Digging Deeply into the Value of Emotion The Rihua Cloud 'Four Service Capabilities' Help Brands to Cross Limits
Digging Deeply into the Value of Emotion The Rihua Cloud 'Four Service Capabilities' Help Brands to Cross Limits
Jiang Zhengchao, based on the group's long years of industry experience in the field of daily chemicals, gave his point of view that was out of the ordinary to the trend of the development of the maternal and infant washing and care track at "Maternal and Infant Industry Observation". He said, "Consumers are increasingly emphasizing, in the usage process of washing and care products, the emotional value that the products can bring to them."
The new generation of maternal and infant consumer groups is notable for among other things its heightened awareness of emotional value, and scent, color, shape, etc. are significant ways for emotional value to be conveyed. In the family scene, when mothers take care of their babies' diet and daily life, they yet have to bear the pressing demands of life and work in general. A fresh and pleasant fragrance formula, or a quirky packaging, can go a long way in giving emotional value affirmation to mothers, and the brand wins the battle to become one of the consumers' mental stores in the process.
Moreover, deeply exploring the emotional value of consumers is inevitably going to require companies to do intensive research and polishing all over the production chain such as trend insight, formula research and development, and raw material procurement which is a kind of a multidimensional comprehensive strength test of enterprises i.e. experience accumulation in the industry and supply chain control.
In order to enable maternal and infant care brands to break through the boundaries and speed up the growth, Rihua Cloud has rolled out "four major service capabilities" for the industry that provide empowerment support for maternal and infant care brands in multiple dimensions.
1. Industrial resource dimension
Through its decades of development since the establishment of the company and its growth into a leading brand of the daily chemical industry, Kunyuan has been deeply interwoven with the daily chemical product manufacturing process, thus it has accumulated a considerable amount of supply chain resources in the care field and formed a solid partnership with many upstream and downstream players of the industry.
Daily Chemical Smart Cloud, an industrial Internet platform incubated, moves digitally with the Group to share the advantages in R&D and production dimensions to maternal and infant care brands. The stable and large-scale procurement demand on the platform can further lower the raw material procurement cost of the latter.
2. Industrial data dimension
While it is fully engaged in the resource accumulation and improvement of the daily chemical industry's full-link production, Kunyuan additionally takes steps to classify and consolidate various kinds of industry information such as formula research and development and raw material supply and thus is laying the foundation for a fast and accurate industry database.
Rihua Cloud facilitates the enterprises in a clear and detailed way to understand the production chain of maternal and infant daily chemicals. They can find suitable suppliers, OEM factories, etc. based on their requirements and thus speed up the R&D and production processes.
3. Expert talent dimension
Rihua Cloud has established an expert team that is not only capable but also innovative to be the scientific research basis for maternal and infant care brands.
Rihua Cloud besides this, will also invite more experts and scholars to share advanced product concepts and R&D knowledge with enterprises through online and offline modes to facilitate maternal and infant care brands in creating personalized and high-quality innovative products. Thereby enterprises can concentrate their investment in innovation and R&D on the consumer needs level.
4. Industry experience dimension
Being a large player in the daily chemical industry and having the experience of the huge daily necessities industry Kown, Rihua Zhiyun not only understands the product innovation logic of the maternal and infant care track but can also efficiently connect the upstream supply chain and downstream channels, actively allocate advantageous resources and highlight products that are really competitively influenced by changes in consumer demand, and then quickly increase its sales volume by channel empowerment and strengthen brand voice.
"Rihua Cloud empowers the development of maternal and infant care brands, which is more like co-creation of products by both parties, rather than just a simple ODM service. Therefore, the products that are finally landed after supporting links such as the supply chain are highly matched with the brand's own channel characteristics and user-oriented needs."
Talking about the platform's development vision, Jiang Zhengchao said that maternal and infant consumer product retail has entered the brand-leading stage from channel-dominated. With the arrival of new maternal and infant consumer groups, the importance of product innovation will become increasingly prominent. Industrial interconnection is the key fulcrum for promoting the arrival of the industry's innovation trend. Rihua Cloud uses digital means to sort out and integrate the superior resources of the upstream and downstream industries, achieve the effect of strong combination and complementary advantages, and then help maternal and infant care brands strengthen their own growth resilience and better survive the industry cycle.
