Core Insights - The article highlights the innovative communication strategies employed by the company, Aoyou, through its brand, Kabrita, which has won the "Annual IP Innovation Brand" award at the Xiaohongshu Annual Conference, recognizing its efforts in engaging consumers and leading the goat milk category [1][5] Group 1: Consumer Engagement - Kabrita has identified that new-generation parents prioritize emotional resonance and interactive experiences when choosing infant formula, beyond just the scientific aspects of the formula [2] - The brand launched two innovative IP activities, "Early Knowledge Conference" and "Trace the World," to foster engagement and dialogue with consumers [4] Group 2: Innovative Communication - The "Early Knowledge Conference" redefined traditional educational models by facilitating open discussions between parents and experts, attracting thousands of consumers to participate [4] - The "Trace the World" initiative marked the first overseas traceability for a milk powder brand on Xiaohongshu, addressing parents' concerns about product safety through transparent live streaming from Dutch farms and factories [4][5] Group 3: Industry Impact - Kabrita's initiatives have led to the creation of the first industry report on infant formula feeding trends, developed in collaboration with Xiaohongshu, JD.com, and Kantar, which has sparked significant media coverage and industry discussions [5] - The brand aims to enhance consumer understanding of the nutritional benefits of goat milk formula, promoting its digestibility, absorption, and low allergenicity through real-life sharing experiences [5] Group 4: Future Commitment - The recognition received by Kabrita serves as both encouragement and motivation to continue innovating and providing high-quality products and experiences for consumers in the maternal and infant industry [6] - The company is committed to maintaining a focus on research and quality while engaging in meaningful communication to enhance the nutritional offerings of goat milk for families [6]