What is MiYa& MiYa Review

MiYa 's predecessor, MiYa Baby, is China's first limited-time sale mall for imported maternal and infant brands. It was founded in 2011 by full-time mother Liu Nan, who hopes to create a simple, safe and interesting shopping experience for maternal and infant products. "Maternal and infant brand limited-time sale" means that the website recommends popular imported maternal and infant brands every day and sells them at a discount below the market price.

Merchants’ entry into the platform

1. The product must be genuine and come with a VAT invoice.

2. There must be a fixed place of business and a production or sales history of more than one year.

3. Imported products require a customs declaration form and commodity inspection certificate.

4. You need to provide business license, organization code, tax registration certificate, and other certificates required by national laws and regulations.

5. Complete return and exchange process.

MiYa preferred brands (products)

1. The brand must have a certain degree of brand awareness and influence in the country of origin and be liked by foreign mothers; it is even better if it has a certain historical accumulation.

2. High quality, safety, practicality, and a little bit of beauty; even better if it is an award-winning product.

3. Domestic products with export quality (EU/US/Japan local inspection reports are required).

Product and service requirements

1. For quality goods, goods from factories and industrial belts, and goods ordered from foreign countries, we can provide quality inspection reports.

2. Break brand restrictions, category restrictions, and import and domestic restrictions.

3. A 7-day no-reason return service must be provided.

MiYa cooperation and franchise model

1. Merchant settlement: Direct cooperation with 5,000 suppliers at home and abroad, with a variety of models to serve 30 million middle-class families.

2. Overseas merchants settled in: Hong Kong, Australia, Japan, Europe, and North America are the five major overseas stations that directly purchase from Ningbo and ship directly from Chongqing bonded warehouse.

3. Content cooperation: MiYaQuan, a platform for millions of mothers to share their daily lives. Partners: media, self-media, KOL, MNC.

4. Partner store business: empowering new retail and creating a win-win future for the world.

5. MiYa Park Business: It has set off a wave of children's parks across the country. Model: Investment and franchising, trusteeship and franchising, and whole-store output.

6. Advertising sales cooperation: Model: hard advertising, soft advertising, KOL word of mouth, etc.

MiYa Marketing Features

1. Clear positioning triple jump

The development of MiYa can be divided into three stages:

Phase one: e-commerce.

The second stage: e-commerce + community.

The third stage: e-commerce + community + online and offline experiential content services.

2. Upgrade of characteristic marketing strategies

Since 2015, MiYa has been actively exploring and experimenting with "cross-border interconnection" and "pan-entertainment marketing interaction", singing a duet of "e-commerce + TV" and forging a unique brand marketing path surrounded by competitors.

Like many retail platforms, big promotions are an important marketing tool to achieve conversions. In March 2015, MiYa became famous overnight with the theme slogan "Kao diapers starting at 68 yuan" in the "Diaper Crazy Festival" it initiated. In July, it signed the new dad Wang Han, triggering the "super dad" craze and successfully focusing the attention of the new generation of parents. At the same time, it signed cross-border strategic cooperation agreements with 6 world-class milk powder giants and attracted more than 100 maternal and child brands from around the world to support MiYa. In August, MiYa teamed up with hot mom goddess Cecilia Cheung to appear on Hunan Satellite TV's "Day Day Up" column. This is also a landmark event for MiYa to fully develop pan-entertainment marketing. At the same time, it is also regarded as the first time that the Chinese maternal and child industry has tried a new promotion model of "TV + celebrities + e-commerce".

Since then, MiYa has been dissatisfied with the previous passive approach of simply relying on programs to attract traffic, and has tried to take the initiative. With the full opening of my country's two-child policy in 2016, the topics of "two children" and "having children" have become hot topics in the current society. In particular, the phenomenon that young people do not want to have children but are "forced" to have children is enough to become a hot topic and build momentum for MiYa's marketing. Therefore, on the eve of MiYa's "301" promotion, MiYa seized the sensitive time node of "Spring Festival" and launched a group of highly eye-catching topics such as "Have you given birth?", "Did your mother force you to give birth?", "Do you feel pressure to raise a child?", and jointly launched the "MiYa Pregnant Mother Special Car" activity with well-known domestic special car brands, and launched the theme consumption activities such as "Raising a child without burden, download MiYa app", "1 million baby care tools, free to receive", and "Everyone has a share of 2016 shopping gold". The complete marketing logic line of "inducing labor", "pregnancy" and "raising a child" and the consumption behavior conversion path of the target customer group are naturally connected together, producing a very explosive effect.

Founder of MiYa

Liu Nan, born in the 1980s, holds a bachelor's degree in journalism and art from Peking University, a master's degree in mass communication, and is the founder of Peking University's first news agency, "New Communication Agency". She once worked for the Dow Chemical Company in the United States. In February 2011, she became a full-time mother and founded MiYa in October of the same year.

Awards

China Service Trade Expert Committee "Key Enterprise of China Cross-border E-commerce 50 Forum"

"National Product and Service Quality Integrity Demonstration Enterprise" by China Quality Inspection Association

China Overseas Students Development Foundation Maternal and Child Health Development Public Welfare Special Fund "Feeding Love Project Charity Platform"

China Electronic Commerce Association "China Electronic Commerce Association Team Member"

·AQSIQ E-commerce Product Quality Risk Monitoring Center (Hangzhou) "Member of the National E-commerce Product Quality Information Alliance"

Hangzhou Municipal Quality and Technical Supervision "Member of Hangzhou E-commerce Anti-Counterfeiting Federation"

Beijing Municipal Administration for Industry and Commerce "One of the first signatories of the Framework Agreement on Strengthening the Protection of Consumer Rights in Online Transactions"

Deloitte "Rising Star" Award

·Analysys Star TOP APP

The most influential APP of the year

· The most influential APP of the year on Goqu.com

Baidu Mobile "China's Best Application" Annual Outstanding Marketing Case

ChinaBang 2015 Most Popular Products and Services for Women

·2015 Ernst & Young Fudan China's Most Promising Enterprise Award

·2015 China's Most Influential Maternal and Infant E-commerce Brand

The most popular maternal and infant e-commerce brand in China in 2015

·2015 China Advertising Great Wall Award

Top 10 Commercial Brands in Beijing in 2015

· 2016 Aichi Awards China's Top 10 E-commerce Innovation Platforms

Development History

-In October 2011, Mia Baby's predecessor, mia fashionable maternal and child products, was launched on Taobao.

-In November 2013, MiYa Baby received angel investment from ZhenFund and Xiangfeng Huaxing.

-In March 2014, the Miaya Baby official website was launched and officially transformed into a limited-time special sale mall for imported maternal and infant brands, with sales exceeding 10 million yuan that month.

-In July 2014, MiYa Baby received a US$20 million investment led by Sequoia Capital, with ZhenFund and Xiangfeng Huaxing participating in the investment.

-In August 2014, the MiYaBaby mobile client was officially launched, providing one-stop mobile shopping services.

-In September 2014, Miya Baby established Ningbo Miya Baby International Trade Co., Ltd. and joined the ranks of cross-border e-commerce pilot enterprises in Ningbo Free Trade Zone.

-In December 2014, MiYa Baby announced that it had completed a US$60 million Series C financing round, led by H Capital, with previous investors Sequoia Capital and Zhen Fund continuing to follow up.

-In January 2015, diapers were shipped from Japan to Ningbo Port, and Ningbo Bonded Warehouse held an opening ceremony and open day.

-In June 2015, Huang Qifan, then mayor of Chongqing, attended the unboxing ceremony of MiYa Chongqing.

-In June 2015, MiYa Baby's cross-border e-commerce project settled in Xiyong and held a strategic investment signing ceremony in Chongqing.

- In July 2015, Mia Baby changed its name to "Mia" and used the new domain name mia.com, which is worth tens of millions of yuan, in order to break through the limitations of the vertical maternal and infant field and transform into a family consumption platform. At the same time, from 2015 to 2017, it joined hands with the well-known host Wang Han as the brand spokesperson to enter more Chinese families.

-In July 2015, MiYa held the "2015 MiYa Fashion Festival", the first event in China dedicated to the maternal and infant field, in Shanghai. At the same time, it released the MiYa Awards List, the most authoritative list of maternal and infant products with the most contemporary value and reference value.

-In September 2015, MiYa completed a US$150 million Series D financing round, led by Baidu, with participation from existing shareholders such as Sequoia Capital and H Capital, as well as several US private equity funds.

-In October 2015, the first offline store opened in Hainan Tianyu Hotel.

-In February 2016, MiYa’s offline stores were fully stationed in Amcare’s strategic investment in Youyoutang, which fully integrated the business in the fields of maternal and infant medical care, entertainment experience, and early education.

-In April 2016, MiYa held the "Blooming" investment promotion conference in Shanghai, with thousands of brands gathering at the scene.

-In May 2016, the first customized parent-child shopping evening party in China, “Children’s Day Surprise Night”, was launched.

-In May 2016, the MiYa Fashion Festival was held.

-In June 2017, MiYa’s own brand Tutumama Selection was launched with full sincerity. Through the ODM (original design manufacturer) model, it selects high-quality and cost-effective products to sell to users.