Reporter of China Industry NewsCao Yali
In September this year, "Yu Meijing", who is over 40 years old and still has the image of an innocent and cute little girl, opened the first live broadcast of Douyin with the apology of "just connected to the Internet and not very good at playing" in the cheers of netizens. In just 24 hours after the broadcast, the number of fans quickly exceeded one million, and the sales reached more than 15 million yuan.
Prior to this, at the "7th China Brand Development Forum", Yu Meijing has become the only baby brand in the "Top 100 Consumers' Favorite Brands".
In October this year, Tianjin Yumeijing Group was listed on the list of "Model Tianjin Most Socially Responsible Enterprise".
In this regard, tens of thousands of Chinese mothers on the Internet have made the most simple interpretation:
When I was a child, this was a special incense given to me by my grandmother. ”
My mom used this when I was a kid, I used it myself when I was a kid, and I still use this for my baby. ”
In this regard, tens of thousands of the hottest reviews on the Internet give the most perfect interpretation:
"The trust of Chinese mothers. ”
As we all knowRegardless of the field, the quality and safety inspection standards of baby and child products are the highest. For baby skincare, this is undoubtedly a serious challenge. Because, in the field of baby skin care products, it is not the most difficult to solve the functional problems of products, the most difficult is the balance between function and safety, and it is even more difficult to achieve the double first-class function and safety.
Yu Meijing did it. The double first-class function and safety have become one of its advantages over other baby skin care brands and the leading brand of children's cream.
In the spring of 1980, with the successful development of "China's first children's cream" to fill the gap in China's children's skin care industry, "China's first children's skin care brand" - Yu Meijing was born.
Since then, "Yu Meijing Children's Cream" has allowed a beautiful and innocent little girl to enter the story of Chinese mothers as an "angel of love".
In order to let the Chinese baby "grow lushly" and give the Chinese baby a "beautiful and clean face", Yu Meijing has opened a professional benevolent craftsmanship to practice the mission of love on the basis of optimized and mature formula, with its professional R&D team, production team, inspection team, manufacturing base and equipment.
Take the lead in using a full set of advanced imported production lines, so that the grinding granularity of the product is reduced to 1 10 of other brand products in the same period, so that Chinese babies have a more delicate and comfortable experience for the first time.
It took the lead in using the world's most advanced experimental testing instruments and technical testing methods at that time, and adhered to the "bottom line" of baby skin care safety, so that Chinese babies had children's skin care products that could be used with confidence for the first time.
Today, standing at the forefront of the world's baby skin care products technology, Yumeijing has realized the pipeline, intelligent and green production through continuous technological innovation, and the production environment has reached the 100,000-level purification level standard.
According to the test of the authoritative department, the quality control standards of Yumeijing products are stricter than the requirements of national regulations, and the total number of colonies is less than or equal to 10cfu g, which is far lower than the national regulations on the total number of colonies of children's cosmetics less than or equal to 500cfu g.
Not only that, Yumeijing's children's cream, advanced children's cream, gold medal children's cream and children's protection series products have also added exclusive logos for children's cosmetics before their peers and publicized them to consumers.
Click on many social ** sharing pages, many "tap water" (people who spontaneously become loyal users of the product and promote it) when comparing and describing the feelings of use, the high-frequency words given to Yu Meijing are "rest assured", "reliable", "good effect", "light of domestic products" ......
Ding Guofang, director of the Department of Neonatology in BeijingIn September 2023, Yu Meijing publicly said at the new product launch conference, "My daughter was born in 86, and I will use Yu Meijing for her." Corey's colleagues all choose Yu Meijing for their children. Not only daily skin care, but also help with baby's eczema."
With her expertise in the art industry, Yu Meijing has established an emotional connection between consumers and brands with nearly half a century of "first-class function and safety" and nearly half a century of "conscience personality" that has continued to be affordable for nearly half a century, and has won the trust of Chinese mothers.
Yu Meijing ranks first in the sales volume of children's cream in China and is trusted by Chinese mothers. Just a classic sachet of Yumei Pure Children's Cream, which has sold 45 from 1990 to 20222.5 billion bags, 5 bags are delivered to Chinese mothers every second, creating a miracle of "Changhong".
Under the trend of refined parenting, consumers have new needs for infant and child care. Social platform data shows thatEczema is a common skin problem in babies and children.
The results of Yu Meijing's survey are even more alarming:Nearly 46% of parents reported that their children had eczema problems, and more than 81% of children even had multiple times**.
Only innovation, and must be upright and innovative, can be qualified to retain the trust of Chinese mothers. Yu Meijing, who is well versed in this, is determined to tailor new skin care products for Chinese babies to scientifically solve the stubborn disease of eczema with love, responsibility and dedication, and relieve the worries of Chinese mothers.
To this end, Yumeijing R&D Center has set up a medical expert group to carry out research on the medical theory system of new products, and coordinate the design of raw material screening, testing and inspection system. In 2021, Yumeijing R&D Center will transform and upgrade from a single R&D, experiment, and testing department toA comprehensive research and development platform for children's healthIt has created a first-mover advantage for the development of high-end specialized new products.
Marching towards the set goal. At a time when some peer companies are keen on capital operation, in 2022, Yu Meijing officially joined Tianjin Pharmaceutical Group to empower the research and development of new products with cross-border scientific innovation genes. At the same time, Yu Meijing has also carried out industry-university-research cooperation with many well-known domestic colleges and universities, forming an industry-university-research innovation model of "colleges + scientific research institutions + enterprises".
Aim for eczema stubborn sprints.
In 2023
Yumeijing Children's Research Institute and Family Health Service Platform Yuxueyuan carried out a nationwide in-depth survey on children's health problems for several weeks, and conducted questionnaires on nearly 3,000 families of children aged 0-12 to provide a basis for improving and optimizing the new product formula.
May 2023
Under the guidance of the China Maternal and Child Health Research Association, Yu Meijing held a "Seminar on Children's Health and Eczema". A number of well-known pediatric experts, pediatric experts, biological experts and professional formula R&D personnel at home and abroad who were invited to participate in the meeting provided guiding suggestions for the research and development of new products with their research results and practical experience in their own professional fields.
Early September 2023
A new product tailored for Chinese babies to scientifically solve the "stubborn disease" of eczema - Yu Meijing "Care" series was grandly debuted. Prior to this, they also launched the "2023 Home Care Guide for Children's Eczema" and released the "Chinese Children's Eczema*** from the aspects of eczema causes, classification and prevention, and nursing methods, which have made a solid foundation for the promotion of new products.
Age-specific and domain-specific are the biggest highlights of the "Care" series. According to the skin condition of Chinese babies and the climate differences between the north and the south, they have carefully researched new formulas for different ages and domains, and created the "southern model" that focuses on moisturizing and antibacterial and the "northern model" that focuses on water locking protection.
The "Southern Version" adds purslane extract and dipotassium glycyrrhizinate, which effectively achieves the effect of antibacterial and soothing on the basis of moisturizing, and better resists the best problems caused by the environment such as stuffiness, high humidity, and easy breeding of viruses and bacteria in the south.
The "Northern Version" uses a combination of lipoin and tremella polysaccharides to create a natural protective film and a smart water-locking film for delicate skin, which combines two effects to strengthen the baby's skin's resistance and not be afraid of environmental problems such as dryness, high temperature, and ultraviolet exposure in the north.
Safe and effective, when the best promise of the "care" series. In order to solve the problem of baby eczema, under the premise of ensuring the safety of skin care, they use a large number of clinical empirical data, with the help of the most advanced testing equipment, from more than 1,000 kinds of raw materials, screening out more than 10 kinds of spare raw materials that can increase sebum content, rich in natural moisturizing ingredients and biomimetic sebum components, and have the effect of removing redness and soothing. On this basis, through multi-frequency scientific formulation and targeted clinical verification, they finally found the best balance of "function and safety", and realized the "first-class combination" of the compatibility of "care" series raw materials.
Ding Guofang expressed his views on this "care" series suitable for Chinese babies: as far as "suitability" is concerned, on the one hand, it is focused, it is necessary to fully understand the characteristics of Chinese baby's skin, and it is supported by clinical cases and data accumulated over the years;On the other hand, it must be dynamic, with market feedback and the continuous development of basic science, and continue to integrate the latest research results into the product. There are not many brands in China that can reach this "suitable" level, and Yumei is one.
Chang Dao good wind with strength. As soon as Yu Meijing's "care" series was launched, the "trust of Chinese mothers" instantly converged into a torrent, pushing it to the forefront of Internet celebrities.
Looking forward to the tide is wide on both sides. After several tests, Yu Meijing's "care" series will surely expand the trust of Chinese mothers with the "double first-class function and safety" that directly hits the stubborn disease of eczema.
From the filler of the gap of China's children's cream, to the industry leader recognized by consumers, and then to the industry innovator representing the development of national brands, Yumeijing has always taken "safety, stability, comfort and functionality" as the direction of formula development in the development process of nearly half a century, with more than 200 patented technologies including more than 30 invention patents, and has gone through a series of refining such as formula polishing, efficacy testing and process change to ensure that every bottle and bag of children's cream produced is "Yumeijing quality" and make it a "trendy product" of domestic products and bloom the "light of domestic products".
To be a skin expert for Chinese babies, a top domestic product in the field of infant skin care, and a health escort for Chinese babies. In the course of nearly half a century of development, Yu Meijing has always been accompanied by honor. In 1991, it won the National Quality Award of the People's Republic of ChinaIn 1993, it won the Paris International Golden Laurel Award, and was recognized as a high-quality scientific and technological product by the French Science and Technology Quality Supervision and Evaluation Committee, and recommended to the EU marketIn 2006, it was rated as China's famous brand product;In 2014, it was advanced to Tianjin Science and Technology "Little Giant" Enterprise;In 2020, it will be listed on the list of China's good brands;In 2022, it won the title of "Tianjin Time-honored Brand";In 2023, it will become a model of Chinese brands.
Looking back at the way they came, they warmed consumption with feelings, ensured demand with innovation, and shaped famous brands with quality, and Yu Meijing won the trust of Chinese mothers.
The future has come. "Resonate with the love of Chinese mothers", this is Yu Meijing's answer.
Yu Meijing general manager Shi BinAccording to the skin care needs of infants and children, with the help of Tianjin Pharmaceutical Group's R&D platform, the use of artificial intelligence, high-end, cross-border, and even subversive innovation, more skin care products with high-tech strong emotional attributes and suitable for Chinese babies and babies have been developed, so that Chinese mothers no longer worry about the baby's skin rejuvenation.
Wu Zhen, director of Yumeijing Quality Management DepartmentThey said that they should combine the current national regulatory requirements and industry standards to integrate the ISO quality management system and the cosmetics GMP quality management system, learn from each other's strengths, and create a more scientific, more efficient and more Yumeijing quality management system to ensure the safety and reliability of products, so that Chinese mothers can rest assured.
Yu Meijing, assistant to the general manager, Yu YingshengHe said that they will use lean digitalization to carry out a comprehensive intelligent and green transformation of existing production equipment, accelerate the construction of intelligent and green chemical plants, and achieve energy consumption, cost control and high-level lean manufacturing with lean digital and intelligent processes.
In the future, China's children's skin care market will be a battle for technology, innovation and brand. Yu Meijing, who adheres to long-termism and has new quality productivity, will definitely resonate with the love of Chinese mothers and become a more dazzling "light of domestic products".
Because, the trust of Chinese mothers cannot be disappointed!
Review: Yu Zaozao.
Editor-in-charge: Huo Yue.
Editor: Hu Na