QinBaobao Celebrates 6th Anniversary with Brand Refresh and Surpasses 70 Million Registered Users
VCBeat (WeChat ID: vcbeat) has learned that on January 10, the family parenting brand “Qinbaobao” announced a brand upgrade on the occasion of its sixth anniversary since launch, unveiling a new brand proposition—“Companionship for Better Growth”—and officially rolling out a new brand identity for its core product, the Qinbaobao APP.
The "Rationalists" in the Parenting Community: Retaining the Sapling Motif and the Unchanged Green-and-Orange Color Palette
Following the upgrade, Qinbaobao’s new logo features a simplified and optimized color scheme, eliminating cumbersome multi-color elements while retaining its two primary brand colors: green, symbolizing vitality, and orange, representing warmth and sunshine. Additionally, gradient effects have been refined based on these brand colors, ensuring that the overall color transitions of the sapling icon better align with natural growth patterns.
As can be seen from the newly released logo, the new branding for the Qinbaobao app retains the original sapling element but has been redesigned with a flat aesthetic. As a mobile internet product, the new logo conveys a stronger sense of technological sophistication.
It is understood that the entire logo design incorporates brand philosophy, integrating the letter “q” with a sapling. The “q” is a homophonic reference to the initial of “Qinbaobao,” while the sapling represents every child, symbolizing nurturing and growth. This conveys Qinbaobao’s brand vision: “We accompany every child in their growth.”
The font design for the Qinbaobao brand echoes the rounded-corner motif of its logo; by harmonizing straight and curved elements, the typeface conveys a warmer personality while maintaining distinct recognizability.
From its launch, the Qinbaobao app has employed a green-and-orange color scheme, creating a stark contrast with the predominantly red and blue palettes common among other apps in the maternal, infant, and parenting sector. Guided by Qinbaobao’s consistently rational approach, red tones were deemed overly feminine, while pink and blue hues appeared too juvenile. Moreover, Qinbaobao’s user profile encompasses the entire family unit surrounding the baby: mothers (53%), fathers (24%), grandparents (15%), and other relatives and friends (8%). Thus, adopting the intermediate combination of orange and green emerged as the most logical choice.
For an app with 70 million users, drastically changing its brand logo is clearly not a rational choice. In the words of Feng Peihua, founder of Qinbaobao, “The sapling element must be retained; we cannot let existing users fail to recognize the Qinbaobao app.” Indeed, when Qinbaobao decided to update its logo, it conducted large-scale surveys among its user base regarding the brand logo. The results showed that users had high recognition of the sapling element and strongly affirmed its symbolic meaning.
After 6 Years of Acquiring Over 70 Million Users Through Word-of-Mouth, Qinbaobao App Version 7.0 Launches Simultaneously
Qinbaobao is a mobile internet platform dedicated to providing parenting services for families during pregnancy and with children aged 0–6. Adhering to the principle of “Users First,” the company is committed to helping every family better care for and nurture the next generation.
The flagship product, “Qinbaobao APP,” was officially launched in 2013. Centered on baby growth tracking and personalized parenting guidance, it provides young families with a one-stop parenting service suite that includes a private parent-child space, online early education, professional childcare knowledge, community interaction, and maternal and infant products. By effectively engaging family members in children’s development, it leverages technology to help families better care for and nurture their children.
On October 29, 2018, Qinbaobao announced the completion of its Series C financing round, amounting to hundreds of millions of RMB. The round was led by TAL Education Group, with existing investors Shunwei Capital (Series A investor) and Fosun Group (lead investor in Series B) participating as follow-on investors. Fanzhuo Capital served as the exclusive financial advisor. Following this financing round, Qinbaobao will deepen its strategic layout and continue to enhance its product offerings, educational content, and brand development, thereby providing higher-quality parenting services to young families.
As a leading domestic parenting platform, Qinbaobao has surpassed 70 million registered users and boasts over 20 million monthly active users to date. Coinciding with its brand upgrade, Qinbaobao enters its seventh year. Meanwhile, version 7.0 of the Qinbaobao app has been released on major app markets, introducing video-based parenting tasks within the parenting section for an enhanced user experience.