Haoyun Yisheng Files IPO Prospectus, Aiming to Expand Its Maternal and Child Health Private-Domain Platform into Broader Healthcare Markets

While the conversion rate of private-domain users on other e-commerce platforms remains stagnant at 1%,Under the Haoyun Life brand, its private-domain e-commerce platform centered on maternal and infant health services, Meiri Keke, has achieved a user conversion rate as high as 10%, with a repeat purchase rate reaching 60–70%. Its average order value is also three to four times higher than that of industry peers.

This impressive performance has further driven the growth in operating results for Beijing Haoyun Life Technology Service Co., Ltd.In 2020 and 2021, Beijing Haoyun Life Technology Service Co., Ltd achieved growth with a revenue increase rate of nearly 100%.In 2022, despite the less-than-ideal overall economic environment, Beijing Haoyun Life Technology Service Co., Ltd. was still poised to achieve growth of 50–60%.and maintain positive profitability.

Today, Haoyun Life, a company with considerable strength in private domain operations within the maternal and infant health sector, has naturally extended its reach into medical and healthcare scenarios. What capabilities underpin Haoyun Life’s private domain operations, and why is it able to penetrate the medical and healthcare landscape—a sector that appears highly challenging to outsiders?

When mentioning Haoyun Life, one cannot fail to mention its founder, Liu Hongjiao.

After obtaining a master's degree from the University of Science and Technology of China,Liu Hongjiao previously served as the Director of E-commerce Consulting at Analysys International and as a senior executive at Cogobuy, a company listed on the Hong Kong Stock Exchange.Liu Hongjiao’s experience as a consulting director and executive at listed companies has given him greater confidence in his entrepreneurial ventures. In early 2018, Liu founded “Haoyun Life,” targeting expectant mothers and building a one-stop pregnancy education and service platform centered on private-domain operations.

As a private-domain operations platform centered on health services, Haoyun Life initially opted to provide managed private-domain user operation services for brands. Its services primarily leveraged WeChat and WeCom as tools, utilizing community groups, Moments, and Mini Programs as key channels for promotion. In 2020, Haoyun Life launched its maternal and child health e-commerce platform, “Meiri Keke.” By establishing collaborations with over 200 medical institutions and strategic brand partners, the company successfully converted hundreds of thousands of users under its management.

Why Has Haoyun Life Comprehensively Expanded into the Healthcare Sector? This move was actually facilitated by a specific “opportunity.” In 2021, Haoyun Life had already gained considerable recognition in the field of private-domain operations for maternal and infant care. At that time, a well-known hospital information system company in Wuhan proactively approached Haoyun Life, presenting its needs for private-domain user operations (patient management) in obstetrics, gynecology, and pediatrics, with the aim of creating a business closed loop from B2B to B2C. Coincidentally, Haoyun Life was already providing relevant health management services tailored to the maternal and infant population.

Shortly thereafter, two other medical internet companies preparing for IPOs approached Beijing Haoyun Life Technology Service Co., Ltd. with user operation needs. The demands of these two companies are more universally representative: 1. Shifting from the previous need to acquire traffic through pharmaceutical marketing to not only customer acquisition but also placing greater emphasis on operating existing users; 2. Mining the value of their own internet platform's millions of existing users; 3. Conducting online private domain operations for offline pharmacy users.

In fact,Whether for healthcare HIS vendors or healthcare channel partners, the shift from B2B to B2C, and from user acquisition to user operations, is driven to some extent by the fact that traditional B2B business growth has hit a bottleneck and customer acquisition costs are rising. The core objective is to achieve value-added growth through C-end user operations. In other words, private-domain user operations targeting end consumers have become a trend.

Regarding Haoyun Life’s comprehensive expansion into the healthcare and medical sector, founder Liu Hongjiao shared the following insights:

First,The maternal and infant health users currently served by Haoyun Life are, from another perspective, essentially within the medical domain, encompassing gynecology, obstetrics, and pediatrics.Unlike traditional touchpoint-based private domain operations, private domain management in healthcare scenarios is fundamentally adherence-driven.Cosmetics and apparel fall under the category of touchpoint-based operations, which leverage big data from WeChat Moments and official accounts to continuously reach consumers; this type of private domain operation is relatively straightforward. In contrast, the adherence-focused operations of Beijing Haoyun Life Technology Service Co., Ltd. must build upon touchpoint-based strategies while prioritizing user trust. As gynecology, obstetrics, and pediatrics attract different areas of focus, greater emphasis is placed on building trust and fostering adherence through content-driven private domain operations. Indeed, all healthcare scenarios fall within the scope of adherence-focused operations.

Second,In healthcare settings, there remains a significant amount of unmet patient needs.Traditional medical services primarily focus on meeting patients' treatment needs, typically providing only treatment-related care in settings such as hospitals. However, patients may also have unmet needs, such as gaining a better understanding of their conditions and receiving guidance on optimal nutritional support to facilitate recovery. These unmet patient needs represent a market with significant growth potential.

Third,Haoyun Life has accumulated a wealth of expert resources in content development, leveraging the Expert Committee of the National Maternal and Infant Health Network.In terms of content generation, the approach leverages the endorsement of authoritative experts while integrating the characteristics of private-domain operations to generate content via AIGC.

“Few companies in the market have truly excelled in managing private-domain user adherence (patient management). This is related to the diversity of patient needs, the inherent characteristics of medical services, and the challenge of scaling personalized patient management capabilities. Haoyun Life’s methodology, developed through years of experience in this field, has enabled it to enter this space. In 2021, Haoyun Life further expanded from maternal and infant health into broader healthcare scenarios,” pointed out Liu Hongjiao.

Over the following year, Haoyun Life expanded its business from the original maternal and infant health sector further into the broader medical and healthcare field.Its partners have expanded from existing domestic and international maternal and infant brands, such as Feihe, Abbott, Wyeth, Scrianen, Bloomage Biotech, Beisirun, and Beifeiling, to include pharmaceutical companies of various types.The disease specialties it has cultivated have expanded horizontally from the maternal and child health sector (gynecology and pediatrics) to other departments, such as andrology and dermatology. In Liu Hongjiao’s strategic plan, Beijing Haoyun Life Technology Service Co., Ltd. may also collaborate with insurtech companies and other enterprises in the future to further broaden its coverage of medical specialties.

Haoyun Life’s ability to forge strategic partnerships with pharmaceutical companies is closely tied to its robust private-domain operational capabilities.

In reality, achieving tangible results in private-domain operations is not as simple as one might imagine.

On one hand, achieving scaled user coverage and growth cannot be accomplished by relying solely on manual labor. It requires a systematic set of methods and tools to implement scaled user operations. On the other hand, the goal of private-domain user operations is to maintain user stickiness and drive paid conversion. However, some private-domain platforms often see no returns despite significant investment—failing to enhance user stickiness and ultimately unable to secure effective and reasonable commercial returns.

To address the aforementioned challenges, Haoyun Life has identified a strategic entry point: data-driven user adherence management. The company has observed that user needs are often diverse, encompassing both non-medical and medical requirements. Users typically expect professional physicians to fulfill their service expectations. Given the current scarcity of physician resources, effectively helping users meet their non-medical needs has become a core issue requiring resolution.

Haoyun Life Operational Relationship Strategy Map

Beijing Haoyun Life Technology Service Co., Ltd. has chosen to approach this process from two perspectives:

First, achieve precise user reach by delivering professional content on adherence, and leverage the two-way interactivity of community groups to provide 7×24 online free consultation services, thereby maintaining user stickiness while further boosting user engagement. Second, develop private-domain e-commerce based on interactive relationships and consultative recommendations, where high-quality professional content assists users in making better decisions, enabling them to make autonomous choices on a scientific and rational basis.

To achieve the aforementioned steps, Beijing Haoyun Life Technology Service Co., Ltd. itself must possess the relevant capabilities:

Customer AcquisitionPrivate-domain user operations must first address the question of where users come from. Haoyun Life’s early accumulation in the maternal and infant sector has enabled extensive user coverage—spanning over 100 medical service points, establishing partnerships with more than 100 brands, and reaching hundreds of thousands of users. Furthermore, it continues to drive additional user growth through sustained private-domain operations.

Next is operations. A model that relies solely on manual labor struggles to achieve scalable user coverage and growth; if user operations are poorly managed, private-domain traffic will remain stagnant. Beijing Haoyun Life Technology Service Co., Ltd. has also been navigating this process.It has iteratively developed its own SOP-based professional training system for front-end user operations, as well as a private-domain traffic operation system supported by middle- and back-office systems. These capabilities have enhanced the operational efficiency of Beijing Haoyun Life Technology Service Co., Ltd. By productizing and systematizing private-domain operational capabilities, the company has ultimately achieved a scale where a single operator can manage over 10,000 users and more than 100 WeChat community groups. Furthermore, its experience in large-scale operations serving hundreds of thousands of users positions Beijing Haoyun Life to better achieve scalable growth in the future.

Haoyun Life User Operations SOP

Next is the construction of a closed-loop ecosystem. By operating private-domain users, the ultimate goal is to achieve user conversion. The establishment of Meiri Keke, an e-commerce platform focused on the maternal and infant sector, represents a critical step in this process. Subsequently, Beijing Haoyun Life Technology Service Co., Ltd. has been continuously expanding its product categories based on established partnerships, better meeting patient needs while ensuring compliance and safety.

It is precisely based on its successful early-stage private domain operations that Beijing Haoyun Life Technology Service Co., Ltd. has been able to extend its capabilities externally.

It is reported that some investors are currently in contact with Haoyun Life, which is also considering introducing strategic investors.

Regarding the value of introducing strategic investors, Liu Hongjiao pointed out that Haoyun Life can help them better conduct operations and maintenance by unleashing its own private-domain operational capabilities, thereby enhancing the strategic investors' inherent revenue-generating capacity. If the strategic investors already have a user base, both parties can further elevate user value through joint user operation and management, achieving a synergistic effect where 1+1>2.

She has a clear vision for the strategic planning of Haoyun Life: First, its subsidiary brand, Daily Keke, will expand from infant, toddler, and maternal health management and nutritional supplements to adult and middle-aged/elderly health management, providing family members with new, professional, and high-quality nutritional health services. Second, in terms of branding, Daily Keke will adopt a dual-drive strategy combining agency partnerships and proprietary brands. It will forge deep collaborations with high-quality domestic and international maternal and infant nutrition brands, while building a product portfolio that encompasses in-house R&D for new proprietary products and OEM manufacturing.

But perhaps more importantly, ““Haoyun Life’s private-domain operational experience in the maternal and infant sector can be effectively applied to other healthcare scenarios, facilitating enhanced user operations (patient management) and ultimately empowering the entire industry chain, thereby further amplifying its value within the ecosystem.”Liu Hongjiao emphasized.