Summer vacation is approaching, children are about to return to their families, and parent-child issues have attracted much attention. In March this year, the Ministry of Education officially issued the "Compulsory Education Curriculum Plan", which completely separated labor from the original comprehensive practical activity curriculum, triggering the whole society to think deeply about family education. From holding children in hands to allowing children to take the initiative in housework, today's Chinese families are undergoing tremendous changes. At the same time, the new generation's increasingly equal family relationships in the parenting concept have also provided a new development direction for the daily necessities industry.
In order to promote the family concept of healthy companionship and common growth, the household paper brand Vinda takes "Toughness in Vinda, enjoyment for the whole family" as the core, and proposes the topic of "small housework, big growth", during the "Vinda China Tour" In the tenth season, we embark on an in-depth exploration of future family life with hundreds of millions of Chinese families.
"Small housework, big growth" explains the concept of housework growth in the new era
html In June, Vinda brand released a new TVC "The Gift of Growth" to explore housework and growth in the new era. At the same time, we work with well-known parenting bloggers to talk about the parenting concepts of the new generation from multiple perspectives, which coincides with the advocacy behind the compulsory education curriculum plan. The TVC records the parent-child time when children participate in housework. Through small housework interactions, the parent-child relationship is heated up, the children are guided to recognize responsibility and love, and the concept of housework growth that helps children grow in an all-round way is positively exported.
This video is one of the voices of "Small housework, big growth" in the tenth season of Vinda's China tour. It shows Vinda's profound thinking on family healthy life - education should not just stay in schools and books. Parents paying attention to and approving every small progress of their children will encourage their children to achieve great growth. Vinda calls for the family to become the second classroom for children's growth and promote the growth of parent-child relationships. This concept has been highly recognized by the new generation of families and has received more than 1 million exposures on social platforms. Through an upgraded insight into the parent-child relationship in the new era, Vinda has successfully established a psychological identity that resonates with consumers and activated the healthy living needs of families in the new era.
Blockbuster new product technology leads the way, empowering housework growth
Vinda has always insisted on promoting product innovation with innovative concepts, taking technology as the basis, creating innovative products that lead the industry, and bringing high-quality life experience to generations of consumers. With insights into consumer demands, Vinda has seized on family relationships that grow together in the new era and launched Vinda's world-first washable kitchen paper , promoting national household cleaning into the 3.0 era.
As a new generational new product for kitchen cleaning, Vinda washable kitchen paper was developed and polished repeatedly by the world's leading R&D team for 5 years. The product adopts the world's advanced equipment and production technology, and has innovative POWER-X magic speed absorption technology, which can absorb oil and water 3 times, is thick and tough and not easy to break, and can wipe away 7 major oil stains and other "black technologies" to create unprecedented kitchen paper for national families. New experience to help deepen parent-child communication in housework scenarios.
Multi-dimensional reach, and the resilient growth of hundreds of millions of families
In the face of accelerating channel changes, it is important for brands to make breakthroughs and innovations in marketing methods, but to truly win over people, they must grasp the brand symbols that are deeply rooted in the hearts of the people and continue to penetrate into in diversified channels.
According to CTR Kantar Worldpanel: Vinda brand has become the brand with the largest growth rate in the number of consumers in 2021, and has entered the list of FMCG companies covering more than 100 million Chinese urban households for the first time. By creating the brand symbol of "Vinda China Tour", Vinda has been able to achieve efficient and accurate customer acquisition and brand image building through multiple channels. "Vinda China Tour" is an important bridge for Vinda to interpret the brand image and communicate with national families about parent-child relationships. This year, Vinda China Tour will be launched in hundreds of cities in the tenth season, integrating the vitality of online channels and high-touch offline promotion. It focuses on the development of new channels and vigorously explores incremental markets.
One of the strengths of the online and offline combination of the tenth season of Vinda China Tour is to leverage the creative potential of the store brand month, launch a store display competition, and use multi-category scene special displays to output the brand image and strengthen visual memory points. , injecting vitality into diversion and sales promotion.Secondly, Vinda has promoted the live broadcast store visit model to key systems across the country, immersed "planting" specialty stores, shortened sales links, and used content marketing to promote sales conversion across the region.
After ten years of development, relying on the Vinda brand’s unique insight into parent-child relationships, continuous iteration of consumer communication, and innovative high-quality products, Vinda China has grown into a shining brand symbol in the sanitary products industry, serving consumers in the future While bringing a complete closed-loop experience from brand image to product quality, it will also continue to support and accompany hundreds of millions of families to grow together with "resilience".
