【故事】数字化重构的儿童口腔健康赛道，正成为一匹“增长黑马”

随着儿童口腔健康这个广阔市场被唤醒，usmile笑容加在未来有望获得该市场最大的成长红利。

一

每个时代有每个时代的机遇，需要创业者们去敏锐洞察。

虽然当下中国很多传统产业的市场都开始趋于饱和，但在一些产业交叉地带却出现了大量新的创业机遇。例如，被IOT（物联网）与AI （人工智能）等全新的数字化技术重构的各类硬件领域，正涌现出一批优秀的创新企业。

在传统互联网时代，曾出现过一些只是实现简单联网的硬件产品，并不能够很好解决用户的真实需求，所以难以流行。而在数智化时代，新型智能硬件不再只是实现简单的产品联网，而是能够基于IOT芯片进行数据采集，然后在云端利用强大的算力与AI算法对数据进行处理与结果生成，进而创造出传统硬件所无法具备的全新功能，满足之前无法满足的一些用户刚需。CXO UNION-CXO联盟（cxounion.cn）

例如，儿童电动牙刷便是一个典型的领域，其正成为中国母婴市场的一个“黑马”赛道。近日，随着一档《“刷出”高分局》综艺节目的播出，节目中关于“儿童刷牙难”的话题引起了大量家长的共鸣，以及节目中将“儿童心理和儿童口腔健康”很好结合在一起的usmile笑容加儿童电动牙刷产品，也引起了很多家长的兴趣。

提到usmile笑容加，中国消费者并不陌生，其是近些年备受关注的一家知名新消费品牌，创立于2015年，专注在口腔创新领域，推出了电动牙刷、冲牙器等一系列智能口腔护理电子产品。根据中国口腔清洁护理用品工业协会发布的《2023年1-8月口腔护理行业简报》，在电动牙刷行业，usmile笑容加1-8月同比增速超过80%，以28.1%的网络零售额力压飞利浦、欧乐B等国际知名大牌，稳居行业第一的宝座。

除了在整体市场的领先，致力于实现全民口腔健康的usmile笑容加，在儿童市场也有着不菲的市场表现。据悉，usmile笑容加的儿童电动牙刷已经累计销售180万支。其中，在天猫儿童电动牙刷品类遥遥领先，市场份额接近第二名的5倍，在200-300价格带的市场份额更是超过75%；在京东儿童电动牙刷品类也是绝对领先，接近第二名的1.8倍，在200-300价格带的市场份额超过50%；在行业集中度较为分散的抖音电商，usmile笑容加的市场份额依然位居第一。

相对成年人电动牙刷的广泛普及，儿童电动牙刷一直是一个各类品牌厂商看好，但都迟迟无法打开的市场。那么，usmile笑容加是如何在这个艰难市场领域率先成功破局的呢？CXO UNION-CXO联盟（cxounion.cn）

二

《砺石商业评论》在研究任何一家新成功企业的商业模式时发现，它们都必须具备3个核心要素。

第一，必须具有切实的用户需求；第二，这个用户需求还未能得到很好满足；第三，新成功企业具备更好满足这种需求的全新能力。usmile笑容加在儿童电动牙刷领域的成功破局，便是一个典型案例。

首先，儿童口腔健康一直是社会的一个核心刚需，并逐渐成为与近视并列的两大儿童健康问题，市场需求巨大。

《第四次全国口腔健康流行病学调查报告》数据显示，在过去的10年间，我国5岁年龄组儿童乳牙和12岁年龄组儿童恒牙龋病患病水平都呈明显的上升趋势，其中5岁年龄组乳牙患龋率从66.0%上升到71.9%，增加了5.9%；12岁年龄组儿童恒牙患龋率从28.9%上升到38.5%，增加了9.6%，呈现逐年递增趋势。龋齿，也即俗称的“蛀牙”，是现代中国人的主要口腔健康问题之一。CXO UNION-CXO联盟（cxounion.cn）

而儿童的牙齿多在12岁就开始定型，如果在之前受到伤害之后就很难再逆转。所以，3-12岁是儿童口腔保护的关键时间，一旦防蛀不当，便极易影响儿童恒牙的发育与生长，导致补牙修复伴随一生。

其次，儿童口腔健康问题在中国一直都未被很好解决。

根据研究数据调研显示，当前国内从未帮助孩子刷牙的家长比例高达50.8%，每天刷牙2次及以上的儿童比例仅为20.1%，这与儿童口腔健康市场较为发达的欧美日等发达国家，差距甚大。

这一方面是由于儿童好动，不喜欢枯燥事物的天性，让他们普遍对刷牙这件事情缺乏兴趣与耐心，再加上担心吞食牙膏，以及刷牙常带来的出血现象，进一步导致他们对刷牙这件事情的抗拒。即使被家长逼着去刷牙，也多是应付了事，无法起到真正的口腔护理效果。而如果家长在刷牙这件事情上对孩子过多逼迫，也容易引起孩子的逆反，不利于身心的健康发展。另一方面是，中国儿童口腔健康市场发展时间较晚，家长也相较海外发达国家缺乏更有效的方法与工具。

所以，要想从根源上解决儿童的口腔保护问题，最核心的是家长要掌握有效方法，以降低孩子的抗拒心理，能够将刷牙视作一件好玩的事情，主动爱上刷牙，而不是靠强迫与不停的督促。有专家研究证实，有主动刷牙习惯的孩子，远比追着刷、抗拒刷、敷衍刷的效果好很多。CXO UNION-CXO联盟（cxounion.cn）

而usmile笑容加便敏锐地抓住了儿童电动牙刷领域的这个核心痛点，提出了“简单掌握专业口腔护理方法”的理念。正是在这种理念指引下，其创造性地将芯片、IOT与AI数字化时代的新技术融入到了儿童电动牙刷产品，成功让刷牙变成了一件简单有趣的事情，大大降低了孩子在刷牙上的抗拒心。

例如，usmile笑容加儿童系列主打的Q10和S10系列，均搭载了AI防蛀小圆屏，屏幕具有牙菌斑提醒、分区亮灯提示等显示功能，可以帮助孩子养成良好的刷牙习惯。其中，牙菌斑提醒功能，能动态评估儿童的牙齿状况，自动计算牙菌斑水平，并且根据牙菌斑生成情况，对儿童的口腔清洁进行提醒。

笔者购买了Q10这款产品让孩子进行亲测。首先其卡通样式，带有灯光显示的可爱外观设计让孩子一见倾心；其次，这款牙刷人性化的操作简单易用，大大降低了孩子使用的门槛，一学就会；再次，搭载多重“缓震科技”的刷头让孩子的使用感受很舒服，不会伤到牙齿与牙龈。尤其最吸引孩子的是，显示屏可以提醒他哪个牙齿的区域没有刷干净，引导他去把每一个区域都刷干净，还会针对他的刷牙结果进行打分并给予奖励，大大提升了刷牙的娱乐性，成功解决了儿童刷牙抗拒这个根本性难题。CXO UNION-CXO联盟（cxounion.cn）

除了“简单掌握专业的口腔护理方法”，usmile笑容加还有一个核心理念，即专注做“口腔医学专业可循证的产品”。usmile笑容加的所有产品，都是基于专业的“口腔医学体系”来进行产品组合规划与产品定义的。

例如，usmile笑容加基于专业口腔清洁指数OHI中与清洁相关的指标，与口腔医学顾问联合制定了全新技术体系，致力于从口腔医学角度，重新定义口腔清洁力，然后通过硬件、软件和云数据的联动，达到三大清洁指标的效果，让每个人都能轻松实现“刷干净”。

如果说数字化技术解决了usmile笑容加的易用好用问题，而在口腔医学专业领域的可循证，则真正解决了usmile笑容加产品的实用与价值问题。

无论是IOT、AI等数字化手段的应用，还是口腔医学领域的专业性，都离不开usmile笑容加在研发领域的长期深耕。据悉，usmile笑容加研发投入累计超过5亿，其中，以原料与配方实验室、智能硬件实验室、人体功效检验评价实验室与体外功效实验室为核心的四大口腔实验室，累计研发了超过500项相关专利，其中两项专利技术被列为电动牙刷、冲牙器产品开发的衡量及测试标准。

饱和的研发投入，带来usmile笑容加在数字化成果与口腔医学专业成果两个领域的双重显著突破，进而带来真正解决用户刚需的强大产品力，产品力最终带来商业化的破局。CXO UNION-CXO联盟（cxounion.cn）

三

产品力是一家企业成功的根基，而渠道力则可以放大产品的价值发挥，在企业的商业化闭环中也必不可少。

usmile笑容加在儿童电动牙刷市场的成功破局，便受益于之前经过长期深耕而构建的线上、线下一体化布局。目前，除了在线上电商平台占据绝对优势之外，usmile笑容加还在线下覆盖全国31个省份，334个城市，进入超过12000家主流渠道门店。例如，中免、机器时代、屈臣氏门店、华为荣耀门店、顺电、万宁与伊藤洋华等头部企业，都是usmile笑容加的重要合作伙伴，这也从另一个角度证明了usmile笑容加的产品力。

另外，usmile笑容加也深刻地意识到，儿童电动牙刷要想做到比肩成年人市场的渗透率，就必须唤起全社会对儿童口腔保护的重视度，尤其是儿童自身的观念。这不仅仅事关usmile笑容加的商业价值，更事关儿童健康的社会价值。所以，usmile笑容加从学校教育这个源头，推出了“一支小牙刷”公益计划，以扩大全社会对儿童口腔健康的重视。

首先，usmile笑容加持续面向山区儿童进行产品捐赠，打造了“赠送一支小牙刷，教唱一首护齿小童谣，学会一本爱牙小手册”的模式，与学校老师一起写作，帮助儿童提升早晚刷牙的主动性以及学会如何正确刷牙。同时，usmile笑容加还联合学校在校园里各角落张贴口腔护理科普海报，进一步向孩子们介绍口腔健康的重要性，打造提倡爱牙护牙的校园氛围。CXO UNION-CXO联盟（cxounion.cn）

除了产品捐赠，usmile笑容加还在学术研究方面，成立了口腔健康研究基金，与公立口腔医院，展开多学科的口腔医学研究；在新品研发上，重点加大儿童口腔健康产品的研发投入力度，面向特殊儿童群体（如自闭症儿童患者）进行产品研发；在知识科普上，定期邀请专家到usmile笑容加社媒平台进行口腔健康知识科普，并提供专项资金支持定点医院口腔专家到山区等地方进行口腔健康知识科普。

usmile笑容加从教育源头解决儿童口腔保护的做法，也获得了社会舆论的极大好评。其是可供全社会借鉴的一个成效机制，对于儿童口腔健康问题具有非常正向的社会意义。CXO UNION-CXO联盟（cxounion.cn）

四

总结usmile笑容加在儿童电动牙刷领域的破局，其有两个关键要素。一个是数字化技术对产品重构带来全新体验，另一个是恪守口腔医学专业带来的真实产品价值，二者融合起来创造性地解决了长期困扰家长的“儿童刷牙难”的问题。

usmile笑容加的这种成功实践并非个例，而是代表着一种时代趋势。就像互联网产业刚开始盛行时，所有行业都值得用互联网重做一遍，而在当前以AI为核心的新型数智化时代，所有产业与产品都值得被AI重构一次。

另外，随着各个产业领域的竞争越来越激烈，缺乏技术差异化的产品越来越没有竞争力。一家创业企业如果要想在已经颇为成熟的市场找到自己的立足之地，就必须恪守“专业主义”，在自己所处的垂直专业领域进行技术纵深研发，以获得人无我有的专业技艺。

当数字化重构带来的全新体验与技术纵深研发带来的专业技艺结合起来，才有可能真正的脱颖而出。而将这两个维度很好融合，在儿童电动牙刷领域获得先发优势的usmile笑容加便是一个明证。

随着儿童口腔健康这个“黑马”赛道的被唤醒，usmile笑容加在未来有望获得该市场最大的成长红利。我们也期待在其他领域能够出现更多类似usmile笑容加，通过“数字化重构+专业化纵深”来开拓更多新“黑马”赛道的创新企业。

翻译：

As the broad market of children’s oral health is awakened, usmile Plus is expected to receive the largest growth dividend of this market in the future.CXO UNION-CXO联盟（cxounion.cn）

one

Each era has opportunities in each era, and entrepreneurs need to be keen to understand.

Although the market of many traditional industries in China is beginning to become saturated, a large number of new entrepreneurial opportunities have emerged in some industrial crossover areas. For example, the various hardware fields reshaped by new digital technologies such as IOT (Internet of Things) and AI (artificial intelligence) are emerging a number of excellent innovative companies.

In the traditional Internet era, there have been some hardware products that only achieve simple networking, which can not solve the real needs of users very well, so it is difficult to be popular. In the era of digital intelligence, the new intelligent hardware is no longer just a simple product networking, but can be based on IOT chips for data acquisition, and then in the cloud to use powerful computing power and AI algorithms to process the data and generate results, and then create new functions that traditional hardware can not have, to meet the needs of some users that could not be met before.

For example, children’s electric toothbrushes are a typical area, which is becoming a “dark horse” track in China’s maternal and child market. Recently, with the broadcast of a “brush out” high Branch “variety show, the topic of” children’s teeth brushing is difficult “in the program has aroused a large number of parents, and the usmile smile plus children’s electric toothbrush products that combine” children’s psychology and children’s oral health “well in the program has also aroused the interest of many parents.

When it comes to usmile, Chinese consumers are no strangers.

It is a well-known new consumer brand that has attracted much attention in recent years. Founded in 2015, it focuses on the field of oral innovation and has launched a series of intelligent oral care electronic products such as electric toothbrushes and dental flushers. According to the “Oral care Industry Briefing from January to August 2023” released by the China Oral Cleaning and Care Products Industry Association, in the electric toothbrush industry, usmile smile plus a year-on-year growth rate of more than 80% from January to August, with 28.1% of online retail sales force Philips, Oule B and other international well-known brands, ranking first in the industry.

In addition to leading the overall market, usmile, which is committed to achieving universal oral health, also has a strong market performance in the children’s market. It is reported that usmile smile plus children’s electric toothbrushes have sold 1.8 million units. Among them, in the Tmall children’s electric toothbrush category is far ahead, the market share is nearly 5 times that of the second place, and the market share in the 200-300 price band is more than 75%; The Jingdong children’s electric toothbrush category is also an absolute leader, nearly 1.8 times the second place, with a market share of more than 50% in the 200-300 price band; In the industry concentration is more dispersed Tiktok e-commerce, usmile smile plus market share is still ranked first.

Relative to the widespread popularity of adult electric toothbrushes. Children’s electric toothbrushes have always been a market that various brand manufacturers are optimistic about. But have been unable to open. So, how did usmile Smile Plus take the lead in successfully breaking the game in this difficult market area?CXO UNION-CXO联盟（cxounion.cn）

two

When looking at the business model of any newly successful company. The BurR Business Review found that they must have three core elements.

First, there must be a tangible user demand. Second, this user demand has not been well met. Third, newly successful companies have new capabilities to better meet this demand. The success of usmile smile in the field of children’s electric toothbrush is a typical case.

First of all, children’s oral health has always been a core need of society, and has gradually become the two major children’s health problems alongside myopia, and the market demand is huge.

According to the data of the Fourth National Oral Health Epidemiological Survey Report, in the past 10 years, the caries prevalence of deciduous teeth in children aged 5 years and permanent teeth in children aged 12 years showed an obvious upward trend, and the deciduous tooth prevalence in children aged 5 years increased from 66.0% to 71.9%, an increase of 5.9%; The prevalence of permanent tooth caries in children aged 12 years increased from 28.9% to 38.5%, an increase of 9.6%, showing an increasing trend year by year. Dental caries, commonly known as “tooth decay”, is one of the major oral health problems in modern China.

Children’s teeth begin to set at the age of 12 and are difficult to reverse if they have been damaged before. Therefore, 3-12 years old is the key time for children’s oral protection. Once improper caries prevention, it is easy to affect the development and growth of children’s permanent teeth. Resulting in dental repair with a lifetime.CXO UNION-CXO联盟（cxounion.cn）

Secondly, the problem of children’s oral health has not been well solved in China.

According to the research data, the current proportion of parents who have never helped their children brush their teeth is as high as 50.8%. And the proportion of children who brush their teeth twice a day or more is only 20.1%. Which is a large gap with developed countries. Such as Europe, America and Japan, where the children’s oral health market is more developed.

On the one hand, because children are active and do not like boring things, they generally lack interest and patience in brushing their teeth, coupled with concerns about swallowing toothpaste and bleeding caused by brushing their teeth, further leading to their resistance to brushing their teeth. Even if parents are forced to brush their teeth, they are mostly coping with things and can not play a real oral care effect. If parents force their children too much on brushing their teeth, it is also easy to cause children to rebel, which is not conducive to the healthy development of body and mind. On the other hand, China’s children’s oral health market developed late, and parents lack more effective methods and tools than overseas developed countries.CXO UNION-CXO联盟（cxounion.cn）

Therefore, in order to solve the oral protection problem of children from the root. The core is that parents should master effective methods to reduce the child’s resistance, be able to brush their teeth as a fun thing. And take the initiative to fall in love with brushing their teeth, rather than relying on compulsion and constant urging. Some expert studies have confirmed that children with active brushing habits are far better than chasing the brush. Resisting the brush, and perfunctory brush.

usmile has grasped this core pain point in the field of children’s electric toothbrush and proposed the concept of “simply mastering professional oral care methods”.

It is under the guidance of this concept that it creatively integrates the new technologies of the chip, IOT and AI digital era into children’s electric toothbrush products, successfully making brushing a simple and interesting thing, greatly reducing the resistance of children in brushing their teeth.

For example, the Q10 and S10 series of usmile Smile and children’s series are equipped with AI mothproof small round screens. Which have display functions such as plaque reminders and partition lights, which can help children develop good brushing habits. Among them, the plaque reminder function can dynamically assess children’s dental conditions, automatically calculate the level of plaque. And remind children of oral cleaning according to the formation of plaque.

I bought Q10 this product for children to conduct a personal test. First of all, its cartoon style and cute appearance design with light display make children fall in love at first sight. Secondly, the user-friendly operation of this toothbrush is simple and easy to use. Which greatly reduces the threshold for children to use, and they can learn. Thirdly, the brush head equipped with multiple “cushioned technology” makes the child feel comfortable to use. And will not hurt the teeth and gums. In particular, the most attractive thing for children is that the display can remind him which tooth area has not been brushed clean, guide him to brush each area clean, and score and reward his brushing results, which greatly improves the entertainment of brushing teeth and successfully solves the fundamental problem of children’s brushing resistance.CXO UNION-CXO联盟（cxounion.cn）

In addition to “simple grasp of professional oral care methods”, usmile also has a core concept, that is, focus on “oral medicine professional verifiable products.” All products of usmile are based on the professional “oral medicine system” to carry out product portfolio planning and product definition.

For example,

usmile Plus based on professional oral cleaning index OHI and cleaning related indicators, jointly developed a new technical system with oral medicine consultants, committed to redefining oral cleaning force from the perspective of oral medicine, and then through the interaction of hardware, software and cloud data, to achieve the effect of the three cleaning indicators, so that everyone can easily achieve “brush clean”.

If digital technology solves the problem of usmile smile plus ease of use. And can be proved in the field of stomatology. It really solves the practical and value problems of usmile smile plus products.

Whether it is the application of IOT, AI and other digital means, or the professionalism in the field of stomatology. It is inseparable from the long-term deep cultivation of usmile smile in the field of research and development. It is reported that usmile has invested more than 500 million in research and development. Among which the four oral laboratories with raw materials and formula laboratory, intelligent hardware laboratory. Human efficacy test and evaluation laboratory and in vitro efficacy laboratory as the core have developed more than 500 related patents. Two of the patented technologies are listed as the measurement and testing standards for the development of electric toothbrushes and dental flushes.CXO UNION-CXO联盟（cxounion.cn）

Saturated R & D investment brings usmile smile and double significant breakthroughs in the two fields of digital results and dental medicine professional results. And then brings a strong product force to truly solve the needs of users. And the product force ultimately brings commercialization.

three

Product power is the foundation of an enterprise’s success, and channel power can amplify the value of the product. Which is also essential in the closed loop of enterprise commercialization.

The success of usmile Smile in the children’s electric toothbrush market has benefited from the online and offline integration layout built after a long period of deep cultivation. At present, in addition to the absolute advantage of online e-commerce platforms. Usmile also covers 31 provinces and 334 cities across the country offline. And has entered more than 12,000 mainstream channel stores. For example, China Free, Machine Age, Watsons stores, Huawei Honor stores, Shundian, Wanning and ITO Yanghua and other head enterprises are important partners of usmile smile plus. Which also proves the product power of usmile Smile plus from another Angle.CXO UNION-CXO联盟（cxounion.cn）

In addition, usmile is also deeply aware that in order to achieve the penetration rate of the adult market. Children’s electric toothbrushes must arouse the attention of the whole society to children’s oral protection. Especially the concept of children themselves. This is not only about the commercial value of usmile’s smile, but also about the social value of children’s health. Therefore, usmile Smile plus launched the “A Small Toothbrush” public welfare program from the source of school education to expand the attention of the whole society to children’s oral health.

First of all

First of all, usmile has continued to donate products to children in mountainous areas. Creating a model of “giving a small toothbrush, teaching a small nursery rhyme, learning a small manual for loving teeth”, and writing with school teachers to help children improve their initiative to brush their teeth in the morning and evening and learn how to brush their teeth correctly. At the same time, usmile also put up oral care science posters in every corner of the school to further introduce the importance of oral health to children and create a campus atmosphere that advocates love and care for teeth.

In addition to product donations, usmile has also established an oral health research fund in academic research to conduct multidisciplinary oral medicine research with public dental hospitals. In terms of new product research and development, focus on increasing the research and development of children’s oral health products, and carry out product research and development for special children groups (such as autistic children). In the knowledge popularization, experts are regularly invited to usmile smile plus social media platform for oral health knowledge popularization. And special funds are provided to support oral health experts in designated hospitals to carry out oral health knowledge popularization in mountainous areas and other places.CXO UNION-CXO联盟（cxounion.cn）

usmile Smile plus the practice of solving children’s oral protection from the source of education has also won great praise from the public opinion. It is an effective mechanism for the whole society to learn from. And has a very positive social significance for children’s oral health problems.

four

To sum up usmile’s breakthrough in the field of children’s electric toothbrushes, there are two key elements. One is that digital technology brings a new experience to product reconstruction. And the other is to abide by the real product value brought by the dental medicine profession. And the combination of the two creatively solves the problem of “children’s teeth brushing difficult” that has long plagued parents.

This successful practice of usmile smile is not an individual case, but represents a trend of The Times. Just like when the Internet industry first became popular. All industries were worth redoing with the Internet. And in the current era of new digital intelligence with AI as the core. All industries and products are worth being reconstructed by AI.CXO UNION-CXO联盟（cxounion.cn）

In addition, with the increasingly fierce competition in various industrial sectors, products that lack technological differentiation are becoming less competitive.

If a startup wants to find its own foothold in the already mature market. It must abide by “professionalism” and conduct technical in-depth research and development in its vertical professional field to obtain professional skills that no one else has.

When the new experience brought by digital restructuring is combined with the expertise brought by the in-depth research and development of technology. It is possible to truly stand out. The two dimensions are well integrated, and the usmile smile plus. Which has gained a first-mover advantage in the field of children’s electric toothbrush, is a clear proof.CXO UNION-CXO联盟（cxounion.cn）

With the awakening of the “dark horse” track of children’s oral health. Usmile Plus is expected to obtain the largest growth dividend of the market in the future. We also look forward to more innovative enterprises similar to usmile in other fields. And to open up more new “dark horse” track through “digital reconstruction + professional depth”.

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