Wechat business is the ultimate product touchstone
Can be sold in wechat business channels, often are the ultimate product, or, known as the ultimate product.
Because wechat business channel products are followed by the flow of information on wechat, follow the logic of communication.
What is the logic of propagation?
In short, it is not news when a dog bites a man, but news when a man bites a dog. Wechat business product information, use effect, often to break through the routine, against common sense, will cause concern and forwarding. This is why Wechat business products always want to advertise themselves with amazing or magical effects - you know, wechat business brush screen opponents first is not another Wechat business, but a variety of thriller "quickly see, immediately delete".
Unfortunately, due to the wait-and-see attitude of traditional big brands to new things, like e-commerce, wechat business in the early stage is full of all kinds of big talk. They have one thing in common: bragging can make you doubt life, but product? -- They call that a product? !
This is why the early wechat business mostly confirmed the old saying: its rise is rapid, and its fall is rapid.
Why "short life"? The core reason is that the product is too poor and too expensive to generate word of mouth and repeat purchases.
The sales of social e-commerce is on the communication channel, and bad reputation is particularly easy to be amplified. Those who do not know the path of the mask, as if the Goddess of Mercy down, but often flourish and decline, wither quickly, faster than the rise.
Therefore, some people think that the wechat business channel itself will be a flash in the pan, but they do not know that in the information flow of social e-commerce, bad word of mouth is easy to be amplified, as well as good word of mouth. This is not done in the traditional world, where bad news travels fast and good news never leaves the house.
On the mobile Internet, good news can lead to a rush of news. When Steve Jobs released the first iPhone, if there had been wechat business, there would have been no trouble to launch in fashion cities like London and Milan, and no need to conquer the gay community first. This epoch-making product, above all, must be the annual phenomenon news ah!
Because see this point, from last year, the traditional big brand began to enter Wechat business in a high profile. Want to know at that time, wechat business and pyramid selling, still silly points not clear.
Why do traditional big brands dare to wade into troubled waters? Because they have confidence in their products, they believe that their top products can bring the ultimate experience to customers. Like the little white diamond of the diaper industry.
The little white diamond sets a new standard
The barrier to entry for making diapers in China is already very low, thanks to China's developed manufacturing industry. Upstream raw material suppliers developed, millions of production lines can be started. As a result, a few foreign brands took 70 percent of the market, leaving room for more than 2,000 brands in the remaining 30 percent.
Manufacturing barriers are low because consumption requirements are also low. In the past, the reference object for the consumption of diapers was diapers. Compared with washing dozens of diapers every day, diapers are naturally much more convenient and less worrying. But with the accumulation of consumer experience, Bao mothers are becoming more picky about diapers. They even don't care about the domestic Kao, have to rely on seven aunts and eight aunts, ran to Japan to buy local Kao.
Hunan Kangcheng Care Products Co., LTD. Consumer and product Research Center CPRC survey found that today's consumer demand for diapers, has been divided into three levels:
1. Basic requirements, including urine leakage prevention, absorbability, dryness, air permeability and other functional requirements;
2. Middle-end needs, including sensory needs such as comfort, lightness and softness;
3. High-end demand, including skin-friendly, safety, hygiene and other deep needs.
Among them, it is worth mentioning that consumers' hygienic demand for diapers accounts for 47%, which is a very striking figure.
However, what are our national standards?
As can be seen from the previous national standards for baby diapers, in terms of initial contamination bacteria, there is no requirement for ordinary diapers, only for sterilized diapers ≤10000cfu/g. In terms of the total number of bacterial colonies, general grade diapers should be less than 200 cfu/g, disinfection grade diapers should be less than 20cfu/g; In terms of the total number of fungal colonies, normal grade diapers should be less than or equal to 100 cfu/g, while sterilized grade diapers should not be detected......
This list may be confusing, but if you know that baby diapers and adult sanitary napkins are held to the same standards when it comes to these microbial indicators, would you suddenly be concerned?
There is no doubt that the current national standards cannot meet the segmented needs of high-end consumers. However, high-end consumers often have a great say over the standards of an industry. They may not represent the mainstream demand at the top of the pyramid, but they lead the aesthetic trend of the whole category -- now is the trend, the future is the mainstream.
Ten years ago, European and American brands dominated the industry standard. Pampers and Huggies almost became the bible for new mothers to choose diapers. From five years ago to now, Japanese brands have been on the rise, not only reaps the dividends of a new round of consumption upgrading in China, but also arouses consumers' new demand for the softness and dry smoothness of diapers. This is an upgrade of demand on the basis of the basic functions of diapers, driving the market further.
Now, the baton of standard discourse finally fell to the hands of domestic brands, little white diamond diaper is born, it is accurate insight into the new middle-income group for the safety and health of diapers hidden rigid needs, in the current standard is too low to support the situation, with years of research and development accumulation, a new standard - medical care.
What is "medical grade"?
Medical grade means that the hygiene and safety of the products meet the medical care grade standards, and it is suitable for the occasions and people with high nursing requirements. It differs from existing national standards in that:
Hygiene standards, more stringent: the total number of bacterial colonies than the national standard is 5 times stricter; In terms of the total number of fungal colonies, the national standard is 100cfu/g, while the medical grade stipulates "not detectable". More comprehensive: The number of medical grade has doubled in terms of the types of pathogenic bacteria required to be tested.
In terms of quality standards, in terms of slip permeability, reosmosis and other indicators, the medical grade has been significantly improved compared with the national standards, and four new absorption performance indicators have been added to better highlight the absorption performance of diapers.
In addition, seventeen safety indicators have been added, including heavy metal content, plasticizer content, skin irritation test, formaldehyde and transferable fluorescence, which are not required by the national standard.
The introduction of medical standards, behind the condensation of multi-professional support and hard work, among which, Hunan Kangcheng Nursing Products Co., Ltd. as the main industry experts and one of the drafters of the standard, was pushed to the front. Whether focusing on product research and development, the painstaking attainments of technical indicators; Or go abroad to obtain the German pharmacy certification, in the high-end market is highly praised with high spirits; Or in the CCTV "consumer advocate" column, on behalf of domestic diapers with outstanding performance advantages to pressure the United States and Japan imported products of infinite scenery, small white drill through every step of the goal is clear, not greedy shortcuts, do not deviate from the main line - technology and research and development has become the spiritual core of the brand.
Today, Little White Diamond has passed FDA certification, EU CE certification, GS certification, German DERMATEST, UK BRC, GSP, FSC Forest certification, ISO14001 Environmental Management System certification, ISO9001: 2008 Quality management system 9 international authoritative certification, on behalf of domestic brands formally participate in the elite market competition.
What do these certifications mean?
For example, FDA certification is not only the product quality and safety certification recognized by the United States to ensure the safety of products produced or imported from the United States, but also recognized as one of the largest food and drug administration organizations in the world. Many countries seek the help of FDA to promote and monitor the safety of their own products.
Another example is the German GS certification, which is recognized as the German safety certification mark in the European market. Usually, the sales value of GS certification products is higher, and more best-selling.
These standards are not familiar to the Chinese public. What they can understand directly is the word "medical grade".
Respect for medicine and respect for road, ancient already. Chinese people's reverence for medicine is actually rooted in their bones. Doctors treat diseases and save lives, and solve the ultimate human problem of life and death. Therefore, "medical care" is equivalent to the highest standard in the field of safety in the mind of consumers, which is synonymous with strict and extreme.
Little White Diamond's "Medical Grade"
Not all enterprises can make "medical care", only the software and hardware strength of the enterprise, can be able to carry the flag.
Little White Diamond owns Baken Labs, the first baby diaper application research laboratory in China, and 28 national patents. At the same time, it has cooperated with Italy GDM, the world's top equipment manufacturer, to customize the automatic production line for three years. In 2007, the industry's first ultra-thin prefabricated core came out, in 2008, the fourth generation of core invention patent was authorized, in 2016, the first fourth generation of core diaper white Diamond was born.
In order to make the product can truly solve the pain points of consumption, rather than build a car behind closed doors, little White Diamond has developed the world's first 3D simulation simulation testing equipment for baby diapers, including urine diffuser, temperature and humidity tester -- simulate the state of baby urine, urine diffusion, distribution, and temperature and humidity; And breathability tester -- mainly used to test the dryness and breathability of diapers.
An important sign of medical grade is very clean, small white diamond can present a very clean product state, behind is a very clean production system for support. The national standard stipulates that the total number of bacterial colonies in the air of the diaper production workshop should be ≤2500 cfu/g, while the standard of little white diamond is ≤200 cfu/g, less than one tenth of the national standard, which is equivalent to manufacturing diapers with the hygienic standard of the American pharmaceutical factory.
The total area of 22,000 square meters of clean production workshop, 100,000 level of workshop clean grade, the achievement of small white diamond strong "medical grade".
Medical grade small white diamond has four major selling points: 1, 0 fungus, each piece is sterilized and sterilized; 2, 0 residue, through the Swiss SGS 0 fluorescent agent 0 formaldehyde 0 heavy metal detection, pure white design, no urine display, no ink printing, fundamentally reduce allergens; 3, dry and refreshing 10 times more than the national standard, the fourth generation core patented technology, reverse osmosis 10 times more than the national standard; 4, 9 international authority certification. These four "heavy equipment" is likely to become a small white diamond corner overtaking foreign brands to speed up the engine, and then stir the diaper first camp reshuffle.
And wechat business still has hundreds of billions of blue ocean market, is from the heroic era of the grass to the regular army era transition, as a standard maker of small white drill to catch bottom wechat business, naturally not under the words.
On January 20, 2018, in Changsha, Hunan Province, the activity of "One Heart for You Little White Diamond Dream Factory" will be launched.
The meeting will unveil the era of "medical grade" diapers - MiniBay small white diamond. At the same time, it opens the most mature wechat business operation mode, provides excellent female entrepreneurship platform and perfect help and support, continuously builds a team of 100 people and millions of entrepreneurial stars every year, helps Bao Ma establish her own career and earn the first bucket of gold in life, and becomes a charming woman in the new era.
