With an annual sales volume of 130 million, the business of maternal and infant products can also double

Throughout the ages, having children has always been a major event in a family and an important stage in life.

During this special period , pregnant women and newborn babies will receive special care , and the cost is staggering. With the vigorous development of various maternity and baby products, its unique market advantages are also increasing.

KeaBabies is a lifestyle brand focused on babies and pregnant women . Founded in Singapore in 2016 by Ivan Ong and his wife Jane Neo, the brand specializes in maternity and baby care products , with sales of approximately US$20 million ( approximately RMB 130 million ) last year .

As a startup brand, how did KeaBabies survive in the highly competitive market?

KeaBabies's E-commerce Path

KeaBabies started selling its products on Amazon in 2017, shortly after its founding . Amazon has now become the company's largest revenue-driving platform. On Amazon US, KeaBabies ' baby slings, baby bags, baby bibs and other products all maintain a high star rating!

In 2020, Amazon earned $386 billion from third-party sellers , accounting for 54% of its total net sales . Data from research firm Finbold shows that the online retail giant added 3,700 new sellers every day in 2021.

Precisely because of the fierce competition in the Amazon market, KeaBabies is also actively developing other e-commerce platforms in addition to Amazon.

KeaBabies has also been selling its products on Walmart for about two years. Although Walmart's total sales only account for 5% of Amazon's total business , the competition pressure on Walmart's platform is much smaller and the "trouble" it generates is less than Amazon.

In addition, KeaBabies' products have also appeared on platforms such as Target and Macy's.

In addition to active platform operation strategies, KeaBabies also actively carries out advertising planning and marketing.

KeaBabies uses Shopify, wholesale site Faire, and heavy advertising on Google, Facebook, Instagram, and Youtube to drive sales for its own stores . This multi-pronged customer acquisition strategy allows customers to appear anywhere, anytime .

Founder Ivan Ong said: “ The e-commerce market is really exploding at the moment ! Our business doubled last year as the COVID-19 pandemic accelerated everything. We are also expanding very aggressively , and our goal this year is to achieve annual sales of US $30 million to US$35 million. ”

Of course, the core competitiveness of a maternal and infant brand should still be focused on product, service and brand management.

As Ivan Ong, founder of KeaBabies , said: "Our customers are modern mothers who want to buy reasonably priced but high-quality things for their children, which is what KeaBabies has been working hard to do. " Therefore, for sellers of maternal and child products, product quality is also a top priority!

The maternal and infant market, a market with huge potential, has brought new opportunities to many sellers as well as some challenges. In the face of increasingly picky consumers, sellers still need to improve product quality, build an original reputation and establish brand awareness in order to stand out in the complex competitive environment.

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Maternal and Child Products

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