Boqii
- Company typePublic
- Founded2008
- HeadquartersShanghai, China
- Headcount101–250
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
Boqii firmographics
Firmographics- Name
- Boqii
- Legal name
- 光橙（上海）信息科技有限公司
- Website
- https://boqii.com
- Company type
- Public
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Boqii industry classification
Industry- Product category
- Online Pet Retail
- NAICS
- Pet and Pet Supplies Retailers (459910), Pet and Pet Supplies Retailers (45991), Pet Care (except Veterinary) Services (81291), Veterinary Services (54194)
- akta.pro primary industry
- Pet Supplies Omnichannel (CRAFAEAJ)
- akta.pro secondary industries
- Pet & Animal Supplies Marketplaces (CRAFABAH), Pet Care & Pet Services Platforms (Sitting, Walking, Grooming) (BPAMAHAI), Pet Food & Treats Distribution (CRAOAKAA), Online Veterinary Pharmacies & E-commerce Retailers (HLAMAIAF)
Keywords
Where Boqii is headquartered
LocationHeadquarters
- HQ city
- Shanghai
- HQ country
- China
- HQ region
- Asia
Offices4 records
Markets served
Boqii business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Infrastructure, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Product Sales (E-commerce): Boqii generates the majority of revenue through direct online sales of pet products including both third-party branded goods and proprietary private label products (怡亲, 魔咖, 优倍滋, 多可特). Sales occur through Boqii's owned platforms (Mall, App, mini-program, PC portal) and third-party marketplace flagship stores on Tmall, Taobao, and JD.
- SaaS and Services: Boqii provides proprietary SaaS solutions to pet stores and veterinary hospitals across 250+ cities, offering brand growth strategy, content marketing, distribution, pricing and inventory management. This B2B service generates recurring software/service revenue.
- Membership Services: Boqii operates tiered membership programs: 神奇卡 (standard) offering member prices, fixed discounts, shopping festival access, and birthday privileges; 神奇黑卡 (premium) offering 10 benefits including fixed discounts, member days, birthday privileges, 200 Boqii beans/month, free shipping coupons, and priority customer service.
- Advertising and MCN: MCN operations produce high-quality short video content, microfilms, and branded content for advertising clients. Boqii's community platform with 23M registered users and 860+ KOL accounts provides advertising inventory for pet brands seeking influencer and content marketing.
- Equity Capital Raises: Boqii raises equity capital through registered direct offerings and private placements. In November 2025, Boqii closed a $4.2M registered direct offering of 1.5M Class A shares at $2.80/share. In June 2026, Boqii entered a private placement agreement with non-U.S. investors to raise ~$2M through issuance of up to 3,000,000 units at $0.6667/unit. Boqii also filed a mixed shelf of up to $230M.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard membership with member pricing, fixed discounts, shopping festival access, and birthday privileges. |
| Subscription | Annual | Premium membership with 10 benefits including fixed discounts, member days, free shipping, priority customer service, and monthly Boqii bean rewards. |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels11 records
Boqii product offering
Product offeringCore offering
Boqii operates China's largest pet-focused online platform, combining an e-commerce marketplace (Boqii Mall, app, mini-program, and Tmall/Taobao/JD flagship stores) offering 17,853+ SKUs of pet products, a community platform with 23 million registered users, proprietary SaaS tools for pet stores and veterinary hospitals across 250+ cities, four private label brands (Yoken, Mocare, Youbeizi, Duokete), live/short-video content and MCN services, and tiered membership programs.
Product overview
Boqii operates as a comprehensive pet-focused platform in China consisting of multiple interconnected services: Boqii Mall (e-commerce platform), Boqii Community (social platform with 23M registered users), Boqii Pet App (mobile application), Pet Encyclopedia (knowledge base), Expert Q&A (veterinary consultation), and Member Subscription Services. The platform offers over 17,853 SKUs from 570+ domestic and international brands, alongside private label brands including Yoken (怡亲), Mocare (魔咖), Youbeizi (优倍滋), and Duokete (多可特). B2B services include SaaS solutions for 15,000+ pet stores and hospitals. Content services feature live streaming, short videos, and MCN operations with 860 KOL accounts. The company went public on NYSE in 2020.
Differentiator
Problem solved
Functional benefit
Brands
- 怡亲 (Yoken): Private label brand launched in 2015, offering pet products
- 魔咖 (Mocare)
- 优倍滋
- 多可特
- 佩玛思特 (Pemaster)
- BOTH (博氏)
Products and services
- Boqii Mall (波奇商城) Owned online pet products marketplace offering 17,853+ SKUs across dog, cat, small pet, aquarium, and reptile categories from 570+ brand partners, with five warehouses and three fulfillment centers enabling 24-hour delivery in many areas.
- Boqii Community (波奇社区) Pet-focused social community platform for Chinese pet owners with 23 million registered users, 860+ signed KOL accounts, 330M+ average monthly interactions, WeChat groups by breed/region/brand, and social media presence.
- Pet Store and Veterinary Hospital SaaS Solutions Proprietary B2B SaaS platform serving 15,000+ pet retail stores and veterinary hospitals across 250+ Chinese cities, providing brand growth strategy, content marketing, offline distribution, pricing and inventory management tools.
- Pet Encyclopedia (宠物百科) Comprehensive pet knowledge base covering dogs, cats, small pets, aquarium fish, reptiles, and plants, with breed databases, care guides, expert Q&A, and practitioner directories including 27+ veterinary experts.
- Pet Expert Q&A (专家问答) Online consultation platform connecting pet owners with 27+ registered veterinary professionals across specialties including dermatology, surgery, nutrition, and exotic pets, with published articles and interactive Q&A.
- Yoken (怡亲) Private Label Brand Mid-range private label pet food and supplies brand for dogs and cats, part of Boqii's portfolio of four proprietary pet brands spanning 2,130+ private label SKUs.
- Mocare (魔咖) Private Label Brand Premium private label brand launched in 2018 for higher-end pet food and products, part of Boqii's proprietary brand portfolio.
- Membership Programs (神奇卡/神奇黑卡) Tiered subscription membership programs: 神奇卡 (standard) offering member prices, fixed discounts, shopping festival access, and birthday privileges; 神奇黑卡 (premium) offering 10 benefits including fixed discounts, member days, free shipping coupons, 200 Boqii beans/month, priority customer service, and exclusive access.
- MCN and Content Production Services Multi-channel network producing short video programs, microfilms, and branded content for advertising clients, leveraging 860+ signed KOL accounts to provide influencer marketing and creative video production services.
- Boqii Pet Mobile App Mobile application providing personalized pet product shopping experience with new user incentives including 150 yuan welcome gift and 1 yuan flash sale items with free shipping.
- Boqii Box Subscription Subscription box service delivering curated pet products to consumers on a recurring basis.
Quantifiable outcome
- 23 million registered users and 330M+ average monthly interactions as of ~2020
- +4 more outcomes
Companies that use Boqii
Customer profileSegments2 records
Ideal customer profiles2 records
Boqii technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Boqii partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- 中牧集团 (China Animal Husbandry Group)coreBoqii signed a strategic cooperation agreement with China Animal Husbandry Group covering pet food, healthcare, medical services, e-commerce operations, sales channels, and capital operations. The partnership encompasses product R&D, production management, product registration, logistics, network resource integration, channel consolidation, and related new business formats.
Scale indicators16 records
Recent moves7 records
Expansion highlights5 records
Boqii competitors and assessment
Company assessmentBroad incumbents
- Amazon (Pet Supplies): Amazon's Pet Supplies category is the largest U.S. pet merchandise marketplace by volume. Comparable to Boqii as a top pet e-commerce destination, though as a horizontal marketplace rather than a specialty player.
- Petco: Petco is a leading U.S. pet health and wellness retailer combining physical stores, e-commerce, and veterinary services. Comparable to Boqii in offering an integrated pet ecosystem spanning retail, services, and content/community.
- PetSmart: PetSmart is North America's largest specialty pet retailer with broad assortment, in-store services, and a growing e-commerce and veterinary offering. Comparable to Boqii as a multi-channel pet specialty platform though with stronger physical retail presence.
- Tmall (Alibaba): Tmall hosts Boqii's flagship pet stores and competes simultaneously by enabling direct brand storefronts. It is the dominant Chinese pet e-commerce surface where Boqii has been category champion for 7 consecutive years, making it both channel and competitor.
- JD.com (JD Pet): JD.com operates JD Pet, a major pet products category within its broader e-commerce super-app. JD is one of Boqii's principal marketplace partners (alongside Tmall/Taobao) and an indirect competitor for branded pet goods, with deeper scale in China general merchandise.
- Pets at Home: Pets at Home is the UK's leading pet specialist retailer with vet and grooming service integration. Comparable as a multi-channel pet specialty platform, providing a benchmark for vertical pet retail with attached services.
Emerging players
- Rover: Rover operates an online marketplace connecting pet owners with pet sitters, walkers, and boarders. Comparable to Boqii as a digital pet services platform, though focused on services rather than merchandise and operating primarily in Western markets.
- Wag!: Wag! is an on-demand pet care platform offering dog walking, pet sitting, and veterinary services. Overlaps with Boqii's pet services/community platform thesis (and SaaS for vet hospitals), though materially smaller in scale.
- Pinduoduo (Pet Category): Pinduoduo's group-buying model has grown rapidly in pet goods and supplies, particularly in lower-tier Chinese cities. It represents a new breed of price-aggressive competitor to Boqii's Tmall/Taobao flagship stores.
Direct peers
- Chewy: Chewy is the largest online pet retailer in the U.S., offering pet food, supplies, prescriptions, and 24/7 customer service through its own platform plus Marketplace. Directly comparable to Boqii as a vertically-focused pet e-commerce + community platform serving analogous customer needs.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Boqii social profiles
Digital presenceBoqii compliance and trust
Trust signalCompliance4 records
Boqii financial estimates
Financial estimateRevenue estimate
Valuation estimate
Boqii leadership team
Management profileNumber of profiles
Profiles2 records
Boqii subsidiaries and ownership
Company hierarchySubsidiaries2 records
Boqii funding detail
Funding detailFunding overview
Funding rounds6 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Boqii M&A and investment
M&A and investmentM&A
Investments3 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Boqii
What does Boqii do?
Boqii operates China's largest pet-focused online platform, combining an e-commerce marketplace (Boqii Mall, app, mini-program, and Tmall/Taobao/JD flagship stores) offering 17,853+ SKUs of pet products, a community platform with 23 million registered users, proprietary SaaS tools for pet stores and veterinary hospitals across 250+ cities, four private label brands (Yoken, Mocare, Youbeizi, Duokete), live/short-video content and MCN services, and tiered membership programs.
Is Boqii a public or private company?
Boqii is a public company. It is classified as public and is currently operating.
When was Boqii founded?
Boqii was founded in 2008. It employs 101 to 250 people.
Where is Boqii based?
Boqii is headquartered in Shanghai, China, in the Asia region.
How does Boqii make money?
Five revenue lines are on record. Product Sales (E-commerce) is the primary driver. The others are saaS and Services, membership Services, advertising and MCN and equity Capital Raises.
Who are Boqii's main competitors?
Broad incumbents on record are Amazon (Pet Supplies), Petco, PetSmart, Tmall (Alibaba), JD.com (JD Pet) and Pets at Home. Emerging players are Rover, Wag! and Pinduoduo (Pet Category). Chewy is listed as a direct peer.
Does Boqii have an API?
No public API is recorded for Boqii.
What industry is Boqii in?
Boqii's product category is Online Pet Retail. Its primary akta.pro industry code is CRAFAEAJ, Pet Supplies Omnichannel, with a secondary code of CRAFABAH, Pet & Animal Supplies Marketplaces. Its NAICS code is 459910.