Yixia Files for IPO: A One-Stop Health Assurance Platform Empowering 0–1-Year-Old Families Through 'Mom Learns Medicine'

Dr. Wang Chunyuan has amassed over one million followers across online platforms. What she did not anticipate was that an offline meet-and-greet event in Beijing would attract not only many local “loyal fans” but also numerous parents from other regions, who traveled great distances to participate—some even driving all the way from Inner Mongolia and arriving as early as 4 a.m. In addition to listening to Dr. Wang discuss pediatric healthcare knowledge, parents primarily took the opportunity to express their gratitude in person. Her insights have provided tangible assistance, helping them mitigate health risks associated with their children’s growth and development to a certain extent.

Dr. Wang works in the pediatrics department of a public Grade 3A hospital. Despite her heavy clinical workload, she has never ceased her efforts in medical science popularization regarding infant and toddler health during her spare time. There are more than 200 doctors from Grade 3A hospitals like her under the wing of Beijing Baien Health Management Co., Ltd.

As a content service provider focused on "pediatric medicine and maternal-infant health," YiXia has amassed over 10 million followers in just three years. Its paid knowledge courses total more than 10,000 minutes in length, with cumulative views across all platforms exceeding 1 billion. The most-viewed single piece of content has garnered 58.81 million views, while one course series sold out within two hours of launch, achieving cumulative sales of over 100,000 copies.

Opening new media platforms such as Douyin, Kuaishou, and Xiaohongshu, one finds a considerable number of videos popularizing medical knowledge, yet their quality varies significantly. Unlike other organizations operating from the perspective of self-media, YiXia has always stood on the side of the physician community, possessing a profound medical DNA since its inception.

Yixia was founded upon the nomination of Academician Zhang Jinzhe, an academician of the Chinese Academy of Engineering, Chief Physician and Professor in the Department of Surgery at Beijing Children’s Hospital, and a principal founder of pediatric surgery in China. Under Academician Zhang’s call to action, hundreds of experts in obstetrics, gynecology, and pediatrics responded actively. United by a shared vision, they aim to extend pediatric diagnosis and treatment beyond “overcrowded hospitals” and “brief outpatient consultations,” fully leveraging their professional expertise, clinical experience, and advanced skills to provide genuine support to anxious parents.

Academician Zhang has practiced medicine for over 70 years, consistently adhering to a patient-centered approach with a focus on pediatric patients. He is dedicated to popularizing pediatric knowledge, encouraging “mothers to learn medical science” while advocating that “mothers are the actual recipients of pediatric medical services.” During consultations, he fills the pockets of his white coat with small slips of paper printed with information on dozens of common diseases, including symptoms, key treatment points, and precautions. This practice facilitates parents’ understanding of disease-related knowledge and mastery of care essentials, thereby achieving twice the therapeutic results with half the effort.

The mission of Baien Health is to disseminate doctors’ “brief notes” on a larger and broader platform, educating bewildered parents about common, frequent, and seasonal diseases in obstetrics, gynecology, and pediatrics, and providing health guidance for the mutual growth of children and their parents.

Starting from the offline “Moms Learn Medicine” classes, Beijing Baien Health Management Co., Ltd. has extended its reach to postpartum care centers, early education institutions, kindergartens, and corporate employee training sessions. Each event venue was filled to capacity, with a vibrant and enthusiastic atmosphere. However, as the number of followers continued to grow and parents’ demand for knowledge increased, the offline classroom format could no longer meet everyone’s needs.

Leveraging the expertise of its panel of specialists across more than 30 pediatric subspecialties, Beijing Baien Health Management Co., Ltd. has systematically organized pediatric medical knowledge and produced audio-visual content based on this professional framework. While maintaining authority and standardization, the company employs innovative digital communication methods to better reach thousands of families. In 2018, Beijing Baien piloted its offerings on the Himalaya FM platform, where its audio courses achieved immediate and significant success upon launch.

In addition to traditional knowledge-monetization platforms, Baien has rapidly established a presence on vertical maternal and infant platforms such as Niangao Mama, Babytree, Meiyou, and Mama Wang Yuyun, while also expanding into video distribution channels including Jinri Toutiao, Douyin, Kuaishou, and Xiaohongshu, continuously leveraging platforms with faster traffic growth.

Courses under Baien

“The greatest medical ethic for a doctor is to spare no effort in curing patients’ illnesses.” This is a phrase Academician Zhang often repeats, and it is also the belief held by every member of the Baien expert team. However, they are not familiar with sharing content through short videos.

“The healthcare industry has its unique characteristics. Doctors are generally willing to share their knowledge with parents, but their demanding workloads leave little time; heavy clinical responsibilities severely hinder the dissemination of popular science information. So why can’t we harness our energy to do something and integrate health education with new media?” said Zhang Chuanfu, founder and chairman of Yi Xia. With a medical background, he left a top-tier (Grade 3A) hospital and went through years of upheaval during the wave of social capital entering the healthcare sector, where he identified the “shortcomings” in the dissemination of popular science.

Born into a family of medical professionals, Zhang Chuanfu has been inspired and guided by his grandfather, Academician Zhang Jinzhe, and several other senior physicians in his family. He firmly upholds the value of adhering to fundamental principles while pursuing innovative breakthroughs, emphasizing that pediatric healthcare resources constitute the company’s core. The ability to truly understand and resonate with physicians is precisely the cultural foundation underpinning Beijing Baien Health Management Co., Ltd.

As seasoned healthcare professionals, the other two co-founders—CEO Bai Song and COO Wang Chuan—also have a deep understanding of the physician community. Having worked for many years with pediatric pioneers and peers, they are well aware that doctors struggle to fully leverage their expertise when confined to rigid video scripts. “The most compelling aspects of this industry are, in fact, embedded in the day-to-day clinical practice scenarios.”

Thus, Beijing Baien Health Management Co., Ltd. pioneered a novel approach to short-form video content production by discarding scripted formats. Instead, it leveraged interviews and authentic clinical consultation scenarios to faithfully depict physicians’ natural workflow. This strategy facilitated genuine interactions between doctors and parents, fostering meaningful exchanges during real-world diagnostic and therapeutic encounters, thereby enhancing communication and feedback.

Pediatric specialists’ patient and meticulous explanations, their empathetic approach to children’s needs, and their practical communication style quickly attracted significant attention and shares from parents, turning them into loyal followers of Baien. This also helped build numerous physician IPs, with awards from major platforms pouring in. As part of the pediatric physician group, Baien has additionally assumed the roles of “premium provider of paid knowledge content” and “physician MCN agency.”

Baien Account Information 

From serving offline women’s and children’s healthcare institutions to developing online pediatric content and courses, and from text-and-image formats to audio programs, and further to video and variety shows, Baien has continuously evolved. Throughout this journey, it has remained steadfast in its original mission of serving pediatric patients and their families, committed to delivering truly inclusive benefits for households and safeguarding children’s health. For its physician team, Baien consistently adheres to the standard of “affiliation with Grade 3A hospitals plus clinical experience with over 100,000 cases,” neither blindly expanding the team nor arbitrarily diversifying content categories.

Under an iteration rhythm that prioritizes stability over speed, Beijing Baien Health Management Co., Ltd. has made steady and solid progress. Building on a vast repository of pediatric medical science popularization content, the company has gradually developed services covering multiple scenarios, including family health and childcare guidance, consultations for common pediatric diseases, rehabilitation and nursing care for chronic conditions, medical training for confinement nannies (yuesao), and home medicine cabinet management. Its market viability and commercial value have been validated.

The deeper, platform-oriented development of Baien is already imminent.

Baien’s plan is to systematically integrate pediatrician IP resources, parent users, a content library on child healthcare systems, self-produced copyrighted courses, and child health management solutions into the independent platform “Mom Learns Medicine,” while expanding insurance-like product services to provide a one-stop solution for health protection for children aged 0–1 year.

The platform-based development strategy stems from Beijing Baien Health Management Co., Ltd.’s reflections on “how to better support families with young children.” The new generation of parents born in the 1990s and 2000s adopt an open, science-based approach to childcare and parenting, yet they severely lack practical experience. When faced with scenarios involving their babies’ growth, development, or illness, they often experience a sense of “fear.” Exploiting such anxieties to drive parental spending has become a common operational tactic in the knowledge-payment industry.

However, from the perspective of Yi Xia, parents should pay for outcomes rather than simply paying for courses only to still need to consult doctors when their children fall ill. The true demand is to solve problems and obtain protection. The new platform’s system design, including the upcoming insurance-like services, is based on this rationale.

From the moment parents log into the platform, they enter the comprehensive support service system provided by Baien Health: rich pediatric healthcare medical content addresses knowledge acquisition needs; professional disease management and wellness solutions cater to various specific scenarios; if issues remain unresolved, users can opt for one-on-one online consultation guidance or be referred to offline Tier-3 Grade-A hospitals and service providers; finally, claim settlement services offered by the platform or insurance companies serve as a safety net.

Resolve issues when they arise, and engage in dialogue when they do not. This one-stop, multi-dimensional “companionship” service—combining medical guidance, solutions, health management, and insurance—truly provides practical health protection for families, while further enhancing member services and community stickiness.

In terms of content production, investments continue to increase. By introducing standards from the American Academy of Pediatrics and the Mayo Clinic parenting system, Baien will further refine the dimensions of its existing child healthcare framework. Meanwhile, Baien is producing a variety-style video program to expand its content matrix, employing a “reality show + expert reaction and commentary” format to comprehensively showcase daily life scenarios for infants aged 0 to 12 months.

What remains unchanged is the positioning of Baien, which continues to focus on serving families with children in the 0–1 year age segment.

On one hand, the strategic decision to focus on pediatric healthcare services under the "Baien" brand means that doctors primarily serve infants aged 0–1 year and their parents. Although user demand is not as high-frequency as for products like infant formula or diapers, pediatric diseases and growth and development represent the most significant pain points and clear essential needs for this group. Currently, children aged 0–1 year constitute Baien’s core user base. For example, Dr. Wang Chunyuan, who specializes in monitoring motor development in pediatric care, has amassed millions of followers. This figure corresponds to the number of newborns nationwide in 2019–2020, indicating that one out of every ten newborn families follows his content.

On the other hand, the 0–1 year age group represents a market overlap between maternal and infant care and pediatric healthcare. Due to users’ high trust in professional content, follower dependency increases, enabling Beijing Baien Health Management Co., Ltd. (“Baien”) to achieve steady user growth. Capturing mindshare among users in the 0–1 year segment makes it relatively easy to expand into adjacent lifecycle stages, including pre-conception, pregnancy, 1–3 years, and 3–6 years.

The healthcare services industry tests a company’s conscience. Baien believes that realizing social value and commercial value is not contradictory. Only by upholding the benevolent spirit of medical practitioners, striving for excellence in service quality, and enabling pediatricians to reach parents more extensively and effectively can we better safeguard children’s future.

(Note: Dr. Wang Chunyuan is a pseudonym.)