On January 11, 2022, the "2021 7th Future Mother and Baby Conference & Cherry Award Annual Ceremony" hosted by The Mother and Baby Industry Observation was held in Shanghai, and after layers of screening in many aspects such as industry recommendation, expert selection, and online voting, the i-baby outlast thermost sleeping bag stood out from many maternal and infant products, won the "Annual Best Product Performance Award", and ranked among the 2021 Maternal and Infant Growth Dark Horse Power List.
Author/Pearl
At present, a new generation of young parents are presenting a new concept of parenting and consumption, mainly reflected in the product more emphasis on texture, more subdivision of functions, more willing to pay for the value of appearance, or a favorite trait, feeding, travel, infant sleep and other segments have also ushered in high consumption growth and a new brand pattern. In the parenting scene, more and more parents realize that good sleep in the infant period has an extremely far-reaching impact on the future physical and psychological development of children, and consumers continue to increase their expenditure on sleep products, while the quality, diversification and personalized needs are highlighted, so that i-baby, which has more differentiated advantages in product strength and brand power, accelerates its breakthrough and continues to win greater market share and industry influence.
Since 2012, i-baby has focused on the field of constant temperature sleep for babies and children for 10 years. As the pioneer (original creator) and leader of the global outlast constant temperature sleeping bag, i-baby has been grinding a sword for ten years, constantly using "humanistic perspective" and "scientific and technological innovation" to insight and solve the problem of infant and child sleep, focusing on vertical fields, constantly deepening and breaking through themselves, and the "best performance" of i-baby is not only external.
Create a new field of constant temperature sleeping bags
i-baby uses technology to lead new opportunities in the maternal and infant industry
In the increasingly competitive maternal and infant market, unique categories, excellent products, and strong potential energy are the indispensable "three axes" for brand breakthroughs. New parents after the 90s and 95s with their own "science and technology exploration" attributes have a better demand for technology and convenience products, and products that meet and exceed demand can develop for a long time. The "2021 Tmall Baby and Child Sleep Category Consumption Trend Report" mentioned that when retrieving baby and child sleep-related products, consumers pay more attention to product quality, and black technologies such as "moisture absorption and sweating", "constant temperature control" and "AI intelligent care" are also search hot words; in addition, consumers are also concerned about the characteristics of sleep products such as high appearance, specialization, multi-scene and childlike. Among them, after the introduction of the thermostatic concept, it was favored by consumers, and the search and purchase of related products increased significantly.
As the pioneer and leader of the global infant and child constant temperature sleeping bag, i-baby took the lead in 2012 to use the German outlast constant temperature constant temperature technology (the only phase change material with the "Certified Space Technology" mark, NASA developed to protect astronauts from sudden temperature changes in space), creating the world's first baby and child constant temperature sleeping bag. Textiles that have been manipulated by outlast thermost technology can remain intact after high temperatures, washing, and vigorous rubbing, and have extremely high stability. In addition, the outlast temperature-regulating fiber material can achieve the effect of dynamic temperature regulation, and the temperature is controlled at 28-32 ° C, so that the baby is always in a comfortable temperature range.
After ten years of exploration and development, i-baby constantly adjusts the ratio of outlast materials in order to achieve the best wearing experience, constantly iterates and upgrades details, and constantly explores the possibility of combining outlast technology with other technologies. At present, there are hundreds of i-baby constant temperature products, forming a powerful constant temperature sleep matrix such as constant temperature sleeping bags, constant temperature pajamas, constant temperature sleeping pillows, constant temperature sleeping quilts, etc., solving the baby sleep problem for more than 2 million parenting families, "using technology to make parenting easier." It can be seen that with the continuous iteration of new trend groups and new scenes, high-quality products are always the underlying logic of conquering users, while empowering mothers to achieve self-worth, break parenting anxiety, and become a new breakthrough point for maternal and infant consumer brands."
Do a mother and baby brand with temperature
Natural concepts and humanistic care give new energy to products
In addition to products, current maternal and infant consumers are also paying special attention to sensory experience and brand concept. Therefore, in addition to the refinement of product composition, efficacy, specialization, etc., i-baby has also made sufficient efforts in product appearance innovation and brand temperature creation.
1. Launch various types of joint cooperation models to enhance the cultural attributes of the brand.
In the promotion of Chinese culture, i-baby has never lagged behind, not only in product design, Zhong Aiguo tide, national style, natural beauty, but also through cooperation with the big IP, jointly deepen the output of cultural concepts.
In 2021, i-baby launched the "Rare National Treasure" series, together with WWF World Wide Fund for Nature and an Earth Nature Foundation, calling on children to protect nature from an early age; in 2021, it launched a joint series with the Naiva family to pass on "love to accompany" and encourage the new generation of parents to participate in the parenting process and accompany their children to grow; in 2021, i-baby and CCTV hit variety show "National Treasure" jointly launched the "National Treasure Sleeping Bag" series to help promote traditional Chinese culture. Expand the cultural genes of the brand... Through different cultural output and product design, i-baby is no longer just a simple sleeping bag, but also a way of cultural expression and inheritance.
2. The theme of naturalism and environmental protection is in line with the requirements of social welfare.
From product design to fabric selection, i-baby thermostatic sleeping bags embody ingenuity and humanistic care. Skin-friendly and breathable Xinjiang long-staple cotton, safe and harmless active printing and dyeing process, according to the baby and child sleep big data diamond detail design and diversified styles. Advocating new naturalism, flexibly matching original colors such as flowers, birds, animals and plants, i-baby uses brand actions to promote the concept of protecting nature, helping babies to establish an environmental awareness of "symbiosis with nature" from an early age.
3, children, parents two perspectives to see the needs, so that the brand has more temperature.
"A mother and baby brand with temperature" should not only solve the core demands of babies and parents in terms of function, but also give users care and love psychologically, emotionally and spiritually. Just like the research and development concept of i-baby constant temperature sleeping bag, "use i-baby constant temperature sleeping bag to exchange for a good night's sleep for babies and parents".
At a deeper level, i-baby connects parents with emotion, uses technology to drive design innovation, finds needs from real life and experience, and continuously optimizes solutions, integrates traditional Oriental infanticing culture and Western modern baby-rearing concepts, integrates "scientific and technological innovation X creative design" into products, continuously upgrades services and experiences through ingenuity, continuously upgrades services and experiences, transmits the temperature of mothers, creates high-quality products that make Chinese babies sleep at ease and mothers rest assured, and write the light of domestic products in the field of children's science and technology sleep.
In the new journey of maternal and infant consumption, a tug-of-war based on user insights, product innovation, professional endorsement support, brand image shaping, etc. has begun. Behind the continuous consolidation of the head position of the subdivision track by the dark horses of categories such as i-baby, it also indicates that brands can only be prepared to change at any time in the future development and seize key variables in order to win new markets and consumer growth points.