Exhibiting at HOTELEX Shanghai 2025

BeBi Premium is a brand focusing on maternal and infant nutritional foods and high-end imported foods and beverages, headquartered in Nanjing, China. The brand is committed to introducing high-quality infant foods and family health products from around the world to create a high-end nutritional supplement platform that Chinese families can trust. BeBi's mission is "originating from the world, specially made for Chinese babies", and its services cover infant nutritional foods, imported beverages, family snacks and special nutritional supplements.

Company Profile and Development Path

BeBi Premium is affiliated to Nanjing BeBi Premium Trading Co., Ltd., which was established in 2017. As a new generation of cross-border maternal and infant food brands, it has grown rapidly, integrating global healthy food resources to provide Chinese families with safe, nutritious and scientific food solutions.

• Establishment date: 2017
• Headquarters: Nanjing, Jiangsu Province
• Country of supply: Import brand partners covering 12 countries and regions
• Sales channels: JD.com, Tmall, Douyin, Xiaohongshu, Babytree and other platforms

As of 2023, BeBi has served more than 1.8 million household users, and the brand occupies the top 20% share in the online e-commerce maternal and infant food category.

Product system and category layout

BeBi builds a diversified product system around "infant and toddler + family health":

1. Nutritional food for infants and toddlers

• Baby rice cereal: multi-stage adaptation, rich in iron, calcium and zinc
• Baby puffs, cereal rings: multiple flavors, exercise grasping ability
• Freeze-dried hawthorn strips, apple chunks: low temperature preservation, no additives
• Yogurt rice grain bars: compound prebiotics, aid digestion

2. Healthy snacks and drinks

• American vegetable chips, Italian jam
• Fiji natural mineral water, Norwegian glacier water
• Austrian cold-pressed juice (NFC)
• Low-sugar sparkling water, suitable for children

3. Nutritional supplements

• Probiotic cheese grains
• High calcium milk tablets
• Iron-fortified meat floss, vitamin C soft candy

4. Food for special medical purposes

• Low-sugar and low-sodium nutrition series customized for children with diabetes or kidney disease

5. Family pet health products (pilot product line)

Core advantages and international cooperation

BeBi has a strong global supply chain and quality control system:

• Cooperating countries include: the United States, Germany, Norway, Austria, Australia, Japan, New Zealand, etc.
• All products have passed China CIQ import inspection and Dual certification of overseas origin
• Some infant and young children's complementary foods have passed the EU organic certification (EU Organic)
• Product labels are in compliance with China's "General Standard for Infant and Young Children's Complementary Foods" and "GB 10769"

Market performance and sales data

• Online sales in 2022 exceeded 120 million yuan
• Douyin platform GMV increased by 127% year-on-year
• "BeBi Baby Puffs" single products have long been in the Top 30 in the maternal and child category of Tmall
• User repurchase rate exceeds 41%
• The main customer group is 25–38 years old 20-year-old new generation of mother and baby families

Marketing strategy and brand communication

BeBi emphasizes social e-commerce communication, and promotes brand influence through content seeding, short videos and cooperation with influencers:

• The cumulative playback volume of Douyin official account exceeds 150 million times
• Long-term cooperation with 100+ mother and baby KOLs, such as "Xiaohong Mama Diary" and "Mi Li Mama Seedlings"
• Set up exhibitions at CBME International Maternity and Baby Exhibition and FHC Import Food Exhibition and won traffic awards

Compliance and quality control

• Self-built Nanjing warehouse and Guangzhou bonded warehouse to achieve cross-border direct procurement and cold chain storage

• All products have passed SGS test report and are registered with the State Administration for Market Regulation

• Strict batch traceability system, retaining product import records and in-and-out circulation logs

Honors and certifications

• Won the "China Nutrition Food TOP Brand" in 2021
• Won the JD Maternal and Infant Food "New Brand Award" in 2022
• The product was selected into the "White Paper on Preferred Brands in the Infant and Child Industry"

Strategy and future layout

BeBi plans to expand in the next three years:

1. BeBi Baby Plus, its own brand line, to develop infant products suitable for local physiques

2. Expand overseas markets, especially sales in Southeast Asia

3. Strengthen cooperation with hospitals, confinement centers, and nutritionist systems to establish an expert-endorsed content matrix

BeBi Premium is taking "global optimization + local optimization" as the core of its product strategy to create a truly safe, nutritious, and traceable maternal and infant food brand ecosystem for Chinese infant and child families.