After 15 years of specializing in sensitive skin and making a stunning appearance at CBME, how does Shubiqi stand out in the extremely involuted diaper market?
As one of the core categories of infant consumption, the reshuffle and elimination of the diaper market are also increasing day by day. Over the years, the "Maternal and Child Industry Observation" has witnessed the rise and demise of countless brands, but there is one brand that has not only resisted the big waves, but also achieved multi-faceted contrarian growth in the context of the overall decline of the market, and it is the "sensitive skin diaper expert" - Shu Biqi.
Bright sword out of the sheath, who fights
Recently, the 23rd China International Maternity, Infant and Child Exhibition (CBME) ended at the National Convention and Exhibition Center (Shanghai), with thousands of brands gathered to show the new trend of the industry. "Maternal and Child Industry Observation" visited the exhibition and found that this year's booth of Shubiqi was extremely lively, with a full range of new products unveiled, the exclusive and refined "sensitive skin theory system" strength eye-catching, the hard core strength of the whole industry chain of factory research and development, many cutting-edge buyers, exquisite parents stopped to check in, dealers, channel providers and domestic and foreign partners across the country took the initiative to discuss cooperation, which became a highlight of CBME for a while.
"Maternal and Child Industry Observation" learned that with its unique positioning specializing in sensitive skin diapers, accurately segmented products and innovative and professional service labels, Shubiqi has been highly recognized by the industry, and won the China Maternity, Infant and Child Supply Chain Ingenuity Award at this year's CBME.
The dark horse counterattacked
Multi-channel and multi-business are in full bloom
Continuing to dig deeper, we found that the strength of Shubiqi on CBME is not only the inevitable result of its accumulation over the years, but also the tip of the iceberg of Shubiqi's strength and status.
In the 618 promotion that ended not long ago, Shubiqi topped the hot sales list of sensitive skin diapers, and rushed to the 6th in the sales list of Tmall's domestic diaper brands, and ranked 9th in the baby diaper industry, and the two ace products of vitamin E · fresh and breathable, thin · oxygen protection set a new record.
With the online and offline omni-channel layout, "Maternal and Child Industry Observation" learned that at present, Shubiqi's brand influence and reputation in the Hunan market are far ahead, and it is expanding the whole country with Hunan as its base camp, covering 14+ provincial markets.
The strong comprehensive strength of the brand is not only reflected in the channel and market side, but also reflected in the high recognition of the same industry. It is reported that based on the advantages of Shubiqi in factories, R&D, quality management and other aspects, the brand has now undertaken the OEM/ODM business of many first-line customers in the industry, providing customized products and solutions for 20+ partners at home and abroad, and becoming a benchmark for professionalism and quality.
Stick to the core positioning of sensitive skin
Achieve the leading brand of the subdivision track
Throughout the development process of China's diaper market, from the strong leadership of foreign capital to the acceleration of domestic brands, from the beginning of the prototype to the accelerated maturity of products, supply chains and channels, there are also many opportunities in the reversal of the industry pattern.
Find out why Shubic is able to stand tall and break new ground in this red sea competition. We believe there are at least three dimensions of reason:
1. Create a "Sensitive Skin Theory System" to systematically deal with the problem of red buttocks care
Unique positioning, continuous cultivation. From the beginning of its establishment, Shubiqi has been highly forward-looking and firmly chose the sensitive skin diaper track, and has continued to innovate and iterate around the real needs of babies for 15 years, and constantly deepen the scientific research support behind it.
Through millions of consumer big data research and in-depth tracking of newborn families, and co-creation and discussion with authoritative parenting experts and dermatologists, Shubiqi has formed a systematic cognition of "babies are born with sensitive skin": baby skin is more fragile than adult allergic skin, incomplete skin development at the age of 0-3 years, poor sebum membrane water-locking ability, incomplete development of sweat glands, poor heat dissipation function, thin stratum corneum and easy to wear and tear and other problems exist at the same time. Therefore, mothers will find different signs of red buttocks such as dry itching, redness, and broken skin during the nursing process.
In order to take care of the naturally sensitive skin, Shubiqi has comprehensively used the triple sensitization ideas of "skin care essence", "breathable structure" and "soft feeling technology" at the level of product research and development, giving babies a more comfortable, breathable and soft diaper wearing experience. For example, scientifically screen a variety of skin care essences to add a full range of products; Extract the care concept of hip care cream, add visual essence, care for the buttocks and resist urine and fecal stimulation; According to the baby's growth cycle, the combination of the double essence of growth pants brings the attitude of Shubiqi's specialized products to the extreme.
Continuing the research ideas of baby and children's products, Shubiqi brings the newly launched parental series of household paper to convey the original mission of Shubiqi to always focus on sensitive skin and protect the healthy and comfortable life of maternal and infant families.
2. With independent research and development as the core, build a new ecology of research and production integration
In the face of a new generation of young, knowledgeable and rational consumers, excellent product strength is the basis for gaining consumer trust. Shubiqi empowers product quality from the trinity of R&D, production and quality control, builds a new ecology of research and production integration, and continuously upgrades the performance and quality of diapers by relying on the integrated operation mode of the whole chain, so as to better adapt to the new trend of consumption.
In 2018, the Shubiqi Sensitive Skin Research Center was established to strengthen exchanges and cooperation with various infant skin care institutions around the world. R&D and production collaboration, comprehensive quality control, investment of 1 billion yuan to build a baby diaper factory, integration of intelligent transportation, sorting, logistics, the introduction of global first-line production equipment. Over the past 15 years, the factory has not only obtained various quality management system certifications, but also won the honors of "Intelligent Manufacturing" production demonstration factory, "Medical Grade Baby Diapers" standard production demonstration factory and so on.
"Maternal and Child Industry Observation" also learned that Shubiqi is integrating the factory supply chain, scientific research and innovation, product upgrading, brand marketing and other dimensions from a global perspective, strengthening the professional image of research and production synergy and quality and efficiency.
3. Global marketing efforts to consolidate the minds of sensitive skin diaper users
Continuing to deepen the mental construction of sensitive skin diapers, Shubiqi aims at the mainstream positions where contemporary young people gather such as Douyin, Xiaohongshu, Kuaishou, WeChat, Weibo and other contemporary young people in brand marketing, and through creative gameplay such as popular science tweets, sensitive skin tests, talent co-creation, and cross-border cooperation, he wants to be together and play together with the new generation of parents, and imperceptibly implants the sensitive skin theory system into the minds of consumers, completing the closed loop from grass planting to transformation. It is reported that at present, Shubiqi sensitive skin diapers continue to lead in the content share of Xiaohongshu, and Shubiqi is also in a very high position in the search for sensitive skin diapers on Tmall and Jingdong.
epilogue
In the past 15 years, Shubiqi has been doing "one meter wide and 10,000 meters deep" in the sensitive skin track of babies and children, and it is precisely thanks to the brand's precise positioning, deep cultivation strength and forward-looking layout that we can witness Shubiqi steadily climb the peak of China's diaper industry step by step. In the future, the reshuffle of the diaper industry is bound to be more intense, but it is also an opportunity for powerful brands to rush to a higher position.