---
title: "Founded 4 Years, Annual Sales 15 Billion, FMCG Maternal and Infant B2B2C Platform - Haipaike's Practice!"
description: "In just 4 years, Haipaike has established the largest B2B2C deep distribution maternal and infant platform in the FMCG vertical category. As of now, Haipaike has cooperated with more than 8,000 maternal and infant brands, covering 170,000 maternal and infant stores, with 2018 GMV of 10 billion, and is expected to achieve 15 billion GMV in 2019. Founded in 2015, Haipaike uses internet technology to aggregate a maternal and infant supply chain platform integrating brand owners, service providers, distributors, and retailers. Recently, New Distribution had a dialogue with Haipaike's founder..."
author: "袁来"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2019-10-24"
categories: "Consumer & Categories, Supply Chain & B2B"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/v4e5mrsOP08jPO2uV6VJ8Q"
translation: "https://xinjignxiao.com/zh/articles/%E6%88%90%E7%AB%8B4%E5%B9%B4-%E5%B9%B4%E9%94%80150%E4%BA%BF-%E5%BF%AB%E6%B6%88%E6%AF%8D%E5%A9%B4%E5%93%81%E7%B1%BBb2b2c%E5%B9%B3%E5%8F%B0-%E6%B5%B7%E6%8B%8D%E5%AE%A2%E4%BF%AE%E7%82%BC%E8%AE%B0-48e22e26.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/founded-4-years-annual-sales-15-billion-fmcg-maternal-and-infant-b2b2c-p-48e22e26/"
citation: "袁来. “Founded 4 Years, Annual Sales 15 Billion, FMCG Maternal and Infant B2B2C Platform - Haipaike's Practice!.” New Distribution, 2019-10-24. https://xinjignxiao.com/en/articles/founded-4-years-annual-sales-15-billion-fmcg-maternal-and-infant-b2b2c-p-48e22e26/"
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---

# Founded 4 Years, Annual Sales 15 Billion, FMCG Maternal and Infant B2B2C Platform - Haipaike's Practice!

> In just 4 years, Haipaike has established the largest B2B2C deep distribution maternal and infant platform in the FMCG vertical category. As of now, Haipaike has cooperated with more than 8,000 maternal and infant brands, covering 170,000 maternal and infant stores, with 2018 GMV of 10 billion, and is expected to achieve 15 billion GMV in 2019. Founded in 2015, Haipaike uses internet technology to aggregate a maternal and infant supply chain platform integrating brand owners, service providers, distributors, and retailers. Recently, New Distribution had a dialogue with Haipaike's founder...

**Preface:**
In just 4 years, Haipaike has established the largest B2B2C deep distribution maternal and infant platform in the FMCG vertical category. As of now, Haipaike has cooperated with more than 8,000 maternal and infant brands, covering 170,000 maternal and infant stores, with 2018 GMV of 10 billion, and is expected to achieve 15 billion GMV in 2019.
Founded in 2015, Haipaike uses internet technology to aggregate a maternal and infant supply chain platform integrating brand owners, service providers, distributors, and retailers. Recently, New Distribution had a dialogue with Mr. Zhao Chen, founder and CEO of Haipaike. **As a vertical category of the large FMCG industry, what are the differences between maternal and infant products and other FMCG categories?** What points of Haipaike's success are worth learning from for FMCG B2B platforms?
Haipaike founder Zhao Chen
**-01-** **Haipaike's "Three Stages" Development History**
Looking back at Haipaike's development history, it can be roughly divided into three stages:
In the 1.0 stage, around 2015, with the overall consumption upgrade, the change in family consumption concepts, and the emphasis on food safety issues, more and more consumers began to show strong demand for overseas maternal and infant products.
At that time, individual WeChat merchants for overseas purchasing, and cross-border e-commerce platforms represented by Tmall Global, appeared one after another and satisfied some consumers. But such forms could only satisfy online demand. In addition, more than 80% of consumer groups purchased offline, especially in third- and fourth-tier cities. Zhao Chen told New Distribution, **In the 1.0 stage, Haipaike's core business was cross-border maternal and infant e-commerce, connecting overseas to distribute cross-border mainstream products to maternal and infant stores, helping stores sell cross-border goods "legally and compliantly." It took about 1 year for Haipaike to develop 10,000 stores.** In the 2.0 stage, roughly from 2016 to 2018, as the number of served maternal and infant stores continued to grow, more and more domestic maternal and infant distributors and brand owners began to approach Haipaike, hoping to establish extensive distribution networks through Haipaike's channel power, especially in lower-tier markets, helping distributors and brand owners complete deep distribution and deep marketing. **In the 2.0 stage, Zhao Chen defined it as the "large trade" stage: brand entry, platform distribution.**
**The 3.0 stage is the present. Haipaike will focus on "channel brands" based on the needs of maternal and infant stores and consumers. Zhao Chen explained that compared with regular best-selling brands, channel brands have the following characteristics: controlled region, controlled price, and high gross margin.** For example, in a small area with 5 stores, only 1 store will sell the product, and even online, it cannot be bought on Tmall, JD, or Pinduoduo, ensuring that the store has profit guarantee when promoting this product. Of course, some may question whether such channel brands are of low quality and relatively low-end. But that is not the case. Today, China's production capacity is at the forefront, with excellent factories and R&D capabilities. The product strength of channel brands is no worse than that of mass brands. This is on the product side.
On the consumption side, a maternal and infant store plays not only the role of a retailer but also a "half doctor" similar to a community. Young mothers who have just become new mothers will consult the store owner in real time, for example, "Should we give calcium, magnesium, and zinc to children? Which country's fish oil and what brand is good? My baby has red buttocks again today. What's going on..." These small and simple questions are often solved by consumers through store staff or owners. Through similar services, both parties establish basic trust. The store owner can recommend corresponding products to mothers and fathers based on factors such as the baby's constitution, allergy history, and weight.
**Therefore, on the consumption side, consumers are willing to accept clear answers from a relatively professional person, and then consume channel brands. At the same time, such products can also meet the store's need to obtain revenue through product sales.** It is understood that Haipaike has already established strategic cooperation with well-known brands such as P&G, Huggies, Beingmate, and more than 300 OEM factories. Haipaike empowers new brands through three aspects: "product strength + channel strength + marketing strength," incubating strong channel brands.
**-02-** **From R&D to Distribution to Sell-through, Haipaike Provides a Complete Set of Services**
Zhao Chen believes that **the essence of industrial internet is to bring all parties in the industry together, and through reorganization, integration, cooperation, and innovation, improve the operational efficiency of the entire industry. Haipaike will play the role of a coordinator and organizer in the evolution of the maternal and infant industrial internet.** Taking a baby bottle as an example, Haipaike knows which company has the best industrial design for baby bottles, which has the best quality of basic raw materials, and which production enterprise has the best craftsmanship. This is the backend R&D and production end. After the product is produced, it is distributed to stores nationwide through Haipaike, and third-party logistics city distribution companies complete the delivery to the retail end on the platform.
This is not the end. Haipaike will also cooperate with brand owners to design brand promotion plans to help stores achieve sell-through, and how to sell products to consumers at lower cost and higher efficiency. This includes copywriting promotion, store traffic attraction, and consumer experience.
**Therefore, Zhao Chen emphasized that Haipaike aims to be a full-chain platform from R&D to production to distribution to marketing, and finally to retail. By breaking down sub-items, more professional people and companies are invited to co-create, and Haipaike as a platform empowers all parties.** Based on this, Haipaike has been thinking for a long time about how to help stores efficiently reach consumers, operate consumers, and achieve more business opportunities at the "last end." In September 2018, Haipaike launched the "Store Arrival Artifact" marketing tool, which can generate activities weekly, such as "bargaining, group buying, and full reduction." Stores only need to follow Haipaike's process to achieve a series of tasks such as consumer acquisition, conversion, repurchase, and even sharing.
Haipaike does resource matching and integration on the upstream end, and product distribution and sell-through on the downstream end. What about the "middlemen" in the middle? **-03-** **Where will Haipaike place traditional distributors?**
Even in the new retail era, traditional offline distributors have always been an unavoidable topic.
Zhao Chen told New Distribution that in the maternal and infant industry, distributors are usually divided into two categories: **The first category is "large distributors," whose core functions are capital advance and warehousing and distribution, mainly serving KA chain maternal and infant stores; the second category is "small distributors," who, in addition to capital advance and warehousing and distribution, also provide services to surrounding regional stores, including marketing activities, promotion plans, off-site exhibitions, and training services.** Haipaike hopes to introduce more "small distributors" and empower them to become store service experts in a certain category. Zhao Chen explained that the maternal and infant industry is different from large FMCG. Each category under maternal and infant requires very professional knowledge. Taking nutritional products as an example, it is not enough to put them on the shelf; it is necessary to train store staff, tell them what nutritional products can solve what problems, when to take them, how to take them, and what nutritional supplements infants at different stages need. In the maternal and infant industry, no one is an all-around expert, even Haipaike. Haipaike hopes that each distributor can become an expert in a certain category in a region and deeply serve stores. Haipaike provides corresponding products, tools, and solutions, allowing professional distributors to help stores.
At this time, the role of Haipaike's own field sales personnel will also change, from past store development and service to serving distributors, teaching local distributors to use Haipaike's system and the "Store Arrival Artifact," and becoming regional marketing strategists, designing and planning regional market activities. Zhao Chen said that in the past, these "small distributors" needed to provide capital advance and warehousing and distribution for upstream brand owners, but now with Haipaike, they no longer need to. They can concentrate their energy and time on shaping themselves as professional category distributors, strengthening and deepening one region and one category.
Regarding Haipaike's future, Zhao Chen finally said, **We hope to become the underlying platform of this industry, helping all roles and links in the industry improve operational efficiency, making the circulation of maternal and infant products more efficient.**
Brand owners can use Haipaike's data to guide their production, and through the platform achieve the highest efficiency and lowest cost distribution; service providers can earn more money on the Haipaike platform, not only traditional distributors but also upstream design companies, R&D companies, and raw material suppliers. Finally, for service stores, in the past, store sell-through relied entirely on people, and there was no strategy or method. Through the tools and solutions provided by Haipaike, stores can achieve efficient information reach, information communication, and transaction conversion, achieving more sales growth!
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## Citation metadata

- Publisher: New Distribution
- Author: 袁来
- Published: 2019-10-24
- Canonical: https://xinjignxiao.com/en/articles/founded-4-years-annual-sales-15-billion-fmcg-maternal-and-infant-b2b2c-p-48e22e26/
- Original source: https://mp.weixin.qq.com/s/v4e5mrsOP08jPO2uV6VJ8Q

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