Babycare Mamaland 养分乐园

2026年05月09日

杭州 西溪湿地

项目传播

项目现场

2026年，母婴品牌于杭州西溪湿地打造「先养妈妈，再养孩子」沉浸式妈妈疗愈盛会，以两天限时活动集结千位母亲，构建「忘崽24小时」专属治愈空间。这一主题标志着品牌从传统「以婴为重」的叙事逻辑，向「母职自我关怀」价值坐标的战略转向——在育儿焦虑普遍化的当下，将母亲的身心修复置于亲子关系之前，重新定义母婴行业的情感连接方式。

空间设计层面，项目以西溪湿地绿意步道为天然疗愈场域，轻徒步配专属遮阳装备实现沉浸式自然吸氧；草坪落日音乐会以晚风、音乐与夕阳构建治愈带娃疲惫的情感容器；粉色热气球拱门与「WELCOME TO MAMALAND」标语制造高辨识度社交锚点，白色花艺长廊则以纯白花瓣与纱幔营造仙气出片场景。制作层面，金山茶洗护家族与夏日户外系列同步首发，产品经理面对面共创区将用户从被动消费者转化为产品优化参与者；妈妈故事分享会以女性成长话题建立身份卸下的共鸣场，能量补给站以免费茶点与定制周边完成体验闭环。

此次盛会不仅是新品发布的场景载体，更是母婴行业「她经济」3.0时代的宣言——通过将母亲从育儿工具人还原为需要被滋养的独立个体，为母婴品牌如何以社群疗愈实现从功能消费到情感忠诚的跃升，提供了极具温度的行业范本。

In 2026, a maternal and infant care brand unveiled the "Nurture Mothers First, Then Children" immersive healing summit at Hangzhou's Xixi Wetland, gathering thousands of mothers for a two-day limited activation built around the "24 Hours Without Kids" exclusive sanctuary concept. This theme signals a strategic pivot from traditional "baby-centric" narratives to a "maternal self-care" value coordinate—placing mothers' physical and mental restoration ahead of parent-child relationships amid pervasive parenting anxiety, redefining emotional connectivity in the maternal industry.

Spatially, the design leverages Xixi Wetland's green trails as a natural healing field, with light hiking and exclusive sun gear enabling immersive rejuvenation; a lawn sunset concert constructs an emotional vessel for relieving childcare fatigue through evening breeze, music, and twilight. A pink hot-air-balloon arch with "WELCOME TO MAMALAND" signage generates high-identifiability social anchors, while a white floral corridor of pure petals and gauze creates ethereal photo moments. Execution-wise, the Camellia care family and Summer Outdoor series debuted alongside a face-to-face co-creation zone transforming users from passive consumers into product optimization participants. Mothers' story-sharing sessions built resonance through female growth topics, and an energy supply station with complimentary refreshments and custom peripherals completed the experience loop.

Beyond a new product launch venue, this summit serves as a manifesto for the maternal industry's "She Economy" 3.0 era—restoring mothers from childcare instruments to independent individuals deserving nourishment, offering a warmly compelling industry benchmark for how maternal brands can achieve the leap from functional consumption to emotional loyalty through community healing.

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