What is MiYa? MiYa Review

Founder

introduce

Liu Nan is the founder and CEO of Miaya, a well-known Chinese maternal and infant e-commerce company.

In 2008, after graduating from Peking University, she joined Dow Chemical Company in the United States and resigned in 2010 after becoming pregnant.

In February 2011, my daughter was born, and in November of the same year, I founded MiYaBaby (the predecessor of MiYa).

In September 2018, his personal work "Creating the World You Want" was published.

Awards

In December 2015, Liu Nan won the Entrepreneur of the Year Award.

In November 2015, CEO Liu Nan won the China Maternal and Infant Industry Leadership Award from Sina Parenting.

In December 2016, MiYa CEO won the 2016 Newcomer Mulan Award.

Brands sold include

Merries, Goon, Moony, Pigeon, chuchu, Mellin, Britax, Aprica, Graco, zoli, thinkbaby, Little Green Sprout, etc.

Entry requirements

1. The product must be genuine and come with a VAT invoice

2. Must have a fixed business location and a production or sales history of more than one year

3. Imported products require customs declaration and commodity inspection certificate

4. Business license, organization code, tax registration certificate, and other certificates required by national laws and regulations are required

5. Complete return and exchange process

Product and service requirements

1. For quality goods, goods from factories and industrial belts, and goods ordered from foreign countries, we can provide quality inspection reports.

2. Break brand restrictions, category restrictions, and import and domestic restrictions.

3. A 7-day no-reason return service must be provided.

Prefer cooperative brands

1. The brand should have certain brand recognition and influence in the country of origin and be liked by foreign mothers. It is better if it has a certain historical accumulation.

2. High quality, safety, practicality, and a little bit of beauty. It would be even better if it is an award-winning product.

3. Domestic products with export quality. (EU/US/Japan local test reports are required)

Advantages of MiYa

1) Category brand advantage

MiYa has 12 categories including diapers, milk powder, breast milk, beauty products, and home furnishings, basically covering most maternal and infant needs and general maternal and infant needs. As the most professional maternal and infant e-commerce company, most of MiYa's products adopt the cooperation model of direct supply from brands.

2) Supply chain advantages

MiYa has 5 domestic warehouses covering the whole country, and also has overseas stations in Australia, Hong Kong, Europe, and North America to bring global high-quality products. MiYa's products are mostly purchased directly from brands, general agents, and places of origin, using strict supply chain management to bring the most secure shopping experience to babies and mothers.

Business Strategy

In 2014, MiYa started out with "standard products" such as milk powder and diapers, and entered the market with the model of special sales of imported maternal and infant products, making a breakthrough in the fierce market competition.

In the price war led by Alibaba and JD.com, the e-commerce industry was in a fierce competition, and Miaya quickly joined the "battle". Miaya took the lead in launching a price war in March 2015, holding a "Diaper Crazy Festival", which reduced the price of Kao diapers, which originally sold for more than 100 yuan in China, to 68 yuan. Miaya became famous because of this "war". This price war did bring Miaya a lot of users and good market exposure, and the money-burning became more and more intense.

After spending tens of millions to sign dad Wang Han as its spokesperson and hosting the 2015 All-Star MiYa Fashion Gala, MiYa once again made efforts in the direction of entertainment marketing, appearing on the popular variety show "Day Day Up", and trying a new promotion system of TV + celebrities + e-commerce for the first time. It also created a younger and more fashionable consumption scene for mothers and babies born in the 1980s and even 1990s, and attracted much attention.

In 2017, MiYa launched another major move, launching its own brand "Tutou Mama Selection" in an active effort to seize the top market share.

At the same time, Liu Nan also began to delve into content, making short videos, public accounts, and live broadcasts. Through the high-quality content produced by herself, she met the needs of different mothers for professional knowledge, shopping orientation, and entertainment and leisure, enhanced user stickiness, and realized the conversion of content traffic to online shopping malls.

Joining process

1. Franchise consultation

Investors who are interested in joining the brand can contact the brand online through the official website or by phone for franchise information.

2. Field investigation

Visit the headquarters to understand the company's strength and the operating conditions of the chain stores and determine your intention to join.

3. Franchise Application

After a preliminary understanding of the project, the franchisee can apply to join, and the headquarters will review the investor and confirm the investor's cooperation qualifications.

4. Signing the contract

If the two parties have reached a friendly cooperation intention, they can sign a franchise contract.

5. Store location

Before selecting a location for a franchise store, the brand will analyze and investigate the area where the franchisee is located in order to choose a better store address.

6. Store decoration

The headquarters provides design drawings based on the area of ​​the franchise store, and both parties select the equipment and materials needed for the store and evaluate the price of the decoration.

7. Headquarters training

Systematic training will be conducted according to the training manual, including management training, professional knowledge training, etc. Franchisees need to arrange for relevant personnel to go to the headquarters for training.

8. Preparation for opening

It includes the processing of various licenses and certificates, the formulation of business opening plans, the purchase of promotional materials, etc.

Development History

In October 2011, Mia Baby's predecessor, mia fashionable maternal and child products, was launched on Taobao.

In March 2014, the official website of Miaya Baby was launched, and it was officially transformed into a limited-time special sale mall for imported maternal and infant brands, with sales exceeding 10 million yuan that month.

In August 2014, the MiYaBaby mobile client was officially launched, providing one-stop mobile shopping services.

In September 2014, Miya Baby established Ningbo Miya Baby International Trade Co., Ltd. and joined the ranks of cross-border e-commerce pilot enterprises in Ningbo Free Trade Zone.

In January 2015, diapers were shipped from Japan to Ningbo Port, and Ningbo Bonded Warehouse held an opening ceremony and open day.

In April 2015, MiYa teamed up with the well-known domestic early childhood education institution RYB to establish a joint venture to focus on offline O2O.

In June 2015, Huang Qifan, then mayor of Chongqing, attended the unboxing ceremony of MiYa Chongqing.

In June 2015, MiYa Baby's cross-border e-commerce project settled in Xiyong and held a strategic investment signing ceremony in Chongqing.

In July 2015, Mia Baby changed its name to "Mia" and used the new domain name mia.com, which is worth tens of millions of yuan, in order to break through the limitations of the vertical maternal and infant field and transform into a family consumption platform. At the same time, from 2015 to 2017, it joined hands with the well-known host Wang Han as the brand spokesperson to enter more Chinese families.

In July 2015, MiYa held the "2015 MiYa Fashion Festival", the first event in China focusing on the maternal and infant field, in Shanghai. At the same time, it released the MiYa Awards List, an authoritative list of maternal and infant products with the most contemporary value and reference value.

In October 2015, the first offline store opened in Hainan Tianyu Hotel.

In February 2016, MiYa’s offline stores were fully stationed in Amcare’s strategic investment in Youyoutang, fully integrating businesses in the fields of maternal and infant healthcare, entertainment experience, and early education.

In April 2016, MiYa held the "Blooming" investment promotion conference in Shanghai, with thousands of brands gathering at the scene.

In May 2016, the first customized parent-child shopping evening party in China, “Children’s Day Surprise Night”, was launched.

In May 2016, the MiYa Fashion Festival was held.

In June 2017, MiYa’s own brand Tutoumama Selection was launched with full sincerity. Through the ODM (original design manufacturer) model, it selects high-quality and cost-effective products to sell to users.

In July 2017, MiYa’s offline physical children’s playground “Miya Playground” settled in Wuhan and Xuzhou.

In August 2017, MiYa’s city partner project was officially launched, focusing on second-, third- and fourth-tier cities.

In April 2018, it acquired more than 40 stores of Youyoutang in Beijing, Shanghai, Guangzhou and some major second-tier cities.

In April 2018, MiYa led the investment in the maternal and infant B2B platform "Haidai".

Financing

In November 2013, Miya Baby received angel investment from ZhenFund and Xiangfeng Huaxing.

In July 2014, MiYa Baby received US$20 million in financing led by Sequoia Capital, followed by ZhenFund and Xiangfeng Huaxing.

In December 2014, MiYaBaby announced that it had completed a $60 million Series C financing round, led by H Capital, with Sequoia Capital and ZhenFund, the previous round investors, continuing to invest.

In September 2015, MiYa completed a US$150 million Series D financing round led by Baidu, with participation from existing shareholders such as Sequoia Capital and H Capital and several US private equity funds.

In 2016, MiYa completed its E round of financing, and the investor was a "Zhong"-headed institution with a background in state-owned enterprises.

honor

In 2014, it was selected as one of the top 100 innovative and growing companies in China by Chuangyebang.

Won the title of "Fashion Application" in the 2014 most influential APP selection by Goqu.com.

The most valuable mother and baby APP of the year at the 2015 APP Conference.

2015 Deloitte - Huaxing Rising Star.

Won the title of member unit of "China Service Trade Association E-Commerce Committee" and "China E-Commerce Industry Alliance"

2015 Analysys Big Data Rating – Analysys Star.

2015 Sina Parenting Annual Ceremony Award Trophy.

Kanchai.com won the 2015 Most Popular Award for Maternal and Infant E-commerce.

CHINGBANG--The most popular products and services among women of the year.

Ernst & Young Fudan China's Most Promising Enterprise 2015.

Baidu Mobile - China's Best App of the Year.

Chuangyebang - Female entrepreneurs worth paying attention to in 2015.

Dark Horse Entrepreneur of the Year 2015.

A national benchmark enterprise for quality and integrity.

2016 36Kr wise annual pioneer award.

2016 Beijing Morning Post's Most Influential Technology Enterprise Selection - Most Influential APP.

2016 China Maternal and Infant Entrepreneurs Leadership Summit and Cherry Awards Annual Best Retailer Award.

The most trusted product by consumers at the 2017 Honest Enterprise VR Awards Ceremony.

Won the Baidu Mobile Assistant China's Best App of the Year Most Popular Mother and Baby APP.

Won the Top Ten Most Exciting APP Award for New and Cutting-edge Women.

Vice Chairman Unit of China E-Commerce Industry Alliance, awarded as National E-Commerce Demonstration Enterprise in 2017-2018

Beijing High-tech Enterprise in 2018.

References

• 1. What is MiYa doing now? : Sohu [cited on 2018-05-17]