Classic Product Upgrade

As a classic star product of the BBG brand, Feather Soft Luxury Care has had four years of market presence since its launch in 2018. From the perspective of product line upgrading, optimization, and extension, there is a need to develop new products while relatively maintaining the classic features. This will stimulate more vitality and market opportunities for this product line.

Channel Expansion Requirements

As a strong offline channel brand, BBG’s channel development has become increasingly mature and stable. Considering channel expansion, product innovation stimulation, and multi-price segment sales, a more representative, competitive product that can highlight BBG’s high-end brand accumulation is needed.

High-End Market Positioning

According to feedback from offline channels and observations from the maternal and infant industry, about 20% of high-end consumers have a strong purchasing power for high-quality products. With a well-established high-end brand reputation both online and offline, there is a need to develop a strong product to impact the first-tier market segment and price range.

Solidifying Luxury Care Positioning

With positive feedback from a wide range of users stating that “BBG brand is flawless except for being a bit expensive,” solidifying the high-end/luxury care image and brand positioning is crucial. Launching an absolutely high-end product will attract and convert pure high-end consumer users and serve as a flagship product to shape the luxury care image for the brand.