Emerging maternal and child brand Babycare completed a financing of 700 million yuan to connect with more than 7,000 distributors through Youzan

At the beginning of 2021, the up-and-coming mother and child brand Babycare completed Series B financing of 700 million yuan, led by Dinghui Investment, followed by Huaxing New Economy Fund, a subsidiary of Huaxing Capital, and Sequoia Capital China Fund, a Series A shareholder.

Babycare was founded in 2014 to position itself as a one-stop, all-category maternal and child consumer brand. It initially entered the maternal and child market with baby carriers with innovative seat designs, and gradually built a pan-maternal and child category matrix, such as diapers, children's clothing, toys, food supplements, and early education supplies, covering children's cycle from 1 to 6 years.

Insight into the aesthetic and demand pain points of a new generation of consumers. On the basis of ensuring the practicality and quality of products, the brand has also added both scientific and artistic connotations. Since entering the maternal and child market, Babycare has continued to successfully launch popular products in response to the strong demand of a new generation of parents to “buy everything in one stop” for mother and child products.

Derived from the concept of “making products with the heart of parents”, relying on the cutting-edge perspective of pioneering global designers and selecting high-quality global supply chains, Babycare has won the love of the new generation of parents with “high value, high quality, and high safety” maternal and child products. Currently, Babycare has served more than 30 million families and has more than 10 million registered members.

After just 6 years of development, Babycare has achieved a leap from 0 to over 5 billion yuan, with a compound annual growth rate of over 100%. In 2020, “Double 11" ranked first in the maternal and child industry with omnichannel sales exceeding 900 million yuan, setting a new high in the scale and growth of a new generation of mother and child brands. With brand power, R&D design, and large-scale advantages and barriers formed on the supply chain side, Babycare is actively expanding and transforming the supply chain upstream while maintaining stable profitability and healthy growth, reconstructing the value of the industrial chain, and enhancing the depth of the supply chain and complex management capabilities across categories.

Today, private domain traffic is getting a lot of attention; it has grown from an outlet to a period of explosion. Babycare, like many other brand merchants, has also begun to “switch” to the private domain to find new growth points. Babycare launched the Youzan WeChat Mini Program “BabyCare Goodies Collection” and entered the Youzan distribution market, using Youzan's diverse marketing tools to increase sales and enhance brand influence. Specifically, on the “BabyCare Gift Collection” applet, Babycare carries out private operations through marketing tools such as limited-time flash sales, multi-person groups, and distributors, etc., to acquire more new customers and promote high transactions while reducing operating costs. $YOUZAN (08083.HK)$

It is worth noting that Babycare entered the Youzan distribution market in June 2020, took the lead in joining the recommended supplier system and continued to invest in operating resources. In total, it connected with 7,300+ distributors, and achieved an increase in the number of distributors and supply growth.

Xue Jack, head of Babycare's operations, said, “In the context of the continuous explosion of potential power in the private domain, BabyCare's Good Things Collection will continue to use the power of excellent platforms to integrate its own resources and continue to work hard to find new growth points through small-scale trial and error. At the same time, take good care of product quality and lay the 'foundation' of the brand with quality.”

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