The accolades that have followed one after another and the continuously rising performance have made Hi!Papa one of the most outstanding brands in the current children’s skincare market.
After surpassing the milestone of one billion in sales last year, as a pioneer and leader in the children’s sunscreen category, Hi!Papa has always maintained a clear understanding of how to leverage its first-mover advantage to secure victory in the future in a children’s sunscreen market that has yet to see full competition.
Recently, Hi!Papa has presented its own answer. At the end of 2023, Hi!Papa announced that 2024 would be the “brand’s inaugural year,” aiming to build a strong brand presence by constructing an invisible brand moat, and creating a truly influential brand in the children’s skincare market.
And just recently, Hi!Papa made a significant move in their “brand’s inaugural year” strategy by announcing their first-ever brand ambassador, Jimmy Lin. This not only signifies a new era for the Hi!Papa brand image but also marks a milestone in their brand transformation process.
Important strategy in brand’s inaugural year, the dual journey of “Good Dad” and “Hi!Papa”
Throughout the global history of business over the past century, the competition for brand recognition has been everywhere, as exemplified by the rivalry between Coca-Cola and Pepsi. Back then, facing the strong offensive of the “rising star” Pepsi, Coca-Cola relied on the brand recognition it had established early on to secure its position. Similarly, in the field of children’s sunscreen, Hi!Papa, like Coca-Cola back then, obtained a first-mover advantage and is now facing the challenge of competitors entering the market.
As a pioneer in the Chinese children’s sunscreen market, Hi!Papa has recognized the precious value of brand recognition since its inception and, with the initial intention of building a long-term brand, has established a framework for brand development.
In 2023, with excellent products and services, Hi!Papa officially entered the billion-dollar club, achieving the transition from a product-focused company to a brand-focused one in just four years. This marked a crucial moment for contemplating brand transformation.
At the Hi!Papa Spring/Summer New Product Launch and Xihe Laboratory Unveiling Ceremony held in 2023, Hi!Papa’s founder, Xu Yujiangsheng, proposed the slogan “Brand’s inaugural year” and stated that starting from 2024, Hi!Papa would shift from being a “product-driven brand” to a “brand-driven product” company.
Xu Yujiangsheng expressed that 2024 is the prime time for Hi!Papa to focus on brand building, as the brand power accumulated through products and channels is beginning to manifest its advantages.
In early March, Hi!Papa officially announced Jimmy Lin as its first-ever brand ambassador and released a series of TV commercials featuring him, marking the beginning of a new era for the brand image.
CHAILEEDO has found that Jimmy Lin, with his favorable public image, aligns naturally with Hi!Papa not only in terms of target audience but also in product positioning and brand spirit, creating a “dual journey” effect.
In fact, as a consumer brand, finding the real consumers and accurately understanding their frequent consumption scenarios is undoubtedly the key to winning the market. Hiring a suitable brand ambassador is an important means of reaching the target consumer group.
As widely known, Jimmy Lin has a high level of national recognition and a fan base that spans various age groups, including parents from the 80s and 90s. His target audience undeniably aligns with Hi!Papa’s consumers.
Apart from being a beloved idol, Jimmy Lin has also received praise for his role as a father. In the well-known parenting variety show “Where Are We Going, Dad?”, Jimmy Lin appeared with his son Kimi. When faced with emotional issues displayed by Kimi, Jimmy Lin’s patient and warm image left a deep impression on the audience, earning him the title of “Good Dad.”
CHAILEEDO has learned that behind Hi!Papa stands a father who consistently cares about children’s healthy growth. Hi!Papa’s founder, Xu Yujiangsheng, saw the suffering his daughter experienced due to using adult sunscreen and realizing the lack of skincare products specifically tailored for school-age children in China, which led to the establishment of the Hi!Papa brand.
It can be seen that the collaboration between Jimmy Lin and Hi!Papa not only provides important endorsement for the brand’s development but also represents the shared goal and concerted efforts of two fathers in caring for children’s skin health.
Moreover, Jimmy Lin has achieved excellence in various fields, including being a singer, actor, and race car driver, while Hi!Papa, last year, repositioned its brand strategy as the “number one brand in children’s sun protection,” demonstrating a strong spirit of innovation and challenge in conquering the children’s skincare market with precise market entry points.
Therefore, the announcement of Hi!Papa’s first brand ambassador undoubtedly accelerates its brand transformation process and provides strong support in terms of channel expansion and content operations.
CCTV.com interprets “Children’s Sunscreen Guide”: Hi!Papa seizes professional mindshare
In the program “Interpretation of the Children’s Sunscreen Guide” aired on CCTV.com on March 20th, journalists conducted street interviews on the necessity of children’s sunscreen and found that young people and the older generation have completely different perceptions of its importance, indicating that professional knowledge about children’s sunscreen still needs further popularization.
In this program, CCTV.com visited the Xihe Laboratory of Hi!Papa and had discussions with Dr. Wei Aihua and Dr. Wen Xiang, experts in dermatology from top three hospitals in China, as well as Professor Qiu Ling from Tsinghua University and psychology expert Ye Zhuang. They provided an online interpretation of the “Children’s Sunscreen Guide” and jointly explored the truth about children’s sunscreen and light damage.
Previously, Hi!Papa has collaborated with Dingxiang Doctor to release the first “Children’s Sunscreen Guide.” The guide revealed the intergenerational cognitive differences regarding children’s sunscreen among two generations of parents and systematically addressed the seven major misconceptions about children’s sunscreen, filling the gap in professional knowledge in the field of children’s sunscreen education.
In this program, multiple authoritative experts discussed the causes and consequences of sunburn in children, the importance and scientific nature of children’s sunscreen, and conducted in-depth scientific explanations based on detailed analysis and data.
Dr. Wei Aihua cited research results from various international institutions, stating, “Cumulative light damage during childhood is more likely to lead to natural skin barrier damage. The earlier the skin is exposed to sunlight, the longer the accumulation of light damage.”
Regarding the viewpoint that using adult sunscreen products for children doesn’t matter, Dr. Wen Xiang expressed, “Approximately 50% of a person’s lifetime UV exposure occurs before the age of 20. The childhood and adolescence period from 0 to 12 years old is the golden period for the development of the skin barrier. Children’s sunscreen is a necessary task for every parent, and when choosing sunscreen products for children, it should be done carefully to ensure safety and non-penetration.”
Since its establishment in 2019, Hi!Papa has been dedicated to developing a series of sun protection products tailored for school-age children, adhering to the “Three Standards” of providing a more reassuring (non-penetrating), reliable (sun protection), and convenient (easy to apply) experience. Hi!Papa is committed to becoming the leading brand in children’s sun protection. Currently, through continuous investment in scientific research and the development of products that stand up to scientific scrutiny, Hi!Papa has been the best-selling children’s sunscreen product on all major e-commerce platforms for three consecutive years.
Furthermore, with the unveiling of the Xihe Laboratory at the end of last year, as the first skincare laboratory in China focusing on children’s sun protection, Hi!Papa’s research and development capabilities will be greatly strengthened. It is reported that Hi!Papa plans to invest 200 million yuan in research funds over the next three years, aiming to become the leading brand in children’s sun protection against light damage.
By announcing their first brand ambassador and participating in authoritative interviews on CCTV.com, Hi!Papa is demonstrating its ambition to seize brand mindshare and build a long-term brand.
As Xu Yujiangsheng mentioned in a previous interview, “Turn differences into gaps,” and seizing brand mindshare is an important means of creating a gap. With the dream of creating a “children’s version of Shiseido,” Hi!Papa, with its long-term vision, is steadfastly walking on a challenging and correct path, step by step.
