Commemorating National Children's Day, check out the inspirational stories of MSMEs, Kids Spoon and Rabbit Hole, who support Indonesian children’s growth and development and the sales trend of children's products on Tokopedia!
Jakarta, 20 July 2023 – The National Children's Day 2023 sub-theme is ‘Creating a Safe Environment for Children’. Its objective is to increase awareness among parents, caregivers, teachers, the community, the business world, and the government about the importance of fulfilling and ensuring the protection of children's rights.
There are ten children's rights that are acknowledged both internationally and nationally and must be fulfilled. Two of them are the right to food and education.
"In line with this, Tokopedia aims to assist parents in carefully choosing products for their children, including food and books, to ensure that children’s rights are fulfilled to support their growth and development," said Antonia Adega, Corporate Affairs Lead Tokopedia.
"Currently, there are 1.8 billion products registered on Tokopedia, including various products for children's needs. To make it easier for parents to access these curated products, Tokopedia offers a special page called Tokopedia Parents," added Antonia.
Through Tokopedia Parents, baby food transactions increased three times
Apart from offering a curated selection of children’s products, the Tokopedia Parents page , also guarantees the lowest prices. There are also various attractive offers, such as cashback of up to IDR 500,000 and flash sales with discounts of up to 60%.
"In addition, we also empower parents through Komunitas Tokopedia Parents, by providing education for parents about household or family needs, especially children, through discussion forums, social media, and other official channels," said Antonia.
These efforts have led to a trend of online shopping for children's products on Tokopedia. "Activity books, children's story books (including fairy tales and fables), and world knowledge books were recorded as some of the best-selling products in the Children’s Book category on Tokopedia throughout the second quarter of 2023," explained Antonia.
"In the second quarter of 2023 compared to the second quarter of 2022, cereal, baby porridge, and baby biscuits were the best-selling baby food products on Tokopedia, with an average transaction increase of two times. Overall, baby food products experienced an increase in transactions almost three times," added Antonia.
Several regions in Indonesia also experienced the highest increase in the number of transactions and sellers in the Mom and Baby product category during the second quarter of 2023 compared to the second quarter of 2022, such as Medan (North Sumatra), Palembang (South Sumatra) and Bandung (West Java).
Parents play an important role in encouraging children's growth and development by ensuring that children's right to nutritious food is fulfilled
Welcoming National Children's Day 2023, Tokopedia collaborated with dr. I Gusti Ayu Nyoman Pratiwi, SpA (or dr. Tiwi) to provide education to the public, especially parents, regarding the fulfillment of children's rights and protection, as well as the importance of parents in the process of child development from an early age.
“The golden age of a child’s life (2-5 years old) is a crucial period for their development. In this phase, parents need to be fully equipped, such as ensuring their child has a balanced nutritional intake," explained dr. Tiwi.
According to Dr. Tiwi, breast milk is the best source of nutrition for children during the early stages of their development. This should be continued until the child reaches six months old. After this point, complementary foods (MPASI) are required to supplement breast milk. The recommended composition of MPASI is 50% carbohydrates, 15% animal protein, and 30% fat.
One of the MSMEs available on Tokopedia is Kids Spoon, founded by Anak Agung Sri Anjani in Bali in 2017. They offer a wide selection of children's food products that are free from preservatives and added flavors. These products include MPASI porridge, chicken meatballs, dumplings, nuggets, and cookies.
"Kids Spoon was created to assist parents in Bali and all over Indonesia to fulfill children’s rights and protection in providing safe, nutritious, and tasty food for their children. Our products are certified by BPOM RI," said Anjani.
"Kids Spoon joined Tokopedia in 2020 to expand the market. Thanks to Tokopedia, Kids Spoon's sales are increasing. Initially, Kids Spoon products could only be reached by people around Bali. Because of Tokopedia, now Kids Spoon products can reach buyers in Sumatra and Sulawesi," added Anjani.
Fulfill children's right to education by stimulating the brain through books
"Stimulating a child's brain by engaging them in various activities, like reading books, can facilitate their growth and development. Reading storybooks to kids from an early age can have positive effects, such as enhancing their speaking skills, regular sentence construction, listening skills, and interaction with others,” said dr. Tiwi.
Rabbit Hole, an MSME on Tokopedia, has been selling a range of books for children aged 0-7 years since 2014. Devi Raissa and Guntur Gustanto, who are child psychologists, founded Rabbit Hole to support children's brain development and strengthen the parent-child relationship.
"When creating books for Rabbit Hole, we always consider the child's developmental process and needs at each age. Aside from the content, we also pay attention to the materials used in making the book, such as food-grade paper and baby and child-friendly ink," explained Devi.
"Rabbit Hole joined Tokopedia in 2019, and the platform greatly helped the operational side of the store to increase sales by reaching a wider market, including Aceh and Papua. Rabbit Hole takes advantage of the various Tokopedia initiatives, such as Tokopedia Parents, the Waktu Indonesia Belanja (Indonesian Shopping TIme) campaign, and other features, such as flash sales and bundling to increase sales," said Devi.
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Tokopedia, as an Indonesian technology company, has a mission to democratize commerce through technology. Tokopedia’s vision is to build a Super Ecosystem where anyone can start and discover anything. To this day, Tokopedia has empowered millions of merchants and users across the marketplace and digital goods, financial technology and payment, logistics, and fulfillment, including Mitra Tokopedia. Tokopedia is part of the GoTo Group, the largest digital ecosystem in Indonesia, consisting of Gojek, Tokopedia and GoTo Financial.
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