Business in China is booming for baby bottle company Hegen, outdoing last year’s 11.11 sales on their Tmall flagship store (Hegen.tmall.com). With over 100,000 orders received within 24 hours, the company more than doubled last year’s numbers.
Hegen’s sales ranked 2nd amongst all Feeding Bottle brands and 14th overall in the larger Mother and Baby Category. One of the reasons for this could be attributed to the appeal of its top-selling Basic Starter Kit, which surpassed Tmall’s record for a single SKU to gross over RMB 10,000,000 in the feeding bottle category within a single day.
It was also apparent that the typical baby bottle buyer was willing to invest more in purchasing Hegen products over competing brands’ offerings. The average order value in the category was only RMB 132 in comparison to Hegen’s average order value of RMB 331.
Since its debut in China, Hegen has gone from strength to strength in terms of impacting the Chinese consumer. From being ranked eighth among thousands of baby bottle brands in 2017’s 11.11 sale, then climbing to third place last year and now second, Hegen is proof that Mothers value quality and good design innovation when it comes to their babies. The strongest growth areas identified were Zhejiang Province, Jiangsu Province, Shanghai, Beijing and Guangdong Province.
“Hegen has come a long way in the last 3 years in China. While we are pleased to see the traction that we have gained, we are still committed to our mission from Day 1: to help increase the percentage of breastfeeding mothers and the duration that they continue breastfeeding for,” said Leon Bock, Hegen co-founder and Chief Operating Officer.
Over the next 12 months, the company intends to further continue investing in research and development to bring new innovation to mothers all over the world. This has always been a hallmark of their work.
Shared Mr Bock: “The sales results are an affirmation to us that we are going in the right direction but putting numbers aside, we prefer to focus on what we do best: bringing value to people by giving them solutions that are helpful and necessary."
The multi-functional baby feeding brand has received overwhelming reception in China since its launch on the e-commerce platform Tmall (www.tmall.com) less than three years ago. Amongst the thousands of baby bottle brands within Tmall, it is ranked #1 in quality and within the top 3 in sales performance consistently throughout.
Established and designed in Singapore in 2015, Hegen creates sustainable, practical and high-quality breastfeeding products that meet the different needs of a growing child – and in turn, improve and enhance the nursing experience between a mother and her child. Our award-winning and revolutionary Express-Store-Feed system reimagines the milk bottle in a practical way while remaining efficient, simple and functional.
Hegen’s parent company, Fitson is an original equipment manufacturer (OEM) which produces baby products for some of the biggest baby product companies globally. Hegen is currently available in 14 markets: Singapore, United States, China, Russia, Indonesia, India, the Philippines, Hong Kong, Macau, South Korea, the United Kingdom, Taiwan Province of China, Cambodia and Malaysia.
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