Affected by the decline in the birth population and the intensification of the involution of the stock, the maternal and infant industry has gradually entered a new stage of squeezing competition with low sales growth or even zero growth and low growth in revenue and profit.
Among them, brands that cast "expertise" with "focus", quickly run out of competitiveness in the subdivision track, and can provide one-stop solutions from early prevention to later stage for children's dental caries, plaque bacteria and other problems are particularly scarce. Recently, at the "New Channel Conference & Growth Category Conference" hosted by Maternal and Child Industry Observation, we were fortunate to have an in-depth exchange with Liu Lu, co-founder of Yupa, to explain in detail the brand management philosophy and product innovation logic of Yupa, and provide differentiated breakthrough inspiration for the current highly involuted maternal and infant industry.
Solve the anxiety of the new generation of mothers and children's oral care.
Yupao builds a strong line of defense for children's oral health
Nowadays, the new generation of parents are more and more concerned about children's oral health, which is mainly reflected in two aspects: first, the problem of children's dental caries is becoming more and more serious, which has become a health problem that needs urgent attention. According to the results of the fourth national oral flow survey, the caries rate and caries of children in China are on the rise, and the caries rate in the 3-5 age group is as high as 625%, caries reached 335。The caries rate in children over 12 years of age is also as high as 345%, up 78 percentage points. Second, with the advent of the Internet era, the new generation of parents is concerned about their own appearance, but also extends appearance anxiety to the next generation, they are worried that their children's dental problems will affect their overall image, and then affect their future self-confidence and social skills. "The new generation of parents is particularly concerned about their children's appearance, and although some parents are not yet aware of the specific factors that affect their children's appearance, they will quickly focus on children's oral health with a little reminder," Liu said. "The frequent occurrence of children's oral problems and the increasing awareness of children's oral care among the younger generation of consumers have promoted the prosperity of the children's oral market to a certain extent. "However, most children's oral care brands on the market still focus on the sale of basic products such as toothpaste and toothbrushes, and lack of truly professional children's oral care brands. In response to this market pain point, based on rich professional experience and profound medical background, Yupa has created a full-cycle appearance management system for children's oral cavity, so as to help Bao Ma alleviate children's oral care anxiety. When talking about the original intention of Yupa's entry into the children's oral track, Liu Lu said. 
From the perspective of product layout, at present, Yupa mainly has four core products: plaque display liquid, fluoride bubbles, oral probiotics, and dental care agents, which truly form a closed loop from the four aspects of discovery, prevention, solution and maintenance to protect the baby's oral health. Referring to the future plan, Liu Lu said: "At present, Yupa will still focus on the control of dental plaque and derivative products, focusing on the management of children's caries, and in the future, it may set foot in the field of oral management for the whole family to meet the oral care needs of people of different ages." ”
From a clear strategic positioning to a perfect product layout to continuous professional program output, the advent of the Yupa brand not only injects new vitality into the maternal and infant industry under the competition in the Red Sea, but also provides a new force for the sustainable growth of business for many channels. Multi-dimensional empowerment channels for win-win growth.
Yupa's omni-channel layout unleashes its strong marketing power
It is undeniable that compared with popular rigid demand categories such as milk powder, diapers, and nutritional products, it is difficult for niche children's oral care products to quickly attract the attention of the market in the short term. Therefore, if children's oral care brands want to break the situation and strive for long-term stable development, in addition to innovating advantageous products, they also need the dual boost of the channel side and the marketing side. Following this path, Yupa launched a detailed brand demonstration from the perspective of channel deep cultivation and value marketing. Focusing on the channel layout, Yupa has made full use of its rich medical resources and established close cooperation with many professional medical channels, and has successfully covered nearly 1,000 dental hospitals, effectively expanding its brand influence while establishing a strong trust endorsement. Yupa is also constantly expanding its e-commerce channels, and has now successfully settled in e-commerce platforms such as ** and Douyin, providing more diversified and convenient shopping options for target consumers through the integration and collaboration of online and offline omni-channels. Focusing on the dimension of channel empowerment, in the face of challenges such as the pressure on channel profits and the difficulty of selling niche products, Yupa has joined hands with maternal and infant channels to carry out high-frequency linkage with systematic and national medical channels and set up a special area for oral care to help maternal and infant partners expand the market and improve the conversion rate of dynamic sales. At the same time, Yupa will also open professional training for the professional difficulties in selling children's oral care products in the maternal and infant channels. Liu Lu emphasized: "In terms of the professional output of children's oral care, Yupa will be committed to promoting the popularization of oral care expertise, carrying out dental instructor certification classes for mother and baby stores, and specially inviting dentists to provide professional training for channel partners, so as to improve the professional level of mother and baby stores in oral care, so that they can understand teeth like they know conditioning." "In addition, in terms of store selection, we will not only focus on the size, type and past performance of the store, but also whether the store recognizes the development prospects of the oral care category and whether it is willing to resonate with Yupa. Liu Lu further said. On the marketing side, with the popularization of scientific and efficient parenting concepts and the development of multiple media, consumers are showing a more cautious attitude when obtaining information such as parenting knowledge, purchasing products and comparing brands. Yupa was keenly aware of this change in consumers and gave a positive response on the marketing side. Liu Lu said: "At present, we have carried out a preliminary layout in Xiaohongshu, completed the foundation laying of hundreds of Xiaohongshu bloggers, and then will carry out large-scale launches to penetrate the minds of mothers one step ahead."
In addition to the brand's own multi-dimensional professional improvement, Yupa also adheres to the original intention and persistence of the leading brand in the track, and is committed to promoting the high-quality development of the children's oral care track. It is reported that on March 8th, Yupa will join hands with Baiao to hold an academic seminar on oral microecology, which will be composed of professional dentists to bring in-depth academic sharing to the participants. At that time, Yupa will specially invite representatives of three excellent stores to have a direct dialogue with dentists to jointly explore and solve the problems and challenges in the field of children's dentistry. We sincerely invite stores and maternal and child practitioners who have a strong interest in children's oral care to participate, for more information, please contact Mr. Yupa Liu for consultation. 
Standing at the height of the industry, the current children's oral care market is still a niche but full of unlimited potential blue ocean track. Yupa's ability to take the lead in this market segment and then rise to the top is not only due to its professional research and innovation of product strength, but also due to its keen insight and accurate grasp of market evolution trends and users' advanced needs. For many maternal and infant brands that are in the dilemma of involution, how to break through the circle and seek growth, perhaps learn a thing or two from the benchmark case of Yupa.