Pregnant life advocates scientific professionalism, happiness and ease, maternal and infant products pay attention to functional segmentation, trendy fashion, family consumption requires green health, exquisite self-pleasing - in recent years, after 90, 95 parents have become the main force of mother and baby, from products to services have put forward refined, diversified and young new upgrade needs, maternal and infant industry development ushered in new development opportunities and challenges.
In order to meet the ever-changing and escalating user needs and the development trend of the maternal and infant family industry, in March 2022, the domestic head maternal and infant community platform BabyTree Upgrade released the "three horizontal and three vertical" strategy to present its 15th birthday, while upgrading the brand vision and mission, committed to "building a global maternal and infant family happiness ecosystem", "to meet the four major needs of a new generation of maternal and infant users eugenics, exchange and dating, healthy growth, and preferential shopping, so that global mother and baby families can enjoy a beautiful life journey". It is reported that the baby tree brand upgrade includes vision and mission upgrade, IP image upgrade, VI system upgrade, etc.
As a key measure of brand upgrading, on April 28, Babytree released its IP Mika MIKA, which will become an important carrier for Babytree to narrow the psychological distance of users, carry out young operations, build intelligent solutions for maternal and infant family life scenarios, explore the opportunities of the maternal and infant meta-universe, and other diversified business carriers, and is an important component of Babytree's construction of a global maternal and infant family happiness ecology. At present, Mika IP has landed on BabyTree to nurture App multi-scenario applications, and content construction and hardware development around IP are also accelerating.
There is love cute Po Mika, circle fan young family
Mika is a 1-year-old who lives with her family and friends in a global village under the protection of baby trees. Mika loves to learn, her favorite thing is to listen to her parents tell stories, learn scientific knowledge, and also like to share the stories she hears and the knowledge she has learned with other family friends, so she has become the most popular and appealing little baby in the global village. At the same time, Mika is also a curious baby, the naughty appearance is actually full of exploration, his dream is to constantly explore and recognize this wonderful world.
In Mika's world, the family is happy and loving, life is warm and interesting, he grows up healthy and happy under the protection of his family and the baby tree, and constantly brings selfless help and laughter to others. Mika's body, with the child's innocence and enthusiasm for life, also reflects the professional care and good education that the ideal home can give to the child, and it is also the embodiment of the positive energy of the global village where the baby tree is rooted. The story of Mengbao Mika and even the global village is undoubtedly in line with the beautiful expectations of contemporary parents for children, families and society, and has always been loved by young families.
The new upgrade of Mika has been extended through a variety of virtual and physical forms of application: the tailor-made Mika theme song MV was officially released, welcomed by babies and parents; the new Mika emoji was launched and downloaded on various online social platforms; the design of the Mika blind box that integrated the elements of the national tide was completed, and the big children and children were all rubbing their hands, ready to try their luck and gather cute and cute treasures.
The newly upgraded Mika IP is the tangible carrier and new memory point of BabyTree's brand image of "a new generation of maternal and infant families happy life leader", and is also an effective way for the brand to communicate with the new generation of maternal and infant groups in a younger and more down-to-earth manner, helping BabyTree to further go out of the circle and absorb powder global maternal and infant families.
Products, operations and multi-scenario applications, mother and baby app more vitality and temperature
As a good friend of older children and younger children, IP Mika has now "settled" in the BabyTree Pregnancy App. Users can open the BabyTree Pregnancy App, and can feel the newly upgraded image of Mika in multiple product function interfaces such as the new version of the upgrade pop-up window, the default status of the page, the new function prompt, and the anonymous avatar of the tree hole, and at the same time deeply interact with the Mika in community operation scenarios such as topics and live broadcasts. It is worth mentioning that Mika IP has incarnated as a meta-universe AI person and landed in the 15th anniversary live broadcast room of BabyTree, bringing the audience a fun and fun new experience of live interactive interaction, and it is also a small test of BabyTree's attempt at the mother and baby meta-universe scene.
A post-95 mother mentioned in the hot topic, "Mika is everywhere, the experience of using the BabyTree Pregnancy App feels refreshing, interesting, more youthful, warm, plus knowledge and topic activities, and it is not boring to walk around for a day."
Full life cycle content ecology + C2M intelligent hardware to create an integrated platform for intelligent science and education in mothers and infants
QuestMobile's "Generation Z" Insight Report concludes that IP, national tide and entertainment trend represent the three major preferences of Generation Z in consumption. Post-90s, post-95 and other new births have grown up in the era of cultural prosperity, and have shown higher demands and requirements for scientific pregnancy, early education, smart families, etc. BabyTree relies on Mika IP to develop personalized early education content, explores the intelligent hardware service scenarios for mothers and babies, enhances the interestingness, readability and intelligence of content, and meets the personalized needs of a new generation of maternal and infant families.
As of press time, the newly upgraded "Mika Growth World" early education audio and video content has been officially launched in the BabyTree Pregnancy App "Baby Listening" gadget, and a large number of high-quality content such as classic children's songs, growth stories, and audio picture books are free to users, covering the growth needs of 0-6 years old at all stages, meeting the needs of multiple scenes such as night sleep, parent-child games and early education materials, educating and educating to cultivate the baby's good behavior, assisting the baby's artistic perception enlightenment, and greatly helping new parents to solve the problems of early education and improve the quality of early education.
At the same time, based on the whole life cycle content ecology, BabyTree has newly launched C2M self-developed products and intelligent parenting hardware - Mika Early Education All-in-One Machine, which will be equipped with a large number of high-quality prenatal education and early education content specially developed and introduced by BabyTree and intelligent tools such as AI cry translators, becoming the latest carrier of intelligent life for mothers and babies. In view of the different needs of babies and mothers during pregnancy and postpartum, Mika early education integrated machine designs six major scientific prenatal education systems for babies, seven major maintenance for pregnant mothers, eight core ability training in the growth stage of babies, and seven major problems for mothers to easily solve after childbirth. In the future, BabyTree will integrate online technology, operation and content through intelligent hardware such as Mika early education all-in-one machine, realize in-depth online and offline integration, and create the first platform for intelligent science and education for mothers and babies.
2022 is the 15th year of BabyTree's entrepreneurship and the beginning of building a global maternal and infant family happiness ecology. Behind the release of a new IP upgrade is the landmark event of the landing of BabyTree's three-horizontal and three-vertical strategy, which is The epitome of Babytree's active broadening of development ideas, from traffic thinking to operational empowerment, and continuous promotion of the maternal and infant community from product design, content construction and activity operation, to continuous specialization, personalization and youthful transformation, which will also bring more new possibilities for brand growth.
As Gao Min, co-chairman of Babytree Group, said: "The gradual landing of the three-child policy and related supporting measures, as well as the growing demand for a happy life for the mother and baby family population, have given Babytree a more far-reaching development mission and a broader space for development." Babytree's products and services not only solve the current confusion and needs of a novice parent, but also affect the happiness of a family, the future of the next generation, and the construction of a fertility-friendly society. Therefore, BabyTree's own business development and corporate social responsibility complement each other. In the future, BabyTree should further respond to the aspirations and expectations of mothers and babies for a happy life, consolidate core capabilities, integrate global high-quality resources, and let users, partners, shareholders, employees and other stakeholders share the value and development results of Babytree. "