text | Yao Lan
children's track, what kind of products can "create" a more relaxed and comfortable family relationship?
Founded in Shanghai in 2021, the children's lifestyle brand HeyBetter uses "Love", "Brave" and "Free Unlimited" as the keywords of the brand soul, and develops innovative raw materials and designs for children aged 2-12. Clothing products help them explore the world more freely.
Children's lifestyle brand HeyBetter
In early March 2022, HeyBetter received two consecutive rounds of financing from Tiantu Investment, 13 Capital and Zesheng Venture Capital.
So far, HeyBetter has been launched on Tmall and Douyin flagship stores, including sun protection Little Red Riding Hood, ice cold sun protection clothes , quick-drying one-way sweat-wicking T-shirts, zero-sense breathing underwear, Jiang Nuannuan home clothes, etc. Including 16 products, the monthly sales of omni-channel exceeded 4 million yuan. Xiaobei, the founder of
, told 36氪 that around the demand for “better beauty, healthier, and happier”, many excellent consumer product brands for adults have emerged in the fields of beauty and skin care, food and beverages, entertainment and fitness, etc. “Consumption The trend of upgrading has gradually extended to men, pets, babies and other groups, but it can be said that there is still no brand that truly cares about the needs of children. "
Compared with infants and young children aged 0 to 2, children who are growing rapidly have more opportunities to be alone. Being exposed to the outside world and therefore spending more time exposed to unknown and changing environments. Starting from close-fitting clothing to protect children's bodies and desire to explore is HeyBetter's basic idea for the proposition "Better Life For Kids".
Better Life For Kids
Based on the needs of children to redesign products, HeyBetter proposed the following three levels of product development concepts that are indispensable:
The first level is "Better Comfortable - ultimate safety and comfort".
In terms of raw materials, there are two good examples of choosing safer and healthier natural ingredients: one is to use high-count yarns in Lyocell Austria Lenzing Tencel, which has excellent skin-friendly properties, breathability, and moisture absorption. It is better than pure cotton in terms of sex and safety, and can also obtain better functionality through blending with different fabrics; second, adding seaweed fiber to close-fitting clothes can play an antibacterial and moisturizing role. In terms of safety standards,
is not satisfied with the minimum Class B standards. The requirements are higher than Class A first-class products, and most even have to meet the safety standards of Class A premium products. In addition, it requires 0 formaldehyde , 0 silicone oil , 0 additives, and 0 heavy metals.
The second level is "Better Design - a more innovative product design concept".
For example, a new unidirectional moisture-wicking technology is added to a T-shirt worn in the summer. In this way, water droplets on the inner surface will be absorbed instantly, and then quickly discharged to the outer surface of the clothing through the patterned moisture-conducting grooves for diffusion and evaporation. And it will not seep back, and the side next to the skin will still be dry.
The third level is "Better Fun - more interesting ideas".
adds interesting elements to details and increases interactivity, which is very beneficial for showing the "warm" side of the brand. For example, T-shirts have seasonal mood Velcro that can be changed according to your mood; underwear can be cut and adjusted to the size that best suits you; sun hats can be kneaded and folded into different shapes at will; packaging boxes can be cut out to make handmade toys, etc. wait.
Due to its focus on quality and experience, HeyBetter has achieved outstanding market performance through online channels with its three products of underwear, thermal clothing and sun protection hats, and has gained good popularity among middle-class parents in first-, second- and third-tier cities. word of mouth. The crotch of
underwear is added with chitosan , which is extracted from the shell of deep-sea crustaceans. This is an edible natural antibacterial fiber with excellent anti-mite and skin-friendly properties. For the thermal clothing
launched last winter, the team developed a special fiber that combines German fleece and warm ginger. It adopts a honeycomb breathable weaving method, which has obvious effects of heating, rapid moisture absorption and perspiration, and antibacterial effects.
Regarding sun protection hats, HeyBetter believes that sun protection is only the most basic performance."When you go out to play in the summer, you cannot let your children bury their heads in a hat. It is best to let the top of their heads bask in the sun, which will also help their physical development." Xiaobei said that in order to solve the problem of falling off when moving, Many children's sun hats are designed with a rope, but national regulations stipulate that clothing/hats for children under 7 years old are not allowed to have straps around the neck, because this may cause danger to the child's life.
HeyBetter Sun Protection Cap
By cooperating with a world-renowned underwear factory, HeyBetter successfully applied the strapless underwear technology to the design of the hat, meeting the children's demands for a sun protection hat that is not easy to fall off and is light enough. It is worth mentioning that because the breathable mesh design of underwear is integrated into the empty top hat , it not only has excellent breathability and resilience, but can also be stored in the pocket of clothes and pants, and will not deform when machine washed. According to official information, the product has been ranked first in Tmall’s children’s empty top hat list since March 2022.
Without active promotion, HeyBetter quickly gained its first batch of users on Xiaohongshu, some of whom are still co-creating products with the brand to this day.
In Xiaobei's view, HeyBetter's core competitiveness is the ability to continuously and steadily launch new products. It has initially explored a method system related to design, operation, and brand expression, which can satisfy the functions of both mothers and children at the same time. Sexual and spiritual needs.
According to 36Kr, HeyBetter has a diversified team with unique knowledge of consumer products and strong execution capabilities. The founder of , Xiaobei, who graduated from the University of Hong Kong, was once a well-known consumer goods investor. Later, because of his keenness and love for consumer brands, he founded a consumer goods brand. "We have attached great importance to improving human efficiency from the beginning. When there were only five people in the company, we achieved monthly sales of one million." Xiaobei said.
