Beacon diapers dare to win the world's predecessor 618: hand in hand Ala Lei play live transparent factory

At 10 am on June 16th, a live broadcast of Mengwa’s protagonist kicked off at the Beacon Transparent Factory. Beacon diapers invited the popular cute baby Ala Lei and several other "small laboratory assistants" selected through the network to visit the Beacon transparent factory and conduct a diaper comparison test on the spot. The whole visit process was simultaneously carried out on the Tmall platform. Live broadcast.

This unique live broadcast attracted nearly 150,000 people to watch online, nearly 200,000 people liked it, and Beckang became the first diaper brand in China to open a transparent factory to the society. It is reported that on the 618 day after the live broadcast, the sales volume of the Beacon diaper Tmall flagship store increased by 294% compared with the same period of last year.

Every year, 618 is a huge business opportunity. At the same time, it is a fierce competition. What is the secret of Becom diapers and can capture 618?

Without him, dare to be the first in the world!

Dare to open the factory

When it comes to "transparent factories," Chinese people will first think of international first-line brands such as Coca-Cola and Volkswagen. For a long time, domestic production companies have been ignorant of the words “transparent factory”. Why?

"I don't want to do it, but I don't dare." An industry insider said that he broke the secret.

The so-called transparent factory, in layman's terms, is to publicize the company's production workshops and laboratories, and expose them to the sun for public visits and supervision. In this case, it is inevitable that some secrets will be revealed or a scandal will be ejected.

Why do other Chinese companies avoid the “transparent factory” that is not afraid of it, and why is it that Beckang is not tired, and not only open, but also high-profile live broadcast?

I am not afraid of shadows.

Invite the little star and a group of children who are unscrupulous to go to the laboratory and the production workshop to “supervise”, and put it on the Tmall platform for the public broadcast of the whole network. The factory, laboratory and production workshop of Beckang are all exposed. , Beacon's vision and courage to shake the industry for a time. And this bold courage to dare to break through is already the unique brand personality of Beacon.

In this live broadcast, Beckham has generously opened its own 10W-class clean production workshop to the small experimenters and the whole network audience. This kind of behavior can be said to be a very risky thing in the industry, before the Beckang. No diaper company has ever been so timid.

From the wind and dust to the workshop, from knowing the carefully selected raw materials of Beacon to the production line, the small experimenters jointly revealed how the excellent Beacon diapers were produced for the parents and the baby. Before entering the production workshop, the children need to wash their hands, wear a sanitary cap and wear a shoe cover, and then blow off the dust through the air and dust. The hygiene supervision before entering the workshop is only a small microcosm of strict standards, and the top standard of the production workshop is more It is shocking.

Dare to open the factory, stems from enough confidence. It is this kind of enthusiasm that has also created a new form of Tmall's variety-based live broadcast, and its innovative marketing strategy may lead the marketing trend of consumer goods.

Dare to meet international standards

In this transparent factory live broadcast, the "small experimenter" led by Ala Lei first entered the laboratory of the Becker R&D Center and conducted five interesting small product performance experiments on the imported diapers of Beckang and the United States and Japan. Comparative experiments were carried out on the five properties of gas permeability, absorption, dryness, leak-proof ability and absorption speed. In the PK with the international performance of various brands, Becom diapers have won with excellent results. The small experimenters on the spot and the netizens watching online are all shocked by the excellent quality of Becom diapers beyond the international big names.

In this live broadcast experiment, it is the fourth generation of core diapers developed by Beacon. The fourth generation of diapers is the 7th floor developed by Beacon after 8 years of research and development. Prefabricated core body, as early as 2016 CCTV CCTV2 "consumption claims" in the column, the pressure on international big names, fame.

Frozen three feet, not a cold day. Beacon's international big-name brand is based on its courage to compare international standards.

In the past 12 years, Beckang has always regarded product safety as its life. It has fully implemented 5S on-site management, and the 100,000-level clean production workshop with constant temperature in the four seasons has created diapers with the hygienic standards of American pharmaceutical factories to prevent secondary pollution. “Our production workshops are very strict in detecting dust in the air, which is ten times stricter than the national standard.” Director of the Beacon Transparent Factory introduced.

In order to achieve world-class high-quality performance, Beacon is also a high standard in production equipment and raw materials. It not only spends tens of millions of custom-made high-end exclusive production lines from famous Italian equipment manufacturers, but also insists on the procurement of raw materials. The principles of global selection, such as hydrophilic cloth from Israel, polymer water-absorbing beads from Japan, wood pulp from the United States, left and right stickers from Germany. Every piece of diaper produced by Beckang must undergo rigorous inspection of 541 inspection procedures, and equipped with a stain video detection system, metal detectors, etc., to ensure that each product is flawless and non-staining.

In terms of quality control, Beckang has broken through the domestic stereotypes and took the initiative to send the top certification and testing institutions in the United States, the European Union, the United Kingdom, Germany, Switzerland, etc., and Beckang has also obtained the FDA and EU CE in the leading industry. , Germany GS, ISO9001, British Retail Consortium BRC certification, FSC forest certification and Germany DERMATEST certification and other seven international certifications, also passed the SGS zero formaldehyde zero fluorescent agent international authoritative testing, while obtaining these international certifications in the industry can also be described as rare .

In the production environment and production technology, from the strict creation of 10W-class clean production workshops to the selection of excellent raw materials from the world and the customization of the world's top production lines, Beckang has made industry standards again and again. The opening of the transparent factory, Beckang is also the industry's first, the laboratory, the production workshop in the sun under the open supervision, brand marketing strategy surprisingly winning.

Dare to conquer Europe

Only the threshold of crossing European standards is the paradise for Chinese brands. Going out of the country and heading to Europe and the United States has always been the dream of the founder of Becomang Diaper.

On the way out, he chose Beacon's overseas market “virgin show” in Germany, which valued the cultural foundation of equality and freedom in Europe and America. They will not discriminate against foreign brands at will, and will not easily deny you because your business is small. The so-called hero does not ask for the source.

But the premise is that the product has to comply with European standards.

As we all know, "Made in Germany" has always been synonymous with "super high quality". From Mercedes-Benz, BMW, Audi to Porsche, Leica, Bayer, all represent the highest international standards in manufacturing. It is not easy to enter the German market. thing. Beckang has its own brand to enter the overseas market. This problem bears the brunt and cannot be avoided.

Fortunately, Beacon did it. In early May this year, it signed a strategic cooperation with SANOPHARM, a well-known German chain company with 82 years of history. Its fist product “Bikang Small White Diamond” successfully entered the European market. Beacon diapers represent Chinese brands on the German stage, subverting the status quo of “imported brands” invading the domestic diaper market, breaking the market inertia and opening the domestic diaper brand to the European market.

The way of thinking determines the way out, and the horizon determines the realm. The courage of Beacon's "Dare to be the best in the world" is doomed to inevitably innovate the industry routine and win 618. With the help of this “variety-style live marketing”, the advanced research and development strength of Beacon, the performance of products beyond international big brands and the international production base have opened the eyes of the people. It is comparable to the opening of the international first-line brand, subverting The traditional image of Chinese manufacturing companies in the eyes of Chinese people.

Editor in charge: Kebang