How Does The New Consumer Brand Break The Situation Under The Change Of The Mother Baby Market?

In the years of surging new consumer brands, many mother and baby players have risen rapidly by virtue of the explosive product strategy, making a lot of money. However, with the gradual maturity of the market and the constant change of consumer demand, this move seems to be gradually out of order, and many brands are even in trouble.

Most of the once famous mother and baby brands rely on one or several popular products to quickly open the market and achieve rapid growth with the help of traffic dividends. However, when the enthusiasm of the market gradually cooled and consumers began to return to rationality, these brands exposed many problems. First, the product gimmick is more than the actual effect. Only relying on marketing means to seize the market, it failed to really win the hearts of consumers. Once the flow input decreases, the brand will be quickly forgotten by the market. Second, some brands lack the ability to continuously incubate explosive products. When the sales of the original explosive products reach the ceiling, the newly launched products are difficult to gain the recognition of users, so the brands are stuck in the bottleneck of development.

In the face of such market environment, how should mother and baby businesses break the situation?

First of all, businesses can start their business by relying on explosive products, but they must not rely too much on them. Explosives are the key for brands to open the market, but only relying on explosives is not enough to support the long-term development of brands. Businesses need to focus on the richness and diversification of product lines while creating explosive products to meet the needs of different consumers.

Secondly, only by breaking through the pain points can we create long-lasting explosives. In the process of product R&D and project establishment, brands need to have a more granular judgment, deeply understand the real needs of consumers, find the core pain points of products, and carry out targeted R&D and innovation. Only in this way can we create products that truly meet the needs of consumers and win market recognition.

Moreover, in the process of building product power, the transmission of value concepts should also conform to the aesthetic and preferences of consumers. With a new round of changes in the maternal and infant population, parents of the post-95s and post-00s have gradually become the main force in the market. They have a more rational concept of childcare, and their demand for emotional value is becoming increasingly prominent. Therefore, brands need to pay attention to emotional communication with consumers, and pass on ideas that conform to their aesthetic and values to establish a deeper emotional connection.

"Explosives" is not so much a product as a phased strategy. For the brand, the purpose is to blow up the brand. In this era full of changes, only "real gold" can stand the test of time. In order to gain more advantages in the fierce market competition and achieve sustainable development, mother and baby businesses need to recognize the changes in the market, adjust strategies in time, and pay attention to the quality of products and consumer needs.