textWang Zhuolin.
Is there still a chance in the crowded mother and baby track?Daddy Seahorse has the answer.
Zhang Qingqi, the founder of the Haima Dabi brand, is a father of two children, who pays attention to the "child care" problem of novice mothers, integrates AI technology into child care devices, and establishes Haima Dabi. In 2021, Haima Dabi entered Tmall and became the first in the subcategory in the first year of its launchThe brand has been established for three years, and its annual sales are close to 200 million, an increase of nearly 100 times.
"World Online Business" previously recorded Zhang Qingqi's entrepreneurial road - how to meet the advanced needs of the maternal and infant track, so that the product drove the category explosion as soon as it was launched.
As 2023 comes to an end, the world's online merchants selected the "2023 New Growth Cases" from the nearly 500 merchants in this year's dialogue, and Haima Dabi was elected as one of the annual cases (for the full list of cases, please pay attention to the "New Online Business Summit" on December 28). Looking back at the key factors of its growth, the main points are as follows:
1.Targeting the new needs of easy parenting. Compared with the popular refined parenting in previous years, easy parenting that can "give mothers a certain amount of independent time" has become the demand of a new generation of parents. The growth rate of the child care device track is coming from the new market generated by the change of parenting concepts.
2.Dimensionality reduction and establishment of a solid product foundation. The four founding members all have professional backgrounds in artificial intelligence and automation. The team's first product has been developed for half a year, Zhang Qingqi said that the hardware conditions of child care devices have been relatively mature, but the experience of AI algorithms gives them greater advantages in software, aiming at "making it convenient and easy to use for mothers", the software iteration of the first product before the market is more than 400 times, which can be called a "dimensionality reduction blow" to existing products.
3.Be a category pioneer and seize the mind. When participating in Tmall Double 11 for the first time in 2021, Haima Dabi sold 10 million in one night in Li Jiaqi's live broadcast room, which exceeded the sales of Tmall baby and child care device category in 2020, and since then, the brand and category have grown year after year. The product is superior enough + the track is still being cultivated, so that Haima Dabi has become a category pioneer and grabbed the first wave of consumption dividends.
4.Trade high word-of-mouth for high conversions. The maternal and infant track pays attention to word-of-mouth communication, so in addition to participating in platform marketing activities, Haima Dabi also cooperates with maternal and infant KOCs and KOLs on Zhihu, Xiaohongshu, WeChat and other platforms to do child caregiver science popularization on a daily basis, so as to store water for a large number of outbreaks. On this year's Double 11, Haima Dad's sales reached 30 million yuan, a year-on-year increase of 50%.