newpage一页3周年答卷：“全年龄段功效护肤”战略升级

Core Viewpoint - The article highlights the rapid growth and innovative approach of the brand "newpage," which has achieved over 100% revenue growth for three consecutive years in the Chinese infant care market, positioning itself as a leading player and a trendsetter in the industry [2]. Group 1: Brand Strategy and Market Positioning - "newpage" emphasizes a philosophy of "medical research co-creation," focusing on efficacy and high-end positioning to address the needs of parents overwhelmed by fragmented parenting information [3][5]. - The brand has launched targeted product lines for different age groups, including a repair series for children aged 6-12 and an acne control series for teenagers aged 12-18, marking a strategic upgrade to cover all age ranges [4][17]. - The marketing campaign aims to alleviate parenting anxiety by simplifying skincare choices through scientific solutions, allowing parents to trust the brand's expertise without feeling overwhelmed by options [6][12]. Group 2: Consumer Engagement and Marketing Tactics - The brand's marketing strategy leverages emotional resonance, addressing common parenting concerns through relatable scenarios, thus fostering a connection with consumers [7][10]. - Collaborations with platforms like Douyin and Tmall have enhanced brand visibility and engagement, utilizing innovative marketing tactics to reach a broader audience [10][21]. - The brand's narrative shifts from traditional marketing to a more empathetic and scientific approach, aiming to build trust and reduce decision fatigue for parents [27][28]. Group 3: Financial Performance and Market Trends - "newpage" reported a remarkable revenue growth of 498% in 2023, with a continued strong growth forecast of 161.64% for 2024, indicating robust market demand [21][22]. - The overall infant care market has seen a structural shift, with online sales in major channels increasing by 21.8%, reflecting a growing preference for domestic brands and a move towards more specialized care products [26][23]. - The brand's success is attributed to its ability to meet the evolving demands of modern parents, who prioritize product efficacy and safety, thus transforming the market from a "stock market" to a "value market" [26][27].