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2010 venture capital investment new blue ocean
In 2010, the term "Blue Ocean" took on a new meaning. Someone once asked, "What is Blue Ocean in 2010?" The response was, "By 2010 and beyond, there's no blue ocean anymore." Zhai Zhenwu, Dean of the School of Population and Social Sciences at Renmin University of China, predicted that 2010 would mark the peak of the fourth fertility wave in China. As successive generations of mainland Chinese entered their prime childbearing years, parents—especially those born in the 1980s—had higher expectations for raising their children. They were no longer satisfied with the traditional parenting methods used by their own parents, which led to new business opportunities.
Wang Yaomin, Chairman of Shanghai Sanqian International Trade Co., Ltd., recognized this shift two years ago. He launched Shanghai Hey Beep Baby Products Co., Ltd., a subsidiary of the Sanqian Group, focusing on promoting the "i-baby" brand. This company aimed to introduce a premium baby product model in China, combining international standards with local needs.
Wang’s inspiration came from his own experience as a father. When his daughter was born, he noticed how outdated the maternal and child care practices were in China. For instance, elderly family members often reused their own clothes for the baby. Wang wanted to provide something better. After visiting Europe, he was impressed by the variety and quality of foreign baby products. These brands not only emphasized safety and scientific design but also considered the health and growth of babies.
He realized that Western parenting concepts, such as giving babies their own space to sleep and grow, contrasted sharply with traditional Chinese practices. In China, it was common for babies to share a bed with parents, while in the West, independent sleeping spaces were standard. This difference made Wang think about how to adapt foreign ideas to suit Chinese families.
For example, in the U.S., babies don’t need pillows until they are older, as 60% of sudden infant death syndrome cases are linked to suffocation from pillows. Yet, Chinese parents often prioritize pillow use for brain development. Wang designed a safe, health-focused pillow to meet these needs. Similarly, in Europe, babies are dressed in small dolls to encourage independence, while in China, practicality is key—shoes are unnecessary before a baby learns to walk. Wang created stylish socks that reflected both practicality and the image of "little gentlemen" and "little ladies."
Wang believed he had discovered a new parenting concept—one that blended modern, global ideas with traditional Chinese values. This became the foundation of i-baby’s unique mother-baby lifestyle. Positioned in the high-end market, Sanqian International, as a World Expo franchise supplier, has already established itself in the Anglo-American luxury market with original designs. Their soybean and corn fiber products are sold in upscale boutiques like John Lewis in the UK.
Wang saw an opportunity for China to develop its own high-end maternal and infant brand. He argued that China's culture of etiquette and emotional consumption could support such a brand. Moreover, he believed that quality-driven consumption, combined with cross-cultural design teams, was essential for creating a premium brand.
He outlined a three-step strategy: first, building a transnational design team to support customers and factories; second, launching a global brand with three divisions—children’s products, home textiles, and clothing; and third, expanding i-baby internationally, targeting markets like Southeast Asia, the Middle East, and South America.
In August, Sanqian planned to host the High-End Baby World Expo Global Summit, bringing together industry leaders and economists to discuss the future of China’s high-end baby market. Wang emphasized that advanced maternal and child care philosophies were becoming a trend among young Chinese parents. His vision was simple: everything in the store should be world-class—not necessarily the most expensive, but always high-quality.
This philosophy, rooted in innovation and cultural sensitivity, was what Wang believed would make i-baby stand out in the competitive global market.