Company Website

https://www.babytree.com/index.php

Company Introduction

Babytree, the leading platform in China's M&C community, commits itself to satisfy the pursuit of the M&C families worldwide for a refined life by services, like prenatal and postnatal care, communication & making friends, health growth, and optimized shopping. Fifteen years after its foundation, Babytree has evolved from the head platform of China's M&C community to the world-leading builder of Global M&C Well-Being Ecosystem. In 2021, Babytree ushered in the new stage of corporate strategic development of“3 Begets All Things”and adopted the brand-new mission of“Building aGlobal M&C WellBeing Ecosystem”. It established the “3X3 SYNERGISTIC STRATEGY”with 3 core capabilities of Precise Operation, Ecosystem-BD and Tech-driven and 3 core business groups of Traffic, Consumption and Services, establishing a full-cycle M&C product and service system for families from pregnancy preparation, pregnancy to childcare and creating a healthy, happy and abundant M&C Well-Being Ecosystem. On November 27, 2018, Babytree was successfully listed on the mainboard of the Hong Kong Stock Exchange.

Product concept, highlights and added value

Babytree's self-developed brand, Genius Key, is the first to create serious nutritional products for children, segmented by different age groups based on their growth characteristics and nutritional needs. The product has sparked a lively discussion in the industry since its release. It has been fully covered by leading maternal and child vertical media outlets, deeply disseminated through special issues of Maternal and Child Care Industry Observation, Middle Child Media, China Baby and Child Net, and Maternal and Child Care Frontline; it has also been reported and disseminated by mainstream media and leading technology and financial media outlets, such as Xinhua Net, China News Network, and Xinhua's Major Health portal. Before its listing, it had received significant attention from core channels, with channels such as Tmall's Major Health, Alipay, JD Health, and others initiating cooperation. Over 800 stores in several provinces such as Jiangsu, Zhejiang, North China, Northeast, and Northwest have successively carried out cooperation and new product sales, with sales exceeding 6 million in less than a month; innovation and effort have resulted in a favorable rate of over 95%. In each platform's review section, users have highly praised the product saying it has a "superior appearance", "it's extremely simple to have one packet per day", it has a "sweet and sour taste that’s pleasing", "it fully supplements nutrition, no need to add other supplements" and so on.

Having identified consumer pain points in the current nutritional product consumer group, such as the difficulty in selection, completeness, correctness, and habit forming, Babytree's brand Genius Key, in collaboration with the Nutrition Health Research Institute under the China Nutrition Society and Jiangnan University, has launched this pioneering child segmentation nutrition in China.

Product Images

Please briefly describe how your product communicates with consumers

The Genius Key Children's Nutritional Package is specially designed for families with children aged 3 to 12 and above. The product belongs to a series, including four packages tailored for different age groups: 1-3 years old, 4-6 years old, 7-8 years old, and 12 years old and above. Each package is designed to meet the need for 16+ types of nutrients specific to each age group of children. The main feature of the product is that it provides a daily package that contains 16+ kinds of nutrients, making it easier for parents and more enjoyable for kids.

In the process of product development and design, we deeply consider the needs and personality attitudes of consumers. For example, in consideration of consumers' needs for comprehensive nutrition, we incorporate more than 16 kinds of nutrients into 3-4 pieces of candy. To satisfy consumers' need for simplicity and convenience, we put several nutrient candies with different effects into one package according to the daily demand, making it readily available to consumers and avoiding the purchase of a motley of bottles and jars. Meanwhile, we use natural fruit oil and powder for taste, transforming nutrient supplementation from just taking pills, thereby winning the kids' favor and making it easier to develop good habits.

In terms of packaging design, we fully consider the needs and attitudes of consumers. To encourage consumers to actively try and build good habits of nutrient supplementation, we specially launched a 7-day package, namely a week's amount, and a 21-day package (it takes 21 days to form a habit). In addition, we designed cute daily check-in stickers to encourage kids to actively participate and develop good habits.

Product Images

Ingredients List Photograph

Launch Date

2023-11

Target Consumer

Provide precise and structured supplementation plans for ages 1-3, 4-6, 7-8, and 9+, to support balanced nutrition.

Weight/Volume per Pack

21包/盒

Price per Item

398元/盒

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

China

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS

Market Performance

None