极橙：帮孩子快乐看牙

Shanghai Orange Dental Technology Co., Ltd. (hereinafter “Orange Dental”) was established in 2015. The company opened its first dental clinic in Tianjin, initially targeting adults. However, it failed to distinguish itself amidst fierce competition. After conducting in-depth market research, its three founders decided to focus on the pediatric dental market instead. With the value proposition of “making dental visits enjoyable for kids” and “creating the ‘Disney’ of pediatric dentistry”, Orange Dental quickly gained recognition from both parents and children. By August 2022, Orange Dental had opened 12 clinics in Shanghai, Tianjin, and Nanjing, serving over 30,000 premium members, mostly high-income, well-educated families with children aged 1 to 14. Its core customer group consisted of children in the 3-6 age bracket. The annual spending per customer was around ￥2,000. Moving forward, Orange Dental aimed for further growth to enhance children’s enjoyment of dental visits. In the near future, the company would open new clinics in tier-2 and tier-3 cities in Jiangsu and Zhejiang, while at the same time improving services for its customers transitioning from childhood to adolescence. In the long term, perhaps Orange Dental should transform itself into the “McDonald’s” of pediatric dentistry, providing reliable, standardized dental care to a wider demographic at affordable prices. As the founder Ta Ergai said, being a “Disney” accessible to a minority of Chinese families was unsustainable. Drawing from the American experience, the company could introduce dental insurance plans to attract more Chinese children. What development path should Orange Dental take in the future?