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  5. > Giving Baby Care: Winning safety-conscious parents over with "natural" credentials

Introduction

Launched in 2013, Giving is a local Chinese baby personal/household care brand, with products infused with young plant extracts. Within two years of launching, it became the fastest-growing baby skincare brand in China.

Features and benefits

* Learn about Giving and how it has become the fastest growing brand in China's baby care market
* Understand the importance of natural product claims in the Chinese market.
* Analyze Giving's product range and how it chimes with Chinese consumers
* Look at the future of the Chinese baby care market

Highlights

The use of "natural," simple formulas convey a message of mildness and harmlessness, targeting parents' desire for safe personal care for their babies. The brand also improves the credibility of claims with strict quality control and partnership with a professional body.
China's growing baby care market is driven by the recent change in birth control policy and the rising spending power of parents. As demand for baby care products is likely to stay substantial in China, capitalizing on the ongoing "right-for-me" trend would be a winning move.

Your key questions answered

* What is Giving?
* How has Giving achieved a strong market position?
* What products does Giving offer?
* What may the future hold for the Chinese baby care market?

Table Of Contents

Giving Baby Care: Winning safety-conscious parents over with "natural" credentials
OVERVIEW
Catalyst
Summary
BABY SKINCARE BRAND WITH "NATURAL" FOCUS
A young baby skincare brand on the rise
Young Plant Range explained
Newborn Protection range explained
SIMPLE, "NATURAL" FORMULAS CHIME WITH CHINESE CONSUMERS AND BUILD TRUST IN NEW BRAND
Strong consumer acumen lays a firm foundation for market success
Emphasis on safety improve consumer trust with a new brand
Offering formulas that are "right for Chinese babies" to evoke greater resonance
Offering peace of mind with simple formulas
CHINESE BABY CARE MARKET TO CONTINUE GROWING, LOCAL BRANDS SET TO PROFIT
The growth of baby care products in China is likely to continue
Rising popularity of local brands posts threat to foreign brands
Spotting opportunities with "right-for-me" elements
CONCLUSIONS
Giving's "Natural" focus and marketing prove successful in growing market that offers the company great prospects
APPENDIX
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Further Reading
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