The "two-way running" of professional players, newpage and baby-friendly room work together to win a new era of maternal and child care
When "extensive skin care" for babies and children is a thing of the past, the expansion of the maternal and child care market has accelerated. According to Frost & Sullivan's statistics, from 2021 to 2026, the average annual compound growth rate of the mainland maternal and child care products market is about 12.4%, and it is expected to approach 100 billion yuan in 2026.
The iterative renewal of the concept of parenting in China's maternal and infant families has injected new impetus into the expansion of the maternal and infant care market, and at the same time, it has also put forward higher requirements for the professionalism of the brand. In the new market environment, focusing on high-quality, refined professional maternal and child care brands are more favored by users, the first "medical research co-creation" model of "newpage page", is an excellent representative of it, according to the latest financial report data, "newpage page" annual revenue increased by 498.0% year-on-year, achieving the strongest growth since the establishment of the brand.
A few days ago, "Newpage One Page" officially announced that it has reached a strategic cooperation with the maternal and infant chain listed brand "Baby-Friendly Room", which will settle in nearly 100 outlets of Baby-Friendly Room. The two parties will join forces to work together so that more Chinese babies with sensitive skin can enjoy more high-quality and more refined skin care solutions.
It is a "strong team" at the head of the track
It is also a "two-way run" for professional players
Since its inception in 2022 by renowned actor Zhang Ziyi, parenting expert Cui Yutao, and a team of scientists, "Newpage One Page" has shown quite strong brand growth momentum.
Maternal and infant industry observation learned that only 4 months after the first launch on Tmall, the core product of "newpage one-page" "one-page baby safety cream" won the TOP1 of Tmall's baby and children's cream hot sales list & praise list with a monthly sales of more than 100,000, and its brand flagship store also ranked TOP on the list of Tmall maternal and child care cutting-edge stores. In 2023, "NewPage One Page" won the Tmall Double 11 Emerging Brand Award, and is the only maternal and child care brand to win the trophy.
The reason why "newpage" can achieve "explosive growth" in a short period of time is closely related to the brand's adherence to the "medical research co-creation" model.
Starting from massive clinical data, anchoring the product concept, then realizing professional co-construction at the R&D and production level, and then returning to clinical observation and human effectiveness, and finally repeatedly refining and polishing the product in data feedback, "newpage page" has completed the real "medical research co-creation" closed loop in the field of maternal and infant care for the first time.
And this kind of meticulous, rigorous and responsible professional attitude towards consumers is also the foundation of the partner's "baby-friendly room" step by step to reach the top of the mother and child head chain. In the course of more than 20 years of development, "Baby-Friendly Room" has always taken "consumer experience" as one of the core of its business operation, created a professional and scientific store manager shopping guide training course and a complete supply and distribution system, and continued to refine and iterate its own product selection standards to ensure that every customer can receive a high-quality consumer experience.
The strategic cooperation between the two sides is not only a strong alliance of the head brands of the subdivided track, but also a two-way rush for "professional players" in the field of mother and child.
It is understood that at present, "newpage page" has settled in nearly 100 outlets of baby-friendly rooms, and will be steadily laid to baby-friendly rooms in Zhejiang, Jiangsu, Fujian and other places in the future, and plans to enter the "baby-friendly room" national outlets in the next three years. With the mature offline store network of "Baby-Friendly Room", "Newpage One Page" will also radiate to a wider range of maternal and infant consumer groups, accumulating momentum for the brand's potential energy breakthrough.
It is necessary to "single-point blasting" and "long-term explosion"
Efficiently tap the potential of the "medical research co-creation" model
In the past few years since the establishment of the brand, intensive cultivation of offline channels has been one of the core strategies of "Newpage" brand management:
In September 2022, "NewPage One Page" officially entered 4,000+ Watsons stores across the country, becoming one of the few cutting-edge high-end maternal and child brands in Watsons' stores, and in November of the same year, the brand reached a strategic cooperation with Santa Bella's Little Bella Confinement Care Center and settled in the chain's 20+ stores, and in 2023, the brand has joined hands with Cui Yutao Clinic, St. Mary's Confinement Center and other systems..... As of February 2024, "Newpage One Page" has entered 6000+ offline mother and child stores across the country.
In recent years, with the improvement and maturity of e-commerce shopping, the online channel consumption of the maternal and infant market has become increasingly hot. However, if we focus on the specific channel proportion data, the above view will quickly be self-defeating.
According to the "2023 China Pan-Maternal and Infant Population Network Behavior Insights" report released by iResearch, the share of offline channels in mainland maternal and infant consumption channels in 2022 will be 65.4%, still occupying an absolute dominant position.
Compared with online channels, the advantage of maternal and infant offline channels lies in the "field", which is reflected in more intuitive product display, more real shopping experience and better service system. Relying on the perfect layout of offline channels, consumers can see the products of "Newpage One Page" with outstanding appearance and quality on the shelves after paying attention to the "Newpage One Page" brand through social media, e-commerce platforms and other online channels, and can immediately start experiencing it under the guidance of the store shopping guide. This kind of high-quality and high-frequency brand exposure will significantly strengthen the brand impression of "newpage page" in the minds of consumers, prompt consumers to understand the brand culture and professional attributes behind the product, and then complete the rapid conversion from consumption intention to sales figures in the emotional resonance with the brand.
More importantly, there have been countless fresh cases in the consumer market to prove that brands from "single-point explosion" to "long-term explosion" to achieve "high-quality growth" are inseparable from the efficient coordination of online and offline channels. Based on high-quality products, "newpage" optimizes the deployment of online and offline channel resources, drives offline with online, and feeds online with offline to achieve high-quality and efficient collaboration across brand channels.
It is foreseeable that, as the industry's leading brand that pioneered the "medical research co-creation" model, "Newpage One Page" will adhere to the attributes of "China's infant and child efficacious skin care brand", specialize in Chinese baby sensitive skin care, continue to tap the potential of the "medical research co-creation" model, and steadily promote the scientific deployment of offline and online channels, undertake the refined and high-quality consumption needs of young parents, and provide more natural, friendly and effective skin care for Chinese babies.