3 Product Differentiation Tips from a Working Mom Maker Who Raised 800 Million Won with an Eye Cushion
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- Even in the market dominated by Kookmin-Tem, Kim Dong-eun, a working mom from the department store MD, has become a supermaker with 800 million and 9,000 supporters through product planning, story, and news strategies.
- In the kids market, which is difficult to overcome national items, we summarized three practical know-how of Angel&B Maker, which competed with the authenticity of product development, not fame.
- If you're curious about the Wadiz Kids category satisfaction score of 5.0, the secret to continuing funding 16 times, read it now.
Even unrecognized kids brands can achieve 20 million won and accumulated 800 million won 16 times with the first funding from Wadiz. The secret was not the brand name, but the product story.
"I already have national items. Can I join you?"
If you are a maker that launches a brand in a market with famous products such as childcare products, you will have stopped thinking about this at least once. With no recognition, no reviews, and tight advertising costs, difficulties exist in general e-commerce.
Kim Dong-eun, CEO of Angel&B, who has experience as platform MD of H Department Store and Company C, launched his first product at Wadiz, which is not a brand name but a group of supporters who listen to "Why did you choose each and every single location like this?"
If you read this until the end, you'll get the story and know-how of how the unrecognized kids brand created its first fandom and grew to 16 funding sessions.
The Kids Market, which is difficult to overcome national items, why it received a perfect score for satisfaction as its first product
Q. You've been working as an MD for a long time. Is there a reason why you created your own brand?
My career started at H Department Store. Working as a manager of about 60 brands, I came across the job of MD, and I moved to the e-commerce platform because I wanted to learn more online. There, I've seen a lot of small brands grow into huge brands through overseas exports. Then, as I became pregnant, I became very interested in baby products, and I became confident that I could make something like this well, so I decided to launch a brand.
Q. What was your biggest concern when you first tried to launch a kids brand?
Until the first time the brand Angel & B was launched, the so-called 'national item' was firmly established.
In the case of the kids market, there is a lot of polarization. It was a situation where already known national items were mainly sold.
Q. It was a market with national items, but the first product became a bestseller due to the persistent product development process. How did you come up with the product idea?
The anti-backflow cushion is a product that my first child used very well. But the kid slept there for 8 to 10 hours. I was worried about whether I could sleep like this, but since the existing product is made of cotton, I thought it would not support my child's neck and waist well. I used to use that cotton, but my child's waist was bent.
And there is a process of lifting the child and transferring it to the bed every time, and I thought that it would be good to adjust the angle so that I can sleep here for a long time while supporting the child's waist.
Angel&B's Anti-Reflux Cushion Development Process
Q. The main part was the improvement of what was uncomfortable in your mother's eyes. It's actually a kid's product that got a 5.0 perfect score for satisfaction from a strict Wadiz supporter. Do you have any know-how?
I want to say the word 'concerns'. I'm a person who has a lot of worries like "Worried Doll". I released something, but if I don't like it, I don't release it. Put it off a bit. (laughs)
And I think a lot about it. I keep looking for ways to improve the parts I want to improve, and when the method comes out, I receive samples again, and after this thought, I make a product. In fact, the anti-backflow cushion took about two years to launch the product.
When I was preparing a body pillow for pregnant women, I only looked for pregnant people. If someone around me says that my acquaintance is pregnant, I go to the house and ask. When I'm not pregnant, I don't know if the product is actually comfortable or uncomfortable for pregnant women. So I was told to take it with me and lie down in person, so I tried lying down and got an opinion about where it was uncomfortable.
Angel N.B.'s differentiated kids story and three new news points
Q. It is important to make a differentiated product, but it is also very important to introduce it easily to supporters. The maker said he visualized the product story.
If you just list the strengths of the product in a sentence, it's hard for consumers to accept it right away. I think it's very important to visualize and show our product points rather than simply listing them in sentences.
For example, I think there will be a question, 'How many kilograms can you support depending on the weight of your children?' So we took the dumbbells ourselves and went up one by one and showed them, 'I can support this much.'
Tip. If you're curious about how to express our product's USP when writing a story? Ask WAi! (➡️ Ask WAi)
Q. It seems that the story writing in the kids category is a little different from other categories!
Yes, other categories usually start by exposing the USPs of the product to the top. In fact, rather than showing the USP first, the kids category should show the concerns, curiosity, and inconvenience experienced by mothers and caregivers. Then, it would be great if you could show us the USPs, which are solutions we solved, in the adherence video. Subsequently, if you place the brand's existing reviews or reviews of previous products together, reliability will be formed so that you can trust and purchase it, so it would be good to organize it like this.
Q. Looking at the news, I thought you wrote it very carefully, but I wonder if the maker has his own know-how in writing the news.
At first, I didn't know much about Wadiz and jumped in, so I couldn't write good news. It's so embarrassing to see it now. Now I know the importance of news. I know that communicating with supporters is key in Wadiz. So, how to write the new news, I tend to plan it all in advance before funding starts.
After receiving this product, it provides good news on how to use it well and how to take care of it afterwards, so from the perspective of supporters, you can experience not only the product but also the brand more completely.
Tip. Three strategies for kids brands to write new news in Wadiz
- Show how we solved the inconvenience of the national parenting item brand
- Making a sincere story with the heart of 'Jjin' parenting
- Expose your customers' well-written reviews to new news and stories
3. Why Angel&B launched in Wadiz
Q. It's the first product in two years, so I think you must have carefully considered the distribution channel. What made you think of Wadiz?
I needed a space where I could fully explain the product story.
I didn't want to launch it anywhere. I needed a place to explain how I chose each tick position and this story, but one of my acquaintances told me that it would be good to do it in Wadiz, so I chose Wadiz. Since Wadiz is a channel that anyone can challenge, it seems that anyone can easily challenge it because you can start even if you have a private business.
Q. How was it when you actually funded Wadiz?
When I first launched the anti-return cushion, there weren't many kids brands. So people around me said, "There are a lot of technologies here. Can I be a kid?"
But even though we didn't know the brand Angel & B, our first funding was about 20 million won. Wadiz has supporters who can recognize this brand as long as it's authentic, so I thought it's very open right now.
Q.Right now, we have them on various platforms besides Wadiz. Still, is there a reason why Wadiz always releases new products first?
Yes, Angel & B is currently on various platforms, but the first launch is at Wadiz. Wadiz supporters have no resistance to new products, and I think they are more affectionate with our products and give us good feedback.
In particular, there is one thing that I liked the most about the Wadiz store. There are reviews from supporters that I built up with funding. You can take those reviews to the store as they are. I think the advantage of the store is that it can consistently inform people of the reviews left by those who participated in the funding, which can lead to purchases.Come on, our product
Q. Lastly, could you say something to kids makers who are considering funding or starting a business?
I'd like to say to the makers who are worried about Wadiz. If we launched Angel NB Anti-Backflow Cushion on a platform other than Wadiz, I wonder if so many supporters could have focused on our products. I think I can tell you that Angel&B was able to exist thanks to Wadiz.
And I want to say, 'My life itself has entered the second act'. Before Wadiz, she was a working mother who simply raised her child, and since she started Wadiz, she has become a maker who makes products for children and mothers more seriously from the perspective of caregivers. So I think I can tell you that my life has changed completely.
If it's a product made with sincerity, it can be known even if it's not famous. From product planning to story to news — Write your sincere content one by one everywhere like Angel & B. Wadiz has a supporter who recognizes the sincerity, and that supporter makes the brand grow even more solid. You can meet such supporters now.
What Kids Maker Must Know Before Starting Wadiz
Q. Why is it good for kids products to start at Wadiz and not outside commerce?
A. The external kids market is very polarized. It is difficult for new brands to attract attention because they are mainly selling known national items. On the other hand, at Wadiz, you can win with just one product without brand awareness. Angel&B also achieved about 20 million won with no brand known in its first funding.
Q. What are the benefits of starting a kids project in Wadiz?
A. We can verify the market response first without any burden of inventory, and we can improve the product right away with supporter feedback. The biggest asset is the latecomers. Supporter reviews accumulated from funding are also used in the Wadiz store, leading to steady sales even after funding is over.
Q. Where can I start opening the project for the first time?
A. You can create an account at Wadiz Maker Studio and apply for a project opening. You can start even if you have a private business, and if you are worried because it is your first time funding, you can prepare the first-time maker step by step because it will be 1:1 with the producer in charge from story planning to screening and opening.
Maker, are you ready to start the first funding?
As Angel&B Kim Dong-eun said, anyone can create new opportunities in Wadiz.
The concern and authenticity of resolving inconveniences, not brand awareness or fancy advertisements, will make you stand out in Wadiz.