MUE Muyi Wang Yi: For the personalized differentiation of infants and young children, create exclusive water education services for infants and young children

Hosted by Tencent News and Tencent Parenting, the 2021 Tencent Smart Parenting Annual Ceremony was successfully held in Beijing on January 11, bringing together experts and scholars in the field of parenting, maternal and infant big V, industry associations and institutional representatives, with the theme of "Journey to the Future, All the Way to Children", to analyze and discuss the current parenting environment, children's education hotspots and maternal and infant trends, and to seek valuable and innovative parenting concepts for the healthy development of mothers and babies.

Moderator: Hello netizens! Here is the interview room of the 2021 TWP Tencent Smart Parenting Annual Ceremony. Hello Teacher Wang! I am very pleased to be able to interview you here, first of all, please say hello to our netizens and briefly introduce your institution.

Wang Yi: Hello everyone! I am the founder and manager of MUE Muyi, my name is Wang Yi, it is a pleasure to know everyone, our company is to do 0 to 6 years old infant swimming and supporting services.

Moderator: Thank you Teacher Wang. The new policy dividends such as double reduction and three births in 2021 have brought new changes and new opportunities to the maternal and infant market. So in the new nurturing environment, what are your institution's new strength points?

Wang Yi: This question, first of all, the new wave of policies such as double reduction and three children has landed, and I personally believe that it runs through the ecological chain of the childcare environment from fertility to education. Various data show that after 90 or even after 00, these new generation of mother groups have become the main force of parenting, they are more advocating high-quality, scientific and meticulous way of raising children, and are willing to accompany their babies to grow up in continuous learning. Their consumption concepts and abilities are more advanced. With the help of this, infant swimming has become a sunrise industry, then as for the power point of our company, it is divided into two pieces, one is internal, and our company will create more professionalism in the future, extending multi-party services while meeting the baby's water education experience, and developing various health classes of infants and young children, parent-child interactive services, etc. From the needs of infants and young children to the needs of mothers, it has gradually extended to the needs of the whole ecological family. Build a full-value system chain of product and service ecology, greatly improve the time of customers staying in the store, and improve the stickiness of customers.

The second is refinement, accurate grasp of customer consumption needs, with the help of high stickiness of social scenes, strong penetration attributes, and continuous and effective expansion of brand influence. The use of scenarios to complete each category, from mental planting to the closed loop of order consumption, so that customers have long-term trust in Muyi. To strengthen the emotional connection between the brand and the customer, through the emotional operation to establish a strong relationship, in order to achieve a benign long-term brand benefit growth.

The third is external, the rapid development of today's social Internet, the continuous improvement of education level, the sinking of high-end talents, the mature consumption concept of first- and second-tier cities has spread to third- and fourth-tier cities, And Mu Yi is gradually expanding its territory, sinking the unique combination of water training & spa to more third- and fourth-tier cities. For the individualization and differentiation of children, creating exclusive water education experience services for children is Mu Yi's original intention, and the services and products cover the blank areas of the infant articulation stage, so that each stage of growth can be professionally guided and strengthen the development of children's physical fitness. This is our focus this year.

Moderator: Okay, thank you Teacher Wang for your explanation. Then the responsibility to the consumer group is the foundation of the enterprise, and the continuous voice with high-quality products and services is to be able to take a steady step in the society. So how do you think about the social responsibility of enterprises?

Wang Yi: After getting the title of "Influential Brand in the Maternal and Infant Industry" this time, it is pressure and more motivation, strengthening the awareness of social responsibility, the awareness of rules, and the awareness of dedication, which is the self-cultivation of enterprises. In the past two years, the entire market has been under attack by the epidemic, and the outlet of the industry is constantly changing, and we have always done certain things in an uncertain environment.

Put consumers at the core, continue to focus on consumer needs, while focusing on service quality. Relying on digitalization to achieve the coordinated development of online and offline multi-channels, online provides consumers with rich parenting knowledge, any category of products, offline, physical stores provide consumers with a sense of safety and professional experience. Work together to create a new service ecology for parents and children who come to Muyi, realize the emotional resonance of trust and quality, and better interpret the spirit of new development and new corporate social responsibility.

In the future, the company will still uphold the concept of "single-mindedness and care for the good", continue to take pioneering and innovative as the development engine, examine the changes in the market, and look for new ideas and new models. And continuous iterative upgrading, featuring professional services, offering more high-quality, family diversification, safe and efficient water education services, continuously improving customer value experience, and continuing to lead the development of the industry.

Moderator: Okay, thank you very much teacher Wang for your wonderful sharing, then our interview today is over here, and once again thank the majority of netizens for watching, thank you Teacher Wang, goodbye.

Wang Yi: Thank you.