Safe Materials, Strong Growth: How a Zhejiang Baby Brand Achieved $13M in Annual Sales

Client Background

Industry: Baby Products (Silicone Tableware, Bibs, Teethers)
Identity: A Zhejiang-based baby care company specializing in food-grade silicone materials.

Client Goals

  • Build a baby brand centered around “ultimate safety” as its core value.
  • Reach North American parents—especially millennial families—who prioritize material safety and product quality.
  • Establish the brand as a benchmark for silicone baby tableware on Amazon within three years.

Key Challenges

  • The baby product industry faces strict safety regulations, making it difficult to differentiate solely through certifications.
  • New-generation parents access information through multiple fragmented channels, reducing the effectiveness of traditional advertising.
  • Emotional brand connection was weak—many parents still preferred long-established baby brands they trusted since childhood.

Operational Strategy

1. Radical Value Positioning
The brand made “100% platinum silicone, 0 harmful substances” the foundation of all communication. Third-party testing reports were presented transparently, visually reinforcing product credibility.

2. Design-Driven Differentiation
Products adopted Nordic-inspired designs in soft, muted Morandi tones, combining visual elegance with functional safety. This positioned the brand as both a safe and stylish choice for modern families.

3. Subscription Box Partnerships
The company partnered with leading international baby product subscription services, featuring its products in curated “best picks.” This allowed the brand to reach target households directly and steadily grow its base of loyal customers.

Key Results

✅ Annual revenue surpassed $13 million, with a 40% repeat purchase rate.
✅ The brand earned exceptional customer satisfaction and loyalty, achieving an NPS score well above industry average.
✅ Established a strong reputation as a “safe yet aesthetic” baby brand, ranking among the top price-tier products in its category.
✅ Built a reliable network of distribution partnerships, ensuring consistent visibility and customer reach.

Client Testimonial

“In the baby care industry, safety is the foundation—everything else builds upon it.
The 1981 team helped us make that foundation unshakable and unforgettable.”
— Founder, Zhejiang Baby Product Company

Core Insights

1. Master the Basics, Then Excel at Them
In sensitive categories like baby care, perfecting foundational values such as safety and material integrity is not just a requirement—it is the strongest brand strategy.

2. Integrate Into Customer Ecosystems
Rather than relying on broad media exposure, embedding the brand within trusted family channels and reliable product platforms builds deeper, longer-lasting credibility.

3. Design as a Brand Currency
Beautiful, thoughtfully designed products become a statement of care and taste. They elevate brand perception and organically drive word-of-mouth growth while reducing acquisition costs.