Summer is getting hotter and hotter, air conditioning is more important than WIFI!
From ice cream assassins to cooling ice stickers, businesses every year aim at “cooling down” and make a lot of money.
This summer, it’s the turn of the world to have cooling wipes. Tmall’s refreshing/cooling/cooling wet wipes subcategory, sales in the second quarter of 2024 increased by 840% month-on-month.
Cooling wipes add cooling ingredients such as mint to achieve faster physical cooling than ordinary wet wipes.
This concept is actually an imported product. Biore launched a variety of functional wet wipes as early as 1999, with functions such as makeup setting, oil absorption, antiperspirant, and hair washing. Among them, cooling wipes are increasingly popular among Sakura girls.
Cooling wipes are popular in Japan, not only because it is too hot, but also because Japanese people particularly care about their appearance.
Probably due to global warming, the average temperature in Tokyo has risen to 3°C in a century. The resulting problems such as heat stroke, sweating, and makeup loss have aroused strong vigilance among Japanese people who have always paid attention to their appearance.
They work hard to keep the whole body cool and cool down anytime and anywhere. They have successively popularized popular items such as hanging neck fans, cooling collars, and cooling sprays. Biore’s cooling wipes are directly labeled with “-3℃” and achieve instant physical cooling through wiping. They have quickly become popular in the streets of Japan and have gradually attracted attention from the domestic market in recent years.
Full of security
Allay consumer concerns
Cooling wipes, whether imported or domestic brands, have the same pain point: the product contains alcohol.
Traditional wet wipes often add alcohol for the disinfection function and moisturizing without leaving water stains.
In the category of cooling wipes, alcohol has two problems. First, it is unsafe, which directly limits the use of high-frequency outdoor people such as athletes, parents and children; second, it is not long-lasting, and the high volatility of alcohol limits the cooling effect of wet wipes. Duration of effect.
A cooling wipe that is not safe enough and does not last long will have difficulty broadening its audience, and its use scenarios are also highly limited.
EcoWish keenly grasps this pain point and creates its own differentiated advantages.
The plant-based raw materials are all disclosed on the product packaging, which directly eliminates users’ concerns about safety. Even highly sensitive people such as pregnant women can use it; the 4-patented formula and unique design significantly extend the cooling time. The duration greatly expands the usage scenarios of the product.
As long as you do it in the right direction, the rewards will come quickly: only two months after the launch of sales, Dong Jie walked into Xiaohongshu’s live broadcast room and quickly achieved monthly sales growth, allowing this newcomer to the wet wipes track to stand out in the current market. Occupying a unique ecological niche.
If Japan’s Kao’s “-3 degrees” selling point is in line with Tokyo’s 3-degree temperature increase in a century, EcoWish’s “up to three hours” is aimed at the average marathon time of about three hours, accurately targeting the outdoor crowd.
For outdoor marathons and other sports, EcoWish has also made specific product improvements: the original “hanger” method can cool the whole body by 3 degrees for 3 hours through the aorta in the neck, creating a new use scenario.
The original wet wipes can only wipe sweat and cool down during breaks, but EcoWish allows you to cool down continuously during exercise, and the use experience has been enhanced to the “plus pro max” level – and the use of the hanging neck comes with its own brand. As a result, the brand has gained a large number of free “super users”.
With a series of practical product functions that anchor the outdoors, many marathon events across the country have become the purchasers of EcoWish, and cooperation in horse racing venues and music festivals has received unanimous praise from users.
In addition, starting from the outdoors has a special meaning for the washing and care brand EcoWish: to avoid the fierce competition in the red ocean of daily chemicals.
If EcoWish wants to compete with many big brands in the daily chemical industry at home, it may burn the brand before it is released. The marketing cost alone will burn the brand.
As for the outdoor track, the consumer group has high consumption power and strong marketing attributes, and can spread products to more consumers in the form of lifestyle.
With a series of practical product functions that anchor the outdoors, many marathon events across the country have become the purchasers of EcoWish, and cooperation in horse racing venues and music festivals has received unanimous praise from users.
In addition, starting from the outdoors has a special meaning for the washing and care brand EcoWish: to avoid the fierce competition in the red ocean of daily chemicals.
If EcoWish wants to compete with many big brands in the daily chemical industry at home, it may burn the brand before it is released. The marketing cost alone will burn the brand.
As for the outdoor track, the consumer group has high consumption power and strong marketing attributes, and can spread products to more consumers in the form of lifestyle.
Soon, EcoWish took advantage of the victory and relied on Douyin’s expert distribution model to cooperate with many outdoor vertical bloggers to promote video sales. In July, EcoWish achieved a second sales explosion, with sales on a single platform increasing 30 times in one month.
