Honey Buds To Complete A New Round Of Financing Or Will Enter The New Retail Business

According to the world clothing shoes and hats net, mother and baby Online retailers Honey bud has completed the latest round of financing, and the investor is the "medium" prefix company under the background of central enterprises. It is reported that this financing is at the end of last year. Honey bud The financing announced by the internal letter is the two round of the same round of deliveries, amounting to about 100 million US dollars. This is the largest amount of financing for the mother and baby industry this year.

Insiders said that the financing was not officially announced. It is because after several rounds of financing, honey bud capital reserves are in good condition. Therefore, financing is no longer the focus of its external voice, but more experience is focused on business development.

It is understood that after completing the current round of financing, the honey bud will march into the new retail business. Its DEMO model shop has been completed, and it is expected to lay 300 homes in China by the end of the year.

4 years to complete the 6 round of financing, valuation of billions of

In 2011, honey buds were born. In 6 years, from a Taobao shop to a billion valued unicorn. The role of Liu Nan, founder of the company, is also changing between Peking University Academic tyrants, multinational executives, full-time mothers, Taobao shopkeepers, hundreds of millions of "overbearing women presidents", and wonderful debates.

According to the open data of private placement and Internet, in the end of 2013, honey bud was invested by millions of dollars in real estate fund and Huaxing and so on. In March 2014, it was financing 20 million yuan for Chinese investment in Sequoia Capital. In December 2014, it completed 60 million C round financing, led by H Capital, and continued to invest in China and real money fund. In September 2015, honey bud was awarded 150 million dollars in D round financing, and was led by Baidu, the existing shareholders of Sequoia Capital China, H capital and several other private equity funds of the United States were followed by A. It is estimated that the 6 round of honey bud financing exceeds 2 billion yuan.

Last October, Liu Nan, founder and CEO of honey bud, said in an internal letter that at that time, its own cash reserves had exceeded RMB 1 billion, and the positive cash flow had been achieved.

Throughout the development of honey buds, we will find that the focus is not only on the electricity supplier. At the beginning of 2014, honey bud began to lay the whole line under the whole line. In May of the same year, honey buds combined with red and yellow blue in early childhood education institutions became a joint venture company. In October of the same year, the first offline store opened in Hainan Tianyu hotel. In February 2016, the honey bud strategy invested in the children's indoor amusement brand leisure hall, entered the US China and medical institutions, and opened up the whole channel of maternity, electricity, parent child entertainment and education.

"Maternal and child electricity providers want to do user value rather than traffic distribution. The cooperation between honey bud and youyou Tang and the Sino US cooperation is the layout of the whole industry chain. It is the extension of user time and space." When he reached a strategic cooperation with the United States and the children's Hospital, Liu Nanru said.

Make goods, open shop, enter the new retail of mother and infant

Since Ma Yun put forward New retail "After the concept, almost all electric providers are eager to try, and the old retail industry has been transformed. Such as unmanned convenience stores and unmanned shelves, the traditional convenience stores have been damaged. The boxes and fresh animals and the NetEase flavor have struck the traditional restaurants and vegetable markets; Jingdong has joined hands with Yonghui to open Beijing to choose the space, and so on, the traditional maternal and infant industries are also being transformed by new retailers.

The domestic market for mothers and babies exceeds 3 trillion, and more than 80% of maternal and infant consumption is completed online. Consumers prefer to go to the physical store for experience and purchase. Coupled with the economic development of cities in recent years, the purchasing power of the public has also been promoted, and the demand for mother and infant products has increased year by year.

In December 2016, Liu Nan talked about the future of honey buds at the meeting: "mother and baby go upwards and related to health care related to education. Left to experience is retail service to the right." And plans to open 200 honey fields in the next one to two years.

Last week, Liu Nanfa and micro-blog announced that there were 2 more homes in Shanxi and Chongqing. Among them, Shanxi store opened its first day sales to 300 thousand, almost 3 times more than a similar paradise. Up to now, there are 9 flagship stores in the national honey bud park.

As Liu Nan said, now if the mother and infant business platform will only do the standard business of milk powder and diapers, it may never win, but Tmall, Taobao, Jingdong and other integrated e-commerce platforms. Honey bud through the honey bud paradise project, landing a lot of maternal and child industry non-standard products business, such as parent-child entertainment, parent-child education, maternal and child care, child care and other projects.

In June this year, honey bud was also on line with its own brand named "rabbit head mother". Similar to NetEase's strict selection, through ODM (original design manufacturer) mode, we select high-quality, cost-effective products to sell to users. On the one hand, we can select good quality goods, and on the other hand, we can control gross profit very well.

The investment community learned from the inside of the honey bud that the new shop will be officially landed on Q4 under the "mother selection" line. It is expected that the layout of the three or four tier cities will be completed within the next year. Different from traditional physical stores, honey bud will fully open up online and offline membership system, and help users improve the efficiency of offline stores through digital user analysis.

The shop will take the electronic price tag cross-border cloud merchants (scan code to buy, deliver to the home) and private brand distribution (live away) mode. On the one hand, it is better to solve the contradiction between Limited store space and unlimited quantity of goods. For the new retail mode, it is important to achieve the same stock. If the goods on line and line are not consistent, it is necessary to operate two sets of product systems. The comprehensive operation cost is relatively high, and can not bring online and offline consistent product experience. The electronic price tag can effectively achieve real-time price synchronization and smooth the difference between the mall and the electricity supplier. The new entity retail shop will also integrate into the honey bud amusement park equipment, and the whole consumption link will be more scenes and experience.

All of the above trends reveal the focus of the late development of honey buds - new retail stores (entity channels) + private brands (physical products). Through the extension of the whole industry chain, to meet the maternal and child population online and offline full needs.

Mother and baby business enters the second half

With the dual stimulation of the second child policy and the upgrading of consumption, the maternal and infant market will usher in explosive development. Data show that in the next five years, the market demand of China's pregnant and infant children is expected to grow at an annual rate of 15%, and the overall market size in 2020 will be close to 3 trillion and 600 billion yuan. Since then, the maternal and child industry has shown the following characteristics:

1, consumers pay more attention to product quality, specialization and personalization.

2, the purchasing power is enhanced, and the offline channels are gradually sinking to the three or four tier cities.

3, the new generation of parental consumption behavior has undergone tremendous changes, social and entertainment elements continue to penetrate into the purchase behavior.

Ma Yun has said that the future e-commerce platform will soon disappear, and the combination of online and offline logistics will lead to new retail sales. Internet Co will also break through the border. The key to retail is 2 words, efficiency and experience. For every electricity supplier platform, we need to find a balance between efficiency and experience. Online and offline integration is also to improve efficiency. When the mobile Internet dividends begin to pass, the vertical category of maternal and child business needs to expand and layout in many ways. Beibei network Zhang Lianglun has said that the electricity supplier is a new way of retailing. The Chinese electricity supplier has returned from the original infrastructure dispute to the consumer experience competition.

In addition to the honey buds, the mother and baby of the baby tree, the mother and baby electric store store mother, began to develop their own products last year, mining the precise demand of users through the big data of the community, integrating the entity sources under the online and offline flow line, launching the mixed format, developing from vertical mother to child to family consumption, and the Jingdong mother and baby also indicated that they would set up 5000 physical stores in the next three years.

There is no shortage of players in such a huge market. Users' demand for quality, price and service has increased year by year. The fierce competition of mother and baby market has entered a red sea. Through the improvement of the content ecology structure and the increase of the stickiness and dependence of users in the mother infant community, the integration of channels and channels under the online and offline channels is the general trend of development. The new retail sale of mother and baby is a great change, and the story of the second half has begun.

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