Mia

Mia is a limited-time flash sale mall for imported maternal and infant brands. Founded in 2011 by Liu Nan, a full-time mother, it is committed to creating a simple, reassuring, and fun shopping experience for maternal and infant products. The focus on imports is not due to blind worship of foreign goods, but because we firmly believe that maternal and infant products have no borders, and Chinese babies deserve access to the best products worldwide.
Mia is not a cross-border shopping website, but a pan-maternal and infant e-commerce platform targeting specific demographics. Centered on the theme of "high-quality parenting," it has extended to "high-quality living," with sales covering all loving and quality products. It can be said that Mia represents the lifestyle of Chinese middle-class families and accompanies the consumption upgrade of this generation.
In December 2014, Mia secured a $60 million Series C funding round led by H Capital, with follow-on investments from previous investors Sequoia Capital and ZhenFund. By then, Mia had received nearly $100 million in venture capital.
In April 2015, Mia and Chinese early education institution RYB Education announced a joint venture to create a cross-border maternal and infant O2O platform.
Headquartered in Beijing, Mia has 500 employees, with core team members from mature internet companies such as Baidu, JD.com, Redbaby, Leyou, and Didi Chuxing. 70% of employees are parents of children aged 0-6. Currently, Mia has millions of members, with sales channels including its official website, WAP page, and mobile app. Mobile sales account for over 80% of total sales, and 85% of sales revenue comes from self-operated products, maintaining high average order value and repurchase rate.
Mia took the lead in promoting genuine diapers, with 100% authenticity as a basic commitment. Following the procurement standards of high-end department stores, Mia maintains rigorous supply chain management, and has established a professional overseas sourcing and sales team to select high-quality overseas brands that are popular in their countries of origin and have a certain historical legacy and reputation.
Mia has gained a staged first-mover advantage in global supply chain layout. Through general trade, bonded imports, direct mail, and domestic agent procurement systems, it has preliminarily established a global supply chain. Currently, Mia has close cooperation with bonded zones in Guangzhou, Ningbo, etc., and its cross-border trade throughput in the Ningbo Bonded Zone has risen to the forefront. Mia does not compress costs in the procurement process and does not engage in channel mixing or product confusion. While adhering to procurement standards, supply chain management standards, and warehousing standards, Mia reduces prices through model innovation and increased efficiency. In particular, the limited-time flash sale model significantly improves inventory turnover and reduces operating costs, ultimately passing savings to consumers.