According to Statista and the National Bureau of Statistics, in 2020, China's maternal and infant market still rose against the trend under the impact of the epidemic, with a scale of more than 3.25 trillion yuan, an increase of 89.25 billion yuan over 2019, an increase of 9% year-on-year, and will continue to grow in the future. The trend of upgrading, refinement and diversification of childcare consumption has promoted the continuous release of the potential of the infant and child care track. The emerging sub-categories represented by children's cleansing and children's sunscreen show a rapid growth trend: in the "2021 China Online High-growth Consumer Market White Paper" compiled by the Magic Mirror Market Intelligence Institute, children's facial cleanser is based on the data of "Taobao Tmall sales of 110 million yuan, an increase of 272.2%"; according to the "2021 Sunscreen Industry Insight Report" jointly produced by Huge Data & Giant Star Chart, "baby sunscreen" and "children's sunscreen" will grow rapidly in 2021, and they are also the focus of the sunscreen market However, the growth rate of 1054% in children's sun protection far exceeds the growth rate of 233% for babies/infants.
These two high-growth sub-categories, there is no lack of very powerful brand admission, but in the 2021 annual list to occupy the first place in the double material, but the mother and baby new turtle father: double extract amino acid cleansing bubble in the first year of listing in 2021 recorded the first in the Douyin and Tmall categories, only 3 quarters of single product sales of more than 2.5 million; children's sunscreen is also online in 2021, ranking first throughout the year, only 2 quarters sold a total of nearly 2 million, the annual sales of a single product of hundreds of millions.
Founder Jan was previously Huawei's overseas project manager, he is good at user demand mining; as a father of two children, he wants to build a warm, focusing on 3-12 years old children's professional washing brand.
Adhere to the development concept of "mothers choose with confidence, children rush to use"
Whether it is a baby or a child, safety is always the benchmark line of the product, so the turtle father first proposed the product development concept of "mother choose with confidence". The brand focuses on the extremely high proportion of ingredients among post-90s parents, and puts forward the development standard of "streamlined formula, high-end raw materials", which is much higher than the national standard.
From the three-way software such as Beauty Practice, it can be intuitively seen that the formula of Turtle Daddy's products is extremely streamlined, and the horizontal comparison of industry levels is the smallest number of ingredients.
For the turtle daddy product development team, every additional ingredient or raw material must be carefully investigated, or even stumbled to the end. Team insiders said that the most time-consuming and energy-consuming work in research and development is often to subtract the formula, often spending months, just to reduce 1 "additive", even if this ingredient is safe in the national standard, but for the turtle father, as long as there is a possibility of burden on the child's skin, it is superfluous. The number of ingredients -1 sounds like a small difference in the number, however, if you want to reduce the composition while ensuring the skin feeling and use effect of the product, you have higher requirements for the quality of raw materials and the proportion of ingredients.
*Turtle Papa product formula ingredient quantity, content source beautiful practice
The brand is located in the "Spike - Shenzhen - Hong Kong" national high-tech development zone of the 2000 square meters of children's personal care cooperative research and development laboratory for the realization of the product concept to provide a strong guarantee, the laboratory is equipped with a number of millions of dollars worth of international top testing and analysis equipment, from formula research and development, raw material quality testing, product efficacy and safety testing, has a rigorous and complete development chain.
Focus on doing professional child care brands for 3-12 years old
Growing up with Jan's 6-year-old son and 3-year-old daughter, he became more and more aware that with skin changes and the gradual awakening of self-awareness, product safety is only the most basic passing line for children aged 3-12, and their needs are more diverse.
For infants and young children before the age of 3, product safety is almost the only demand, more is the mother spends money to buy, the mother helps the child to use, the child does not understand the expression, the social life is simple, the use of the scene is less, the overall demand is very single.
However, children after the age of 3 have a stronger sense of autonomy and are in the stage of developing nursing habits. Mothers spend money to buy, more hope that children can use themselves, so on the basis of safety, fragrance, bubbles and other functional attributes that attract children began to be popular, coupled with entering school-age life after the age of 3, social needs increased, and the attractiveness of product design also increased; and around the age of 7, children's physical development accelerated, skin oil secretion gradually flourished, outdoor activities grew up, facial cleaning and other product demand also emerged rapidly.
The number of children aged 3-12 is as high as 150 million, and the population base is nearly 4 times that of infants and young children aged 0-3; in the face of a long period of adolescent growth, there are many pain points. In the face of such a large number of people, there are very few products in the world that can fully meet the needs. In order to meet the needs of the children's group, the turtle father R&D team has established cooperation with the children's hospital to further subdivide the developmental differences of skin and other body parts of different ages from a professional perspective, and has joined hands with the Cosmetics Academic Society to hire national cosmetics review experts as academic consultants, hoping to make a breakthrough in the nursing needs of middle and large children.
* Turtle Daddy Little Snow Mountain Sunscreen Product Picture
In addition, the company also plans to unite with children's psychological institutions, carefully study children's psychology, edutainment, to create children's easy to use, like to use, and willing to share with friends children's personal care products, the recently launched "children's color-changing toothpaste", "children's discoloration hand sanitizer", is committed to allowing children in the 3-6 age group to master the correct brushing and handwashing time, so that children learn self-care in fun, but also let the pursuit of independent value of the 80s, 90s mothers can rest assured to let go and return to themselves.
"The child suddenly ran back to me and told me to buy a few more lollipops lip balm, saying that his classmates also wanted it, and then asked their school teachers, only to know that the child took the lip balm to the school to show it", a user who bought a turtle father commented.
* Turtle Daddy Lollipop Lip Balm Tmall Product Review, product has a strong social attribute
Launched at the end of 2021, Turtle Daddy Lollipop Lip Balm, with a cute appearance, has a strong appeal to children, giving this product a strong social attribute and promoting its spread; at the same time, safe products, good sense of use, so that children are willing to take care of their own skin care, but also solve the problems of parents.