Yinglin Huang
Monash University
Gitanjali Bedi
Keep this story going! Share below!
Not only selling children’s products, Baby2 also recycles second-hand children’s clothes and donates them to the children in poor areas. This innovation idea is from Winnie Ye, the director of the company. This action motivates customers to participate in the charitable activity, “we provide 10% discount for their next purchases if they return the gently used clothes to Baby2”, Chou Li said. He also explained, “The company does this for the society, care for children, also it concerns about the development of motherland future.”
Baby2 donates those clothes through the charity, before the donation, the second-hand clothes have been sterilized by boiling water, ozone and ironing. It is good for children’s health in poor regions. This contributes to one of the UN Sustainable Development Goals which is ‘Good Health and Well-being’, since children in poor areas will have clothes, which help them to resist cold weather, strengthen body resistance, reduce infectious diseases and ensure healthy growth.
Additionally, this innovation reduces the waste because unused clothes can be reuse.
The director’s child is 4 years old and growing very fast. She buys clothes for her child few times a year and the original clothes are not worn. Then one day she saw a pieces of news about children in poor areas were dressed in rags or without garments. She just realized that why not donate the unused clothes to those children, it not only delivers their charity and love, but also promotes Baby2 and achieves social responsibility. “Big changes start with small actions”, she said.
Chou Li said, “we also attract many caring customers who would like to participate in the activity”, and with the 10% discount, there have been a substantial increase in the amounts of customers. Most of the customers appreciate and support Baby2’s action, and they are willing to return undressed clothes.
This innovation increases the sales volume of Baby2 by 30% which is a short-term effect, also it improves reputation and achieves sustainability and environmental friendly attitude for Baby2 which are long-term effects.
The discount enables Baby2 to keep their original clients, also attracts customers who are caring and willing to participate in this activity, the company gains revenue from the sales of products as well.
Baby2’s recycling and donation activity have been recognized and praised by the charity, so it improves company’s reputation and establishes a good image. It has saved the advertising and promotions expenses, also the sales volume has been increased by 30%, which greatly improves the economic benefits of Baby2.
It reflects the company's gratitude to society, and the care for children. Moreover, Baby2 achieves waste reduction, utilization and recycling. Therefore, there will be less burning to dispose the clothes which reduces carbon emissions.
Not just for improving company’s reputation, it also reduces contamination and helps children in poor areas live in better conditions.
Get stories of positive business innovations from around the world delivered right to your inbox.
Chou Li, Manager of Baby2
