爱羽乐作为婴儿奶粉专家，专注于儿童奶粉的研发，产品广泛受到国内外妈妈的青睐。今天育儿网有幸采访爱施健（香港）董事 Andrew Howden 及爱施健（香港）CEO John Woo，和我们分享爱羽乐的研发理念和目标。

       育儿网：The mother-baby product market is a red sea market, with huge potential.We find the new generation of mothers has become the main consumer group and the consumption channels are becoming more and more complex.Faced with these new changes,how does the brand view and respond?

母婴市场一直是一片红海，获利前景巨大。纵观现如今的母婴市场，我们发现新生代妈妈成为主力消费群体、消费渠道日渐新颖复杂。面对这些新兴变化，品牌是如何看待与应对的呢？

Andrew Howden：Yes,we fully understand this.The new generation is very active online:socially veryactive and seeking and sharing actively information with friends.                

是的，我们完全理解这一点。新一代的用户在网络上非常活跃：在社交上非常活跃，积极地寻求与朋友分享信息。

They have many interested,including international travelling,culture,new ideas andfashion etc etc.They are quite open to innovation and trying new things.

他们有很多兴趣，包括海外旅行，文化，新思想和时尚等等。他们很愿意创新和尝试新鲜事物。

This fits actually very well with Alula.Alula is a new and modern brand that wants to understand and meet the needs of the millennium mothers and fathers

这与爱羽乐品牌理念非常吻合。爱羽乐是一个全新，现代的品牌，想要了解和满足新一代父母的需要。

Therefore,we not only focus on communicating our product advantage and features,but also provide a lot of content to consumers.

因此，我们不仅注重传达我们的产品优势和特点，而且还向消费者提供了大量的内容。

With our Platinum Care Complex,Alula supports the baby’scomfort sleep and less crying,We provide parents with more knowledge and sharing about the importance of quality sleep.For instance we did a white book about sleep with YuEr,with21400 mothers participating.

独有的臻粹舒养配方，爱羽乐让宝宝自然舒睡，减少哭闹，我们为父母提供更多的知识和分享高睡眠质量的重要性。例如，我们和育儿网共同颁布的睡眠白皮书，有超过21400个用户参与了调研。

Today we already provide Alula in 1000+MBS stores in 19 provinces.And Alula is on leading Ecommerce platforms like Tmall,JD.com,YHD,Amazone,Dandan,Meitun,MuYingZhiJia ete.

目前，爱羽乐已覆盖了19个省份的1000多家母婴商店，同时在领先的电子商务平台上开设了旗舰店，如天猫、京东、一号店、亚马逊、母婴之家、美囤等。

       育儿网：As a famous foreign milk powder brand, Alula has got good WOM during just more than half a year launching in China. How Alula spread the WOM? At the same time what aspects of Alula product quality is widely praised by mums?

作为国外知名奶粉品牌，爱羽乐奶粉在国内上市只有大半年的时间已经拥有高口碑。那爱羽乐奶粉是如何进行自身品牌的口碑宣传？同时您觉得爱羽乐在哪些方面的表现深受妈妈的广泛好评？

      Andrew Howden：Thank you!Yes,since we launched in October last year we gotten a lot of very positive feed back from consumers across the country.

谢谢！是的，自从去年十月上市以来，我们从全国各地的消费者那里得到了很多非常积极的反馈。

We also did a lot of product trails over the past few mothers like with YuEr and on Ecomm.In total we received over 20000 positive user experience feed back since the launch.

过去几个月，我们在一些平台如育儿网和电商平台等进行了大量试用，我们总共收到了超过20000份的消费者积极正面的使用评价。

We will continue to communicate and share with our consumers via our own media,via our KOL’s and through special channel like YuEr and other M&B verticals

我们将继续通过我们的自有媒体、KOL，以及如育儿网这些的母婴垂直平台与消费者进行交流和分享。

What we see in the feed back is that our 160 years heritage and our global pharmaceutical background give consumers more confidence.Every year over 1 mio babies use products from our company

我们在反馈中看到，我们160年的历史传承和全球制药背景给了消费者更多的信心。每年超过一百万的婴儿在使用我们公司的产品。

Mums also recognized Alula own advanced Platinum Care Complex:our formulation scientific and comprehensive.One feature I like to point out is the special combination of a new generation OPO7.0 and 3different probiotics. Our formulation can help babies with comfortable sleep.This is evidenced by clinical studies that show babies can sleep better and cry less

妈妈也认识到了爱羽乐先进全面的臻粹舒养配方。这里我想指出的一个特点是独特的新一代OPO7.0和3种益生菌组合。我们的配方可以帮助宝宝自然舒睡，通过临床研究证明，宝宝自然舒睡，减少哭闹。

Sleep is essential for babies growth and development as you know.And when the baby sleeps better and cries less,mum is happier and the whole family is happier

众所周知，睡眠对婴儿的生长发育至关重要，只有宝宝睡得更好、哭闹更少，妈妈身心会更愉悦，那整个家庭也会更快乐和谐。

       育儿网：Food safety has always been a topic of great concern to mothers. How does Alula ensure the safety of products to consumers and establish the brand trust?

食品安全一直是妈妈们最关心的话题，爱羽乐奶粉是如何向消费者保证产品的安全，建立起优良的品牌信赖度的呢？

      Andrew Howden：Aspen as Pharmaceutical company has stringent production and quality control  standards for everything it produces.

爱施健作为一家制药公司，对其生产的所有产品都有严格的生产和质量控制标准。

Aspen has over xx first class production facilities around the world for drugs, nutritionals etc

爱施建在全世界拥有数10家世界一流的药品、营养品的生产工厂。

This high standard philosophy we also apply to IMF.

这种高标准的理念也同样用于生产婴幼儿配方奶粉。

We have our own IMF production sites in Mexico, SA and New Zealand.

Alula for China is produced and packed in our production facility in Auckland, NZ

我们在墨西哥、南非和新西兰都有自己的婴幼儿配方奶粉生产基地。

爱羽乐在中国销售的产品都产自新西兰生奥克兰工厂。

Our facility has a very high level of automation.

我们的工厂设施具有非常高的自动化水平。

And we have the following 6 important certification-HACCP, GMP, CIQ, AsureQuality, New Zealand Food Safety Authority and NZ made.

我们拥有6个重要的认证：HACCP、GMP、CIQ、AQUESY、新西兰食品安全局和新西兰制造。

From milk source to milk powder, Alula IMF need to go through 12 testing procedures, 103 quality testing before we release alula for sales.

从奶源到奶粉，爱羽乐婴幼儿配方奶粉需要经过12个程序，103项质量测试后才能进行销售。

       育儿网：At present, there are many milk powder brands in the market, imported brands, domestic brands, various milk sources. How did Alula create its own brand personality and highlight itself and show its advantages among the fierce competition?

目前，市场上奶粉品牌众多，国外进口品牌、老牌国内品牌、各个奶源地的奶粉。面对国内奶粉市场激烈竞争的情况，爱羽乐是如何建立自己的品牌个性，在众多品牌中凸显自己、展示自身优势的呢？

       Andrew Howden：Aspen has a proud heritage dating back more than 160 years. We are a global company and is one of the few leading infant formula manufactures have pharmaceutical background.

值得自豪的是，爱施建拥有160年的历史。我们是一家全球化的公司，是少数几家拥有制药背景的领先婴幼儿配方奶粉生产企业之一。

Alula is the global brand of Aspen that we are rolling out in the international markets, including Australia and China.

爱羽乐是爱施建的全球婴幼儿配方奶粉品牌，我们已经在澳大利亚、中国等市场上市。

Alula as a global brand, we want to be caring, modern and science, all fit to a modern parenting style.

作为一个全球品牌，我们崇尚关爱、现代、科学，以满足现代父母的育儿方式。

We are now proud to bring Alula to the Chinese consumer with our Platinum Care complex.

我们非常自豪地拥有臻粹舒养配方爱羽乐，带到中国消费者面前。

And we use the high quality milk from New Zealand for Alula in China.

Our platinum care complex formula is a scientific and super premium formulation.

中国的爱羽乐产品选用的是来自新西兰的优质奶源，臻粹舒养配方更是一个科学和非常高端的配方。

Unique is our combination of “new generation structured lipid Alula OPO7.0 and 3 prebiotics”.

Based on scientific studies, our formulation has 7 clinical benefits.

The most interesting ones is that our formulation supports the babies comfort sleep and reduce time of crying.

独特的新一代结构脂质OpO7.0和3种益生元组合。基于科学研究，我们的配方有7大临床功效，让宝宝自然舒睡，减少哭闹。