"The New Standard"
At present, Generation Z has become the mainstream of the maternal and infant group, and the younger generation of parents is paying more attention to children's oral cavity than ever before. As a result, the penetration rate of children's oral care products in China has also increased significantly, resulting in a huge increase.
According to the Frost & Sullivan data report, between 2016 and 2020, the total retail sales of children's oral care increased from 2.9 billion to 4.8 billion, and is expected to reach 8 billion in 2025, while the penetration rate increased from 28.4% in 2016 to 36.1% in 2020 and will reach 43.8% in 2025.
At present, China's children's oral care is also in strong demand, and various brands and categories are competing to enter the game. However, the standards for children's toothpaste on the market are different, many products are "one-size-fits-all" to classify "0-12 years old" as children's toothpaste, and some products are only divided into "0-3 years old" and "3-12 years old" two stages, the chaotic age status quo of oral care makes consumers at a loss.
In the face of this grim fact, as a leading brand in the domestic children's oral care track, Shuke Baby has been running wild on the track focusing on "children's oral age-specific care", and has obtained the industry's first RDA age-specific patented cleaning technology. On April 11, Shuke Baby, together with the new brand spokesperson Guo Jingjing, appeared in the "Scientific Caries Prevention and Guardian Children's Oral Health Science Popularization Action" jointly launched by the Chinese Stomatological Association, People's Daily and People's Health in Beijing People's Daily, uniting top dental authorities, industry experts, media representatives and new media experts to help guide more consumers to understand the importance of age-specific caries prevention, and provide scientific theories and standards for the high-quality development of children's oral health.
The necessity of age-specific moth-proofing in children
In fact, in recent years, with the increasing prominence of children's dental caries, children's oral health has attracted widespread attention from the state, society and parents. The "Healthy Oral Action Plan (2019-2025)" issued by the General Office of the National Health Commission proposes to control the caries rate of 12-year-old children within 30% by 2025.
However, according to the Fourth National Epidemiological Survey on Oral Health, the caries rate of deciduous teeth in 5-year-old children is about 70%, and the caries rate of permanent teeth in 12-year-old children is about 34%. Of these, nearly 96% of 5-year-old children with dental caries go untreated, and nearly 85% of 12-year-old children with dental caries are also neglected.
Oral health is closely related to the health of the whole body, especially for children in the developmental stage, oral health is related to their future happiness and all-round development. Guo Chuanyao, President of the Chinese Stomatological Association and Chief Physician of the Department of Oral and Maxillofacial Surgery of Peking University Hospital of Stomatology, said in her speech at the conference: "Especially for children who are in the stage of growth and development, oral health is related to their future happy life. A healthy mouth not only affects a child's chewing and pronunciation, but also affects their mental and social interactions, and is a source of self-confidence. Therefore, it has become an important mission to improve the level of children's oral health, so that every child can have a healthy mouth, a confident smile, and a bright future. ”
▍Guo Chuanyao, President of the Chinese Stomatological Association and Chief Physician of the Department of Oral and Maxillofacial Surgery of Peking University Hospital of Stomatology
In a survey on the importance of children's oral care launched by Jingdong Supermarket in June 2022, 77% of parents said that they attach great importance to their children's oral problems, and many young parents have embarked on the all-round care route of "specialization" and "refinement" for their children.
However, the status quo is that the Internet is full of various ingredient parties, popular science posts, and the notes on "children's toothpaste" on Xiaohongshu alone reach 150,000+, and parents are actually very confused in the choice of oral care products and how to prevent children's tooth decay.
In terms of children's oral health, the characteristics of tooth development, the degree of tooth mineralization and the degree of enamel porosity are different among children of different ages. There were also significant differences in the oral microbiota of children of different ages. Hu Deyu, a professor at West China School of Stomatology of Sichuan University, said at the meeting, "It is necessary to reduce plaque-causing caries bacteria from the source through age-specific care, long-term moth-proofing, and refined oral care, so as to achieve scientific and continuous caries prevention."
▍Chen Minshan, chief technology officer of Shuke Baby
In addition, according to Chen Minshan, chief technology officer of Shuke Baby, Shuke Baby studied the microbial characteristics of children's oral cavity at different growth stages by collecting oral plaque samples from children aged 3-12 years old, and found that the difference between children's oral microecology and that of adults is significant. At the same time, dental caries and age were closely related to bacterial community structure, species diversity and community function.
It is also based on the insight and deep cultivation of the industry, the children's oral care brand Shuke Baby, established in 2014, has created a precedent for age-specific cavity prevention in children's oral care, and has developed products of different ages, forming a product matrix of children's toothpaste, children's toothbrush, children's electric toothbrush, children's dental floss stick, etc., providing one-stop oral care solutions for children and opening up the children's oral care market in a short time.
According to Frost & Sullivan's 2020 retail sales data, Shuke Baby ranks first in the Chinese children's oral care market in mainland China. According to CCTV market research Kantar Worldpanel, from 2020 to 2023, Shuke Baby ranked first in the sales share of children's oral care for four consecutive years, and was in a leading position in the market.
Released the industry's first patented RAD age-based cleaning technology
Establish high competition barriers for brands
So, how to classify children's toothpaste is scientific?
In the roundtable forum of the conference, Yue Lin, vice president and secretary general of the Chinese Stomatological Association and chief physician of Peking University Stomatological Hospital, pointed out that in recent years, the prevalence of dental caries in children is high and the incidence is early, and parents should pay attention to children's oral health from the child's first baby tooth and cultivate children to develop good oral health habits. Brushing teeth is recognized as an effective means of removing plaque at home and abroad, and children need professional guidance on the correct way of brushing their teeth, and scientific oral health care should be carried out according to the characteristics of children of different ages.
▍Roundtable Forum of Chinese Stomatological Association
According to the RDA value test data of the world's authoritative testing institutions, the RDA value of toothpaste in the deciduous toothpaste period of 2-5 years old is 30-50, the RDA value of toothpaste in the tooth replacement period of 6-9 years old is 30-50, and the RDA value of permanent teeth in the adult stage of 10-12 years old is 70-90.
At the meeting, Li Gang, a professor of the Department of Stomatology of the School of Medicine of Northwest University and vice chairman of the Oral Culture Committee of the Chinese Society of Popular Culture, said, "The RDA value is an index that measures the cleaning power of toothpaste. A low RDA will not be effective, and a high RDA can cause serious damage to the teeth. Children's toothpaste needs to be cleaned with age-specific fine oral cleaning and matched with different RDA cleaning power indexes, so as to achieve effective and adequate cleaning while protecting young teeth and preventing caries. "From the consumer's point of view, the RDA can also intuitively choose the best toothpaste products for your child.
It is worth noting that at the conference, the "Scientific Prevention of Caries - Guidance for Children's Oral Health Care and Maintenance" jointly issued by the Chinese Stomatological Association and People's Daily Online and People's Health, and the industry's first RDA age-based patent cleaning technology released by Shukebao (the technology has been authorized by the invention patent issued by the State Intellectual Property Office) provide standards and scientific theories for children's age-specific moth-proofing.
▍ "Scientific Caries Prevention - Children's Oral Health Care Maintenance Guide" was officially launched
As a result, based on the research on the oral microecology of children of different ages and the in-depth RDA age-specific patented cleaning technology, Shuke Baby launched the first RDA graded toothpaste. The safety and cleanliness indicators of this toothpaste are mainly divided into 3 levels (RDA30-50, RDA50-70, RDA70-90), which provides clearer and easy-to-understand guidelines for consumers to choose children's toothpaste, and at the same time ensures the cleaning power and safety of children's toothpaste for children of different ages.
It is reported that in order to ensure the stability of product quality, Shuke Baby has established the support of an innovative product research and development system of "five-dimensional principles, four technologies, and three paths".
Among them, the five-dimensional principle refers to safety, efficacy, mildness, stability and fun. The four technologies include: age-specific patented cleaning technology, which is graded by the RDA cleaning power index. Age-specific moth-proof technology, that is, within the scope of ensuring safety, the fluorine dosage is accurately designed for different ages, and the age-specific moth-proof technology is scientific and safe. Age-specific mild surface activity, that is, through the multi-dimensional detection and analysis of precision instruments, the surface activity plan that meets the oral tolerance of children at different ages is formulated. Age-specific fragrance matching, that is, the product should match the taste that children of different ages like, and guide children to develop good brushing habits.
The "three pathways" refer to the coordination of the three pathways, including inhibiting the growth of cariogenic bacteria from the source (source blocking), resisting plaque metabolizing sugar and acid production (process control), inhibiting demineralization through fluoride, and promoting remineralization (endpoint improvement), so as to provide children with longer-term protection against cavities.
▍Shuke baby small shield anti-cavity toothpaste
It can be said that based on clear product positioning and outstanding product research and development capabilities, Shuke Baby has established a high competitive barrier. Typical example, for age-specific anti-cavity toothpaste, Shuke baby launched the small shield anti-cavity toothpaste, since the launch of the first product, the distribution has maintained sustained and stable growth, sales accounted for more than 10% of children's toothpaste share, a year-on-year increase of more than 100%, Douyin maternal and infant care category for many consecutive months.
Hand in hand with Guo Jingjing for national science popularization
Age-specific care for children has become an outlet
In the current era, "the aroma of wine is still afraid of deep alleys", how to resonate with the spiritual core of the brand and the brand tonality with the public, is a test of the brand's hard power in marketing.
There is no doubt that in addition to ensuring the high quality and high standards of products, children's oral care brands also need to form a more direct connection with consumers, so that more consumers can realize the importance of age-specific moth prevention and continue to occupy the minds of users.
It is worth noting that recently, Shuke Baby officially announced the "diving queen" and world champion Guo Jingjing as the brand spokesperson. Guo Jingjing is a well-known Olympic champion, but she is not only an Olympic champion, but also a mother of three children, a model wife, and a senior public welfare person. She shows multiple roles in life, and each role is conveying a professional and top-notch personal image to the public, which coincides with the brand image of Shuke Baby.
And Guo Jingjing also appeared at the top industry conferences as the brand spokesperson of Shuke Baby. At the meeting, Guo Jingjing said, "In the future, we should recognize the RDA age-specific patented cleaning technology to select children's toothpaste, and also popularize the importance of age-based care to the mothers around us." ”
It is believed that with the addition of Guo Jingjing, it will further strengthen the professional and leading image of the brand. Under the promotion and guidance of "Champion Mother", Shuke Baby can not only connect to the group of people targeted by Shuke Baby more accurately, but also help to further guide more consumers to realize the importance of age-specific moth prevention. It is understood that based on online and offline multi-channel communication such as online spokesperson Weibo, Douyin Kaiping, and ladder media, as of today, the overall exposure of this spokesperson communication has exceeded 700 million.
▍Shuke baby brand spokesperson Guo Jingjing
At the public welfare conference, Shuke Baby and Guo Jingjing also witnessed and launched the "2024 Caring for Small Baby Teeth and Age-specific Caries Prevention Public Welfare Program", continuing to promote public welfare undertakings, entering campuses and communities, popularizing oral health education for the public, and helping children's oral health. Cao Rui'an, co-founder and CEO of Vimezi, said: "In the future, every time Shuke Baby provides a small shield age-specific anti-cavity toothpaste, a special donation will be generated to help the development of children's oral health public welfare." The Chinese Stomatological Association, People's Daily Online, People's Health, China Children and Teenagers' Fund, Sina Weibo, Shuke Baby, and Douyin experts, the main social media front, jointly launched the "Children's Caries Prevention Public Welfare Science Dissemination Plan", calling on more social forces to continue to promote public welfare undertakings and popularize oral health education.
▍"Children's caries prevention public welfare science popularization program"
It can be seen that Shuke Baby adheres to the original intention of helping children grow up healthily and stimulating children's self-confidence, and is committed to the popularization of children's oral health education in China. Based on the continuous improvement of the public's professional demand for children's oral care, it began to specialize in ingredients, formulas, R&D patents, care methods, etc., which also forced the high-quality development of the industry and further brought broad development prospects to the children's oral track.
According to data from the China Business Industry Research Institute, the total retail sales of China's children's oral care market increased from 3.5 billion yuan to 5.4 billion yuan from 2017 to 2021, with a compound growth rate of about 13.4%. With the enhancement of parents' awareness of protecting children's oral environment and the development of dental industry technology, it is expected to reach 6 billion yuan in 2025, a year-on-year increase of 10.8%.
▍Wei Meizi co-founder and CEO Cao Rui'an
There is no doubt that the huge user base and the increasing attention of post-90s parents to children's oral problems have attracted countless dental brands to enter the game. In this track, Shuke Baby, as one of the leaders, under its leadership, children's oral age-specific care is bound to become the next outlet.