【访谈】Kiwy：意大利原装进口儿童座椅

　　Kiwy，意大利原装进口儿童座椅品牌，自2015年进入中国。在2016年CBME展会上，推出适合0岁以上、1岁、2岁年龄段的儿童座椅，以及适合一些重量达25公斤以上的小孩，紧密连接汽车ISOFIX的儿童座椅。现在，太平洋亲子网PCbaby有幸采访到Kiwy创始人兼设计师Christian Grande，及Kiwy中国总代理：贝廷(上海)婴童用品有限公司董事长孙文。

　　PCbaby： May you please brief Kiwy product lineup shown in this fair? What are your target consumers?

　　译：贵品牌在本次展会上带来了哪些产品呢?能否与我们简单介绍下产品、主要面向的消费群体。

　　Christian Grande：Kiwy, since its birth, never stops to develop and produce new products. This year is no different, and Kiwy will introduce a new seat belonging to the 0+/1/2 group, and another new seat conceived for children up to 25 kg of weight and fitted with connectors for the ISOFIX fastenings of the car. All the new products are very homogeneous in terms of style, and their aesthetic character confers a strong identity that is coherent with all the Kiwy’s series. It’s a characterization that expresses an idea of protection and cuddles, thanks to the peculiar use of the textile elements and to the particular shape of the shell.

　　Our targeted market is wide and includes all the customers that appreciates these features, so a high level customer in terms of spending power, aesthetic sensibility, love for the Italian style and for the Made in Italy, and that does not accept any sort of compromise when talking about children safety.

　　PCbaby：Nowadays Chinese people prefer to buy originally imported product, may you please brief Kiwy product special features, included design, quality, material, commitment, etc? Why Kiwy product can meet China consumers' needs & taste?

　　译：现在的母婴产品，越来越多的用户选择进口产品，那么我们的产品从哪些方面重点体现消费者需求呢?产品有什么突出的优势么？

　　Christian Grande：Clearly any country is characterized by peculiarities and differences that, undoubtedly in the case of Italy, are the unique style and the refinement, among the others.

　　So, the Kiwy’s Italian Style, together with its being Made in Italy, are summarized in a sober and refined stylishness, very recognizable throughout the entire series, up to the point of obtaining a common “family feeling”. In more detail, Kiwy’s products are recognizable for their balanced forms and shapes, with a strong continuity empathizing the idea of softness, the latter highlighted by the color choices and by the fabric’s necklines.

　　The fabrics and textile elements are chosen for their properties of transpiration and because we think that beauty must be aligned with functionality.

　　In my role of designer I’m used to develop luxury projects in several fields, so it’s natural for me to transfers those codes also to the Kiwy’s series. This concept is even more evident with our special series, which even more highlight the products’ features of elegance and state of the art craftsmanship. The latter is one of the elements that bring lots of customers from all over the world to fall in love with Kiwy’s products and for their “Made in Italy”, including the markets traditionally oriented onto “big numbers” like China. Moreover, Kiwy offers a wide range of seats, able to satisfy every customer’s requirement and dedicated to the ones willing to have an exclusive product for their children safety.

　　PCbaby：越来越多的90后成为新晋父母，与以往的消费者相比，您觉得父母们的消费需求发生了哪些变化呢?贵品牌是如何应对的呢？

　　孙文：未来十年的主流消费群体，是80后、90后，这个是大部分品牌商和商家的共识，但是这两者身上又有明显的标签和差异化，特别是90后，他们体现的特质是文化高、追求时尚和个性化，在消费上更加注重对产品消费过程中的感受和体验。针对90后，未来我们会在产品研发这一块除了会做一些老品升级之外，在新品开发上要求产品外观上更加有时尚感，来贴近90后的需求，在推广上，我们会增加在新媒体的投入，以迎合未来的趋势。

　　PCbaby：目前中国很多城市都出台了儿童安全座椅的法规，结合行业发展现状，您对这一行业的发展有哪些预期呢？

　　孙文：目前儿童安全座椅法规虽然在中国许多的城市已经出台，但是强制实施的城市却是凤毛麟角，整个行业都在希望产品强制认证后，能让所有车主接受，让儿童座椅成为孩子乘车的一个安全保障，这是一个大问题。而此项工作如果要做好，得以顺利开展就必须要我们的交通法规来督促。

　　PCbaby：如今国家已经放开二胎政策，面对机遇，我们是否会在其他领域有探索呢?在未来的一年里会做哪些重点部署呢？

　　孙文：KIWY进入中国市场时间还很短，目前公司的战略重心还是放在品牌耕耘上，整合好资源，尽快的得到消费者对于品牌的认可，当然，对于其他领域的探索，怎么形成自己品牌的生态圈，公司未来在3-5年之内会纳入计划之内，其实，我们已经在做这方面的工作了，比如在产品上公司明年会推出具有自己风格和专利的推车和餐椅等等。

　　PCbaby：近年来，新媒体成长迅速。请问贵品牌在新媒体上的推广上采取过哪些方式吗？

　　孙文：在欧洲，kiwy作为意大利品牌，已在意大利、德国、西班牙、英国等地拓展媒体资源，自主运营的五大社交媒体有：facebook，twitter，pinterest，instagram，youtube。

　　Kiwy自2015年进入中国，这一年来，主要以kiwy微信公众号为主，官方微博为辅，讲述品牌故事，分享意大利文化以及策划活动回馈消费者，等等;kiwy与国内权威的母婴自媒体“崔玉涛家庭育儿”合作，产品品质得到权威媒体的认可，进一步建立品牌口碑;接下来会陆续与母婴移动媒体建立合作，稳步前进，实现由一到多的品牌推广策略。