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    兒童護理成趨勢,青蛙王子新品爆款為家庭提供兒童夏季出游防護解決方案

    行行 2019-06-13 12:01 Tags: 閱讀數: 評論:0

    導讀:新零售時代的品牌增長邏輯,關鍵點在于:第一,打造具有差異化的品牌新增長點;第二,社交和娛樂驅動品牌建設和購買;第三,善用新渠道創造新消費場景。聚焦到母嬰消費品牌,圍繞功能性需求細分、場景需求細分、目標人群細分所帶來產品創新機會,依舊存在巨大的挖掘潛力。其中,嬰童全線用品均呈較高的增長趨勢,細分化、高端化、品質化趨勢明顯。

    事實上,嬰童護理已成母嬰趨勢品類,母嬰研究院數據顯示,2018年我國線上嬰童護理消費占100.6億元,同比增長33.2%,同時護膚、驅蚊、寶寶洗浴等子品類增速最快。此外,英敏特最新研究數據表明,中國嬰童護理用品市場預計將保持增長勢頭,市場銷售額在未來五年將以14.5%的年均復合增長率繼續高速穩定增長。在消費升級的主流背景下,具有科學育兒理念的新生代媽媽們持續帶動兒童護理市場的增長,同時功能劃分的更為細密和精準,產品的專屬性也體現的更為明顯。

    在深度洞察到用戶需求及消費場景的同時,青蛙王子適時抓住兒童防護細分領域的發展機遇,從兒童防護的理念出發,近期重磅推出全新產品兒童防曬霜、驅蚊液、保濕水水霜,為兒童夏季出游提供更加安全有效的防護解決方案,無論從其產品創新還是品牌內容營銷上,都有可圈可點之處!

    細分市場和多元場景引領母嬰品類發展,青蛙王子創新推出應季新品

    隨著泛90后逐漸成長為母嬰用戶核心人群,消費多元、產品細分已成為母嬰行業最為明顯的趨勢之一。新消費環境下,母嬰品牌需要針對不同年齡段的母嬰用戶的消費需求,以及結合更多元的場景,用更專業的產品滿足更精細的消費者需求。現時值夏季,炎炎烈日,兒童肌膚的防護成為了媽媽們重點關注的問題之一,為此,多年來專注于兒童護理的國民兒童品牌青蛙王子不斷進行產品升級,推出全新的防護系列,包含兒童防曬霜、驅蚊液、保濕水水霜,為小朋友的夏季出游保駕護航,此外,產品本身以及產品形象都進行了全新升級,不僅是青蛙王子「專心致意,兒童護理」品牌理念的踐行,更加符合新生代母嬰用戶對高品質、高顏值的追求。

    精準把脈消費趨勢和對產品的極致追求,是品牌煥發新活力的催化劑。而青蛙王子作為擁有25年發展歷史的兒童護理實力國貨品牌,不斷緊跟消費者需求變化,為用戶提供更高端、專業、貼心的品質產品,同時也煥發出了新的品牌活力。近兩年來,我們可以清晰的看到,青蛙王子在不斷進行全品類戰略布局與升級,同時也在加速開拓高端市場,滿足嬰童護理消費的精致化、多樣化需求。此次青蛙王子夏季新品的推出,為兒童夏季出游提供了更加全面的防護解決方案,同時,因其差異化產品力+高顏值外觀,也得到了母嬰頭部內容KOL和專家的大力推薦,以及明星辣媽的種草打call!

    專家背書、明星種草,兒童護理專家發力內容營銷,強勢傳遞新品實力

    從品牌營銷的角度,母嬰用戶的特質決定了以內容為王的營銷升級是大勢所趨:當下母嬰用戶消費能力增強,對優質母嬰產品消費升級的趨勢明顯;媽媽人群對情感和歸屬的需要很強,愛好社交和跟隨,容易通過優質內容建立信任關系;母嬰用戶對內容需求大,場景和內容都極為豐富。結合產品優勢,青蛙王子將內容與營銷進行了更多有效結合。

    “健康”是母嬰人群最為關注的領域之一,“科學”是當代父母信奉的育兒原則,青蛙王子從該點出發,與具有強醫療底色與權威科普能力的母嬰親子健康頭部內容平臺丁香醫生進行合作,借助丁香醫生的內容影響力和專業可信賴的優勢,通過科學測評的方式,為新品進行權威背書,一方面以優質內容讓更多用戶了解到兒童科學防護的專業知識,同時也融入了青蛙王子新品超強的產品實力,進一步影響用戶心智與消費選擇。

    此外,基于口碑傳播的專家/KOL推廣仍是品牌營銷的重頭戲。青蛙王子還與上海市權威皮膚科醫生袁超醫生合作直播,在線為用戶提供專業的科普知識和解答夏季兒童防護問題。青蛙王子二次通過權威專家背書的方式,不僅給用戶在產品功效上打了一支強心針,更加速助推青蛙王子推出的兒童防曬霜等新品成為兒童夏季兒童防護的爆款。在社交傳播上,青蛙王子則選擇布局時下最火的社交電商、種草營銷,通過與明星辣媽包文婧合作,在垂直平臺小紅書上進行深度精準種草,激發擴大紅人影響力,實現流量與銷量的雙豐收,同時也深化青蛙王子兒童護理專家的品牌價值。

    目前,中國嬰童護理用品市場高速發展,與此同時,無論在產品力、品牌力、渠道力上,新升級的國貨品牌勢不可擋。青蛙王子作為兒童個人護理產品國內領先品牌之一,面對母嬰行業“人貨場”的更迭,也在不斷調整姿態,在產品升級、營銷創新等多個維度不斷發力,保持品牌的年輕化與個性化,為更多年輕用戶提供更加專業、安全的嬰童護理解決方案,同時不斷影響、推動行業的正向發展。

    文章來源:母嬰行業觀察

    聲明:母嬰行業觀察尊重行業規范,每篇文章都注明有明確的作者和來源;母嬰行業觀察的原創文章,請轉載時務必注明文章作者和”來源:母嬰行業觀察“,不尊重原創行為將受到母嬰行業觀察的追責。

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