pursuit of user scale, but unable to control the service quality of confinement nanny and intermediary services. Traditional housekeeping companies: Currently they are decentralized and have no monopoly giants. They mainly focus on confinement nanny services, confinement nanny training, investment and franchising and other models. Confinement centers: This type is generally aimed at the high-end maternal and infant care market, mainly focusing on some professional confinement clubs and high-end maternal and infant hospitals. Problems in the confinement nanny industry: asymmetric information, high mobility of confinement nanny, low quality, older age, opaque prices, and service quality that needs to be improved. A good confinement nanny and a brand housekeeping company with a good reputation can gain more market share. Because the essence of the confinement nanny industry lies in the high-quality services provided by the aunties. “Those who have good aunties win the world.” 2. Analysis of the crowd involved in the confinement center. Since the profit model of the housekeeping company comes from the confinement nanny service provided to the users and the training fees of the confinement nanny itself, there are two types of people, one is the pregnant women and the other is the confinement nanny aunts. . (Skip the investment and franchising category.) It can be seen from the search index that August, September, and October are the peak periods. This may be related to the peak period of maternal childbirth and the fact that most confinement nuns go home early for the New Year in the second half of the year, especially at the end of the year. It has a certain relationship with the labor shortage, so we need to increase our promotion efforts during these months. From a geographical point of view, it is basically consistent with the areas where Internet users are active. It is also in the first-tier cities of Beijing, Shanghai, Guangzhou and Shenzhen and some strong second-tier cities. Even if branches are set up in some fourth- and fifth-tier cities, especially for confinement nanny training, it does not make sense to promote the business online. big. For confinement sisters, they are older and have lower education levels. This is also a current situation in the housekeeping industry. Therefore, they are not very proficient in using the Internet. They may rely more on offline advertising, even if they search for information online, It should also lean more towards the mobile terminal. The same goes for pregnant women. Their special physique and special period (radiation from the PC during confinement) should be taken into consideration.

Confinement nanny: Gender: Female Age: 30-50 years old Education level: Primary school to junior high school Region: Mainly migrant workers from first- and second-tier cities, no special skills. Potential groups: Transferring low-service groups such as caregivers, cleaners, and cleaners. Internet habits: I am not very proficient in Internet applications, considering the popularity of WeChat among middle-aged women. Maternity: Gender: Female Age: 22-30 years old Education level: College/Bachelor degree or above Income: The family monthly income is relatively high, female is a full-time white-collar worker. Region: First- and second-tier cities Internet habits: Proficient, usually visit parenting communities or websites, fashion and beauty websites, etc. 3. Online marketing and operation solutions for confinement centers. Currently, the marketing and promotion of confinement centers mainly includes four modes: medical channels, online channels, merchant cooperation channels, and word-of-mouth. Today we will mainly talk about the "Confinement Center Online Marketing Agency Operation Solution". The new media operation team of Tengde Technology found that recently the company has received more and more customers from confinement centers, and it feels that "confinement centers" will be the next rising industry, so the author wants to be here to give those who want to do and the future Companies that want to do "confinement center online marketing agency operation" can provide some solutions. The construction of an official website for a marketing-type website construction company should not only be successful, but more importantly, it should be found, discovered, and trusted by others, and finally converted into a deal (if your company has already built a website, but the website is beautiful and attractive to people) The trust level is not good, it is recommended to redo it directly). Therefore, the ideas and technologies used in the website we built are all based on these points. ① Is this website suitable for search engine optimization (seo) and can it be discovered by users who need it on Baidu, Sogou, and 360? Therefore, in the process of website construction, we will integrate search engine optimization and SEO related technologies, and at the same time do more optimization on the website interface effect and copywriting. ② After users of this website come, can they trust us instead of turning it off after reading it and thinking it is not good? If the conversion rate is not good, it will be useless for people to come. ③ The website program must be written as: computer + mobile phone + IPAD + WeChat and other multi-terminal compatible, because now more young people born in the 80s and 90s use mobile phones, so each terminal must be considered when building the website. Estimated website construction costs: starting from 5,000 yuan, including: domain name application in the first year of the website, domain name real-name certification, website filing, cloud server rental in the first year, website construction, copywriting optimization, initial website content entry, and mobile version website construction, which is one year. After-sales technical support services. Search diversion service website optimization is the most basic service to improve the effect of online marketing and the return on investment of online marketing. It is a promotion method that relies on natural ranking to obtain precise traffic from various search engines. Regardless of any other online promotion products we use now or in the future, website optimization SEO is irreplaceable. Optimizing SEO has become one of the standard configurations of online marketing. Advantages of website optimization over traditional bidding: ① Annual payment, high return on investment. Optimization adopts annual service. No matter how many clicks a customer generates in a year, the promotion cost is the same. ② The effect is value-added. The effect of optimization will increase with time. In the long run, the return on investment of optimization is higher than that of any online marketing product. Bidding is like smoking. Once you use it, you can't stop it. Once you stop it, it will have no effect. ③The effect of optimization will be reflected on multiple search engines, such as: Baidu, 360, Sogou, etc., while bidding will only be effective on one search engine. If you want to be effective on multiple search engines, you need to increase multiple budgets. . ④ Since the bidding model has been exposed by CCTV many times, there is now a new trend. Some netizens believe that websites with high natural rankings have higher credibility. Our optimization method: ① Increase the weight of the website so that the content pages of the website will also receive a relatively high ranking, and rely on a large number of long-tail keywords to obtain traffic. ② Improve the internal structure of the website, optimize the internal links of the website itself, and carry out technical transformation of the website that is beneficial to SEO. ③ Content optimization, improve the quality of website content, and use some technical means to make search engines think that the website content is original and of high quality. ④ Website external link optimization, search engines will think that when there are a large number of high-quality websites with export links pointing to the target site, then this target site is more important and of high quality, so we will build external links to the website. ⑤Other optimization, search engines will think that when a large number of articles on the Internet are reprinted from a certain target website, the reprinted target website is more important and excellent. We will also do some work in this area.

Achieve the following effects: ① More pages are included by search engines; ② The update date of each search engine snapshot is getting shorter and shorter; ③ More keywords will be retrieved by search engines; ④ The traffic accessed from various search engines continues to increase . Search engine optimization service fee calculation: starting from 20,000 yuan/year. Soft article writing and publishing service websites, WeChat public platforms, third-party classified information websites, news website soft article publishing, etc. all need some content materials. Good original content is what we have on the Internet. It is an important means to enhance word-of-mouth, reputation and brand building. We at Tengde Technology can provide original soft article writing services, and write systematically according to the central idea of ????pre-planning. Publish users' soft-text information through cooperative platforms, including secondary sub-channels of large portals NetEase, Sohu, Sina, Tencent, China.com, China.com, etc. and other local, industry news sites. To achieve the effect, search engines such as Baidu search for our brand name and achieve multiple positive publicity coverage. Estimated service fee: starting from 800 yuan/article (promoted to 2 mainstream news websites at the same time) WeChat public platform construction and agency operation Nowadays, many users obtain information through mobile phones. By integrating the mobile website with the WeChat public platform, users can use WeChat at any time Finding and visiting our mobile website can also make it easier for users to forward our advertising (software) information to Moments and WeChat groups, speeding up the dissemination of advertising information. Publish information 4 times a month, 2 to 4 pieces of information each time, pseudo-original or original high-quality articles, to achieve the purpose of improving conversions. Estimated operating expenses for WeChat public agents: starting from 1,800 yuan/month Dianping Meituan agent operation and Xiaohongshu paid promotion Meituan: store infrastructure construction, comprehensive store diagnosis, picture design, video optimization, event planning, mobile event planning and Implementation, Q&A optimization, collection increase, store operation, exposure increase, conversion increase, traffic increase, data analysis, advertising agency, promotion activities, group order optimization, evaluation increase, sales increase, home page exposure posts, word-of-mouth and negative reviews Management and control, customer resource management (lead management), marketing material production, and monthly free online and offline marketing materials (such as WeChat posters, roll-up banners, etc.). Dianping.com Meituan agent operation cost estimate: starting from 4,000 yuan/month Douyin Weibo Xiaohongshu agent operation Douyin: According to the actual situation of the company, arrange directors and pre-production teams to go to the company to shoot commercials, promotional videos, documentaries, etc. Professional video, arrange for experts to visit the store and shoot grass planting videos, the fee will be negotiated based on the actual situation. Weibo: 1 set of Weibo layout design, 1 Weibo strategic positioning, 30 original Weibo posts (monthly), 10 hot creative posters (monthly), 40 reposted Weibo posts, 3 monthly reports, exclusive New media butler guided service, copyrighted pictures (an additional charge of 500 yuan), estimated: quarterly fan increase rate starts at 5%, reading growth starts at 5%, fees are negotiated based on actual conditions. Xiaohongshu: Xiaohongshu entry, Xiaohongshu store operation, celebrity KOL promotion, celebrity linkage to dominate the screen, celebrity planting evaluation, celebrity live broadcast delivery, the cost is negotiated based on the actual situation. Summary: If your confinement center just wants to try Internet marketing on impulse: you see that your peers are doing Internet marketing, and you see that your competitors are doing well, you also want to try Internet marketing on impulse. If this is the case for the company, the new media operation team of Tende Technology believes that this is very dangerous. It is likely that the company will not continue to work for a month or two, and then the initial investment will be completely wasted. Enterprises are unwilling to pay the cost of time and capital: everything costs money, either more time and less money, or more money and less time. If you don’t want to invest in the early stage, it will be difficult to engage in Internet marketing. As for how many fans you can get with zero budget investment as mentioned on the Internet, it’s not up to you to deceive you. Nowadays, most confinement programs start from the post-90s generation. It is necessary to understand the user habits of the post-90s generation on the Internet. In the future, online marketing of confinement centers will be the trend, and TV media will decline. The confinement center will have an endless supply of customers by doing the above Internet channels well. So what are you waiting for? Come to Tengde Technology for online agency operation. Tengde Technology is one-stop online agency operation, and the marketing effect is visible. Tende Technology is a service provider focusing on overall traffic solutions, providing individuals and enterprises with 5G new media system operation solutions of "short video + live broadcast + community operation + offline experience"! The company's business covers Douyin, Kuaishou, Video Account and other system training and corporate customized internal training, personal IP incubation, corporate new media operation consulting, corporate matrix account layout planning, business model design, new media division establishment and team incubation, etc.

Tende Technology provides brand companies and retailers with professional one-stop smart marketing solutions including marketing services, IT services, customer services and agency operation services. It has more than ten years of experience in the Internet e-commerce industry, thousands of successful cases, accurate data and practical cases in multiple industries. Established in-depth cooperative relationships with Alibaba, Tencent, and ByteDance. We have been focusing on providing brand customers with a full set of e-commerce services, including IT solutions, store operation services, Tmall agent operations, JD agent operations, Pinduoduo agents operations, marketing planning, big data marketing services, customer service services, live broadcast room operations, agency operation services and omni-channel services. Hubei Tengde Information Technology Co., Ltd. has been committed to building a high-quality, high-capacity, and highly professional iron army team, doing sales with a service mentality, sincerely serving customers' needs, providing innovative services, and helping customers succeed. Making e-commerce simpler and making business smarter is Tende Technology's corporate mission. Promoting the digital and intelligent transformation and upgrading of China's small and medium-sized enterprises and making operations simpler is what Tende Technology has been doing. Tengde Technology Live E-commerce New City is based on the prime location of the city, the West Bridgehead of Wuhan, close to the two north-south transportation arteries, surrounded by logistics parks, and came into being due to the unique first-mover advantage. It has a live broadcast e-commerce operation base, a live broadcast e-commerce training academy, an e-commerce anchor incubation base, a live broadcast e-commerce supply chain base, a live broadcast e-commerce comprehensive service center, a short video shooting and production base, a live broadcast e-commerce application incubation base, and regional e-commerce. There are ten functional areas: public service center, cloud warehouse logistics express transfer area and live broadcast e-commerce talent apartment. Xincheng relies on the People's Automobile City, uses live streaming e-commerce as the carrier, integrates the online celebrity live streaming e-commerce supply chain, integrates supply chain manufacturers, MCN organizations, e-commerce platforms, live streaming platforms, service providers, anchors and other resources to form anchors, products, merchants The seamless connection breaks the pain points of traditional live streaming bases with single services, single supply chains, and difficulty in product selection, and provides new ideas for traditional commercial complexes to achieve transformation and upgrading, multi-category live streaming, and integrated online and offline development. Based on the integration of industry resources and model innovation, Tende Technology People's Xingu Live E-commerce New City will provide settled enterprises with short video live e-commerce training and coaching, traditional e-commerce training and coaching, photography design, short video shooting and production, and e-commerce resource docking. Services, live broadcast e-commerce supply chain services, warehousing logistics express services, e-commerce corporate secretarial services, technological innovation services and other one-stop, low-cost, full-chain live broadcast e-commerce supporting services. Live streaming e-commerce has become a "new hot spot" for online consumption and a new model linking people, goods and places. As China accelerates the commercialization of 5G, live streaming e-commerce will further unleash the imagination of people. In order to actively promote the new economy of Caidian District and build an e-commerce demonstration enterprise and demonstration base in Central China. Taking the People's Automobile City as the carrier and Hubei Tengde Information Technology Co., Ltd. as the third-party professional e-commerce operation agency, we strive to build the People's Xingu Live E-commerce New City. In the future, it will target e-commerce demonstration enterprises and demonstration bases in Central China. It also promotes enterprise transformation and upgrading, online and offline sales promotion, etc. from Taobao, Tmall, JD.com, Pinduoduo, Douyin, Kuaishou, social e-commerce, etc., and promotes the overall e-commerce development of Caidian District. The e-commerce company service center covers an area of ??2,600 square meters, covering supply chain exhibition hall, exclusive photo studio, e-commerce live broadcast room, conference room, maker space, exclusive workstations, anchor incubation, 5G studio, Business School etc. Based on this e-commerce company service center, it will play its due value for the development of e-commerce in the region, the promotion of agricultural and sideline products, tourism e-commerce, and e-commerce talent building. Provide strong support and guarantee for enterprises in product research and development, production, operation and technical services in Internet-related fields such as economic "Internet +", e-commerce, information services, etc., forming "government guidance, social operation, platform participation, and one-stop service" ecosystem.