"The memory of the first taste buds in life is expected to accompany you for life. "Doo cat co-founder febe sees that children's snacks are at the best entrance to the trillion-level pan-food track, and there is enough room for imagination in the future. So how can traditional industries become more and more new?
In the detailed conversation with the febe, it seems to have found an answer. Now, there is such a group of people who are adding new brands, developing new technologies and providing good products for the children's snack industry.
Founded in September 2020, in less than 9 months, the number of fans in the Tmall flagship store has exceeded 100,000; the Jingdong self-operated flagship store has 1.077 million fans; and the Douyin platform has 79,000 fans.
Only half a year after its establishment, Doocat has won more than ten awards, such as the Ebang Future Retail Conference Consumer New Growth Brand Award, the Foodaily Isee Innovation Award for Best Children's Snack, the 2021 Tmall Maternal and Infant Parent-Child Outstanding New Product Award, and the Jingdong Supermarket 2021 New Brand Award. So far, Doraemon has completed 2 rounds of financing, the most recent of which was the tens of millions of dollars pre-a round of investment it received on March 31.
Snacks are long-life cycle high-frequency just-needed products, these 8 months, Doi Cat has been trying to make it healthier and safer.
Shape a good product based on your own demands
According to reports, in the process of parenting wu Xuanyong and febe, the founder of Doo Cat Cat, they found that many children's foods were not suitable for children. So the two parents decided to change their identities, based on the appeal of "parents want to give their children healthy children's food", and founded the children's snack brand Doi Cat.
In the more than 8 months since the establishment of the brand, Doo Cat has expanded three types of products: staple foods, snacks and condiments, and has more than 60 SKUs. Among them, the main food supplement is mainly for infants and young children aged 0 to 3, such as organic butterfly noodles, organic animal biscuits and embryo rice, etc., more than 20 sku; snacks cover high-calcium colostrum milk scallops, freeze-dried yogurt fruit pieces and dha cod intestines and other products, more than 20 sku; seasoning categories include high-calcium high-iron sesame powder, bibimbap nori and so on. And, of course, there's the super big line of doo cats. By the end of the year, the number of SKUs will be close to 100. In addition, the products of Doraemon have maintained a cycle of about 2 months from research and development to shelf. Maintain excellence in product safety and nutrition. In the product matrix of Doo Cat Cat, there are:
1. 20 "baby label" products
2. 17 "low fat and low sodium" products
3, 28 products rich in minerals (calcium, iron and zinc, etc.)
4, 22 products rich in vitamins (vitamins A, B1, B2, c, d, e, etc.)
5, 47 "6 additive-free" products - no added flavors, artificial colors, preservatives, trans fatty acids, microwave, irradiation
Such a high standard and high efficiency of the new speed is due to the solid supply chain of Doraemon.
Previously, Ebang Power's report on Doocat also mentioned that in terms of supply chain, Doocat will choose to cooperate with giant manufacturers that produce leisure snacks, and high-standard manufacturers that have been engaged in export and then transferred to domestic sales. It is worth noting that Doraemon also chose international chemical giants such as basf, DSM and IFF as the product nutrient providers, "basf provides lutein esters, vitamins and DHA; DSM provides DHA and minerals; iff provides lactic acid bacteria and probiotics." Febe introduced.
The two founders understand the importance of food health for children and parents. "We want to deliver the highest standards that can be achieved to consumers." Febe said that after a successful product proofing, her child will first be a "trial officer", just the age of the three children corresponds to the age of staple foods and snacks, condiment products.
As the helmsman of children's snack brands, Febe observed that traditional children's snack foods have pain points such as lack of children's food standards, serious homogenization, insufficient diversity and insufficient supervision. This also gave a new generation of children's snack brands the opportunity to grow, giving birth to products without preservatives, flavors, and artificial colors.
With large items as the core is the development strategy of Doo Cat. "We launch a super big item every q," Says Febe. Each one is the research and development department of Doocat Cat, which is enough to break the tradition and subvert the market, with a unique product with a patented formula.
In order to reassure parents to eat their children, the existing main "nutritional jelly suction music" product insists on doing 4 without adding: no preservatives, artificial colors, flavors, and sucrose.
Behind the realization of "4 no additions", Febe has invested a huge cost. First of all, Doraemon cat chose to cooperate with the 300,000-level purification workshop, which can realize the "can" molding from the packaging film to the product. Secondly, after the doocat team has independently developed the formula, the sample proofing and stability test will be carried out by the world's leading raw material supplier IFF Laboratory. Lactic acid bacteria provided by IFF laboratories also selected strains and strain numbers suitable for infants and young children. This quarter, the product will be expanded to 5 SKUs. Each sku will correspond to a function, such as vitamin supplementation, eye protection, calcium supplementation, brain health and so on. All of this contributed to the results of the cat nutrition jelly sucking music once it was launched.
The latest super large item has entered the production sample stage and will soon meet with consumers.
In addition, in 8 months, other product lines of Doi Cat also achieved breakthroughs and innovations. According to reports, the cat has been certified organically by infant germ noodles and butterfly noodles. It is understood that organic certification needs to ensure that the product is not polluted in all aspects, including the planting environment, planting process and processing process. The quality of air and land in the planting environment of raw materials needs to meet the standards; the planting process should be applied to organic fertilizer and physically prevent insect pests; at the same time, in the process of product processing, the content of organic fertilizer should be greater than or equal to 95%, and the environment and water use should be up to standard.
Febe also observed that many parents are worried about the salty soy sauce in The country and have begun to purchase soy sauce from Japan for their children. Therefore, through cooperation with the top condiment extraction factories in China, including from formula research and development, proofing to debugging, the upcoming launch of children's salt-reducing organic soy sauce has solved the pain points of parents and smoothly opened up the condiment supply chain with high threshold and strong barriers.
Condiments, snacks, etc., as long-life cycle just-needed products, appear frequently in consumers' life scenarios and consumption scenarios. The problem that brands solve is how to make these essential links healthier and safer. "Food safety is a string to be tightened in the future industry, and children's food should not only be healthy and safe, but also have quality." This is the most basic bottom line that brands should adhere to. Febe concluded.
Live with Baoma accompanies target users for 17 hours a day
Like many new consumer brands, Doo Cat cat also began to lay out Douyin this year. But the difference is that the anchor of the live broadcast room has another identity - mother.
According to febe, Doo cats insist on live broadcasting on Tmall, Douyin, and Jingdong platforms for 17 hours a day, which will last until 12 p.m. or 1 a.m. every day. So at this time, the anchor must be active. She explained that the reason why the cat and cat live broadcast for a long time is that when the mothers encounter problems, the anchor can reply in time.
It is reported that there are already 5 nutritionists certified by domestic and international dietitians in the doocat team, and they will regularly train the mother anchors, so that the anchors can reply to the audience in time during the live broadcast.
In addition to the store's self-broadcast, the cat will also choose to cooperate with the kol of the female vertical class. In March, Doo Cat cat cooperated with Douyin's "Happy And Curious Mom", a douyin master with 1.811 million fans. In the video, "Happy and Curious Mother" built a castle for two children with 500 pieces of cat products. As of May 28, the short video had garnered 237,000 likes, 901 retweets, and 2,936 comments. "The creativity of the talent has also greatly expanded the brand's voice." Febe concluded.
Whether it is kol delivery, brand endorsement or marketing, Doo Cat insists on focusing on the talents, platforms and institutions of the mother vertical category. In addition, the brand attaches great importance to the output of the headline content of the WeChat public account of Doraemon Cat, hoping to convey the real parenting knowledge to consumers and enhance the sense of trust in the brand.
Being able to provide the products that consumers really need is also one of the factors that Doo Cat has gained the trust of consumers. When Doo Cat conducted a survey of consumers who repurchased many times, many consumers responded: If you give your child biscuits, I hope it can play a role in calcium supplementation. Therefore, The Cat Cat developed a high-calcium Chia seed vegetable biscuit, which shows that it is not only high in calcium, but also adds 9 kinds of vegetables.
Seize the "sneak baby" scene and attack the offline channels
According to the "2020 Online Children's Snack Industry Marketing Trend Insights" jointly released by Alimama and Tmall Snacks, the future market capacity of Children's Snacks in China will reach a scale of 100 billion. From 2019 onwards, the year-on-year growth rate of children's zero food turnover is 4 times that of the leisure snack industry.
Different from other consumer goods tracks, the children's snack track needs "sneak doll" and "parent-child" scenes, and the logic of lazy economy and home economy does not apply to children's snack brands. This also provides favorable conditions for children's snack brands to enter the offline channel.
Since the beginning of this year, Doo Cat cat has laid offline channels, and has now entered more than 3,000 stores of the three major mother and baby ka chains such as child king, leyou and baby-friendly room, and at the same time, convenient bees, kkv and regional chain mother and baby stores can also see the figure of doo cats. It is expected that by the second quarter, Doraemon will be stationed in about 5,000 mother and baby chain stores and convenience stores.
According to reports, while the cat is laying the offline channel, the team will do two things:
1. Introduce the positioning of the cat to the dealer and the push personnel. This is to ensure a high degree of unity in the brand image and positioning of online and offline channels.
2. Do top-down maternal and infant knowledge training. The team of nutritionists will first train the sales managers responsible for each province and region, and then the sales managers and nutritionists of the provinces and regions will radiate to the local push personnel of the store. In this way, when parents have questions about the product, the pusher can give the correct, methodical, systematic answer.
"We hope that both the channel side and the consumer can understand the original intention and positioning of the brand and benefit from our products." Febe said.
Around this year's June 1 Children's Day, Doo Cat also planned offline carnival activities. In addition, As a "new generation of children's snack representatives", Doo Cat will also participate in the "55 Shopping Festival" led by the Shanghai Municipal Government.
Just established for more than 8 months, Doraemon has begun to develop rapidly in online and offline channels.
Febe once said at the Ebang Power Future Retail Conference that the memory of the first bite of the taste buds in life is expected to accompany it for life. Children's snacks are located at the best entrance to the trillion-level pan-food track, and there is enough room for imagination in the future.