---
title: "Kangaroo Mommy CMO Wu Tunying: Abandon Short-Term Traffic Harvesting, Embrace Long-Termism in Livestream E-Commerce"
description: "Kangaroo Mommy CMO Wu Tunying shares insights from her experience leading livestream e-commerce for two brands, including the late-starting Kangaroo Mommy, emphasizing the importance of long-term strategy over short-term traffic harvesting. She details how brands can leverage platform characteristics, build sustainable self-broadcasting operations, and innovate to achieve lasting success in the livestream channel."
author: "伍屯颖"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2021-10-13"
language: "en"
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# Kangaroo Mommy CMO Wu Tunying: Abandon Short-Term Traffic Harvesting, Embrace Long-Termism in Livestream E-Commerce

> Kangaroo Mommy CMO Wu Tunying shares insights from her experience leading livestream e-commerce for two brands, including the late-starting Kangaroo Mommy, emphasizing the importance of long-term strategy over short-term traffic harvesting. She details how brands can leverage platform characteristics, build sustainable self-broadcasting operations, and innovate to achieve lasting success in the livestream channel.

Hello everyone, I am Wu Tunying, CMO of Kangaroo Mommy. In the livestream arena, I have personally led two brands: Adolph, a highly successful brand that I'm sure many of you are familiar with, and Kangaroo Mommy, which started relatively late in livestreaming and had no first-mover advantage.
But it is precisely this comeback battle of a latecomer brand, and the strategic thinking and practical operations involved, that may offer more valuable reference for you.
△ Kangaroo Mommy CMO Wu Tunying
Combining these two cases, I'd like to share with you some thoughts on **brands in the livestream e-commerce field.**
Adolph began building its livestream team in 2019, going from zero to one, and by 2020 achieved over 400 million RMB in GMV on the livestream track.
In 2020, it ranked second on Douyin's bestseller list, which covers all categories including apparel, snacks, flowers, etc. As a hair care brand in a very niche category, reaching second place on the bestseller list and holding that position for 24 days is truly remarkable.
In terms of ROI, we achieved three times the industry average. Many brands say they lose money on livestreaming. If your ROI isn't good, maybe your approach is wrong.
The other brand is Kangaroo Mommy, which I joined in July. Previously, the ROI was mediocre and GMV had hit some bottlenecks. In just two months, leveraging my past experience and hands-on exploration, I directly increased ROI by 20% and GMV by 50%.
Next, I want to share some insights on the livestream track, with the theme **"Adhering to Long-Termism in a Super Traffic Arena."**
**How Should Brands Rationally Assess the Value of Livestreaming?**
Since we're presenting the Kangaroo Mommy case, let me briefly introduce the company. Founded in 2012, over 9 years it has grown to over 50,000 square meters of factory space, 3 R&D bases, and a 30,000-acre contracted wheat field in Australia dedicated to sourcing raw materials for Kangaroo Mommy's core products.
In its second year on the market, Kangaroo Mommy began leading the maternal care segment and has remained the champion for 7 consecutive years, currently with a scale exceeding 1 billion RMB.
Although it entered the livestream track relatively late, it has deep experience in e-commerce channels and very strong operational organizational capabilities. This is the background before Kangaroo Mommy entered the livestream e-commerce arena.
Regarding the livestream e-commerce track, how should we first rationally and objectively assess its value? Recently, I saw a set of data I'd like to share: **In 2020, over 50% of internet users made at least one purchase through livestream e-commerce each month. Even more surprisingly, 43% prefer livestream e-commerce, while 35% prefer traditional e-commerce.**
Put yourself in the consumer's shoes. For example, if a woman is buying clothes, would she prefer to look at images and text, or watch a young woman try on the clothes and share her feelings about the material and details? Undoubtedly, livestreaming wins.
Current livestreams also feature various fun and creative formats, offering richer and more engaging displays. More importantly, the underlying logic of livestreaming—the supply chain logic—offers higher cost-performance. You get genuine, quality products at lower prices than usual.
**Therefore, livestream e-commerce is an unstoppable trend, and research and practice must be put on the agenda.**
Let's look at another set of data: In 2020, China's livestream e-commerce market exceeded 1.2 trillion RMB, with an annual growth rate of 197%. The average annual compound growth rate is expected to be 58.3% over the next three years. According to iiMedia Research forecasts, the livestream e-commerce market will exceed 4.9 trillion RMB by 2023.
How can we abandon a 4.9 trillion RMB market? How can we give up a channel growing at double-digit rates?
Looking at consumer purchase reasons: first is price, second is variety, third is convenience, and fourth is liking the host. The phenomenon of liking hosts is more pronounced on Kuaishou.
**Currently, livestream e-commerce has entered a development stage characterized by "branding, normalization, and standardization." In 2022, livestream viewing users reached 660 million, with e-commerce livestreams accounting for 60.8% and entertainment livestreams 57.1%.**
Therefore, my conclusion on the livestream track is: **For brands, livestreaming is not an option but a mandatory question.**
Of course, many brands know they must do it, but they don't know how. They can't find the right people, and talent is expensive. A host with just a vocational school diploma might demand a salary of 20,000 RMB.
A traffic driver, who may not have high education, might ask for 30,000 RMB simply because they have experience. When working with influencers, slot fees are high and there's a risk of failure—you might pay 100,000 RMB for a slot and not even sell 30,000 RMB worth of goods. Such situations are common.
Facing these challenges, I think we should first think from the perspective of the livestream e-commerce platforms themselves. Why aren't we doing well?
First, you need to understand the two major livestream e-commerce platforms, Kuaishou and Douyin. They have very obvious differences.
**Douyin is algorithm-driven, based on interest recommendations.** Its video recommendation logic primarily follows interest. For example, if an account has 1 million followers on Douyin, its videos won't be pushed to all followers; only about 10% might see the push.
**In contrast, Kuaishou is trust-based e-commerce.** If an account has 1 million followers, maybe 30%-40% will receive video recommendations. The underlying recommendation logic of the two platforms is completely different. On Douyin, branded livestreams work well, but on Kuaishou, persona-driven livestreams may be more popular.
**Kuaishou's fair and inclusive traffic distribution principle is more favorable for the growth of small and medium brands, but Kuaishou is also beginning to focus on supporting brand merchants. Douyin has always strongly supported brand livestreams. Therefore, you need to make two different plans for the two platforms, with different investment approaches and corresponding organizational planning. To do well in livestreaming, you must first understand platform characteristics to make precise plans and investments.**
**How Can Brands Break Through?**
When deploying livestream e-commerce, **Kangaroo Mommy was unified from top to bottom that we must seize this channel, with the entire company going all in. I don't recommend brands that aren't prepared for long-term battle to just test the waters speculatively—hiring a couple of people and trying it out. It's hard to achieve good results that way.**
If you're not fully prepared, you're likely to fail, and when you fail, you might draw the wrong conclusion: the livestream track doesn't work, you can't make money, so let's not do it. This can affect your future layout and skew your entire strategic direction.
Previously, Kangaroo Mommy excelled in traditional e-commerce, possessing strong e-commerce channel operational capabilities. I believe many brands are capable in e-commerce operations. With that operational DNA, as long as you genuinely commit to doing livestreaming well, it's not difficult.
What breakthrough strategies should brands adopt at different stages? **Should you start with self-broadcasting or influencer broadcasting? Or should you focus on brand content first? You need systematic planning.**
In fact, livestream marketing has a closed loop, including three main components: influencer livestreams, content, and store broadcasts.
Influencer livestreams can quickly build awareness, brand content can capture consumer mindshare, and store broadcasts can accumulate your audience assets. The followers you gain are highly targeted, with high repurchase rates and effective conversions—they are valuable traffic.
When entering the market initially, if a brand doesn't yet have the capability to build its own self-broadcast team, it can first find influencers to make an entry.
**Leverage influencer resources to establish platform visibility and sales performance. Different influencers can expand into different audiences. You can try working with top influencers to break out of your niche.**
For example, recommendations from Li Jiaqi or Viya can provide endorsement for your brand, while also driving strong GMV conversion, helping the brand quickly break through.
**Leveraging platform IP marketing campaigns can trigger explosive sales growth.** Previously, Adolph used Douyin's "Good Products Festival" to directly reach second place on the bestseller list, and it also had a long-tail effect. Each month, over 10,000 influencers carry our products.
**Collaborate with official platforms to build strong influence.** During the recent Douyin 818 and back-to-school events, Kangaroo Mommy's pregnancy care sets achieved first place in the maternal care category, which is quite remarkable (since maternal wear is a market several times larger than maternal skincare).
**The key to "long-term effectiveness" in livestreaming is merchant self-broadcasting. Self-broadcasting is the foundation for maintaining daily sales.**
Influencer livestream sessions are not guaranteed, sales are unstable, and there are high commissions and slot fees. But brand merchant self-broadcasts are long-term, with steady daily sales and little fluctuation. Annual sales can be predicted.
Moreover, with normalized self-broadcasting, costs are controllable. It's not like an influencer charging you 100,000 RMB for a slot one day and 500,000 RMB the next, with the power in their hands. With self-broadcasting, control is basically in the brand's hands, sales are stable, and the focus is on continuous optimization.
Many people ask how to increase self-broadcast sales. In fact, there are many methods, including the design of the livestream backdrop, host training, optimizing host scripts, and refining product selection and matching. There are many details and methods, but all require step-by-step optimization.
Another crucial point is to always review and analyze. After each day, you must do a retrospective. If a short video performs well, why did it perform well? We need to look at several metrics: click-through rate, conversion rate, completion rate, and ROI.
**If the click-through rate is high, maybe you did something right in the first three seconds; if the conversion rate is high, maybe you did something right in product persuasion; if the completion rate is high, maybe the overall pacing was right. Every video and every livestream should be reviewed. By continuously reviewing, your capabilities can improve rapidly.**
It's like students constantly doing practice problems—correcting mistakes and improving a little each day will eventually lead to better performance.
**How Can Brands Avoid Being a Flash in the Pan in Livestream E-Commerce?**
How can brands avoid being a flash in the pan in livestream e-commerce and achieve long-term operations? I think the core lies in several dimensions. One is realizing the monetization of content value. The cost of attracting traffic through content is the lowest. Don't just judge whether content looks good; the key is to understand the platform's logic.
What kind of content gets you into the advertising pool, and what content gets you into the content pool? Only with more free traffic can you achieve good content conversion. You must optimize the user consumption experience and accumulate the merchant's audience assets.
For example, on Kuaishou, you might need to think about how to quickly grow followers. **To build a long-term operational base, the entire company—from the boss to the team—must have a long-term mindset. You can't just try it for a while, see if it works, and retreat if it doesn't. That kind of attitude won't lead to success.**
Let's look at how Kangaroo Mommy does it. Pregnancy skincare is actually a very niche category. The influencers you find have broad consumer bases. But selling a pregnancy-specific product is very narrow; sales won't be high, which affects GMV, and influencers won't be willing to take it on.
In self-broadcasting, consumers might buy a set and never repurchase. Because pregnancy only lasts so long—from the third month of pregnancy to before delivery, that's only about six or seven months. The cycle is short. Brands need to constantly acquire new customers.
When you think your brand is facing difficulties, other brands are also struggling. Pregnancy skincare has strong time sensitivity, short repurchase cycles, narrow recommendation audiences, and is hard to spread virally. These are particularly difficult problems.
How do we handle it? **First, we must precisely target our audience. Based on that targeting, we do seeding, and then we create high-quality content for seeding.** Although it may seem like just a few words, we continuously refine and optimize around these principles. We select products that can become bestsellers, and finally, we cultivate followers and encourage repurchases.
Through continuous effort, during the 8.18 Douyin promotion, Kangaroo Mommy's pregnancy care set became the number one bestseller, which was quite an achievement. On Kuaishou, Kangaroo Mommy also ranked first in the maternal and baby skincare category. What I want to emphasize is: **Long-term brand self-broadcasting is something every brand must be determined to do.**
The professionalization of merchant self-broadcast systems—from building the self-broadcast team, to setting up matrix accounts, to the refinement of self-broadcast operations and the assurance of the product supply chain—every link needs optimization. These are the concerns for long-term self-broadcasting.
Beyond seeking incremental growth in livestream e-commerce, Kangaroo Mommy has another perspective on the value of livestreaming: brands should accumulate user assets, build consumer mindshare, and use it as a brand promotion platform.
Through continuous self-broadcasting, consumers' impressions of the brand deepen. The first time they see it, they don't buy; the second time, they don't buy; but the third time, they might very well make a purchase.
**Brands should deepen services and maintain user relationships. Customer complaints must be handled promptly—this is a very important point.**
Additionally, mature brands entering Douyin often tend to go all out with high-profile spending based on their brand awareness and financial strength, without adequate preparation.
Later, they find that while they might scale up quickly in the early stages, profit returns in the later stages are very thin, and they often can't outperform new consumer brands. This creates a vicious cycle, and the company loses confidence and lacks resources for long-term investment. This is an approach I don't recommend.
Furthermore, building a matrix is also a very effective method. In fact, one account may not be able to execute all actions. For example, Kangaroo Mommy has skincare and cosmetics, among other products.
Looking at June data, Kangaroo Mommy skincare products might account for 37% on Tmall, and cosmetics 47%. **But the two categories may not be suitable for livestreaming in the same store, as it would affect audience tagging. Under Kangaroo Mommy's main brand account, we have 4 livestream accounts bound.**
Regarding motivating team members, especially hosts who are very young and impulsive:
**How to ignite their fighting spirit to actively learn and achieve goals is very important. If you don't inspire them, they will really just coast.**
A good host, we've calculated, can produce three times the output per hour of an average host. Just think about how much ROI would differ.
Regarding host selection, some hosts are lively and confident, while others are friend-type or sales-type.
I allow hosts to have their own personalities, but regardless of type, they must professionally articulate product features and must have genuine respect and care for consumers. We're a pregnancy brand, so we need to invest a lot of thought into consumers. This is something that must be aligned with the hosts.
**How Should Brands Handle Difficulties and Bottlenecks?**
How should brands handle local difficulties and bottlenecks? As I mentioned, Kangaroo Mommy's audience is very narrow, influencer choices are limited, and maternal and baby influencers don't have strong sales capabilities. But we still have to do it. What do we do? Our logic is to **deeply explore product selling points and extend the audience range.**
Kangaroo Mommy has a characteristic: its products place a high emphasis on safety.
After deeply understanding the product, we found that Kangaroo Mommy's raw material selection is extremely strict. Normal cosmetics have over 10,000 raw materials to choose from, but Kangaroo Mommy might only have about 400 extremely safe options.
Beyond material selection, formula testing is also very rigorous. Products have passed top global safety certifications like SGS, and Meili Xiuxing shows all ingredients are green.
There are also very strict small fish embryo tests called "Little Fish Personal Test"; and chicken embryo tests: in the lab, we hatch chicken eggs for three days, peel the embryo to see its blood vessels, and drip our product solution diluted on the vessels. Only after passing sensitivity tests will the product be released to the market.
Products made this way as "pregnancy-specific" are far more reliable than products on the market that claim to be "safe for pregnant women." Such products allow us to deliver an ultimate product experience to consumers.
Earlier I mentioned why we took first place in the 818 livestream festival. We also did an innovative practice: since the lab is so impressive, why not livestream from the lab? Nothing else changed; we just moved the livestream venue to the lab. That day, GMV doubled and ROI increased by 20%. It's a great example of innovative practice.
When communicating with influencers, initially they thought the products would be hard to sell. But when we explained how safe the products are and how anti-sensitive, the influencers strongly agreed. They believed that such safe products would definitely work for users with sensitive skin.
Given the rigorous testing these products undergo, sensitive skin users will definitely be fine. So sales were good. Don't compare the numbers to big beauty brands; for a niche maternal and baby channel, this volume is already quite impressive.
In conclusion, **when deploying livestream e-commerce, we must not enter with a mindset of harvesting short-term traffic, but rather with a long-term operational mindset. We can't just go all out with high-profile spending. We must look at overall efficiency, control ROI, and optimize every link before investing real money.**
In strategy, be bold in innovation. Your livestream scenes, scripts, and methods all need new twists. Only then can you improve ROI and achieve better livestream performance.
Finally, **maintain a humble attitude toward users. Respect and care for them, and they will become long-term users and influence those around them with good word-of-mouth.**
That's the sharing from Kangaroo Mommy. I hope it provides some inspiration. Thank you!
_Note: This article is from a keynote speech by Ms. Wu Tunying, CMO of Kangaroo Mommy, at the 2021 (4th) China FMCG Conference, organized and published after her review and authorization._
_Click **Read Original** to see more highlights from the 2021 (4th) China FMCG Conference..._
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