Officials say investors can't disclose it. However, according to the news, the investor is Fosun Capital.
It is reported that Mother Rice Cake was founded in July, 20 14. It was originally a mother-infant WeChat official account who devoted herself to sharing the knowledge of infant rearing. The founder's real name was Li Danyang, and she graduated from Zhejiang University with a master's degree in medicine. After giving birth to her son (nicknamed Rice Cake), she shared the knowledge of child rearing in combination with the medical profession.
Li Danyang said that he has a perfect system of selecting funds. First of all, the purchasing team of more than 20 people searched the products on the market according to whether the ingredients are scientific or not and whether they meet the views of rice cake mothers.
The selected products will be tried by three mothers inside and outside the company, and the products will be fed back and scored after a period of time; If there is any dispute, it will enter the internal arbitration meeting, and the management of each department will decide whether the goods meet the standards of the mall.
Li Danyang emphasized that strict screening, especially the feedback and scoring in the mother's trial, seems to have a higher degree of trust for mothers. "The essence of the content economy is still the fan economy, which is the trust of users. The maternal and child groups are difficult to cultivate, but it will be easier to make money after trust."
Its own brand nicomama has made more than 100 products, and dozens of models are being made. The quantity is not large, but the rice cake mother said that her own brand has done quite well. "Children's kitchen utensils have been removed a lot due to poor experience.
At present, the best-selling self-owned brand products are tissue products, especially this cotton soft towel (during which samples were displayed), and the profit is still much higher than that of other brands. "
After four years' development, the rice cake mother has developed into a comprehensive parenting company with multiple parallel sections such as parenting knowledge distribution (from media matrix), optimal e-commerce and educational products.
Because of optimistic about the preschool education market, in June this year, the rice cake mother launched the "early education box", focusing on the concept of parent-child companionship, with sales exceeding 30 million in three months; Another product, Math Box, will be launched soon.
According to the information provided by the team, the rice cake mother currently has more than16 million Wanquan users, and has output more than 1500100,000+WeChat articles; The average monthly sales of e-commerce is 60 million, and the sales of knowledge-based paid courses in the first year are over 52 million.
With the increase of users' demand, "rice cake mom" has gradually recruited and increased the frequency of content updates since March last year. The content of the article is also subdivided into eight sections, including sleep guidance, supplementary food addition, nutrition and health care, children's diseases, maternity and breastfeeding, parenting education, language cognition, and hot mom's heart sutra, and each section also has subdivided chapters.
From content to e-commerce, and then look back at the content from e-commerce, at this stage, "rice cake mother" is still trying to expand the richness of content.
It can be said that on the one hand, these attempts have brought more vivid and interesting content and e-commerce, and strengthened the brand impression; On the other hand, these cartoon images in videos and cartoons can also dilute the brand's dependence on Li Danyang's personal image, and reserve some space for brand IP.
The above is the relevant content of the rice cake mother completing the B+ round of financing.