Xiaoxiao Bao Mama Secures RMB 140 Million Series B Funding Led by New Oriental and Lafang Homecare

VCBeat (WeChat ID: vcebat) has learned that Xiaoxiao Baomama, a maternal and infant content e-commerce platform, recently announced the completion of its Series B financing round of RMB 140 million. The investment was jointly made by Lafang Home Care, a well-known brand in the female consumer sector and an A-share main board listed company, and New Oriental Group, a benchmark enterprise in the education industry listed on the NYSE.

“Xiao Xiao Bao Ma Ma” is a media platform that leverages reviews of maternal and infant products to drive e-commerce in the mother-and-baby sector. It provides parenting knowledge for children aged 0–3 years and employs a “content + tools” model to generate traffic for its e-commerce operations.

"As a leading content player in the maternal and child care sector, completing three rounds of financing consecutively within 15 months is rare in the industry."

In late 2013, founders Jia Wanxing and his wife launched the Weibo account “Xiao Xiao Bao Ma Ma” (Little Bag Mommy), starting by sharing parenting insights, product reviews, and other content. After building a substantial follower base, they monetized their platform through group purchases of maternal and infant products, among other methods. In April 2014, the “Xiao Xiao Bao Ma Ma” WeChat Official Account was officially launched.

In just three years, “Xiao Xiao Bao Ma Ma” has been fully upgraded into the new media matrix “Baibao New Media,” achieving a remarkable transformation.

“Xiao Xiao Bao Ma Ma” currently boasts over 5 million followers, nearly doubling its count from last year. The total WeChat follower base for “Bai Bao New Media” has surpassed 10 million, with monthly e-commerce gross merchandise value (GMV) reaching RMB 70 million.

According to Newrank data, the Xiaoxiao Baomama team consists of 260 employees. The content-related team comprises approximately 50 members, while the e-commerce team—including procurement, operations, warehousing, and customer service—totals over 100 staff. There are also personnel in technical support and other functions, with the e-commerce support department experiencing the most rapid expansion.

In terms of the team, Jia Wanxing was previously the founder of TomPDA Smartphone Network. The TomPDA Smartphone Network he established served as a hub for numerous mobile phone enthusiasts, with 2 million registered users on its forum, and it also became a well-known second-hand mobile phone trading platform in China.

President Wang Ye is one of China’s first-generation independent webmasters and the founder of MyDrivers and DriverGenius; both projects were successfully acquired by Kingsoft, led by Lei Jun, in 2011. CMO Shao Ying is the co-founder of Windows Optimization Master, former General Manager of Super Rabbit, and founder of AnTuTu. In 2010, he led his team to develop the AnTuTu series of mobile benchmarking software, and the project was successfully acquired by Cheetah Mobile in 2013.

In the e-commerce sector, “Xiao Xiao Bao Ma Ma” has not only accelerated investment in building its e-commerce team but also become one of the first developers of WeChat Mini Programs. Its self-developed Mini Program e-commerce platform features functionalities such as flash sales, group buying, and product sharing, which not only boost e-commerce sales but also open up new possibilities for promotional models. For certain strategic products, “Xiao Xiao Bao Ma Ma” strengthens its supply chain by partnering directly with brand owners.

In the content segment, after inviting content partners to join its matrix for joint development, “Xiao Xiao Bao Ma Ma” allows partners to remain focused on producing original content, while its dedicated team handles everything else—from audience growth and promotion to multi-dimensional monetization, and from team building to compliant operations. In just over a year, many content partners have achieved returns dozens of times their initial investment.

Regarding the currently popular concept of “content-driven e-commerce,” the founding team of “Xiao Xiao Bao Ma Ma” believes that its core is not e-commerce at all, but rather content composed of brand, product, emotion, and experience, along with the new-media attributes derived from such content being anchored to individuals. The value of these attributes lies in their ability to foster trust and generate user stickiness.

Following the financing round, “Xiao Xiao Bao Ma Ma” will establish a new brand positioning and continue to deliver satisfactory content, services, and products to its users.