Reporter Yang Jingling of our newspaper 

Unlike the red ocean competition in the adult skincare track, the infant and child wash and care market is still a blue ocean with great development potential. Newcomers who are good at observing new consumption and new demands often redefine the infant and child wash and care by entering the market from a subdivided field, thus opening the prelude of a new era of infant and child age-skincare. 

With the successive introduction and implementation of new regulations and various cosmetics regulations, "efficacy" has become a major buzzword in the entire cosmetics market in recent years, and adult skincare is paying more and more attention to "efficacy". In comparison, since the skin of infants and young children is delicate and the skin barrier is not fully developed, infant and child care products pay more attention to safety and mildness than adult skincare. The "Regulations on the Supervision and Administration of Children's Cosmetics", which came into effect on January 1, 2022, clearly points out that the formulation design of children's cosmetics should follow the principles of safety first, efficacy necessary, and formula minimalist.

As a well-known production and sales enterprise in China dedicated to the research and development of collagen skincare, Anfei, a subsidiary brand of Wan Ying, has been around for 12 years. The "You Sheng Collagen" personal care series of Anfei has established a good reputation and word of mouth in the market. This time, Anfei takes age-specific care as the starting point, launches the Anfei Cream Fruit Children's Care Series, and focuses on the blue ocean market of children's wash and care. 

"The little hedgehog" is here! The new release of the Antif fruit children's series. 

Tefi Cream Fruit Children's Care Series is a product developed specifically for the skin characteristics of children aged 3-14. Health and safety are its top research and development directions. The product series uses low-allergenic raw material formulations, with a focus on natural ingredients, does not contain harmful substances, and is mild and non-irritating. 

It is understood that the Antfei Cream Fruit Children's Series has the following four major features. First, safety: low-allergenic raw material formula, no harmful substances, gentle and non-irritating, with health and safety as the top priority. Second, specificity: specially developed for the skin characteristics of children aged 4-13, targeted care. Third, adaptability: the most suitable texture and fragrance developed according to children's preferences. Fourth, fun: a cute little hedgehog cartoon image, which implies a healthy, vibrant, and spiritual character. 

What is worth mentioning is that the cartoon character "Little Porcupine", specially designed by Antif for the Cream Fruit Children's Series, is the "spokesperson" for the series. This is not only to better present the exclusive characteristics of children, to help form a connection, memory, and interaction between the brand and child consumers. But also to express the vision of "Little Porcupine" more deeply: to care for baby health in the name of love and to give high-quality care.

The Antfei Cream Fruit Children's Set contains three individual products: Antfei Cream Fruit Children's Shampoo and Body Wash, Antfei Cream Fruit Children's Moisturizing Lotion, and Antfei Cream Fruit Children's Hand Cream. Among them, Antfei Cream Fruit Children's Shampoo and Body Wash is a two-in-one wash and bathe, bringing gentle care from head to toe for children. It contains cream fruit essence and herbal plant hair care essence, nourishing the scalp layer of children, gently cleaning the skin, no tears or irritation, and the fragrance is elegant and fragrant. Antfei Cream Fruit Children's Moisturizing Lotion contains cream fruit essence, vitamin E, hyaluronic acid, aloe vera gel and other nutrients, effectively locking the skin moisture, giving children's skin more comprehensive care; the moisturizing lotion has a refreshing texture, refreshing and not greasy, which can form a protective film on the baby's skin, helping to improve the redness of the skin caused by dryness and itching. Antfei Cream Fruit Children's Hand Cream also contains cream fruit essence, aloe vera essence, seaweed sugar and other natural plant护肤 ingredients, which can soften and moisturize the skin, and can be used by babies and mothers together, small hands holding big hands, "hand" to protect children's healthy growth every step of the way. 

The children's set of the Antif fruit cream hand cream is eye-catching, and its cute and fresh appearance is also very popular. In the post-epidemic era, hand creams that used to be used only in the autumn and winter seasons have now become a necessity in people's lives all year round, and their frequency of use has also greatly increased. Against the backdrop of the whole society's vigorous popularization of washing hands and ventilating frequently, the market demand for hand creams has also increased. This time, Antif has specially launched a children's exclusive hand cream, which is based on a deep insight into the subdivided demand for children's hand care. 

Triple backing of refined products, strong channels, and hard power 

For many years, Antfei has been focusing on functional personal care products, with a full range of products from head to toe, including the bird's nest series and other products, which have obtained national technology development patents. Recently, Antfei has also launched a series of personalized customized products for different channels, such as the "Collagen Multi-effect Repair Essence Set" and the "Collagen Spotless Brightening Gift Box", becoming a leading brand in the deep cultivation of China's collagen skincare field. 

At present, Antfei mainly focuses on e-commerce and the top 100 chains, as well as large KA stores in channel development. It is reported that since its listing, Antfei has worked with national top 100 chain operators such as Jialian, Yisa, Purisheng System, Bai Ta Ri, Difan, and Chifeng Wangxiangting to create the "Antfei优生骨胶原" brand, and has entered major KA stores such as RT-Mart, Renrenle, Xinshu, and Ito Yanagihara. At the same time, some of Antfei's products, which focus on hand, foot, and body care, have also entered well-known pharmaceutical chains such as Dazhanlin, Yifeng Pharmacy, Zhongzhi Pharmaceutical, Bangjian Pharmaceutical, Yikang Pharmaceutical, and Hai Wang Xing. 

Quality products can't be separated from strong R&D and production capabilities, and the production and R&D of Antfei's products can't be separated from Wan Ying's strong support. It is reported that Wan Ying, established in 1991, is an OEM/ODM enterprise integrating R&D, design, and manufacturing. It is understood that Wan Ying has a 21,000-square-meter site and a 40,000-square-meter building area, including a 100,000-level purification area and a modern garden-style factory building of 16,000 square meters. 

The Antfeier brand, which has made significant achievements in the collagen skincare field, has now launched a new series of products for children, focusing on age-specific care. This move signifies that Antfeier's product and brand power has reached a new level. With its three-fold backing of exquisite products, strong channels, and solid strength, Antfeier will also become a refreshing force in the children's wash and care market.