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$50 Million in 3 Days: Pioneer of Baby Product E-commerce Websites



From March 16th to March 18th, a special festival was held on, a Chinese e-commerce website. Its sales model is very similar to Zulily,which focuses on baby products flash sales, but the merchandise of Miyabaobei are mainly from overseas. A new born company and a vertical e-commerce website, this young Imported Diapers Shopping Festival helped Miyabaobei to prove its success by the $50 million GMV(gross merchandise volume) in three days.

The huge potential in Chinese E-commerce market has already been seen through the $9.3 billion GMV during the 11.11 Shopping Festival (The Single’s Day Festival) held by the Alibaba Group on Nov 11, 2014. This tremendous number helped to set a Guinness World Record  as the “highest online sales revenue generated by a single company in 24 hours”.

Whereas the 11.11 Shopping Festival was mostly related to the enthusiasm of Chinese e-shoppers, the success of the Imported Diapers Shopping Festival was more like a demonstration of the caution and caring of the Chinese parents toward the younger generation.

By optimizing the supply chain of diapers in its cross-border e-commerce model, Miyabaobei is able to offer a competitive price for authentic baby products when compared to the traditional sales model.



Picture edited by Shibei Ding, Information retrieved from Miyabaobei’s official website

For instance, a diaper with the wholesale price of 70 yuan (approximately 11.5 dollars) needs to go through the Japanese merchant, Chinese merchant, wholesalers, district wholesalers and eventually get to the consumer at the price of 115-130 yuan (approximately 20 dollars). However, with the optimized supply chain and under the duty-free policy, the price that Miyabaobei offers is 99 yuan (approximately 16.5 dollars). As a product with high re-purchase rate and low urgency, this difference in price leads Miyabaobei to the most selected baby products e-commerce website regardless of the comparatively slow shipping time, which is about 20 days.

Vertical Business to Consumer(B2C) targeted at the baby products is not the invention of Miyabaobei’s founder, Nan Liu. This type of business in China started from Redbaby, founded in 2004 and launched their own website two years later.

In a considerable amount of time, Redbaby remained the most clicked baby product e-commerce website according to Alexa. However, the sales volume of Redbaby dropped dramatically from 2009 to 2010, accompanied by the company’s strategy to expand their business to a wide range of products whereas putting less effort into the baby products that brought them to success three years ago. Losing their earned advantage at this critical point when moms are transferring from the catalog purchase to e-commerce, Redbaby did not manage to get back on track.

Redbaby was acquired by Suning Appliance Co. Ltd., a privately owned retail company and one of the three top B2C companies in China, in 2012.

Nan Liu’s Miyabaobei(meaning sweet sprout baby in Chinese) was previously a successful online retail store that has both high reputation and sales volume on Taobao Marketplace, one of the world’s top ten most visited websites according to Alexa. At the time of starting this online store she was both a full-time mom and the opinion leader on the online forum of pregnant moms. She did a lot of research on the Merries diapers from Japan and decided to do something with this information.

After two years of smooth operation, the annual sale of this online retail store has reached 5 million dollars. She was then offered a chance to sell this online retail store, which has led her to her alumni, Xiaoping Xu, a respectful investor, in Peking University for advice. He turned out to be the first investor of Miyabaobei, bringing 200,000 dollars cash to the new born company in 2014. As of May 2015, Miyabaobei has attracted over $80 million investments and its monthly revenue reached 20 million dollars.

The success of Miyabaobei, or the failure of the previous baby product e-commerce websites, is one of the important footnotes in the age of vertical e-commerce. They remind the e-tailers the significance of focusing on their niche market, being aware of their strong points and enhancing it.

In the case of Miyabaobei, the company is still trying to improve its brand by bringing in new functions such as social function and tagging function on the photos uploaded by users that lead to product sales. It also recognizes the crucial role of mobile purchase, especially for new mothers who will definitely find the buy diapers on the phone (maybe at the same time singing lullaby for her baby) a lot easier than sitting in front of the computer to make a purchase. According to the report by iResearch, over 75% of orders on Miyabaobei were done on mobile devices.






Women on Top in Tech – Daphne Ng, CEO of JEDTrade



(Women on Top in Tech is a series about Women Founders, CEOs, and Leaders in technology. It aims to amplify and bring to the fore diversity in leadership in technology.)

Daphne Ng is the CEO of JEDTrade, a blockchain technology company focused on trade, supply chain, and financial inclusion projects in ASEAN. She is also the Scretary-General at ACCESS and Exco. of Singapore Fintech Association

What makes you do what you do?
I was introduced to blockchain technology in 2016 after I left my corporate banking career after 10 years. It was my mentor who first got me interested in this technology, which I then went on to delve further into, on its potential applications in the lending and trade finance space – domains where I came from.

How did you rise in the industry you are in?
Being in the space for 2 years and actively involved in the ecosystem, I was able to bring on the projects, network and a good degree of thought leadership in this vertical. Early on in the startup journey, our team faced many challenges. And to me, the key to rising above failures are two essential factors – resilience and support. While resilience is innate, I received a lot of help be it in terms of connections or advice. ‘Nobody succeeds without help’ rings very true for me.

Why did you take on this role/start this startup especially since this is perhaps a stretch or challenge for you (or viewed as one since you are not the usual leadership demographics)?
From the start, I focused on my domain expertise in trade finance and the application construct of how blockchain and DLT can be applied to these use cases. Also, my strategy from the start was to build a technology company made up of 80% tech and engineers, which is also our key competitive advantage today. At the end of the day, deliverables are about strategy and execution, which includes building and leading an ‘A’ team.

Do you have a mentor that you look up to in your industries or did you look for one or how did that work?
I have many mentors, which includes our company advisors (all of whom are well-known in this industry) and mostly informal mentors I meet via my connections, and on various occasions and circumstances. Creating opportunities also means putting myself in the right place, at the right time. And in my case, these were mostly organic and genuine friendships formed from the initial connection.

How did you make a match if you and how did you end up being mentored by him?
To me, a match in values is very important. It also takes humility to ask for help and be willing to listen to advice, which is important in order for mentorships to be successful – be it formal or informal.

Now as a leader how do you spot, develop, keep, grow and support your talent?
I love this question! I am passionate about building strong teams and helping my people grow. I abide by the 3Rs when identifying talents: resourcefulness, resilience and right values. And then I invest in the ‘potential’ and this means giving them room to lead, make decisions and take risks.

Do you consciously or unconsciously support diversity and why?
My support of diverse talents, skillsets and characters can be seen in the make-up of our core team – all helming specific roles and each bringing their own value to the table. We need the sum of all parts to build a great company.

What is your take on what it takes to be a great leader in your industry and as a general rule of thumb?
Great leaders emerge in times of failures and challenges, never abandoning the team, and always putting the team’s interests before her own. And I consciously live by these mottos every day.

Advice for others?
My advice to other entrepreneurs: be resolute and dare to be different. If you are going to follow others, then you will end up on the same path as them. No right or wrong; but I would rather chart my own path. This June, we are officially launching our blockchain project, Jupiter Chain (, which have garnered much interest in the industry, even before we made it public. We believe this project is the epitome of marrying innovation with practical implementation, and we want to be the first to truly operationalize blockchain for our ecosystem projects in this region.

If you’d like to get in touch with Daphne Ng, please feel free to reach out to her on LinkedIn:

To learn more about JEDTrade, please click here.

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Callum Connects

Jace Koh, Founder of U Ventures



Jace Koh believes cash flow is the lifeblood of your business. Understanding it will enhance your ability to run and manage your business.

What’s your story?
My name is Jace Koh and I am the Founder of U Ventures. I’ve always been inclined towards investment and entrepreneurship. I’ve played a hand in starting businesses across these industries – professional services, cloud integration, software and music. I believe that succeeding in business is tough, but that’s what makes the rewards even sweeter.

What excites you most about your industry?
Everything excites me. These are my beliefs:

  • Why is accounting important?
    The accounting department is the heart. Cash flow is like blood stream, it pumps blood to various parts of the body like cash flow is pumped to various departments and/or functions in a business. It is vital to the life and death of the business.
  • Is accounting boring?
    Accountants are artists too. They paint the numbers the way they want them to be.
  • What makes a good accountant?
    A good accountant can tell you a story about the business by looking at the numbers.
  • Why is budgeting and projection important?
    Accountants are like fortune tellers, they can predict the numbers and if you wish to understand your business and make informed decisions, feel free to speak to our friendly consultants to secure a meeting.

What’s your connection to Asia?
I was born and raised in Singapore, and here’s where I want to be.

Favourite city in Asia for business and why?
Singapore is my favourite city. We have great legal systems in place, good security and people with integrity. Most importantly, we have a government that fosters a good environment for doing business. I recently went for a cultural exchange programme in Hong Kong to learn more about their startups. I found out that the Hong Kong government generally only supports local business owners in terms of grants. They’ve recently been more lenient and changed the eligibility to include all businesses that have at least 50% local shareholding. But comparing that to Singapore, the government only requires a 30% local shareholding to obtain government support. In the early days of starting a business, all the support you can get is precious. It’s great that we have a government that understands that.

What’s the best piece of advice you ever received?
The best time ever to plant a tree was 10 years ago as the tree would have grown so big to provide you with shelter and all. When is the next best time to plant a tree? It is today. Because in 10 years time, the tree would have grown big enough to provide you shelter and all.

Who inspires you?
Jack Ma. His journey to success is one of the most inspiring as it proves that with determination and great foresight, even the poorest can turn their lives around. I personally relate to his story a lot, and this is my favourite quote from him, “If you don’t give up, you still have a chance. Giving up is the greatest failure.”

What have you just learnt recently that blew you away?
I’ve faced multiple rejections throughout my business journey, and recently came across a fact on Jack Ma about how he was once rejected for 32 different jobs. It resonated very deeply and taught me the importance of tenacity, especially during tough times.

If you had your time again, what would you do differently?
Nothing. I live a life with no regrets. Everything I do, regardless of whether it is right or wrong, happy or sad, and regardless of outcome, it’s a lesson with something to take away.

How do you unwind?
I love to pamper myself through retail therapy and going for spas. I also make a conscious effort to take time off work to have a break outside to unwind as well as to uncloud my mind. This moment of reflection from time to time helps me see more clearly on how I can improve myself.

Favourite Asian destination for relaxation? Why?
Taiwan! Good food with no language barriers and the people are great!

Everyone in business should read this book:
I don’t really read books. Mostly, I learn from my daily life and interactions with hundreds of other business owners. To me, people tell the most interesting stories.

Shameless plug for your business:
We’re not just corporate secretaries, we’re “business doctors.”
U Ventures is a Xero certified advisory firm that goes beyond traditional accounting services to provide solutions for your business. You can reach us on our website:

How can people connect with you?
Converse to connect. You can reach me via email at [email protected] or alternatively, on LinkedIn here:

This interview is part of the ‘Callum Connect’ series of more than 500 interviews

Callum Laing is an entrepreneur and investor based in Singapore. He has previously started,
built and sold half a dozen businesses and is now a Partner at Unity-Group Private Equity and Co-Founder of The Marketing Group PLC. He is the author two best selling books ‘Progressive Partnerships’ and ‘Agglomerate’.

Connect with Callum here:
Download free copies of his books here:

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