爱乐维高溢价切入儿童护眼赛道

Core Insights - Elevit, a leading brand in the prenatal folic acid market, is attempting to extend its brand trust into the children's health sector by launching an eye care product aimed at children over three years old [1][3][6] - The product, priced at 269 yuan for 32 pieces, is significantly higher than most competitors, but it currently ranks 23rd in sales on major e-commerce platforms, indicating a substantial gap in market performance compared to leading brands [1][5][7] Product Launch and Market Positioning - Elevit has introduced a children's eye care product that emphasizes three main features: sugar-free, innovative Lifechews formulation for better absorption, and scientifically blended lutein [4][9] - The product is positioned as a high-end offering, with a single piece priced at approximately 8.41 yuan, which is notably higher than competitors like Inne and Swisse [9] Competitive Landscape - Elevit faces stiff competition from established children's nutrition brands such as Inne and Little Umbrella, as well as well-known domestic brands like Xing Sha and Yi Ke Xin, which have a stronger foothold in the children's market [6][7] - The children's nutrition market is experiencing growth, with global market size projected to increase from $110.99 billion in 2019 to $136.38 billion in 2024, indicating potential opportunities for Elevit [7] Challenges and Consumer Perception - Elevit’s current product line for children is limited, lacking a comprehensive range to meet parents' one-stop shopping needs, which may hinder its ability to compete effectively [6][8] - The brand's high pricing strategy may not be supported by sufficient market data or consumer feedback, making it challenging to attract buyers who prioritize established brands [8][9]