36氪 learned that the domestic product brand "bebebus", a maternal and child product, has completed nearly 100 million yuan in A and A+ rounds of financing. The capital is Tiantu Investment, Gaorong Capital, and Jingwei China.
bebebus’s first stroller product was launched in August 2019. The target market is the new first-line post-90s and post-95 mothers. The sales of baby strollers exceeded 10 million in three months. This year, on Tmall 618, the sales of bebebus strollers exceeded 10 million, ranking first in single product sales of strollers.
bebebus stroller
From the outside world, as a cutting-edge domestic brand for mothers and babies, bebebus has grown rapidly. The CEO Shen Ling attributed it to the stability of the team-team stability is the key to efficiency, and the core team of bebebus has been running in for more than 5 years. On the other hand, although the company has been registered for less than two years, the work of product storage and research and development, user and trend research, supply chain building and running-in has been carried out for 3-4 years.
From the perspective of large product iterations, how to turn functional products into crafts, and how to turn products that only have guaranteed value into products that highlight value, are the core thinking of the bebebus team. It is understood that the bebebus product design and development team accounts for nearly half of the company's total number of people.
From the product details, "Rainbow Bar" is a conspicuous logo of bebebus products. In addition, the bebebus stroller is made of magnesium alloy, and the car surface technology is used to solve the consistency of multiple materials.
bebebus baby carriage, safety seat
Shen Ling, for example, car bumpers, hood and other parts are all different materials, but the overall appearance of the car presents an effect, which is the processing effect of the car surface technology. The same is true for baby carriages. The surface particles and smoothness of different materials such as metal wires and plastic wires are different, but through surface processing, the overall perception is achieved.
From the above details, we can see that cross-border resource integration is a capability that bebebus values. Technology such as automotive surface technology already exists in the market, but how to apply its cross-border translation to baby strollers, especially in the early stages of startups When the order volume is small, what is needed is the ability to integrate resources across borders.
bebebus has four major product lines. In addition to the star product stroller, there are safety seats, children's dining chairs and cribs. The bebebus crib is priced at 3280 yuan, which is not low. How to make the target group pay for this premium is the key to user trust.
Although the stroller is not a highly repurchased product from the product attributes, bebebue's more important data indicator is "the number of purchases by a single user." Purchase 2 orders or more, indicating that the user has recognized the brand through the purchase of the first product, and started to buy the series of bebebus products.
In the second half of this year, bebebus will launch a variety of new products such as Travel+ traveller stroller, Builder+ Dreaming baby bed, Growing+ growing baby dining chair.
bebebus Baby bed
Currently, the main channels of bebebus are Tmall and JD. At the marketing level, bebebus has a small amount of grass on Douyin and Xiaohongshu.
It seems that Bebebus chooses to focus its core resources on product development and is not eager to enlarge sales through marketing. In the live broadcast e-commerce company that was on fire in the first half of this year, bebebus neither did live broadcasts to bring goods, nor did it conduct external drainage, but only “plant grass” for the brand.
"Because it is just selling goods and does not help the brand accumulate." Shen Ling said. In his view, selling goods and branding are not the same thing, and branding requires long-term, consistent persistence. The judgment criterion is whether it is doing things that are conducive to the accumulation of brand equity. “Completing the industrial and commercial registration is only a brand, and completing the user's mind registration is a brand.”
There is no doubt that the user perception that bebebus hopes to establish is to mention babies. For cars, the user's first Lenovo will be bebebus. Defining a category is the expectation of every new brand, but it takes time.
From a market perspective, such opportunities exist. In the past two decades, there has been no revolutionary change in the stroller category. Baby strollers are a strong category that requires trust and endorsement and has low brand concentration. MostUser cognition still stays in the search of category terms (ie, "baby stroller"), not the search of brand terms. It is understood that half of the users of bebebus strollers have been online for one month and have entered the store through search on Tmall.
bebebus has grown from the initial 10 people to a team of 100 people. The founding team has more than 10 years of experience in brand trading. In daily work, the post-95s are responsible for insight into consumers and understand user needs. Implementation of the product structure.
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