Arau.baby leads the baby care track with natural plant formulas
After several years of rapid growth, the baby care market has gradually transformed from a "blue ocean track" full of opportunities to a "red ocean market" with intense competition. In order to capture the attention of more consumers, brands have begun to fiercely compete in the selection of raw materials and ingredients in addition to volume price, volume concept, and volume marketing. However, although this competitive situation has promoted market prosperity and product innovation to a certain extent, it has also led to an increase in homogenization.
Facing the change and seeking to break the situation, the pro-skin baby who has been deeply involved in the field of baby care for many years took the lead in finding the answer. On the one hand, we focus on the creation of the ultimate product strength, screen high-quality raw materials with a rigorous and meticulous attitude, and innovate and research scientific formulas, on the other hand, we build a diversified product matrix and rely on our own strong and stable supply chain to deepen the product layout to meet the diversified cleaning and care needs of China's new generation of maternal and infant families.
Focus on your baby's sensitive skin
Launched vegetable soap + natural plant extract ingredients
In recent years, with the concept of scientific parenting and refined parenting deeply rooted in the hearts of the people, professional baby products are gradually favored by maternal and infant families. Especially in the baby care market, due to the weak stratum corneum of the baby's skin and the occurrence of allergies, the new generation of parents pay more and more attention to the ingredients and efficacy when purchasing cleaning and care products, and show great interest in safe, natural and efficient baby care products. In an exclusive interview with Maternal and Child Industry Observer, Xu Jing, Sales Director of Sharoya (Shanghai) Biotechnology Co., Ltd., also said: "Contemporary parents are becoming more and more strict when choosing baby care products, in addition to pursuing two-in-one or all-in-one convenient functions, they prefer products with soothing and moisturizing, silicone-free, mild and non-irritating effects. ”
"Although most of the baby care products on the current market are claimed to be non-irritating and additive-free, in-depth research has found that some of the 'natural additive-free' product formulas still contain synthetic raw materials, as a sub-brand of the Japanese professional cleaning and toiletries brand Sharoya, from the beginning of its inception, it has conducted in-depth research on the parenting needs and pain points of a new generation of consumers, and launched a plant soap + natural plant extract as the base, without petroleum surfactants, synthetic fragrances, preservatives, A series of products with colorants and all other chemical ingredients that are harmful to the health of your baby's skin. When talking about the original intention of the baby to enter the baby care track, Xu Jing said.
From the perspective of product layout, DR Baby has carefully built a complete product line covering three major areas: laundry cleaning, bottle and tableware cleaning and body washing. In the field of laundry washing, DR has launched four products: baby laundry detergent, baby laundry detergent (fragrance-free), fabric softener and local stain cleaning soap, all of which are based on the vegetable soap extracted from palm oil, and added different natural plant extracts according to different use scenarios and efficacy. It is worth mentioning that the baby is caring for the baby at the same time, taking into account the fact that the mother washes the baby's clothes by hand, so the aloe vera essential oil that cares for the mother's hands is specially added to the infant laundry detergent; In addition to the core ingredients such as perilla, it is also specially added to the SOFORO natural cleansing ingredient independently developed by Sharoya, it is understood that SOFORO is a biological surfactant, which can safely and efficiently remove oil stains and escort the baby's food safety. In addition, in the field of body care, according to the characteristics of the baby's skin, the baby has launched two foaming shampoos and bath gels, moisturizing and moisturizing, which are formulated with natural plant extracts and carefully blended according to different effects, aiming to meet the different washing and care needs of babies in different seasons.
"In the future, DR Baby will continue to focus on the cleaning and care needs of young parents in the process of parenting, continue to enrich and improve the product line, and accelerate the introduction of baby skin care products into China, so that more Chinese babies can enjoy natural skin care products. When talking about future category planning, Xu Jing further added.
Deepen the omni-channel strategic layout
Seize the new highland of the maternal and infant care market
In the fiercely competitive baby care market, more and more brands realize that in order to resist the risk of market uncertainty, in addition to the supply of high-quality products, it is also inseparable from the strong boost of channels.
In response to problems such as the decrease in store traffic and the difficulty in expanding new customers, DR Baby continues to make efforts in user operation, and through key "front-end entrances" such as confinement clubs and maternity hospitals, it takes the lead in accurately targeting and expanding potential user groups, accumulating word-of-mouth for the brand while effectively increasing store customer flow. At the same time, DR also uses social media platforms to efficiently disseminate product information to build momentum for the brand and further attract the attention of more potential users.
In addition, it is worth noting that DR Baby has successfully settled in many large supermarkets and offline CS channels in Hong Kong, such as many Japanese department stores, Watsons, Mannings, Parknshop, etc., achieving extensive market coverage. Xu Jing said: "This year, we will further strengthen the layout of the offline market, optimize the offline layout structure, and ensure that the brand can establish a stable 'den' in each city. In addition, Xu Jing also revealed that in order to further expand market share and enhance brand influence, this year, DR Baby also plans to carry out a series of well-planned marketing activities in Guangdong.
Returning to the perspective of the industry, the current baby care market has entered a new era of intensive cultivation from the chaotic extensive growth stage to a new era of intensive cultivation. Just like the baby of Qinhui, we have always kept up with the real demands of consumers for many years, insisted on working product quality improvement and channel layout optimization, and believed that the future will inevitably usher in higher potential growth.