Liang Baba

What Liang Baba does

Liang Baba (粮巴巴) is the digital trade name of Shanghai Huiyao Information Technology Co., Ltd. (上海慧耀信息科技有限公司), a Shanghai-based B2B e-commerce platform founded in April 2019 as the digital-industrialisation arm of Yuan Yao Group (袁耀集团). The platform provides a one-stop service marketplace for bulk agricultural commodity circulation in China, with primary focus on feed ingredients including soybean meal, corn, wheat, rapeseed meal, sorghum, and barley. It serves upstream and downstream participants in the agricultural and animal husbandry industry — oil factories, feed processors, traders, and SME buyers — across East China, North China, and the Lu-Yu (Shandong-Henan) region.

The platform combines a core trading layer (Quotation Hall, online contracting, one-click contract signing, electronic signatures, soymeal night trading) with three embedded service layers: logistics matching with IoT-enabled shipment visibility, multi-bank financing (Ping An Bank fund custody, plus credit-note products with Bank of Shanghai, Wuxi Commercial Bank, and Ruixing Factoring), and information services (daily/morning soymeal reports, market commentary, basis arbitrage recommendations). Distribution runs across PC web, mobile APP, WeChat public account, mini-program, and a driver mini-program. Technology stack is described as IoT, AI, Big Data, Cloud Computing, SaaS, and Blockchain Internet, though no proprietary AI/ML models or patents are documented.

Monetisation combines transaction service fees (take-rate on merchant sales), financing product revenue from white-note and gold-note products, subscription-based information services (daily reports, VIP market analysis), and merchant operation services. Strategic investors Cargill and Continental Grain Company (Kangdi China) took stakes in September 2021, and a Series A of over 100 million yuan (US$13.85M) closed in May 2024 led by Zhaoken Capital with China Merchants Venture Capital and Guizhou Zhongken Fund, alongside regional rural revitalization funds. As of April 2024, the platform had nearly 30,000 registered users. The operating entity holds a Value-Added Telecom Business License (合字B2-20210348).

Name

Liang Baba

Legal name

上海慧耀信息科技有限公司

Website

https://www.liangbaba.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Shanghai-based B2B digital marketplace, founded 2019 under Yuan Yao Group, that connects Chinese oil factories, feed processors, and SME buyers for online trading of soybean meal, corn, wheat, and other feed ingredients, integrated with logistics matching, multi-bank financing, and market information services.

Ownership category

akta.pro rank

Product category

B2B Agricultural Commodities Marketplace

NAICS

Grain and Field Bean Merchant Wholesalers (42451)

SIC

Commodity Contracts Brokers & Dealers (6221)

akta.pro primary industry

Agriculture Inputs & Farm Supply Marketplaces (CRAFAHAL)

akta.pro secondary industries

B2B Marketplaces & Wholesale Platforms (BPAMAGAD), B2B / Invoice-Based BNPL (Trade Credit at Checkout) (FSAGAIAC)

Keywords

• Agricultural commodities trading
• B2B grain marketplace
• Feed ingredients platform
• Commodity logistics matching
• Agricultural supply chain finance

Headquarters

HQ city

Shanghai

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Transaction Service Fees: Platform charges transaction service fees from merchants based on transaction sales amount. The fees are calculated and automatically deducted by the platform system after the buyer confirms the settlement amount. Fee rates are separately agreed between the platform and merchants in the Service Agreement.
2. Financial Services: Revenue from financial services including financial white notes (金融白条) and golden notes (金融金条) products that provide financing services to buyers and merchants, addressing financing difficulties for SMEs in the agricultural industry chain.
3. Information Services: Provides market information, price analysis, daily reports, monthly reports, and market analysis live streaming services to platform users.
4. Operator Services: Provides merchant operation services (入驻商家代运营服务) for merchants who need assistance managing their platform presence.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Liang Baba operates a B2B digital marketplace that connects buyers and sellers of bulk agricultural commodities—soymeal, corn, wheat, rapeseed meal, sorghum, and barley—through an online trading platform with real-time quotation, one-click contracting, IoT-tracked logistics matching, and embedded credit-based financial services (white-note buyer credit and gold-note merchant financing). The platform also provides market intelligence, basis-pricing advisory, and branded corn supply, with all transactions settled via Ping An Bank's bank-merchant settlement service.

Product overview

粮巴巴 (Liang Baba) is a one-stop digital service platform for grain circulation, operated by Shanghai Huiyao Information Technology Co., Ltd. Launched in May 2019, the platform is positioned as an 'Agriculture + Technology' solution serving the agricultural and animal husbandry industry. The platform operates as a unified B2B e-commerce ecosystem combining a core web/mobile platform with multiple integrated services: the core 粮巴巴平台 enables online commodity trading (especially soymeal, corn, wheat, rapeseed meal, barley, and feed additives) through the 报价大厅 (Quotation Hall); supported by 物流服务 (Logistics Services) for intelligent cargo transport matching and IoT-based shipment tracking; 金融服务 (Financial Services) providing credit financing products including 金融白条/粮食白条 for buyers and 金融金条 for merchants; and 资讯服务 (Information Services) offering market analysis, trading recommendations, and price intelligence. The platform also offers specialized modules including the 豆粕夜盘交易系统 (Soymeal Night Trading) for after-hours trading, 商家中心 (Merchant Center) for seller operations, and 司机端 (Driver App) for logistics providers. All transactions are secured through Ping An Bank's fund custody system, and the platform is accessible via PC web, mobile APP, WeChat public account, and mini-program.

Differentiator

Problem solved

Functional benefit

Products and services

• Liang Baba Platform (粮巴巴平台) A one-stop B2B digital marketplace for bulk agricultural commodities (grain circulation) integrating online trading, settlement, logistics, financing, and market information for feed mills, oil factories, grain traders, and other agricultural industry players in China.
• Online Trading Service (在线交易服务) Core marketplace service enabling buyers and sellers to transact in soymeal, corn, wheat, rapeseed meal, sorghum, barley, and feed additives with real-time pricing, online contract signing, and order management.
• Brand Corn (粮巴巴品牌玉米) Liang Baba-branded corn product launched in September 2022, offering selected grain sources, quality assurance, stable supply, and service guarantee to platform buyers.
• Information Services (资讯服务) Market intelligence service delivering real-time market analysis, basis pricing and spread opportunities, single-side and options strategy recommendations, virtual inventory establishment, spot hedging advice, daily reports, monthly reports, and market analysis live streaming for platform users.
• Logistics Services (物流服务) Cargo transport matching service that integrates third-party logistics capacity, provides intelligent source-capacity matching, rapid dispatch, and IoT-based full-process visualization for secure grain transportation between platform sellers and buyers.
• Financial Services (金融服务) Integrated financing solutions including buyer credit (白条/white note) and merchant financing (金条/gold note), connected to bank fund custody (Ping An Bank, Bank of Shanghai, Wuxi Commercial Bank, Ruixing Factoring) to address SME financing difficulties in the agricultural supply chain.
• Grain Credit Note (粮食白条) Joint financing product with Bank of Shanghai providing formal credit-based purchasing capability for grain buyers on the Liang Baba platform.
• Merchant Operations Service (入驻商家代运营服务) Professional operations service for merchants who need assistance managing their presence, listings, and transactions on the Liang Baba platform.

Quantifiable outcome

• Nearly 30,000 registered users as of April 2024
• +1 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature4 records

Partnerships

Four partnerships are on record, tiered secondary and core.

• COFCO Futures (中粮期货)secondaryStrategic or Co-development Partner · 1 September 2023COFCO Futures collaborated with Liang Baba to conduct soymeal training programs (豆粕内训营) for platform users, providing educational content on market analysis and trading strategies.
• Yuan Yao Group (袁耀集团/源耀集团)coreStrategic or Co-development Partner · 1 September 2021Liang Baba is the digital industrialization segment of Yuan Yao Group, providing comprehensive digital service platform for agricultural and animal husbandry industry.
• Ping An Bank (平安银行)coreTechnology or Integration · 1 August 2020Ping An Bank provides '银商结算通服务' (bank-merchant settlement services) for the platform, handling payment settlement and fund management between buyers and sellers on the platform.
• Shanghai Bank (上海银行)secondaryTechnology or IntegrationPartner bank providing financing services including '粮食白条' (grain white note) credit services for platform buyers, helping address SME financing difficulties.

Scale indicators3 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Meicai (美菜网): China's leading B2B online marketplace for agricultural/food products serving restaurants and small businesses. Directly comparable to Liang Baba in operating a digital B2B platform that intermediates agricultural commodities between producers and SME buyers, though Meicai skews toward fresh produce versus Liang Baba's grain/feed focus.
• Yimutian (一亩田): Yimutian is a major Chinese B2B agricultural product information and trading platform connecting farmers and buyers. Comparable to Liang Baba as a B2B digital marketplace for agricultural commodities, with overlapping customer segments (feed mills, traders, processors) and similar product-led growth motion.
• Zhaogang (找钢网): Zhaogang is China's leading B2B commodity e-commerce platform, originally for steel and now expanded to multiple industrial commodities. Closely comparable business model — digital marketplace intermediating bulk commodity transactions with logistics, financing, and information services — though focused on industrial rather than agricultural commodities.
• Huinong (惠农网): Huinong operates a B2B agricultural marketplace serving Chinese farmers, cooperatives, and buyers of agricultural products. Comparable in product/market to Liang Baba as a vertical agricultural B2B platform, though with broader crop coverage and lighter focus on feed-industry financing.
• Zhongnongwang (中农网): Zhongnongwang is a Chinese B2B platform focused on bulk agricultural commodities including grain and fertilizer trading. Directly comparable to Liang Baba in operating a vertical B2B marketplace for grain/agricultural raw materials with logistics and settlement services for industrial buyers.

Broad incumbents

• COFCO Group (中粮集团): COFCO is China's largest state-owned agricultural conglomerate, trading grains, oilseeds, and food products globally with internal digital trading infrastructure (incl. COFCO Liangda). Comparable as the dominant incumbent in the same grain-circulation market Liang Baba serves, but with vastly broader portfolio (processing, logistics, brand foods, futures brokerage).
• Cargill: Cargill is one of the world's largest agricultural commodity traders and a strategic investor in Liang Baba. Comparable as a participant in the same grain/oilseed value chain with proprietary digital trading capabilities, but operating at vastly larger global scale and broader portfolio than the platform business Liang Baba has built.
• Alibaba 1688: Alibaba's 1688.com is the dominant generalist B2B marketplace in China with significant agricultural commodity listings. Comparable as a B2B digital channel for grain/agricultural products, but operates as a horizontal marketplace without grain-specific financing, logistics, or workflow tooling that differentiates Liang Baba.
• JD.com Agriculture (京东农业): JD.com has built a sizable agricultural supply chain business (京东农场, 京东生鲜) leveraging its logistics infrastructure to source and distribute agricultural products. Comparable as a digital channel for agricultural commodities with integrated supply chain, though far broader in scope and consumer-facing rather than pure B2B.

Emerging players

• Indigo Ag: Indigo Ag operates a digital marketplace and agritech platform connecting grain growers with buyers globally. Comparable to Liang Baba as a venture-backed agricultural B2B marketplace, with similar workflow tools (marketing, logistics, settlement) but different geography and a deeper biotech overlay.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds2 records

Investors4 records

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

M&A

Investments

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

Frequently asked questions about Liang Baba