Author/Pearl
With the change of user generations, China's maternal and infant consumption is undergoing a huge leap, and now the needs and preferences of young parents with post-90s and post-95s as the core have undergone tremendous changes, from "cost-effective" to "face-price ratio" to today's "heart-price ratio". For brands, it is necessary to transform the one-way relationship of functional appeal into an emotional two-way communication system, and accompany more new mother and baby families to grow up with more warm and personalized products and attitudes.
On this Goddess Day, the domestic mother and baby head brand Shangmei Group Red Elephant x Rice Cake Mother jointly created the "two she are wonderful" March 8 Festival project, released the attitude short film "Two She Is Wonderful", with the real experience and inspirational topics of three mothers such as rice cake mother, encouraging every mother to explore a multi-faceted and wonderful life.
Convey brand attitudes
Encouraging women to "every one of her is wonderful"
According to the 2021 China Women's Workplace Status Survey Report, 64.5% of Chinese mothers hope to let others see their social role shine, and 77.7% of the respondents believe that women can be qualified as senior executives of the company. The reality is that most women find it difficult to "be themselves" and "be a mother" between themselves.
"Being a mother will inevitably affect the development of personal careers", "women do not have to fight so hard", "women should focus on the family", "sacrifice love for children" has become the consensus of the whole society.
Red Elephant # Every She Is Wonderful # Attitude Voice, by showing the mother and baby KOL Rice Cake Mother, cartoonist Pig Le Tao and Yogi Kai Ge three mothers of the mental journey, focusing on the contemporary women in the "be themselves" and "be a mother" between the difficult balance of the problem, to the majority of mothers to prove to the majority of mothers: "be a mother" and "be yourself" is not in conflict, every mother can get a wonderful life in all aspects, in the relaxed parenting at the same time to achieve the self-bloom of life.
The short film starts from humanistic care, and there are innovative performances in the theme and characters.
In terms of theme positioning, the red baby elephant broke through the anchor point of "bitter feelings", did not too much to flatter the mothers' not easy, but put more content on the mothers' "I can" and "I am wonderful", through the story sharing of the three mothers, presenting higher intentions and positive values.
In terms of character selection, the red elephant x rice cake mother jointly invited three women who are wonderful in both the role of being a mother and being themselves - 4000w users pay attention to the mother and baby KOL rice cake mother, the cartoonist Pig Le Tao and the yoga teacher KaiGe, the most feared and difficult situations of the mothers at the moment, which has caused more resonance; at the same time, the identity of the creator, artist and female entrepreneur of the mother and baby vertical class also brings more confidence and motivation to the mothers.
It is worth mentioning that from March 1, in Hangzhou, where the three protagonists live together, a wave of attitudes about this event have also been unveiled, and on the crowded Hangzhou subway, the red elephant is calling on more women to pay attention to themselves and harvest a multi-faceted and wonderful life.
Do a good job of the product
Professional and efficient
While acquiring the brand favorability of young consumer groups with the content of the heart, the brand needs to be guided by the new needs of users, constantly carry out category planning and innovation, develop high-value, personalized products that meet the needs of users, and win opportunities in the fierce market competition.
In the development of products, the red elephant has been committed to solving the problem of the current complicated composition of baby and child toiletries, and minimizing and efficient under the premise of ensuring safety, helping mothers to take fewer detours on the road to parenting, more worry-free and easier. The explosive products that have been launched include Antarctic Cream, Chardonnay Grape Cream, 90 Safety Cream, Amino Acid Shampoo for Boys and Girls, etc.
Taking the new product Safety Care Series unveiled in the film as an example, its products follow the principle of "safety priority, efficacy essential, and minimal formula", fully meet the requirements of the "Regulations on the Supervision and Administration of Children's Cosmetics" promulgated on January 1 this year, and strive to simplify the ingredients, such as 90 safety creams only 9 kinds, safety bottle bath family only 16 kinds of ingredients, "4700 + disputed ingredients" 0 additions; in the use of methods, to achieve age-sharing care, washing and care two-in-one, selection, use is more convenient, such as the "safety bottle" bath family, There are three new products, namely the safety bottle wash mu two-in-one, the safety bottle bubble shower gel, the peace of mind bottle shampoo, to achieve children's age-sharing use; in terms of efficacy, the safety bottle bath family in the use of amino acid formula, to achieve mild cleaning at the same time, but also specially added a big brand cream and essence added to the noble lady-level skin care ingredients lock water magnet, can withstand the wash of skin black technology, open the baby wash mu true skin care era.