my country’s first type B infant laundry rushed into the market with catfish, and domestic infant laundry fluids were ushered in great changes.
“The only girl in our family is also my second daughter who is a premature infant, and her constitution is very sensitive, so everything she eats is very careful to buy the best in the market at that time.” SaCCFI founder Wang Lingshan said.
After Wang Linshan’s daughter was born, the whole family devoted her energy to her food and food, but the child still had problems with her skin from time to time. After excluding all other factors such as eating, drinking, and using, the end of the disaster pointed to the high -end laundry solution used. At this time, Wang Linshan began to re -examine the composition of laundry liquid on the market and implement standards.
In accordance with the national standards of the technical safety management specifications of the GB/T 26396-2011 in China, the production, sales and use of the production, sales and use of the People’s Republic of China are divided into three categories: ABC. Among them, Class A (food, tableware cleaning, vegetable detergent); category B (personal cleaning agent, such as shower gel, handwashing); Class C is detergent for other items such as glass washing agents, floor cleaning agents, floor cleaning agents , Laundry powder, laundry fluid, animal cleaning agent.
Before the birth of SACCFI, both adults and infant laundry fluids were performed in category C standards.
In addition, not all the laundry fluids that advertise the pure plant formula are safe. For example, the famous Gannick, its component table focuses on it contains a variety of natural plant groups, which has strong decontamination capacity. But at the same time, it is a strong alkaline and uses pesticide pesticides, which can easily cause damage and residues to the skin.
However, in order to allow the laundry solution to obtain Class B standards, Wang Linshan took 3 years, and during the period, after various twists and turns and repeatedness.
01
SACCFI infant laundry liquid upgrade ushered in the time of time
As early as 2017, Wang Linshan began to prepare for a baby laundry fluid that truly skin -friendly and environmentally friendly bacteriostatic. But this process is not smooth. The first major problem is to redefine a laundry solution, which requires too many supervisors and tests.
Wang Linshan’s idea is to obtain the production standard of Class B products through the “ancient plant decontamination process” that “the successful legacy is successful”. It is understood that although the composition of the ancient method is natural, the efficiency and capacity are not high. After nearly one and a half years, Wang Lingshan optimized the technical equipment on the basis of the equipment required by the original process to solve efficiency and production capacity.
It is understood that this set of composite fruits and vegetables washing integrated equipment has obtained patents, and it is also the first standard qualification for Q/DFKJ 01-2021 in China.
However, the Long March, this is the first step. With production standards, it does not mean that the products that are produced can be available in the market.
“Before the product was listed, the Quality Supervision and Administration Bureau obtained a Class B test report, but the institution itself could only supervise Class C. There was no right to issue a test report of Class B. This is very troublesome.” Wang Linshan explained.
If there is only one way to obtain Class B, there is only one way. Through the supervision of the Medical Period Health Commission, it is understood that this regulatory standard is also a supervision of milk powder companies. So Wang Linshan first went to the Food and Drug Administration to get the material library that complied with the prescribed regulations, and the formula was just included in the material library. After the research and development, the product is approved to the Health Commission and passed the 6 major tests of the Health Commission:
1. Cyanotoxicology test,
2. Clinical allergies test
3. Bacterburbral test
4. Heavy metal content test
5. Microbial harmful object content test
6. PH value test
In 2020, Wang Linshan’s SACCFI finally obtained the listing of listing of MA NOSY202109948, which was recognized by China and the International Mutual Listing Qualification Report. Not only that, the CPPCC National Committee and the National Health and Health Commission have been recorded.
At the same time, the domestic infant market is also experiencing a tremendous change, caught up with market dividends.
First, the infant laundry liquid market is experiencing a stage of upgrading.
Roland Berg has released relevant research reports on the Chinese maternal and infant market, which mentioned that the target users of mother and infant product products in my country reached 560 million in 2017, and showed a trend of increasing year -on -year. At the same time, family consumption expenditures of infant supplies account for about 25%-30%of household income. The report also pointed out that the market size is expected to reach 3.6 trillion yuan in 2020 and increased at a rate of 20%per year.
Consulting company Yingmus predicts that the size of China’s 0-3 -year -old infants and young children will increase from 7 billion yuan in 2016 to 17.6 billion yuan in 2021, with an average annual growth rate of up to 20%. At the same time, related data shows that the sales profits of infants and young children in my country in the past three years are more than 11%, which is higher than the adult cleaning supplies industry.
Behind this is also changing consumer groups
Essence The current information is continuously transparent, and the KOL anchor is closely bragging that it has been unable to influence the post -90s and post -00 Baoma, because they will really work hard, component, and parameter parties to choose good products. They need to be really safe and skin -friendly.
It is understood that there are only four raw materials of SACCFI: water, various plant extracts, sea salt, and sophisticated alkali. Among them, Kosamine can achieve 99.97%of herbal bacteria.
Therefore, whether a product is good can be understood and accepted through components and parameters, which is also the opportunity to make product companies at present.
02
Subscribe to consumption, can infant laundry fluid be sold like this?
According to data from Euromonitor, the global infant care product market is worth $ 3.6 billion. Although it cannot be compared with the adult skin care market, it also achieved a growth of about 9%last year, of which high -end products are high -end products. Occupy 45%of the market share.
Although the laundry solution is not a skin care in an absolute sense, the washing fluid that directly contacts the baby’s skin is in the eyes of parents, which is largely related to skin care. Therefore, it examines the three capabilities of the product’s safety, skin -friendly, and efficacy.
In terms of positioning, Wang Linshan has not hesitated, and SACCFI has always maintained the redefining the role of the track to cut into the mid -to -high -end positioning, which is also compatible with the upgrading of my country’s overall consumption environment and the faster trend of the high -end pricing growth rate of infants and young children. of.
From the perspective of the entire laundering market structure, domestic brands are mainly concentrated in the low-end price belt of 30-50 yuan, and the competition is severe. The mid-to-high-end price belt of 80-200 yuan does not have Chinese brands. Most brands come from Japan, South Korea, Britain and France. The high-end high-end of the tower is occupied by three American brands.
SACCFI has changed the way of “large price and low price” in the local play. , Gannick. According to the data of the two official Tmall flagship stores, the two official Tmall flagship stores, the price of SACCFI’s experience installation price is 99 yuan/500ml (four major e -commerce festivals will be given one).
A brand new brand is high pricing. How to reach and be accepted by consumers? This is the main problem facing Wang Linshan.
“This stage is the most difficult for me.” Wang Linshan said that after more than a year, they continued to run products to get users’ favorite point, running mode to give users a fresh feeling and reasons, contacting channels, running channels for running channels, running channels Give partners a win -win approach.
For example, Wang Linshan, how much SACCFI has to do, has experienced multiple adjustments, from 80ml travel, 1 liter, 1.5L packaging, and now 500ml machine washing hand washed, each pressing 4ml can be washed underwear, one can be washed underwear, which can be washed. Press 8ml twice to wash the whole set of infants and young children (2 months medium -sized outfit). The underlying logic is constantly changing, and the packaging design is constantly adjusting until users like it.
Until recently, SACCFI finally determined the business model of subscribing+confinement gift+white -collar care scene.
At present, SACCFI has found that it is not a bottle product that it sells, but the monthly card/quarter card/year card.
In addition to the limited experience installation, the monthly card is 1 month, the quarterly card is 3 months, the amount of 6 months of the half -year card, and the annual card is 12 months. As the amount increases, the unit price of the converted unit will gradually gradually gradually gradually gradually. Reducing can basically reach the same as Gannick on the head of the washing liquid.
In the consumption scenario, it is also more diverse. As a subscribing sales model, SACCFI can also be used for confinement gift scenes. For example, when giving a new and second -born family gifts, in addition to diapers, milk powder, clothes, and accessories, you can also choose infant laundry liquids that must be necessary and do not need code.
On average, the unit price of more than 100 yuan, is the market accepting? The user gave Wang Linshan a positive feedback.
It is understood that SACCFI has begun to have less than 1 month with Xiaohongshu, Weibo, Knowing, Baidu, Netease, Fashion Bazaar website matrix grass planting grass, and currently SACCFI starts to be available for less than one month. And the repurchase rate reached 18%. Many of these users come from Baoma. Gao Zhi’s home users in the first and second -tier cities where they are all use themselves and buy them for their girlfriends, relatives or friends.
Wang Linshan concluded that there are four main things: four things:
First:
In terms of products, it meets the four dimensions of Bao Ma’s purchase behavior (face value, free washing, skin -friendly, safety ingredients).
second:
In terms of consumption habits, Bao Ma experienced consumption habits when you choose such products for your baby (experience outfit, month, season, half a year, all year set meal).
third:
Confinement gift market vacancies, SACCIFI meets confinement gift scenes (category B meets differentiated selling points, target users have a strong sense of practicality of the product, and the price is enough to meet the needs of the scene).
fourth:
Soaking is more convenient to freely and wash. At the same time, it solves users to solve high -end clothing clothing and color care, woolen paint pain points, and a strong sense of freshness.
At present, SACCFI is expanding the data operation team and will strengthen management and operations in the private domain+public domain Internet gameplay. In terms of categories, in addition to the safety laundry fluid of type B infants and young children, it will also include a professional plant -in -cloth detergent of pregnant women underwear, infant shampoos, and infant plant dishes.
In terms of channels, the predecessor of SACCFI is currently the offline channels that mainly include pharmacies under the National Pharmaceutical Group. At present, it is mainly stationed at Shijiazhuang pharmacies and confinement centers. The pharmacy has not been paved with a large scale, but it is used as a previous endorsement and later channels to increase sales reserves.
Wang Linshan believes that the safe and skin -friendly products of Class B will soon be from infants and young children to the entry point, and gradually expand the category to penetrate the mainstream of Chinese household consumption in the first and second -tier Chinese households, and will eventually be recognized by the public. In the future, traditional chemical Class C washing liquid products will gradually lead the township and villages to withdraw from the market over time.
“This is the road of SACCFI B. This is a trillion -dollar market.” Wang Linshan added.