Some interesting insight into A2 marketing for older children on JD at the moment, as part of the 'Spring Festival'.
Seems they are joining forces with the other top 3 children's brands on JD, including Lego. Focusing on their new Smart Nutrition product:
https://www.sohu.com/a/645535750_114023?scm=1019.20001.1158002.0.0&spm=smpc.csrpage.news-list.9.1677477022526LruOtvdFrom the article (selected excerpts, sorry for poor translation):
On the market for children's powder:
According to the "Analysis Report on Consumption Data of China's Maternal and Infant Physical Stores in the First Three Quarters of 2022", the sales of children's milk powder in offline maternal and infant stores in the first three quarters of 2022 increased by 18.5% compared with the same period last year.
On joining up with the other top brands:
The highly vertical nature of maternal and child brands makes the products have a stronger relationship. For example, it is very natural for mothers to take a fancy to and order a toy while buying milk powder. Therefore, brands in this category cooperate with each other, which is more likely to produce chemical reactions and stimulate the purchase desire of precise users.
Therefore, a2 seized the characteristics of mother and baby users in the Spring Festival marketing, selected several sub-categories that are rapidly developing in the field of mother and baby, and aimed at the three leading brands of daily care, growth and development, and toys that are key scenarios for children's growth. Aveeno, ChildLife, Lego and a2 not only have similar user groups, but also can achieve the effect of strong alliance in terms of user level. It not only quickly gathered a huge brand potential, but also narrowed the distance with consumers.
On their social media campaign:
It is reported that by the end of the project on February 20, the overall exposure of a2 has reached 3000W+, of which Weibo has a total exposure of 2755W+, Douyin has a total exposure of 244W+, and the highest number of visitors for a single live broadcast is close to 10W; looking at the overall data, a2 Breaking through the routine this time, the cross-border marketing approach with multi-channel layout provides a new reference model for the communication of children's milk powder marketing during the Spring Festival.
(20min delay)