Breastfeeding pain is already normal, it's okay. It will be fine after the confinement period
If you're in pain, that's right. Children need to exert more effort to get more milk
Breastfeeding is considered the healthiest way of raising a child, however, amidst the immense joy of newborn birth, the pain of breastfeeding for mothers is often easily overlooked.
In addition to nipple bleeding and cracking, there are more troubles brought by breastfeeding: chasing after milk, backfeeding, mastitis... Blockage of milk is a common occurrence, and even a slight improper posture of holding the baby can cause huge breast swelling and pain.
Although the bathrooms, conference rooms, and even hotels on airplanes provide temporary breastfeeding facilities, breastfeeding in public places also brings many awkward moments for workplace mothers.
On the Pinduoduo platform, breast pumps have become one of the fastest-growing categories in sales. For Chinese mothers, giving birth is never an easy task. How can we help them find more suitable maternal and child products?
Video Production: Pengpai News · Yuanshen Video Producer: Wen Ruoyu, Zhang Xinyi Director: Long Jing Producer: Hu Hongbiao Photography: Liu Chao, Wang Yang Post production: Yu Haonan (03:43)
Sales are expected to grow more than 10 times in two years, and Little Bear has found a new growth engine on Pinduoduo
Yin Zhifeng, Vice President of SnowBear Group, has been working in the maternal and child industry for over 20 years. In his observation, in the past decade, China's maternal and child industry has entered the fast lane of accelerated development with the upgrading of consumption. He also joined the maternal and child brand SnowBear Group 16 years ago.
Ordinary breast pumps rely solely on mechanical absorption, and if used improperly, they can easily cause breast pain and discomfort, leading to damage to the breasts, "he said. In addition, the shame brought by public breastfeeding also causes great distress to mothers.
At the Little White Bear production base in Qingpu, he held up a new type of neck hanging breast pump to a reporter from The Paper. From a distance, it looked like a pair of headphones. Not only did it have a hidden design, but it also solved the problems of inconvenient hand support and unstable suction of traditional breast pumps. It was the "first gift" for novice mothers.
According to Yin Zhifeng, this new pearl oyster breast pump designed to address the pain points of mothers has become the company's best-selling product and ranks first among all hands-free breast pumps sold on the Pinduoduo platform. As of the end of this year, Xiaobaixiong Company's overall sales exceeded 1.4 billion yuan, ranking first in the segmented mother and baby small home appliance category.
This generation of Chinese consumers has a strong sense of anxiety, "he mentioned his observation. For parents who have the courage to enter the marriage hall, how can they reduce parenting anxiety and make feeding easier? This is the goal that Little Bear pursues.
To this end, Little Bear and Pinduoduo have collaborated to promote more maternal and child products through e-commerce channels. Data shows that as of now, Little Bear has a total of 4 stores on Pinduoduo. In 2023, Pinduoduo's total sales revenue (GMV) was 13.21 million yuan, and this year it has exceeded 84 million yuan, showing an exponential growth overall. According to Yin Zhifeng, the company expects its performance on Pinduoduo to reach 150 million yuan next year.
Parents born after 1995 on Pinduoduo have become a trendsetter in the maternal and child market
In the Internet era, young "post-95" parents have new expectations for mother baby products.
Traditional breast pumps have many drawbacks and may cause pain to mothers: a too large horn mouth may suck in too much areola, causing swelling, and a too small horn mouth may rub against the breasts, both of which are not conducive to milk overflow. However, imported breast pumps are not only expensive, but their size and speed do not match the needs of Chinese mothers. What the market urgently needs is a product that truly understands the needs of mothers.
Eighteen years ago, when Xiaobaixiong first entered the Chinese market, consumers preferred to buy big and famous brands, and there was insufficient in-depth research on segmented products, "Yin Zhifeng told reporters." Nowadays, the new generation of parents have a deep understanding of product development and ingredients, not only functionality, but also appearance and technology. In addition, they also hope that maternal and child products can provide better emotional value
He gave an example that parents often encounter the problem of their children crying and fussing in the middle of the night. When they wake up and turn on the lights, both the child and their parents will feel unwell. Therefore, Little Bear specially developed a quantitative milk frother, which can brew their child's milk powder with one click without getting up, achieving precise temperature and dosage. After soaking the milk, put it directly into the milk shaker, so that the baby can drink milk immediately when crying at night, and the parents will not be particularly tired at night, which will affect their work and life the next day.
The portable constant temperature kettle can solve problems such as insulation, boiling water, and feeding when parents take their children to the park. It has water quality testing and lithium battery function, which can quickly and safely provide safe drinking water for children in outdoor parks.
In addition to the internet-based products, in terms of channels, Little White Bear and Pinduoduo have achieved deep bundling. "Through Pinduoduo's 10 billion subsidy activities, Little White Bear has promoted the sales of all nodes in 618 and Double 11 to more than 10 million yuan, and ranked first in the entire category."
Making feeding easier, domestic mother and baby brands upgrade with new quality supply
At present, Xiaobaixiong's professional service team on Pinduoduo has reached 16 people, an increase of 115% compared to last year.
In 2025, we will have more professionals joining the Pinduoduo team, and the parenting consultant team will expand from 2 to 5. We hope that these 5 parenting consultants can provide Pinduoduo consumers with more professional and scientific parenting knowledge, and solve their pain points and difficulties, "said Guo Jiaqi, the channel director of Xiaobaixiong Pinduoduo, to reporters. In addition, Pinduoduo will reduce the technology service fee from 1% to 0.6%, which will greatly help improve the overall business of Little Bear.
At the Q2 earnings conference call, Pinduoduo announced that it will invest billions of dollars in resource packages to support new quality merchants in the coming year, and reduce transaction fees by up to 10 billion yuan for merchants to carry out merchant ecosystem governance. As of now, the "Billion Reduction and Exemption Plan" has been launched one after another, and the refunded funds involve promotion service fees, technical service fees, deposits, and so on. According to a rough estimate by Little Bear, after the introduction of multiple new policies such as the "billion yuan reduction and exemption", brands will indirectly increase their monthly income by at least tens of thousands of yuan. At the end of September this year, Pinduoduo continued to increase its support for new quality merchants and launched the "New Quality Merchant Billion Support Plan". The plan is to invest billions of resources in the next year to fully support new quality merchants such as Xiaobaixiong who have product and technological innovation capabilities from product, marketing, operation, and supply chain aspects. This also gives us more confidence to upgrade our quality and brand, "said Yin Zhifeng.
Yin Zhifeng revealed that this year, Little Bear has launched the "Angel Alliance Plan" and deeply tied up with more than 5000 postpartum care centers in China. As of now, Little Bear has cooperated with nearly 2100 postpartum care centers directly, with the goal of directly understanding the needs of mothers for maternal and child products.
Nowadays, users who use Pinduoduo are no longer pursuing cheap prices in traditional concepts, but seeking higher cost-effectiveness, "Guo Jiaqi said frankly. The reason for choosing to cooperate with Pinduoduo is that the billion yuan subsidy allows Little Bear to provide more favorable sales prices, allowing consumers to benefit while purchasing the highest quality and personalized products. This is also the original intention of Little Bear's decision to join the billion yuan subsidy.
Our goal is to achieve a win-win situation for the platform, company, and consumers. Nowadays, the mentality of billions of subsidies has been deeply implanted in consumers. It is generally believed that products on the Pinduoduo platform have more cost-effective advantages. "Yin Zhifeng admitted that according to his disclosure, out of the 84 million sales completed by Little Bear this year, the contribution rate of billions of subsidies exceeds 50%.
I hope that Little Bear products can bring physical and mental joy to Chinese mothers, "he told reporters about his expectations for the future." With the joint efforts of the platform and the company, we hope to make feeding easier