"Transparent Factory" Traceability Live Broadcast

"People often ask me, is the product of pinduoduo's 10 billion subsidy genuine? I can say responsibly, of course! Baby wipes, for example, are all made in the factory behind them. " On March 16, pinduoduo launched this year's first "mother's Transparent Factory" maternal and infant traceability live broadcast. The wet towel factory in the mouth of mother and baby brand Zichu and Chen Xiao, director of the marketing center, became the focus of nearly 100000 online onlookers.

The wet towel factory led by Chen Xiao is located in the science and Technology Industrial Park of Changzheng medical, the parent company of Zichu. It is located in Binhai County, Yancheng City, Jiangsu Province, which is a domestic high-quality grain and cotton production base. The factory park covers an area of 160000 square meters, equivalent to 2.2 football fields. However, since the production of wipes has been highly automated, the factory does not need too much manpower.

For example, a production line with up to five people can produce 140 bags of wipes per minute, and the single line capacity is twice the industry average.

In the current market size of more than 4 trillion maternal and infant track, Zichu focuses on the needs of pregnant and postpartum mothers and infants, and is widely welcomed for its unique concept of "making maternal love more scientific". At the beginning of this year, Zichu opened an official flagship store on pinduoduo platform, which is also the first mother and baby brand of the platform to invite users to "cloud guest" in the production workshop this year.

Since July last year, pinduoduo has continued to promote the "transparent factory for mothers and babies" tracing action, helping more than 700 million users of the platform to "visit" major mother and infant brand factories in the form of 10 billion subsidy live broadcast, and witness the whole production process of pregnancy, milk powder, diapers, washing and care products sold on the platform. This year, pinduoduo's mother and child traceability will also enter more large-scale factories, and jointly subsidize 10 billion yuan, so as to promote more authentic products directly connected to consumers at the most favored price.

　　 Good water, good towel, good goods from the source

One of the key "sources" of the so-called wipes is water. The origin of Zichu's wipes was directly broadcast from water.

"These are ordinary pure water. Although there is the word" pure ", it is far from enough for Zichu's wipes. First of all, we need to carry out physical and chemical and microbiological tests; secondly, through activated carbon, quartz sand and other purification treatment; then, use EDI (ultra pure water manufacturing equipment) for 7 times of osmotic extraction, and finally, we can get ultra pure water suitable for baby's delicate skin Zhang Jun, head of Zichu production center, said that the extraction of ultra pure water is a very "delicate and rigorous" work. Usually, the pure water manufacturing room can only process 6 tons of water in an hour, while 1 ton of water can only produce 600 kg of ultra pure water.

In Zichu's 100000 level dust-free workshop, these ultra pure water will be mixed with plant extract essence. Through 20 water outlet shafts and 400 water outlets, the folded non-woven fabric will be soaked. Then, after cutting, folding, testing and weighing, a package of wet wipes suitable for pregnant mothers and newborn babies will be produced, and the whole process is less than 1 second.

According to the recent analysis of Huachuang securities, the wipes industry is still in the blue ocean period, with sufficient development momentum and rapid penetration of short-term epidemic situation. In 2019, the scale of the wipes industry increased by 57.6% year-on-year, reaching 8.78 billion yuan, of which baby wipes accounted for more than 50%.

The delivery of Zichu wipes will soon be sent to Baoma all over the country by express delivery, and they will be subject to the most stringent "inspection". According to a survey of mothers published by AI media consulting last year, the concept of late marriage and late childbirth and the risks faced by older mothers have prompted more people to prefer to have children between the ages of 25 and 34, and women of childbearing age after 95 have become the main component of the current mother group. The data show that, when purchasing maternity products, the post-95 mothers pay more attention to health, safety, quality and other factors.

"Is there enough moisture in the wipes? Will it become a "dry towel" "Do you smoke wipes?" "Will the wipes fall off?" "Do wipes irritate your baby's skin?" During his visit to the factory, Zhang Jun explained the key questions that consumers have been asking for a long time while "popularizing" the production technology of wet wipes.

For example, Zhang Jun shares tips on how to "lock water.". "Our liquid dosage is 3.7 times the gram weight of non-woven fabrics, which is a high level in the industry. And we should seal the lid after each extraction of the wipes and put them upside down, so as to ensure that the wipes can last longer wetting time. "

This journey of Zichu factory traces the origin of the production of wipes in the live studio in the way of seeing and believing. It has attracted many platform users to watch online. Many people also said, "it's too high a posture.".

　　 Direct connection to the source of production to boost equal rights of consumption

In addition to looking for the source of production, on the day of the traceability live broadcast, pinduoduo's 10 billion subsidy also combined with Zichu brand to provide huge benefits for many popular products, hoping that more users could experience the production quality of "production line with a cost of 10 million yuan". For example, pinduoduo custom-made wipes, on the basis of increasing the number from 80 to 100, the price is reduced again, and the discount is as low as 30%.

"When you use a wet towel, you don't have to worry about it." In the face of affordable prices, there are live room netizens such feedback. Chen Xiaoze said, "from dry towel to wet towel, this consumption upgrade should belong to all users. No matter the first or second tier cities or sunken areas, we hope that more ordinary families can use high-quality products. "

In order to take into account the quality and cost performance, Zichu has been strengthening the supply chain in recent years, striving to create a super short chain model. "Pinduoduo is one of Zichu's most important platforms. As more and more young users begin to trust Duoduo's mother and baby, we will continue to supply authentic products directly to pinduoduo platform, reduce unnecessary intermediate links and costs, so as to further increase R & D investment and provide consumers with high-quality and cost-effective products. " Chen Xiao said.

With the help of the traceability tour, Zichu hopes to let Netizens feel the corporate culture, factory strength and product quality, and enhance users' trust in the products of pinduoduo platform. In the past, the focus of maternal and infant industry was baby economy, which largely ignored the needs of mothers. Zichu hopes to help Chinese mothers get rid of the unscientific conception of pregnancy and childbirth and advocate that women of childbearing age can be "beautiful in their arms and beautiful in their birth". At present, Zichu has set up four R & D centers for paper products, care, electrical appliances and medical devices, with more than 30 special technologies, and participated in the drafting and formulation of national standards for maternity sanitary napkins, anti overflow breast pads, and puerperal mats.

Zichu is not the first brand of pinduoduo in-depth investigation of maternal and infant traceability. Since July last year, pinduoduo has traced its roots to more than 10 famous mother and baby brand factories, including King, curiosity, JUNLEBAO, Wandashan, Dumex, haoxiaoer and Brooke, attracting nearly 10 million netizens to watch.

"Parenting is a matter of careful selection and careful calculation. We can see from the background data that more and more post-95 Baoma on the platform are very cautious, and they are more willing to buy products with upper limit quality within their ability. As for how to anchor these products, consumers will give feedback through orders through live traceability. And we also hope to provide more resources to deliver the maternal and infant brands and products that users really need to deliver to consumers at affordable prices. " Pinduoduo maternal and infant category director said.