Makuku

What Makuku does

Makuku is a Shanghai-headquartered direct-to-consumer (DTC) new retail platform for mother-infant household products, founded in November 2020 and operating under the legal entity Shanghai MAKUKU E-commerce Co., Ltd. The company operates an O+O (Online + Offline) model centered on membership marketing, selling through its proprietary APP, WeChat mini-program mall, Tmall flagship store, JD.com storefront, and a network of 2,000+ offline stores in China. Its core product portfolio spans paper diapers (Wonderland/Fairy Tale three-layer polymer core series, medical-grade diapers with 10x stricter bacterial standards than national requirements, and fruit-themed Guoguo Tang line), paper products (facial tissues, wet wipes, cotton towels with milk moisturizing essence), feeding and nursing products (PPSU straw cups, bionic-nipple baby bottles), maternity kits, and the Oz Farm (澳滋) Australian-origin infant formula and dairy line established through a joint venture with Ausnutria. The company also operates the Mommy Entrepreneurial Program, a franchise/social-retail model targeting mothers seeking supplemental income, with regional profit-sharing between the platform, Black Gold Card members, and franchise operators.

Makuku's revenue mechanics combine three streams: product sales across its multi-brand DTC catalog, membership-based recurring revenue via Black Gold Card subscriptions and regional profit-sharing, and brand licensing/joint venture income (notably from the Oz Farm dairy brand, where Ausnutria controls product quality and Makuku handles global channel development and brand promotion). The customer base is highly fragmented across millions of end-consumer parents in China, the Philippines, and Indonesia (where Makuku reached a top-3 position in the diaper category), supplemented by mother-entrepreneur franchisees.

The company's strategic posture is expansionist: it has scaled from founding to 2,000+ stores and 50,000+ paid members within its first operating year, raised a $30 million Series A in January 2022 from ATM Capital, Ausnutria, Easy Capital, and Taiho Ventures, acquired early education brand Diandian Orange in February 2022 to enter the early childhood education vertical, and signed an overseas strategic cooperation with Yusheng Group in March 2022 to accelerate international expansion. Underlying technology is primarily commerce-stack (membership CRM, multi-channel integration, WeChat ecosystem) rather than AI-native, with product differentiation concentrated in physical product specifications and brand portfolio breadth rather than proprietary algorithms or data assets.

Name

Makuku

Legal name

上海麦酷酷电子商务有限公司 (Shanghai MAKUKU E-commerce Co., Ltd.)

Website

https://makuku.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

101–250 employees

Short description

Makuku is a Shanghai-based DTC mother-infant household products platform operating an O+O (online-offline) membership model with 2,000+ stores, digital channels, and the Oz Farm dairy JV, serving families with young children in China, Philippines, and Indonesia.

Ownership category

akta.pro rank

Product category

Baby Care Products

NAICS

Health and Personal Care Retailers (456)

SIC

Dairy Products (2020)

akta.pro primary industry

Baby, Kids & Maternity DTC (CRAFACAI)

akta.pro secondary industries

Baby, Kids & Maternity Online Retailers (CRAFADAI), Toddler & Growing-Up Milk (12+ months) (CRADAEAC)

Keywords

• Baby care products
• Mother-infant retail
• Infant diapers
• Infant formula
• Maternity supplies

Headquarters

HQ city

Minhang

HQ country

China

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Product Sales (DTC): Direct-to-consumer sales of mother-infant products including diapers, paper products, formula milk, complementary food, children's clothing, personal care, and cotton goods through own platforms and marketplaces.
2. Membership-based Sales: Revenue generated through membership marketing model with black gold card members and franchise/store operators sharing online and offline profits by region.
3. Brand Licensing & Joint Ventures: Revenue from joint venture brands like Oz Farm dairy products, with strategic cooperation with Ausnutria for global channel development and brand promotion.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels3 records

Core offering

Makuku operates a DTC (direct-to-consumer) new-retail platform for mother-infant household products, integrating its own MAKUKU brand, the Oz Farm Australian-origin dairy brand (joint venture with Ausnutria), and the Wonderland/Fairy Tale premium baby care series. Products span paper diapers, paper products (tissues, wipes, cotton towels), breastfeeding/bottle products, maternity kits, infant formula, complementary food, children's wear, personal care, and cotton goods. The platform sells through a proprietary APP, WeChat mini-program mall, Tmall, JD, and 2,000+ offline stores, with membership marketing at its core.

Product overview

MAKUKU麦酷酷 is a DTC (Direct-to-Consumer) new retail mother-infant household products platform that integrates platform, channel brands, and product brands. The platform operates through APP, WeChat mini-program, Tmall, JD.com, and offline stores, offering products across mother-infant supplies, formula milk, supplementary food, children's wear, personal care, and cotton goods. The product portfolio centers on the MAKUKU main brand (paper diapers, paper products, breastfeeding/nursing products, maternity kits, intestinal test reagents), the Oz Farm澳滋 sub-brand (Australian-origin dairy products including infant formula, children's milk powder, camel milk, and formulas for pregnant women and seniors through a joint venture with Ausnutria), and the Wonderland/Fairy Tale premium baby care series. The company also offers the 果果堂 diaper sub-brand with fruit-themed designs, and operates a Mommy Entrepreneurial Program for social retail.

Differentiator

Problem solved

Functional benefit

Brands

• Oz Farm澳滋: Australian dairy and infant formula brand; joint venture with Ausnutria, products include camel milk powder, formula milk for various age groups, and dairy products sourced from Victoria, Australia at 37° south latitude
• 童话系列 (Fairy Tale/Wonderland Series)

Products and services

• MAKUKU Main Brand (麦酷酷) Core MAKUKU brand covering diapers, paper products, feeding products, maternity care, and other mother-infant supplies sold through the company's own brand channels and the DTC platform.
• Oz Farm (澳滋) Infant Formula & Dairy Australian-origin dairy brand from Victoria (37° south latitude) sold through Makuku; products include infant formula, children's milk powder, camel milk powder, and formulas for pregnant women and middle-aged/elderly consumers.
• MAKUKU Paper Diapers (纸尿裤) Core diaper products including medical-grade paper diapers (bacterial colony 10x stricter than national standard, re-seepage 3x stricter, 15 additional irritating ingredient tests) and Fairy Tale series diapers with three-layer polymer braided core for anti-leakage and breathability.
• MAKUKU Paper Products (纸品) Paper product line including Fairy Tale facial tissues with milk moisturizing essence and amino acids, wet toilet paper with plant extracts, disposable towels and bath towels with pearl texture, and medical-grade sanitary napkins made with Xinjiang long-staple cotton.
• MAKUKU Breastfeeding Products (哺乳喂养) Nursing and feeding products including Zhumeng Master straw cups with PPSU body and food-grade silicone spout, and Xiaoze Green series baby bottles with bionic 20° nursing nipple design.
• MAKUKU Maternity Kit / Hospital Bag (待产包) Comprehensive maternity care product line including iodine disinfectant, navel patches, disposable baby anti-leak pads, maternal sanitary paper, maternal sanitary napkins, measuring sanitary napkins, disposable cotton underwear, and disposable maternity pads.
• Nanxin Intestinal Test Reagent (南芯肠道检测试剂) Intestinal health test reagent for professional and precise testing of intestinal issues in babies, paired with conditioning solutions to support baby healthy growth.
• Wonderland / Fairy Tale Series (童话系列) Premium baby care line featuring paper diapers with three-layer polymer braided core, paper towels with milk moisturizing essence, face towels with 100% natural vegetable fibers (75g/m²), baby wipes with four types of moisturizing essence, and additive-free cotton towels.
• Guoguo Tang Paper Diapers (果果堂纸尿裤) Fruit-themed diaper series in multiple colors (green, red) and sizes (S, M, L, XL) with strong absorption capacity, pH-balanced near-skin design, fresh fruit VC for skin nourishment, and silk-like smooth touch.
• MAKUKU DTC New-Retail Platform Direct-to-consumer mother-infant household products new-retail platform integrating platform features, diverse channels and brands, operating through APP, WeChat-based online mall, Tmall, JD, and offline outlets with membership marketing at its core.

Quantifiable outcome

• Top 3 market position in Indonesian diaper market
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered minor and core.

• 点点橙 (Diandicheng)minorStrategic or Co-development Partner · 18 February 2022High-end early education brand acquisition. MAKUKU acquired Diandicheng to expand into early childhood education sector.
• 昱升集团 (Yusheng Group)minorStrategic or Co-development Partner · 1 November 2021Overseas strategic cooperation partnership for international expansion of mother-infant products.
• 澳优乳业 (Ausnutria)coreStrategic or Co-development Partner · 1 November 2020Joint venture established with Ausnutria for共建奶粉品牌澳滋OZ Farm. Ausnutria controls product quality while MAKUKU handles global channel development and brand promotion. Oz Farm originates from Victoria, Australia at 37 degrees south latitude - the recognized purest milk source.

Scale indicators6 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• Huggies (Kimberly-Clark): Top global diaper brand owned by Kimberly-Clark. Competes head-to-head with MAKUKU's Wonderland and medical-grade diaper lines across Asian markets.
• Pampers (Procter & Gamble): Global #1 diaper brand owned by P&G. Direct competitor in the diaper category across MAKUKU's China, Indonesia, and Philippines markets; defines the price/quality benchmark MAKUKU must beat to scale share.
• MamyPoko (Unicharm): Leading Asian diaper and feminine care brand from Unicharm, with strong presence across Southeast Asia. Direct incumbent competitor to MAKUKU in Indonesia and the Philippines.
• Merries (Kao Corporation): Premium Japanese diaper brand from Kao with strong share in China and Southeast Asia. Competes in the same premium diaper tier as MAKUKU's medical-grade and Wonderland series.

Direct peers

• The Honest Company: US-based DTC baby and household consumer brand built on a membership/community model with broad product portfolio. Most comparable Western analog to MAKUKU's brand-led, multi-category DTC mother-infant platform.
• Hello Bello: DTC baby care brand (diapers, wipes, personal care) selling direct and via retail at value-premium price points. Comparable to MAKUKU's Wonderland and main diaper lines on positioning and product mix.
• Goodbaby International (好孩子国际): China-headquartered, multi-category baby products company (strollers, car seats, durables, consumables) with both online and offline retail presence across Asia. Closest scaled public comparable for a multi-category Chinese mother-infant brand.
• Babycare (子初): Leading Chinese DTC mother-infant brand with broad baby care assortment (diapers, formula, feeding, maternity) sold online and via own retail. Direct head-to-head competitor in the same Chinese DTC baby care platform category as MAKUKU.

Regional players

• Hibi (孩子王 / HBR): China-focused mother-infant retail chain with large-format stores and membership programs. Direct format competitor to MAKUKU's 2,000+ offline store model in the Chinese market specifically.

Emerging players

• Beaba: Premium baby products brand spanning feeding, strollers, and care items with growing DTC presence in Asia. Comparable as an emerging multi-category premium baby brand targeting similar middle-class parents.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/makuku-e-commerce-co-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Makuku