As a world-famous maternal and infant brand, Aptamil is a main brand of Danone Early Life Nutrition in the Chinese market. Taking advantage of Nutricia’s nutritional research results, Aptamil provides mothers with nutritional products during the first 1,000 days of life, and advocates pioneering parenting ideas. As the requirement for modern parenting has changed from being professional to being exclusive, every baby needs a unique parenting method and every mother needs support on feeding at both material and mind levels. They need help with baby feeding to relieve their anxiety about that. The min-program Parenting Hub was launched one year ago to meet the needs of pioneering mothers for modern parenting. From products to services, it provides a custom-made one-stop intelligent baby feeding service for new mothers. From 6 high-tech AI baby feeding tools well received by mothers to the think tank of experts from Beijing, Shanghai and Guangzhou for immediate consultation to rich exclusive activities for pioneering mothers, Parenting Hub now has 3 million users and helps many mothers achieve scientific parenting.

The baby feeding problem is a common problem for new mothers; anxiety is a feeling shared new mothers; independence is a dream of pioneering mothers in parenting. Through advanced intelligent tools, pioneering scientific guidance and rich activities for mothers, Parenting Hub satisfies the diverse needs of new mothers, helps mothers realize scientific baby feeding and relieves their anxiety about baby feeding to truly realize scientific baby feeding.

Since it was released one year ago, Parenting Hub with more than 3 million users has been well received. - 84 percent of users are satisfied with Parenting Hub. - 87 percent of them believe that Parenting Hub can satisfy their needs for baby feeding. - 82 percent of them would like to share it with their friends.

During the epidemic lockdown in Shanghai, Parenting Hub gave users strong support. Within 6 days, Aptamil Parenting Hub - Had 8,500,000 visits to the pages released by PR - Had 28,458 new users (increased by 1,246% year-on-year) - Had 3,505 orders from Shanghai and its nearby areas - Had 16,564 interactions (increased by 139% year-on-year)

During the development at the early stage, the execution at the middle stage and the acceptance inspection at the later stage, nearly 50 members participated in the project together. The Aptamil Parenting Hub Consumer Operation Team, the Aptamil Market Department and the Danone Open Scientific Research Center worked together and centered on solving the pain point for mothers to help millions of mothers achieve scientific baby feeding.

To satisfy the needs for daily baby feeding, Parenting Hub utilizes 6 advanced intelligent baby feeding tools adopting AI technology and provides scientific efficient baby feeding solutions. Among them, the AI poop decoder was developed by a team with members from Yale and invited authoritative Chinese medical experts to jointly build a poop photo library. Users can get scientific analysis reports on poop through constant one-click AI photography and the accuracy rate is as high as 95.4%. Parenting Hub built a pioneering expert team and an intelligent team of scientific baby feeding. Specialist from 3A-grade hospitals in Beijing, Shanghai and Guangzhou provide online services within three minutes to satisfy the urgent needs of new parents; the exclusive consulting team of national nutritionists provides the knowledge of whole-process scientific baby feeding; top nutritional specialists answer questions 24 hours a day, 7 days a week to offer professional support on scientific baby feeding and help solve problems one by one in daily baby feeding. Moreover, Parenting Hub built a community and a pioneering exploration camp platform. Users can not only exchange experience in parenting online but also participate in various custom-made activities to find their own circles and labels. They can even offer help through public interest activities and improve the status quo of Chinese women and children with Parenting Hub. They can also find their true self and achieve scientific baby feeding mentally.

From initiation to final delivery, the project invested nearly one million yuan and took almost half a year.

In terms of consumers, the project aims to provide users with value-added services in addition to the value of Aptamil products to help them achieve pioneering parenting by offering products and services. Since it was launched one year ago, Parenting Hub has attracted more than 3 million users. The number of users is far more than expectation. Parenting Hub has become indispensable portable think tank for new parents and helps them achieve scientific baby feeding. In terms of brand building, the aim of the project is to, through the scientific intelligent baby feeding platform Parenting Hub, not only provide reliable Aptamil products for users but also improve the reputation, popularity and customer loyalty of Aptamil. Finally, Parenting Hub extended the life cycle of the consumer brand and improved the brand loyalty among users. At the same time, compared with non- Parenting Hub -users, Parenting Hub users have a higher conversion rate.