On May 10, the eighth China Brand Day came as scheduled. In recent years, China's brand building has gradually entered the fast lane, and a large number of high-quality domestic products with good commercial value and social value have emerged.
Recently, the "2024 Green Consumption High-Quality Development Forum" hosted by the People's Daily was grandly opened, and all powerful brands in various fields were unveiled. As the only baby skin care brand invited this time, Newpage was the only baby skin care brand invited this time, and shared it with many classic domestic brands, and won the "Green Consumer Brand High-quality Development Innovation Case Award".
At the meeting, Liu Ming, vice president of Shangmei Co., Ltd. and co-founder of Newpage, delivered a speech on the theme of "Newpage Accompany the Healthy and Happy Growth of Chinese Maternal and Infant Families with Green New Consumption". The newpage of product quality and brand value has not only received praise from the official media, but also continued to lead the industry upgrading and the progress of domestic products with the power of the brand.
Positioning infant and child efficacy skincare
Protect thousands of families with "love, professionalism and science".
In his keynote speech at the forum, Liu Ming, vice president of Shangmei and co-founder of Newpage, said: "The starting point of green consumption is to have an 'altruistic heart'. Altruism is not just a public welfare project, not just a short-term trip, but a long-termism to guide the operation, from the bottom of the business model to change. ”
Liu Ming, vice president of Shangmei Co., Ltd. and co-founder of Newpage
The "altruistic heart" on the page of newpage is to protect the healthy growth of Chinese babies with the original intention of "love, professionalism and science", which comes from a deep market insight.
When the post-90-95 generation became the main group of parenting, the concepts of "refined parenting", "scientific parenting" and "scientific feeding" gradually prevailed. However, in the context of advanced demand on the user side, the "supporting upgrade" on the supply side is lagging behind, and there are still three huge market gaps in the industry:
- The market concentration is low, and there is a vacancy of super head brands in the maternal and infant industry with strong user minds;
- There is a vacancy in high-end baby skin care brands, and most brands are still in the stage of low price, marketing, and buying gifts, and the needs of high-end users need to be undertaken;
- Efficacy skin care products have been vacant for a long time, and most of the products in the market are mainly moisturizing, and the sensitive skin problems of babies such as eczema and dry itching that plague maternal and infant families have not been solved in a targeted manner.
The vacancies in the three major markets have allowed brands to see the mismatch between user demand and supply levels. Therefore, the "altruistic heart" of "effectively helping parents solve the problems of parenting life" as the starting point, with the cutting-edge and leading scientific research accumulation as the starting point, the "effective skin care" is introduced into the field of infant skin care for the first time, following the original brand intention of "love, professionalism and science", and bringing high-quality solutions for Chinese maternal and infant families to care for baby sensitive skin.
Pioneered the "medical research co-creation" model
Open up the closed loop of "user, clinical, and scientific research".
Newpage pioneered the "medical research co-creation" model, with the well-known actor Zhang Ziyi putting forward insights and demands from the user side, and then through the strong cooperation of parenting expert Cui Yutao and scientists, closely combining clinical experience and scientific research technology, truly opening up the closed loop of "user + clinical + scientific research".
Specifically, Dr. Cui Yutao, one of the founders of the brand, has nearly 40 years of clinical experience in infant dermatology, and has seen up to 10,000+ cases, which can provide professional guidance for product development based on the clinical status of infants and young children and the actual needs of children's families.
At the scientific research level, based on their own scientific research technology, experience in the field of raw materials and formulas, the team of scientists has successively obtained a number of patent achievements, including "Omega-pro Skin Barrier Ingredients", which provides a strong scientific research guarantee for the research and development of new pages.
Starting from the massive clinical data, anchoring the product concept, and then realizing professional co-construction at the R&D and production level, and then returning to clinical observation and human effectiveness, and finally referring to data feedback, the product is repeatedly refined and polished.
However, as a baby skin care brand dedicated to providing skin care solutions for Chinese babies with sensitive skin, of course, we can't ignore the real feedback from consumers, so the "mother" role of Zhang Ziyi, the founder of Newpage, is extremely important. Starting from her mother's high standards, she gave the R&D department suggestions on the adjustment of product materials, skin feel, design and other details, injecting more brand temperature into the page of newpage.
As a result, NewPage has completed the "three-end closed loop" of "user + clinical + scientific research" on one page, creating a solid foundation for the brand to develop and launch ultra-high-level baby skin care products.
4,000 risk ingredients are not added
Independent raw materials empower product efficacy upgrades
When it comes to the product side, NewPage also strives for perfection, and strives to achieve a balance between safety, efficacy, skin feel and other aspects of the product.
Taking the brand's star product "One Page Baby Safety Cream" as an example, the product uses the "Omega-Pro Skin Barrier Patent Ingredient" developed by Newpage One Page, which is made of egg butter, hydrolyzed eggshell membrane and American chia seeds, and the raw materials are all from food, which is safe and risk-free. On April 25, the ingredient also won the industry's top ICIC "Science and Technology Innovation Focus Raw Materials Award".
At the production level, Newpage puts product safety in the first place, and each product has obtained the "Little Golden Shield" logo for children's cosmetics, and at the same time, refuses to actively add more than 4,000 risky ingredients, which is nearly twice the EU's regulations on baby skin care products. Not only that, the newpage also sets up 6+N safety tests in the product inspection process, including microbial testing, heavy metal testing, acute eye irritation testing, etc.
In just 18 months, the annual revenue of newpage in 2023 will reach an astonishing 153 million, with a year-on-year growth rate of 498.0%, achieving the strongest growth of the brand since its inception and gaining the favor of more and more consumers.
"Maternal and Child Industry Observation" learned that only 4 months after the first launch of Tmall, newpage has successively won honors such as "Tmall Baby Cream Hot Selling List & Praise List" and "Tmall Maternal and Child Care Cutting-edge Store List TOP", and in 2023, newpage won the Tmall Double 11 Cutting-edge Brand Award, becoming the only maternal and infant care brand to win this award.
While conquering the city online, Newpage has also not relaxed its steady progress on offline channels. It is reported that up to now, NewPage has settled in 6000+ offline maternal and infant stores across the country, and has successively joined hands with multiple chain systems such as tertiary hospitals, Cui Yutao Clinic, St. Bella's Confinement Club, Baby-Friendly Room, Watsons, etc., to provide consumers with a greater product experience and purchase convenience.
"The product matrix of the newpage page is not only for the neonatal stage, but also for primary and secondary children, middle and older children, and extends to the age of 18 in the future." In an interview with the People's Daily, Liu Ming also revealed the brand's future plan to reporters.
Contribute to the transition to a green economy
Officially praised by the People's Daily
Compared with success at the level of commercial value, it is obviously more rare to be able to provide assistance for the transformation of China's green economy and get "official praise".
"The only way for green consumption is to promote the upgrading of green consumption with the green and low-carbon development of the whole life cycle of products, and contribute to the transformation of the green economy." Liu Ming said at the People's Daily forum.
Since its establishment, NewPage has always adhered to green formulas, green packaging, and green actions to achieve green and low-carbon development throughout the life cycle of the brand, support the popularization and promotion of green consumption and green consumption concepts for the whole people, and lead the maternal and infant skin care industry to the path of green and sustainable development.
Newpage innovatively uses environmentally friendly, harmless and degradable FSC certified environmental protection paper in product paper packaging, and adopts soybean ink printing process to greatly reduce the carbon footprint in the packaging process and realize the green, low-carbon and recyclable process.
At the same time, the newpage also calls on and drives upstream and downstream partners in the industry to jointly promote sustainable industrialization and upgrading, create a complete brand green supply chain, and inject a steady stream of momentum into the construction of a green and sustainable ecosystem in the field of maternal and child skin care.
In the future, Newpage will follow the principle of "green management, green ecology, and green society" to achieve harmony and unity, and continue to promote green consumption.
summary
How far a brand develops depends on whether the underlying logic of a brand and its original intention can be self-consistent and maintain a close connection with consumers.
From ingredient research to production control to packaging and delivery, and then extended to strengthen the scientific cognition of mothers and babies and families and professional assistance for vulnerable groups, the original intention of "love, professionalism and science" is implemented in every detail of brand management and development.
It is foreseeable that in the future, Newpage will continue to give full play to its absolute leading edge in user insight, improve and strengthen product strength, efficiently consolidate channel power, steadily temper brand power, and adhere to the path of green and sustainable development, leading the infant skin care industry to continue to innovate and break through, and provide more professional, more scientific, purer and higher quality skin care for more Chinese babies.