This is not just her concern. In fact, countless novice parents always hope that the products will be more scientific and safer when facing their children's problems, but the existing products will always have such troubles. For example, ordinary colored mud contains chemical raw materials, which is at risk of eating by mistake, while colored mud made of wheat flour in the market has potential gluten allergy.
"Why is colored mud not safe enough to eat?" Ken, the product designer of Babycare, always feels that if maternal and infant brands can't put themselves in the shoes of parents and children and experience all kinds of irrationality, then they can't design products that really meet the needs of consumers. He and his team used rice as raw material, without any taste, and redesigned colored mud. In order to ensure safety, he even tried this product himself before it went on the market.
Not only unsafe colored mud, too thin wet wipes, labor-saving suspenders, ugly moon clothes, cribs with the risk of emitting formaldehyde … all increase the anxiety of novice parents invisibly. If the previous generation of parents took too many detours in parenting, then the new generation of parents are experiencing some changes-with the upgrading of consumption and the scientific and refined concept of parenting, they are more inclined to choose maternal and child products that are safe and comfortable, aesthetic and design, and even spiritual.
When the new consumption wave entered the second half, the traffic began to recede, and long-term activists who insisted on product strength and values highlighted greater value at this time-Babycare, which insisted on innovation in all kinds of "irrationality", was one of them.
The core of interpreting the brand slogan "Redesign for Love" of Babycare is to return to the original point, examine all the irrationality in parenting life, break the routine and tradition, and redesign every product with the heart of parents. Its underlying logic is the core strategy to lead Babycare to become the "invisible champion" of the new maternal and child consumption industry in just eight years: C2B2M.
Different from the traditional B2C model of selling goods from the supply chain, Babycare chooses to make proposals around users. Dare to think and innovate, put forward the solution of "10 times better" with the design concept of "being unreasonable", and rely on the connection ability of global high-quality supply chain to realize the landing of products. This user-oriented business strategy has made Babycare naturally close to users since its birth, and it has a distinct "juvenile spirit". Dare to challenge industry stereotypes, dare to break the inherent design, and dare to subvert themselves.
If the success of any brand can't be separated from the opportunity of the times, then the birth of Babycare just happened to catch up with the rapid development and mature transition period of China's maternal and child industry.
Benefiting from the development of the Internet industry, e-commerce channels are constantly emerging, online maternal and child platforms are developing rapidly, offline maternal and child chain branding is accelerating, and maternal and child categories are gradually expanding. The mainstream consumers have changed from the post-80s to the post-90s, and the willingness to consume maternal and child products is high, and the unit price of customers has increased. Commodities are gradually specialized, design is independent, and consumer demand is diversified.
"Haitao" has become the same memory of the times. Whether it is milk powder, baby carriages, suspenders or bottles, many parents are willing to buy overseas imported products for their children.
Domestic brands can't meet the demand and Haitao can't really solve the problem. Needless to say, this product is not specially designed for China consumers.
Like a baby carrier. Babycare studied the sitting posture of 500 babies in the suspender process, and found that the traditional suspender stool is too narrow, which is easy to cause the baby's hip dysplasia, and parents are prone to backache for a long time. At the same time, the waist stool is heavy and uncomfortable for a long time. The price of domestic suspenders is mostly in the range of several hundred yuan, but the unreasonable design is even more chicken ribs; Even thousands of dollars of products imported by Haitao will not be comparable to the Chinese figure.
Based on this understanding, Babycare introduced the first strap, which widened the surface of the stool. Once this product with high value and meeting the design needs of Chinese people came out, it became an explosion in the double 1 1 that year, helping the brand to tear a hole in the fiercely competitive maternal and child market.
What's even more rare is that Babycare's strap has been iteratively upgraded 9 times in 8 years and obtained 27 patents. The new product, which will be launched in April 2022, has been specially designed in the aspects of "single operation" and mother-friendliness of caesarean section, especially in the vest-style integrated design, and all adjustments can be operated in front of the body. L-shaped hyperboloid waist stool can scientifically disperse abdominal pressure and improve the comfort of the wearer.
Many people don't know that Babycare has done a "crazy" thing for the strap. As a kind of textile, sling has an inevitable problem-thread. The small thread is inconspicuous, but it may be a big hidden danger to the baby's safety. Can you make a tape without thread? Babycare decided to try it. Unexpectedly, a factory was built for this attempt. Don't underestimate this thread problem. It is a luxury standard in the industry to sew a part continuously with one thread. No factory wants to make a watchband with luxurious standards, so Babycare decided to make it herself.
From the business logic, it is difficult for us to understand the persistence of this anti-productivity of Babycare. But from another angle, starting from their values of "making products with parents' hearts", everything is logical.
As a durable product, suspenders give Babycare a solid foothold, and the development of wet wipes means that Babycare has extended its product line to FMCG and touched more consumers.
Many parents will probably complain about baby wipes in the market in the past: thin, perishable and small. It often takes three or four Zhang Cai in a row, and Zhang Zhang "has a strong paper back"; Even a few pieces are pulled into a lump, and as a result, you can't hold the baby in one hand and wipe it with a wet towel in the other. Only two people can finish it, which may make the table messy.
Such products are also built in the environment of excessive pursuit of "unit price". Under the competition of price war, in order to save costs, many brands make wet wipes thinner and thinner.
Babycare tried to make a change.
At that time, when the supply chain was not matched, the cost was high and it was not recognized by the market, Babycare was still committed to developing the "thickest" wet wipes.
To be the first person to eat crabs in the market, finding a matching fabric is the key. Babycare's R&D team still remembers that at that time, 38 grams and 45 grams of cloth were mainly used in the market, while 80 grams of cloth was needed for thick wet wipes, which doubled. Due to the lack of successful precedent, it is difficult to find a suitable fabric supplier. "The Cloth Chamber of Commerce feels that there is no need to do good deeds and it cannot be sold." The R&D team spent four months traveling all over the country. Finally, I found the cloth and the knife was broken. Because the cloth became thicker, the traditional tools for cutting cloth at high speed could not meet the requirements, and several pieces were cut, so Babycare spent a lot of time debugging. In order to solve the problem that the sealing paste is easy to fall off, Babycare boldly adopts the design of special-shaped cover. This cloud-like cover was hand-painted by researchers themselves, but from drawings to actual products, it took three sets of molds and invested hundreds of thousands. There is only one cover, and it has been iterated for four years. The liquid adding rate of ordinary wet wipes is 3.2 times, and the cleaning power is not enough and it is easy to dry. Babycare wipes adjust the amount of liquid added to 3.8 times, and even the water in the solution is 7 times of filtered EDI pure water, which is cleaner than mineral water.
The process of making wet wipes is like breaking through an obstacle, so the R&D team gritted their teeth and tried again, failed and tried again, but the test was not over yet.
At first, it was difficult to sell "thicker" wet wipes on the e-commerce platform, because unlike offline shopping, consumers could not personally see and experience the thickness of wet wipes. Therefore, for a long time, Babycare can only accumulate initial users through free sample distribution, and the sales of word-of-mouth wipes have gradually increased.
With the opening of product reputation, users feel good enough to pay a premium for it. In 20021year, the market share of Babycare wet wipes in Tmall reached 2 1.7%, which became the "first fault", while the TOP2 in the same period was 9. 1%.
For Babycare, the significance of this wet towel is not only to become an explosive product, but more importantly, to improve the industry standard, promote the upgrade iteration of this sub-category of wet towel, and practice the brand's "unreasonable" design concept. Nowadays, consumers are used to thick wet wipes. In a sense, Babycare's product innovation has attracted the imitation of peers and really promoted the trend of the industry.
What is the emphasis on the choice of diapers? In the survey of consumers by the Babycare team, it seems that parents have to make choices according to different needs-if they want a softer surface, they choose Japanese; If you want to be drier, choose an American brand.
The reason why we can't give consideration to both is that different faction brands rely on their own supply chain advantages to build professional barriers and their own inevitable shortcomings. For example, Japanese brands have good surface technology, but they are prone to failure and are generally thick. Europe and America are dry but grainy and not soft enough.
This is a difficult choice for parents who want to avoid their children's "red buttocks". Because generally speaking, in order to solve this problem, diapers should be light, soft, breathable, absorbent and not reverse osmosis. And to do this, it is not a single supply chain can solve.
Since the existing supply chain can't do it, transform it yourself. Bacycare turned its attention to the supply chain of the global raw material giant. Halfway around the world, we finally combined the supply chain advantages of six century-old enterprises in Germany, the United States and Japan to form the "strongest Sky Group"-the front waist sticker comes from 3M company in the United States, the adhesive comes from Henkel company, the surface fiber comes from Daiwa Textile in Japan, the rubber band comes from Lycra in the United States, and the core SAP comes from BASF company in Germany and Sumitomo in Japan.
And this also brings the return of sales. Three years after listing, Babycare diapers entered the industry Top3 with 8% market share in Tmall channel. In the highly competitive diaper category, in the face of international giants, Babycare achieved an omni-channel sales growth of 1 16% during the Double Eleven period.
At present, Babycare not only has explosive items, but also has become a "all-category" maternal and infant brand covering 33 secondary categories and nearly 600 tertiary categories. Omni-channel has 45 million users and100000 members. Tmall's official flagship store has more than160000 fans, ranking first in the industry. This brand has rapidly grown into an "invisible champion" in the industry.
Behind the rise of a brand, it is inseparable from the opportunities of the times. The most important thing is its initial persistence in long-term and brand values. Babycare always puts user insight in the first place, and feeds back the ability of product research and development and supply chain integration, bringing truly useful products to users and winning a bigger market for itself.