Recently,Our company learned about it through the public media channelsThe general situation of the public opinion incident of 'Rabbit Head Mom', as well as information obtained through media publicationsthreeHow is it a fact:
1) The brand used patent information that had not been officially granted a patent authorization as a promotional selling point for its children's toothpaste products, conducting misleading and exaggerated advertisements on e-commerce platforms to consumers.
2) The brand exaggerates the restrictive conclusions issued by Frost & Sullivan for the brand across multiple channels, avoiding information on the research sample, scope, and timing of the research, thereby misleading consumers.
3) Regarding the 'Rabbit Head Mom' children's toothpaste, whether the oral fluoro ingredient is domestically produced or imported from Germany, the brand's promotional copy and images on e-commerce channels have misled consumers and may constitute false advertising.
Based on the aboveBased on the review of the basic public opinion status of 'Rabbit Head Mom', our company herebyMake a positive response and state:
I.byThe 'Rabbit Head Mom' commissioned us to conduct a market position study, and the research output is as follows:
1. Issue a Market Position Statement:
1) "2023 National Children's Anti-cavity Toothpaste Sales Leader"
footnotesData sourced from Frost & Sullivan, calculated based on the sales of children's toothpaste brands in 2023 (in billions of yuan);"Children's anti-cavity toothpaste"Fluoride-added toothpaste, which not only has the basic functions of toothpaste but also has anti-caries effects, is suitable for children aged 18 and below; the survey was completed in January 2024."
2) '2023 National Sales Leader in High-End Children's Anti-Cavity Toothpaste'
footnotesData sourced from Frost & Sullivan, based on the total channel sales (in thousands of units) of high-end children's toothpaste brands during 2023. 'High-end children's toothpaste' refers to those with a retail price exceeding 40 yuan per 100 grams and containing fluoride. In addition to their basic toothpaste functions, they also have anti-caries effects and are suitable for children aged 18 and under; the survey was completed in January 2024.
2. Issue market research reports:
Survey sample:100 dentist
Research scope: covering first-tier, new first-tier, and second-tier cities
Research period:January 2024
Research Conclusion:In January 2024, Frost & Sullivan conducted a consumer survey among 100 dentists from first- and second-tier cities in China. The results showed that among dentists targeting children's dental caries, the largest number were those who promoted the Rabbit Head Mom brand as their top recommended children's toothpaste.
"Rabbit Head Mom"Entrust us with conducting market research on the sales volume and revenue of children's anti-cavity toothpaste only, and provide research samples asA research report on 100 dentists covering first-tier, new first-tier, and second-tier cities.The deliverables we provide are based on rigorous and objective data research, as well as industry-standard research methods. The validity period of the market position conclusion submitted by our company is twelve (12) months have passed since the conclusion was made, and to date, our company has not provided any updated research services or other market position research services regarding the market position of Rabbit Head Mama.
II.About our companyEmphasis on the 'Market Positioning Statement' business
Our companyofMarket Positioning Statement service, mainly providing independent market research and analysis through industry-standard research methods for specific markets.throughCore and key players in the marketconductidentify andprovidecorrespondingmarketStatus confirmationservice,Form objective research results and derive specific enterprise products/Business/service/other operating items' market position in the respective sector.Our companyA market position statement has gradually taken shape over the course of business developmentcertificateThis carrier for visualizing research conclusionsformBy presenting a series of core elements such as the regions covered by the research, time span, calculation dimensions, product definitions, and the completion time of the research in a standard and standardized manner, the goal is to guide brand owners to comply with citation regulations.
Our company has also noticed that some brand owners make inappropriate or non-standard statements when citing the market position statement certificates or reports issued by our company for market promotion. For example, they wrongly describe the market research services provided by our company asExpressions such as "XXX Certification Service", "Obtained XXX Authoritative Certification", etc.; at the same time, for some enterprisesCitationIssued by our companyreportcontentWhen conducting publicity, there is a tendency to misinterpret, alter, or simplify conclusions, as well as to truncate conditions for conclusions.situation.
We areProvide for customersserviceofduring the processhasClarify that brand owners shall not tamper with itor hiddenMarket Position ConclusionRelevant content and limitations,Or any business-related exaggeration or misinterpretation of the market research services provided by our company. We also advocateEach brand company shouldMaintain a cautious attitude towards strengthening compliance with advertising promotion,jointlyBuild a positive and healthy marketconsumptionenvironment.
Based on the above key matters stated, our company herebyurge"Hangzhou Island Star sunny Biotechnology Co., Ltd." and its affiliatesbrand"Rabbit Head Mom"Modify or delete inadvertisementPossible in disseminationgiveContent that causes misunderstandings to the public;At the same time, our company will also address some from the brand sideControversial content,Timely deletion of relevant articles published on the official website and WeChat official account.
Frost & Sullivan(Beijing) Consulting Co., Ltd. Shanghai Branch
April 21, 2025
