From the domestic cutting-edge to the "dark horse of the industry", Mama Garden redefines maternal nutrition.
Phoenix net Shandong
2021-1-1515:13 from Shandong.
At the moment when the maternal and child market is blooming, various sub-sectors are also quietly blooming, such as the maternal and child nutrition market.
According to 20 18 statistics, the incidence of neural tube defects in infants and young children in China is five ten thousandths per year. The government attaches great importance to this figure and requires the hospital system to ingest certain nutrients, such as DHA, when examining pregnant women.
Especially with the opening of the second and third child policies, and the changes in the consumption concepts and behaviors of the new generation of mothers, the pregnancy and baby industry presents a high-end and high-quality development trend, and the development of the pregnancy and baby health care products market, as one of the sub-sectors of the pregnancy and baby industry, is gradually accelerating. The data shows that the market scale of pregnant women's health care products in China has exceeded 60 billion yuan in 2020, up by 2 1.8% year-on-year. It is estimated that by 2026, the market scale of health care products for pregnant women will exceed 70 billion yuan, 5438+0.
As a result, a group of players appeared, but they were not easy to appear, which required the brand to have core differentiation barriers. Doing a good job in marketing and channel layout on the basis of product core differentiation is an important starting point for new brands to enter the public's field of vision and seize people's hearts.
Mom, it was the garden.
When the era of maternal nutrition came, my mother's garden brought two explosions.
With the 1970s, the development of phytotherapy in Europe became more and more mature. 1982, Elbavita was established and Momsgarden Mother Garden was born. Mom Garden is committed to caring for mom's health and improving the problems during pregnancy and lactation.
Up to now, Mama Garden has been sold well in 40 countries and regions and in more than 3,000 pharmacies, becoming a market leader in the field of phytotherapy and dietary supplements in Europe. It is sold in high-end supermarkets and pharmacies in the United States, Germany, Spain, Italy and other countries.
In 2020, Mama Garden will open up the China market, which will leave a strong impression on the development history of the maternal and child industry.
As a cross-border maternal and infant brand, Mama Garden has created a number of explosive products such as Mama Garden prune juice and Mama Garden DHA through the polishing of products, channels and marketing for more than a year, and has quickly become one of the top products in the industry. 202 1 year, driven by dual 1 1 e-commerce, sales increased by 1000%+, firmly occupying the second leading position in maternal nutrition industry.
At present, Mom Garden has served more than 200W+ pregnant women and has become the first choice for pregnant women, pregnant women and lactating mothers.
1 year rapid growth: low-key grinding products, brand with heart.
Since 1, in order to quickly establish the brand mentality in the hearts of consumers in China, Mama Garden has outlined a clear and firm growth path in brand attitude and product polishing, which not only built a strong competitive barrier for itself, but also brought inspiration and strength to the latecomers.
According to the data of iResearch, the primary factor of maternal and child consumption is health, and the baby's development and self-health are the main reasons for the mother's intake of nutritional products during pregnancy after 1995. Due to the particularity of the crowd, pregnant women have higher requirements for the quality of nutritional products at the entrance-safer and healthier, which has also become the mission of the brand. Products are the window to convey brand attitude in mom's garden.
The first explosive product: prune juice in Mom's Garden. Professional scientific research team implements the concept of phytotherapy, and pregnant women who have been certified by clinical research for many years can effectively promote product discharge. The ingredients of the products are all natural. Prune juice originated from Italian organic certified organic prune, which has high nutritional value and can be called a natural "scavenger" of the intestine; 1 bottle dietary fiber content = 10 kg organic prune, which has high solubility and can effectively promote intestinal peristalsis; At the same time, the added prebiotic ingredients can proliferate beneficial bacteria, which is helpful for easy defecation during pregnancy and lactation and will not affect the baby's growth and development.
Shortly after its listing, prune juice won the TOP 1 category of Tmall International for prevention of constipation among pregnant women, and was certified by many international awards, and was certified as the first choice for prevention of constipation during pregnancy by the domestic authoritative maternal and child assessment agency "Little Red Flower Assessment". At the same time, hot mom Tamia Liu, Hu Jing and Jenny all recommended them.
Up to now, the sales volume in prune juice has reached 50W+ pieces, making it a must-have item for all pregnant women.
The second explosion point: DHA in mom's garden. As the only pregnant woman who can chew DHA on the market, taking a bite of the pulp has a juicy grape flavor and no fishy smell. In addition, bird's nest acid is added to the product, which doubles the development of baby's eyes and brain. Mom Garden has an independent research and development team. In order to ensure the safety and naturalness of the ingredients, the team extracted them from deep-sea seaweed below 2000 meters to ensure that the raw materials are pollution-free and natural; At the same time, the exclusive physical extraction technology is adopted to achieve 50% high-purity extraction and ensure no chemical residue.
Due to the particularity of the category, it is not easy for a new product to enter the DHA category of pregnant women for one month. However, mom's garden DHA did it!
The new product goes online for one month, and Tmall sells it monthly 1w+. Since then, sales have soared and gradually seized the market share of DHA for pregnant women from head brands such as Eric and Ailewei. The endorsement of Cherrie Ying, a hot mom, triggered a huge spark of products. Relying on its own family attributes, Cherrie Ying deeply implanted DHA in the mother's garden into the hearts of young mothers born in 1995, highlighting the brand's rejuvenation and smoothly bringing more brand premium space for the brand.
At the same time, DHA in the mother's nest won the "Excellent Quality Selection" award from Mama.com in 20021and 10, which was unanimously recognized by peers in the industry.
Up to now, Mama Garden is developing a variety of maternity care products, and expanding the category to the health of the whole family, and is committed to creating a healthy, safe and warm brand.
In today's era of everything, it is really rare to be able to achieve a brand like Mom Garden. In order to get a quick start, many brands will become popular online, relying on traffic marketing, and the lack of polishing of products will lead to insufficient stamina. However, under the flow bonus, Mom Garden can still stick to its original intention, keep in touch with users, constantly polish products, and constantly bring healthier, safer and more nutritious products to Chinese mothers.
In the face of short-term interests, choosing to make products first is responsible for users and paving the way for the brand to go further.
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