With the growth of the younger generation of parents, the maternal and infant industry has begun a new reform, and a new brand fever has emerged.
bebebus was born in 2018, the era of the new brand. Strollers, car seats, cribs, high chairs, ......The average customer unit price ranges from 2,000 yuan to 4,000 yuan, and it has gained a large number of fans in the five years since its establishment.
We spoke with Shen Ling, co-founder of bebebus, to learn how the brand focuses on China's new generation of Kochi mothers and grows into a superstar among domestic high-end maternal and child brands.
Shen Ling believes that all consumer goods are worth doing again, and the key is to see how to do it.
The year 2023 has ended, and Bebebus was selected as one of the "2023 New Growth Cases" from nearly 500 merchants in this year's dialogue。Looking back at the key factors of its growth, the main points are as follows:
1.Lock in the "picky" Kochi mom. Bebebus is targeting a group of "very picky" mothers - 25-35-year-old Kochi women in first-tier cities, who pay more attention to quality and aesthetics, and believe that buying children's products is like choosing a gift for a baby, which is a secondary factor in decision-making.
High-value original design, just need to make handicrafts. One year after its launch, Bebebus's star products strollers and safety seats topped the Tmall subcategory, and became an instant hit. The brand proposition of "creating a difference for children" is combined with a design-rich appearance to reshape the category pattern. There are formaldehyde-free cribs that can be quickly folded and taken away, and there are also strollers that are combined like a suitcase, and functional products are made into high-value handicrafts, which have become a fashionable match for Kochi mothers on the street.
2.Starting from the core population, "plant" super items in Xiaohongshu. How to use low cost for startups to complete efficient and refined operation of traffic, bebebus's first stop chose all in Xiaohongshu. Taking the "Butterfly Walking Baby Artifact" as an example, the two parties jointly screened out 13 active mothers for in-depth research, and the nickname of "Butterfly Car" came into being, and then through content infiltration, "Butterfly Car" became the first Tmall baby four-wheeled vehicle sales in 7 days.
3.New categories pull up repurchases. Compared with the "four major newborns" with low repurchase, Bebebus uses baby waist stools, diapers, baby wipes and other products to attract repeat purchases, expand new customers, and enter more Kochi mothers by bringing one handy, and grow together with users. At present, its new categories such as waist stools, shaping pillows, and pull-up pants have won the first place on the Tmall hot list.