Just past the 618 shopping festival, Tmall 618 record victory over last year's double 11, the purchasing power of maternal and child class is beyond the previous years, showing how big the mothers spend on their children's expenses. Let's talk about this dark horse that has sprung up in this 618 maternal and child circle. This family started in Shanghai, selling children's sweating pajamas brand in Jiangsu, Zhejiang and Shanghai, with a high-tech banner that is not a civilian price, but rushed to the first place in the Tmall mother-child "miracle list", and more Ranked among the top in the maternal category.
This is also a sleepy child's sweating pajamas, just after 618, it is widely promoted that the brand that has been used for 7 years will be renamed "Little Blue Elephant". The general name change of a brand or an enterprise is nothing but business adjustment, strategic transformation, and the development of market and other interests. For example, Taobao Mall was renamed Tmall in order to distinguish “Taobao Mall†and “Taobao†from the quality of goods. However, this wicking pajamas brand that does not take the usual path is just to be against the "pure cotton", and will not hesitate to give up the reputation accumulated over the years, and change the brand name together with the company name!
In the past, Jia Duobao was forced to change his name from Jia Laoji to Jia Duobao because of the trademark issue. I don’t know how much advertising fee was spent. Now the name of this sleeping wicking pajamas is only changed to "pure cotton". This can not help but arouse the author's curiosity.
What's even more incredible is that in order to show that he is not in the same position as pure cotton, he has made a press conference at the Shanghai Science and Technology Museum. He has faced the remarks of hundreds of media outlets to announce his famous brand “Hyattâ€. For the small blue elephant, the "sleeping children's sweating pajamas" was renamed "small blue elephant children's sweating pajamas." It’s a big deal!
Talking about the renaming of the children's sweating pajamas, the founder Jia Qiansheng told the author: "Hyatt is the name of the beginning of our brand. This is the language of our adults, but the 'Little Blue Elephant' is the language of the child. They often say, 'I like to wear a little blue elephant' instead of wearing a sleepy sleep. In our survey, at least 9 of the 10 children are called 'Little Blue Elephant', and the voice completely covers the sleep." The little blue elephant has even become an IP. It is synonymous with the sweating pajamas in the hearts of children and treasure moms. I feel that the little blue elephant is super powerful. The small blue elephant children's sweating pajamas can quickly absorb sweat and perspire, which is cool, children. I like it very much.
Like the water that can be absorbed by the nose, it can visually express the concept of quick sweat absorption and perspiration of small blue elephant children's sweating pajamas. Using children's language, closer to the needs of children, the name of the small blue elephant is to return to the original heart of a company, but also reflects a company's values.
Why do you have to do it with pure cotton?
When talking about the original intention of renaming, Jia Qiansheng, the founder of the perspiration pyjamas, said: "Happiness is the meaning of sleeping. The purpose of our wicking pajamas is to let more parents and friends solve the problem of sweating. Trouble, wicking and quick-drying is more comfortable." "Is the name of hi-sleep not good? Good, very good, but the mistake is the "sleep" of sleep and the homonym of cotton "cotton", many people will think it is pure The "cotton" of cotton, our flag clearly breaks the misunderstanding of cotton, and the name change is inevitable. We must die with pure cotton."
Is it really good to fight cotton? How did cotton provoke this "small blue elephant"?
Speaking of pure cotton, everyone generally thinks that it is hygroscopic, breathable and soft, and is the best choice for children's close-fitting clothing. Mention why you should "tear the cotton with cotton", Jia Qiansheng said that this stems from the lessons he learned in the process of raising children. The natural fiber of cotton has a fatal flaw - cotton fiber expands rapidly after water, hinders water Molecular circulation causes the cotton fabric to absorb moisture and not wick away. For children who are naturally sweating, it is very easy to sweat, sweat, and cause health problems such as cold, cold, rash, and lice.
Why is the little blue elephant so hot?
In order to develop sweat-wicking and quick-drying, sweat-wearing pajamas suitable for children, in 2012, Jia Qiansheng teamed up with Invista® of the United States to develop a quick and more comfortable patent line based on the quick-drying material COOLMAX®. Hinos-everyday®, a skin-friendly fabric, is specially designed for children to sleep.
Compared with ordinary cotton underwear, the small blue elephant children's sweating pajamas can quickly absorb sweat and perspire after the baby sweats, so that the baby's body surface is kept dry and not cool. It can effectively solve the shortcomings of "sweat-absorbent and non-perspiration" of cotton pajamas, so that children can keep their clothes dry and soft throughout the sleep process, and can sleep well.
Many childcare experts recommend that children should dry and change their clothes in time after sweating. In case, just in case, it is best to choose close-fitting clothing that is easy to perspire. Jiang Peiru, a childcare expert at Shanghai Women and Children's Hospital, also recommended this “Little Blue Elephant†and said that it is extremely important to keep your baby's skin dry. It is recommended that Mom and Dad choose soft and easy-to-sweat clothing for their baby.
Even after the experience of the "Little Blue Elephant", even the mother-in-law porridge Yue Yue said that she should not be limited by her traditional knowledge of cotton.
After reading the information, I seem to understand that the textile industry is also a high-tech industry. It is also reasonable for the "Little Blue Elephant" to be loved by consumers. What do you think?
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