OP1. Light, Warm And Fashionable, Minipeace Treasure Down Jacket Defines A New Experience Of Light Outdoor In Winter

With the popularization of healthy lifestyle, outdoor activities are gradually prevalent among children. As an extension of the trend, the light outdoor style has won the favor of many consumers through lightweight, comfortable and functional design. According to the research of Euromonitor, the global outdoor children's wear market has grown rapidly in the past few years, and is expected to continue to grow at a compound annual growth rate of 7% - 10% in the next three years. In the Chinese children's wear market, the down jacket category is undergoing rapid change, and consumers are Children's down jacket The demand of is not only limited to warmth and comfort, but also focuses on functionality, fashion and brand value resonance.

Minipeace is well aware of this trend, and has integrated the two concepts of "fashion" and "lightness" to launch four down series, namely, cold proof, light and thin, light and warm, and extremely cold. It focuses on integrating scientific and technological innovation and lightweight design into down jacket products, covering a variety of scenes for daily wear, light outdoor and snow travel, and fully meeting the market demand and industry gap; At the same time, through launching "Treasure Roaming" activities in many places across the country, it focuses on the light outdoor life of Chinese children in winter and transmits the brand mentality, creating a free, comfortable, light and warm winter fashion experience for "Treasure Children".

　　 Break through the pain points of traditional down jackets and make children's down jackets "light, warm and fashionable"

Minipeace has observed that young parents are looking for children's down jackets that can not only meet the wearing needs of multiple scenes, but also have unique fashion expressions. Therefore, among the treasure down jackets released in the winter of 2024, minipeace focuses on the pain points of traditional children's down jackets, such as heavy weight, single style and wearing scene, and chooses to strengthen the consumption experience with fabric technology innovation and product functional upgrade. By launching four down series, namely thin, light, warm, cold and extreme cold, it comprehensively covers the temperature and light outdoor warmth needs of different regions; And through cooperation with well-known artists, IP and other forms, we have made bold attempts in fashion and fun. While giving consumers more choices, minipeace has also set a high standard in the industry with the product concept of "light, warm and fashionable", inspired more exploration on functionality and fashion of peer brands, and injected new vitality into the children's wear industry.

The cold proof series is the core part of the four down series. Minipeace complies with the trend of technological integration and functional innovation. It uses fabrics such as smooth and skin friendly protein filaments, light weight heat storage thermal beacon furnaces, and combines two cold proof "black technologies" of volcanic rock and aerogel to give children comfortable protection like a greenhouse in the severe cold. In terms of inner fillers, this series of down jackets select high-quality antibacterial white duck down that is acarid resistant, bacteriostatic, and odor free. According to the test of IDFL International Down and Feather Testing Laboratory, the down content is 90%, the cleanliness is more than 1000, and the bulkiness is more than 680, which ensures the purity and health of the material while achieving efficient warmth and lightweight wearing experience.

The thin and light series is jointly launched by miniease and the internationally renowned IP "Pingu", which is also the first children's clothing cooperation series of "Pingu" IP. This series conforms to the market trend of lightweight and fashionable children's down, and meets the parents' comprehensive consideration of lightweight, comfortable and fashionable children's down clothing with the design concept of "cloud feeling and lightweight". In terms of materials, the lightweight series uses 20D high-density lightweight fabrics filled with high-quality white duck down, so that the weight of a single piece is only equivalent to an apple, light and comfortable, easy for children to move freely; In design, the classic Antarctic penguin image of "Pingu" is integrated, and the fashionable shirt pattern is combined with winter Popular color To create a smart and fashionable light down jacket, which is suitable for children's daily travel in winter, outdoor play and other scenes, and is an ideal piece for warmth and eye-catching.

The light and warm series takes "high canopy light and warm" as the core concept, precisely conforms to the current trend of lightweight and personalized children's clothing down market, uses 20D zero sense lightweight high-density fabric, fills 780 high fluffy Holdoji gold diamond white goose down, high-quality high cleanliness white duck down, and combines the double-layer knitting and bile cloth process to bring a light, warm, fluffy, zero pressure fitting wearing experience.

The extreme cold series emphasizes the integration of cold resistance and fashion, providing excellent warmth while ensuring lightweight and comfortable upper body, fully meeting the market's demand for "warmth without burden" for children's down jackets, realizing the coverage of children's outdoor activities in winter and snow sports scenes, so that children can fully display their lively nature and explore freely in winter.

Among the new down jacket products of minipeace this season, Taipingniao | Xiaohuangren co branded series also cooperates with well-known IP. At present, cross-border cooperation has become an important force to promote brand innovation and fashion upgrading. Minipeace has joined hands with the popular Little Yellow Man IP to skillfully integrate its iconic cute image into the design of down jacket, breaking the dull color of winter clothing, showing the bright and playful innocence and fashion, so that children can feel the sunshine like happy energy in cold winter.

"Treasure roaming" limited time flash: immersive exploration of light outdoor fun in winter

At the time of the launch of this new product, the limited time flash experience space of minipeace "treasure roaming" was officially opened in Hanji, Ningbo from November 4. At the core of the space stands the artist Cook Dissizit created a giant brand virtual spokesperson "Think" air model device. Cook Dissizit has been engaged in graffiti art since he was 20 years old. He was invited to cooperate with LV and other brands, and has high popularity and commercial value. With the theme of minipeace treasure down jacket, which is light, warm, cold proof and extremely cold, Cook Dissizit created four new images through different colors, shapes and graffiti techniques.

Based on the four thinking styles, minipeace also released the theme video of city landmark parade. Through story based expression and creative content, it conveys the spiritual concept of "love, companionship and creativity" that the brand has always advocated, transcends the boundaries of fairy tales, and creates a long memory full of love for children.

In addition, a number of interactive areas have been carefully set up in the flash space to give children rich and interesting exploration experience: in the shooting area of treasure image blockbusters, children can try on new products of minipeace treasure down series, experience light, warm and fashionable winter clothing, and shoot their own image blockbusters; In the treasure DIY area, creative interactive experiences such as "Think Graffiti" and "Think Medal Machine" can fully stimulate children's creative inspiration and unlock the fun of doing things; In front of the photo machine full of childish fun, parents can also leave a happy group photo with children to commemorate.

"Treasure Roaming Day": Child stars and cute children jointly unlock treasure down clothing

In addition to opening a limited time flash experience space, minipeace also held a grand "Treasure Roaming Day" themed activity on November 9, The activities of "Treasure Children Show", "Minipeace Treasure Roaming Down Show", "Hundred People Light Outdoor Course" and other activities were brilliant. Six child stars, including Muyan Happy Jam and "Little Rose" An An, showed their vitality at the activity site, fully explored the children's talent and confidence, and brought infinite joy and fun.

"Treasure Children Show" was a highlight of the day's activity. Minipeace, together with the treasure children recruited by children's professional institutions, made a brilliant debut, bringing the audience a musical performance full of childlike fun, which showed fashion Give them confidence. Minipeace hopes that through this link, children will be encouraged to express themselves boldly, and at the same time, it will convey the brand attitude of minipeace: every child is worth cherishing and guarding, and is a unique "treasure" in the world.

The subsequent "minipeace treasure roaming" down Show ", pushing the whole event to a climax. Leading by famous child stars such as Mu Yan, a star cuteness, Wang Junzhe, a young Yangling actor in Dafeng Watchman, together with child models who emerged through audition recruitment, they wore minipeace treasure down jackets, shuttled through the light outdoor scenes in winter, and demonstrated the fashion possibilities of children with a "treasure roaming trip".

On the same day, minipeace also cooperated with the light outdoor organization to carry out light outdoor course experience activities for 100 cute kids, so that they can feel the infinite charm of outdoor in winter. A series of carefully planned activities and experiences convey that minipeace cherishes children's unique potential and encourages them to discover the wonders of the world in their exploration and play.

Warm accompany children's growth and discover the treasure potential of each child

The introduction of minipeace's four down series, namely, cold proof, light and thin, light and warm, is not only to provide children with warm and comfortable winter clothes, but also to encourage them to explore the world in a relaxed and confident state and show their individuality and freedom. At the same time, minipeace focuses on the light outdoor life of Chinese children in winter, combines with several children's professional institutions, integrates the brand's R&D strength and attitude into rich products and experiences, hopes to give children space to explore and express themselves freely, and inject more energy into the growth of every treasure child.

In recent years, minipeace has been upgrading and breaking through the category of children's down jacket products, not only broadening the category boundary, but also building a warm, fashionable and childlike lifestyle for the new generation of children from a professional perspective. The brand deeply understands that down jacket is not only a warm shelter for children's bodies, but also an important carrier for their personality expression and potential release. Therefore, minipeace not only continuously pursues excellence in product design and manufacturing, strives to make every product a warm companion for children to explore the world, but also devotes itself to delivering the core value of "love, companionship and creativity" through the brand, encourages parents and children to participate in meaningful exploration activities, and makes love and companionship a solid backing for children's growth.

It can be seen that minipeace is promoting the development of children's down jacket category with its positive innovation spirit and close attention to children's growth needs. It is not only a brand providing high-quality children's clothing, but also an advocate advocating warm companionship and stimulating children's natural creativity. In the world created by minipeace, each down jacket carries love and dreams, accompanies each child to discover their treasure potential and explore a broader and more colorful world.

Next, minipeace will open the first light outdoor children's study in Ningbo on November 16, and continue to carry out "treasure roaming" activities throughout the country to find winter treasures with children in more cities. At the same time, minipeace's 100 stores across the country will also take on a new look under the brand new image decoration of "Think", and simultaneously launch treasure down series products and rich original surrounding gifts, bringing customers a shopping experience with a more fashionable atmosphere, and jointly unlocking the infinite possibilities of the future with treasure children across the country.