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Nowadays, the development of the Internet user group has entered the era of stock from the incremental era, and the company needs to respond to this change to carry out a digital strategic transformation, take the consumer-oriented as the guiding principle of the company's culture, and further tap the potential performance growth points of the stock users. To this end, we will establish more frequent and in-depth customer relationships by increasing social channels, social communication and contact methods, and integrate omni-channel data to conduct automated and precise marketing, establish a membership system, and enable the company to gradually establish a "consumption "Customer operation as the core" omni-channel sales model, establish a more effective link path with consumers, so as to maximize the energy efficiency of the company's cost input. The consumer operation project was officially launched in June. Next, we will establish a terminal image of the brand by opening up new sales channels and opening up consumer communication channels; improving maintenance scenarios and after-sales management services will not only maintain old customers, but also attract customers. New members join the membership, thereby enhancing the market competitiveness of MacEF's brands, and at the same time helping to enhance the stickiness and dependence with consumers, reconstruct the social relationship between brands and consumers, and create consumer-centric terminals Member service and interactive platform, and ultimately improve the group's brand influence. The company's consumer operation project is realized through the connection with multiple systems: work together with Youzan to create new sales scenarios, jointly establish a new retail management team with expansion and operation capabilities, create a real-time invoicing digital sales system, and establish An online platform in line with the development of the company's DTC model; through the connection with the Bisheng business middle-office system, efficient operation of links such as commodities, inventory, orders, membership, and settlement can be realized. The consumer operation project helps the company to deploy the DTC model by launching the digital sales system and connecting the business center, starting from the perspective of multi-brand, multi-level and multi-scenario, to meet the needs of different consumers, and to establish a solid customer relationship as a new performance. The growth point not only accelerates the digital transformation of McEF, but also improves the success rate, transaction conversion rate and operational efficiency of the group's global brands, and achieves the growth of the group's performance.

Babyfirst joins hands with Huawei Hongmeng Zhilian to lead the intelligentization of child safety seats On May 31st, the 2022 Harmony OS Connect Partner Summit was successfully held in Shenzhen. With the theme of "creating infinite possibilities and new space together", the summit not only announced the latest progress of the HarmonyOS Connect ecosystem, but also explored the business value and future brought by the HarmonyOS Connect ecosystem with partners from various industries. trend. Hongmeng Zhilian is Huawei's open ecosystem of intelligent hardware for the consumer sector. It is committed to empowering partners to jointly create innovative hardware products and intelligent solutions covering all scenarios. As a strategic partner of Huawei Hongmeng Zhilian, Mr. Xu Lihong, President of Babyfirst, attended the summit and presented Babyfirst innovative products. Mr. Xu Lihong introduced the cooperation experience and successful cases of Baybyfirst and Hongmeng Zhilian, and shared the infinite possibilities of child safety seats becoming intelligent. With strong R&D technical strength and product advantages, Babyfirst stood out and officially became the only strategic partner of Huawei in the field of smart car seats. Starting this year, Babyfirst has carried out more in-depth and long-term thinking on the intelligent experience of child safety seats, and will create infinite possibilities together with Hongmeng Zhilian. At the HarmonyOS Connect Partner Summit, Huawei shared the latest developments in the HarmonyOS Connect ecosystem, including Huawei Mall ecological planning, ecological partner cases, ISV partner cases, and channel partner cases. Hongmeng Zhilian family product tasting and other links. Since the release of the Hongmeng Zhilian brand, the HarmonyOS Connect ecosystem has grown rapidly. At present, the number of HarmonyOS Connect ecological partners has reached 2000+, the number of new HarmonyOS Connect devices is 110 million+, the GMV is 20 billion+, and the overall SKU is 4800+. Babyfirst takes the lead in supporting Hongmeng Zhilian, bringing smarter child safety seats Babyifirst is an independent brand under the MAX-INF Group, a leading manufacturer of child safety seats in China. As a benchmark brand of child safety seats in China, it continues to lead the industry's standards and innovations. It is the setter of domestic 3C standards and an intelligent Compiler of standards for safety seats and child restraint devices on board (ACRD). As one of the few full-industry chain companies in the domestic child safety seat industry, it has comprehensive and strong product R&D capabilities and attaches great importance to product R&D investment. At present, its brand R&D team accounts for more than 12%, and its annual R&D investment is higher than the same industry level. . As a domestic independent brand, its product prices took the lead in breaking through the 3K price level, forming the main sales in the 2K level, occupying the domestic market with mid-to-high-end positioning. Adhering to the consistent advantages of professionalism, innovation, high quality and high appearance, it has won many international top product design awards such as the German Red Dot Award, the German IF Award, and the American IDEA Design Award, and has passed the special tests of authoritative institutions with high scores for many times. , won the favor of consumers, and won the most popular safety seat brand for millions of mothers for many years. Based on the ultimate pursuit of user experience and product quality and the brand concept, Babyfirst has joined hands with Hongmeng Zhilian, which has leading technology, to jointly bring consumers a more intelligent child safety seat experience. Babyfirst will focus on building an intelligent travel ecology for child safety seats, and cooperate with Huawei from multiple dimensions such as hardware technology research and development, software ecology, online and offline channel cooperation, brand and marketing resource sharing, and complement each other. Hongmeng Zhilian makes child safety seats more efficient and smarter Babyfirst always believes that "Internet of Everything" and "Intelligence" are two huge trends in the future. In the fourth year of entering the intelligent safety seat, Mr. Xu Lihong, President of Babyfirst, mentioned the problems and challenges encountered in the process of intelligent exploration, and has found the answer in Hongmeng Zhilian. The emergence of the Babyfirst intelligent safety seat solves the intelligent function of the child safety seat itself, but it cannot effectively reach users. When consumers use the intelligent function of the safety seat, they need to download the corresponding App and open the App state. Only then can you understand the real-time status of the child and the seat; if you are driving alone with your child, you need to keep the app background open throughout the entire process to achieve functional operations, rather than the device taking the initiative to intelligently remind based on the current situation of the environment. This results in low user activation rates, low retention rates, etc. Support the launch of Hongmeng Zhilian products to upgrade the intelligent and interconnected experience of safety seats. The two child safety seats JOY (0~7 years old) and REX Yaozhi (9 months~12 years old) cooperated with Babyfirst and Huawei are used. For example, through HUAWEI Hongmeng Zhilian, proximity discovery and automatic reconnection can be realized, which can quickly connect to the distribution network, connect to the safety seat equipment in seconds, and enjoy the service experience with one click. Compared with the cumbersome download and redistribution network, it is extremely It improves the convenience of users in use, and it is easier for users to use; and the mobile phone side has an automatic alarm perception function, which makes the user reach a higher rate. Through the one-key interconnection of the mobile phone, it is possible to monitor whether the seat installation is correct or not and the safety seat. TT has an alarm function, which greatly improves the hidden safety problems caused by parents' mistaken installation; at the same time, it can also realize intelligent temperature control management, and turn on the suction ventilation and heat dissipation and seat heating functions with one button, whether it is hot summer or In the cold winter, you can ensure that your baby is in the best comfort. Since its establishment 21 years ago, Babyfirst has continued to deepen the research and development and innovation of child safety seats, providing more intelligent travel experience for more parent-child families traveling by car, creating more and better experiences, protecting children's travel safety, caring for children's sitting needs, for Parents of the new generation provide smart travel solutions. The integration of smart child seats and the Internet of Vehicles will jointly build a prosperous smart travel ecosystem In the future, Babyfirst will continue to focus on the research and development and innovation of child safety seats, provide more intelligent travel experience for more parent-child families traveling by car, create more and better experiences, protect children's travel safety, care for children's sitting needs, and provide new students Surrogate parents provide smart travel solutions. Babyfirst believes that intelligence is not an addition, but a subtraction, and intelligence is not arrogant and contemptuous, but should be simplified to solve the real needs of users and integrate into the daily life of users. For a brand that attaches great importance to user experience, intelligence with temperature can further implement intelligence and realize the intelligence of child safety seats. In the era of the Internet of Everything, no one is an island. In the context of the Internet of Everything, connectivity should be used as a core capability to break the fragmentation between different terminal devices. And Hongmeng Zhilian can drive the customer activity of ecological products through the high-frequency and just-needed equipment scene linkage and the intelligent distribution ability of atomized services. With just one touch, the device can be easily awakened, bringing a refreshing all-scenario smart life experience to consumers. .