中亿孕婴

What 中亿孕婴 does

中亿孕婴童 (Chengdu Zhongyi Jiayuan Trading Co., Ltd.) is a privately held maternal and infant retail chain founded in 2001 and headquartered in Chengdu, Sichuan. As of January 2026, the company operates 2,600+ stores across 15+ Chinese provinces (including Sichuan, Chongqing, Yunnan, Hunan, Guizhou, Guangxi, Shaanxi, Gansu, Zhejiang, and Fujian), serving new-generation parents through a combined direct-store and franchise model. The franchise network uses a zero-fee entry model with a five-in-one support system covering site selection, decoration, merchandise, marketing, digitalization, and talent development.

The company's core offering is a one-stop shop across six product categories—food (奶粉, 辅食), clothing, daily-use items, paper products, education, and play/entertainment—anchored by seven-plus own-brand sub-brands (多可儿, 全棉适爱, 壹出生, 麦咩小宝, 莱赋智, 艾莉佳, 欧乐唯, 早安堂, 亲亲祺祺) and complemented by strategic supplier products from Yili, Feihe, Kabrita, Sanyuan, and Hero. Technology infrastructure centers on the 中亿智脑 real-time analytics platform, a WeChat mini-program storefront, and Enterprise WeChat member management, enabling 24-hour online shopping and 2-hour home delivery. A 30,000 sqm logistics center in Qingbaijiang handles 3 million cartons/50 million pieces annually at 99.99% accuracy.

The business model is predominantly franchise-driven: revenue derives from franchise market deposits (1-3万 RMB depending on region), annual system usage fees (1,688 RMB/store), own-brand product distribution to franchisees, and decoration fees. The company employs nearly 1,000 professional maternal-infant consultants and serves 20+ million cumulative members.

Name

中亿孕婴

Legal name

成都中亿家园贸易有限责任公司

Website

https://zyyy.cn

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

中亿孕婴童 is a Chengdu-based maternal-infant retail chain founded in 2001, operating 2,600+ franchised and direct stores across 15+ Chinese provinces to serve new-generation parents with a one-stop, digitally enabled shopping experience across six product categories.

Ownership category

akta.pro rank

NAICS

Department Stores (455110)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Baby, Kids & Maternity Marketplaces (CRAFABAG)

akta.pro secondary industry

Baby, Kids & Maternity DTC (CRAFACAI)

Keywords

• Maternal-infant retail
• Baby products stores
• Maternity chain stores
• Mother and baby care
• Infant formula retail

Headquarters

HQ city

成都

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Retail Store Sales: Revenue generated from sales of maternal and infant products (奶粉, 用品, 辅食营养品, 服纺棉品, 纸品, 车床玩具) across 2600+ owned and franchised stores, covering food, clothing, daily use, education, play, and entertainment categories.
2. Franchise Fees and Deposits: Market deposits from franchisees (1万/2万/3万 depending on region level), system usage and operations fees (1688元/店/年), and decoration fees (1000元/平米 for 80-200平 stores). Zero franchise fee and zero management fee model.
3. 自有品牌 Product Sales: Sales revenue from proprietary brands including 全棉适爱, 多可儿, 壹出生, 麦咪小宝, 莱赋智, 艾褓佳, 欧乐唯, providing higher margins through own-brand products.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

中亿孕婴童 operates a digital new-retail chain of 2,600+ maternal-infant stores across 15+ Chinese provinces, selling formula, diapers, clothing, strollers, toys, and care products under both private-label brands (e.g., 全棉适爱, 多可儿, 壹出生, 麦咪小宝, 莱赋智, 艾璀佳, 欧乐唯, 早安堂, 亲亲璀璀) and curated third-party brands. The chain combines direct-operated and franchise stores (with zero franchise and management fees), supported by a proprietary 中亿智脑 digital platform and a 50,000+ sqm automated distribution center.

Product overview

中亿孕婴童 is a digital mother-baby new retail chain with over 2,600 stores across 18 provinces in western China. The offering consists of a unified retail platform combining physical stores, the 微信小程序 mini-program e-commerce channel, and the proprietary 中亿智脑 digital intelligence platform, providing a one-stop shopping experience across six product categories: food (奶粉、辅食), clothing (服纺棉品), daily essentials (用品、纸品), education (育), play (玩), and entertainment (乐). The product portfolio is anchored by 7 own-brand private label sub-brands — 多可儿 (辅食营养品), 全棉适爱 (纸品纸尿裤/孕产), 壹出生 (喂哺洗护/车床玩具), 麦咪小宝 (服装), 莱赋智 (营养品), 艾褓佳 and 欧乐唯 — complemented by curated global branded products from strategic suppliers including 伊利金领冠, 飞鹤, 佳贝艾特, and 合生元. The 中亿智脑 platform digitizes the entire shopping journey through real-time analytics, intelligent member profiling, automated daily store workflows, and integrated WeChat ecosystem connectivity.

Differentiator

Problem solved

Functional benefit

Brands

• 全棉适爱: 纸品、纸尿裤、宝宝内衣、孕产系列等棉品自有品牌
• 多可儿
• 壹出生
• 麦咪小宝
• 莱赋智
• 艾褓佳
• 欧乐唯
• 早安堂
• 亲亲褓褓

Quantifiable outcome

• 2600+ stores across 15+ provinces as of January 2026
• +4 more outcomes

Named customers3 records

Segments1 record

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability6 records

Feature3 records

Partnerships

Twelve partnerships are on record, tiered major and core.

• 云南倍恩/云南跃恩公司majorChannel Partner/ Reseller/ Distributor · 1 January 2025Regional operational service partner for Yunnan market, awarded regional operational service authorization certificate by founder 陈跃. This marks 中亿's official entry into Yunnan Province, with signing ceremony including local chains 婴记母婴, 金婴之家, and 可爱哆母婴.
• 伊利 (Yili)coreStrategic or Co-development Partner · 9 August 2024Strategic partnership covering infant formula products including 金领冠倍冠, 悠滋小羊. In 2024, 中亿孕婴童 held a mid-year business review meeting with Yili at Yili headquarters in Inner Mongolia. Both companies collaborate on product launches, market promotion, and resource allocation across Yili's infant nutrition business.
• 佳贝艾特 (Kabrita)coreStrategic or Co-development Partner · 1 July 2024羊奶粉 strategic partnership, launching the '悦启' new product. Kabrita, originating from the Netherlands, has held the #1 position in imported infant goat milk sales in China for 6 consecutive years (2018-2023). Both companies co-host product launch events and marketing campaigns.
• 阳光苗苗majorChannel Partner/ Reseller/ Distributor · 1 April 2024Strategic cooperation signed in January 2024, with 阳光苗苗 operating 500+ stores across Hunan, Guizhou, Guangxi, and Yunnan. This partnership is key to 中亿's expansion into Central China and Southern provinces, extending the brand's geographic reach.
• 咦宝贝 (Yi Baobei)majorChannel Partner/ Reseller/ Distributor · 1 April 2024Franchise partner operating 34 stores in Zhongjiang, Sichuan. Established in 2006, 咦宝贝 is a comprehensive maternal-infant enterprise covering products, preschool education, early education, Montessori youth palace, children's playground, photography, infant massage, SPA, and premium nanny services. Joined 中亿 franchise network in April 2024.
• 智慧宝贝majorChannel Partner/ Reseller/ Distributor · 1 April 2024Franchise partner operating 7 stores in Shawan District, Leshan. Founded in 2010, offering swimming, infant massage, postpartum recovery and other services. Joined 中亿 franchise network in April 2024.
• 海普诺凯 (Hero)coreStrategic or Co-development Partner · 1 January 2024Partnership for the '欢致' new product launch. 海普诺凯 is a key brand partner for 中亿, with the new product being a key focus for store distribution in 2024.
• 三元食品 (Sanyuan Food)coreStrategic or Co-development Partner · 1 July 2023Strategic partnership signed in July 2023, with 三元爱蓓益 infant formula successfully launched in 中亿 stores. In November 2023, Sanyuan's general manager visited 中亿 headquarters to deepen the strategic cooperation, focusing on promotion and sales across Sichuan, Chongqing, Shaanxi, Gansu, Qinghai, Ningxia, and Tibet.
• 乐山市洋宝洋贝majorChannel Partner/ Reseller/ Distributor · 1 June 2023Franchise partner in Leshan with multiple direct stores, 4 professional baby swimming halls, and 4 infant massage facilities. After 23 years of development, joined the 中亿 franchise network.
• 峨眉山市慧丽孕婴majorChannel Partner/ Reseller/ Distributor · 1 June 2023Franchise partner in Emei Mountain, established in 2000 with 23 years of history and multiple stores, recognized as the #1 maternal-infant chain in the local area. Joins 中亿 with commitment to the philosophy of '安全，专业，健康'.
• 甘肃榆中爱多多孕婴童majorChannel Partner/ Reseller/ Distributor · 1 June 2023Franchise partner in Gansu Province with 10 direct stores and ~80 employees, established in November 2011. Business covers wholesale, retail, delivery, postpartum recovery, nanny services, baby swimming, massage, and early education. Joined 中亿 franchise network in June 2023.
• 飞鹤 (Feihe)coreStrategic or Co-development Partner · 17 October 2020Long-standing strategic partnership with joint marketing activities including the '中亿孕婴&飞鹤奶粉成长马拉松' event with 3000+ participants. Products include 星飞帆, 舒贝诺, and new product launches such as 星飞帆小羊. Feihe is a key brand partner for the '战红海 找蓝海' (fight red ocean, find blue ocean) strategy.

Scale indicators6 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Ele.me / Alibaba maternal-infant category (饿了么/天猫母婴): Tmall's maternal-infant category and Ele.me's instant-retail network together represent the integrated e-commerce + 2-hour delivery competitive model Zhongyi is attempting to counter with its own OMO platform.
• Pigeon (贝亲): Leading global maternal-infant brand with strong retail presence in China for feeding, baby care, and maternity products. Comparable as a category-dominant specialty player; partly a Zhongyi supplier as well as competitor.
• Goodbaby International (好孩子国际): Vertically integrated children's products manufacturer and retailer with global brands (Cybex, Evenflo). Overlaps with Zhongyi in strollers, car seats, and nursery furniture categories.
• JD Baby (京东母婴): Dedicated maternal-infant vertical within JD.com, China's largest B2C e-commerce platform. Represents the dominant e-commerce competitive threat in formula, diapers, and nursery products.
• Suning Honghaizi (苏宁红孩子): Maternal-infant retail arm of Suning, leveraging Suning's nationwide big-box retail footprint. Competes in the same categories but as part of a broader retail portfolio rather than a specialty pure-play.

Direct peers

• Kidswant (孩子王): Largest listed maternal-infant-child specialty retailer in China with large-format stores, member-centric model, and similar 1-on-1 consultant approach. Direct competitor with national footprint and public-market capital.
• Mia (蜜芽): Online-led maternal-infant vertical retailer offering branded and own-label products. Comparable in own-brand strategy and category focus, though pure e-commerce versus Zhongyi's OMO model.
• Leyou (乐友): Long-established maternal-infant retail chain in China combining direct-operated stores and franchise network. Comparable specialty retailer with similar one-stop shopping positioning across baby food, care, and clothing categories.
• Aiyingshi (爱婴室): Listed maternal-infant retail chain headquartered in Shanghai, operating specialty stores primarily in Eastern China. Direct specialty-retail peer with overlapping product mix (formula, diapers, toys, clothing) and member-based model.

Emerging players

• Beibei Group (贝贝集团): Maternal-infant social e-commerce platform with private-label and branded assortment. Emerging competitor in online maternal-infant with overlapping DTC and own-brand strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights8 records

Customer concentration

• LinkedInlinkedin.com/company/%E4%B8%AD%E4%BA%BF%E5%AD%95%E5%A9%B4

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries6 records

Funding overview

Funding rounds

Investors

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 中亿孕婴