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2010 venture capital investment new blue ocean
In 2010, the concept of "Blue Ocean" was often used to describe untapped markets or new opportunities. However, one person remarked that by 2010 and beyond, the blue ocean had disappeared. 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 generation's fertility in China. As generations of mainland Chinese gradually entered their marriage and childbearing years, parents began to place higher expectations on raising their children.
The first generation of 80s parents, in particular, demanded more than traditional methods used by their own parents. This shift created new business opportunities. Wang Yaomin, Chairman of Shanghai Sanqian International Trade Co., Ltd., saw this as a chance. 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 with a model of China’s top baby home appliance store.
Wang Yaomin recalls when his daughter was born, the standards for maternal and child care in China were still lagging behind. The elderly often reused clothes for infants. He wanted to buy a printed dress for his daughter, but the zipper design caused discomfort. After a trip to Europe, he examined foreign baby brands and noticed how mature international brands offered a wide range of products—scientific designs, safe materials, and a focus on the baby’s health and growth.
This inspired him. In many developed countries, babies have their own independent space, unlike in China where it’s common for babies to sleep in the same bed as parents. The Western approach emphasizes comfort and safety, which led Wang Yaomin to rethink traditional Chinese parenting styles.
He realized that while Chinese parents value practicality, they also want high-quality products that reflect cultural identity. For example, in the West, babies don’t need pillows immediately after birth, as studies show that 60% of infant suffocation deaths are linked to improper pillow use. In China, however, parents prioritize brain development and often use pillows early on.
Inspired by these observations, Wang Yaomin designed a health pillow tailored for Chinese babies. He also studied how European parents encourage independence by carrying their babies like adults, leading to the creation of baby dolls. In contrast, Chinese parents tend to focus on practical items like socks, which Wang Yaomin reimagined with a touch of elegance, reflecting the image of “little gentlemen†and “little ladies.â€
He believed that combining global design trends with Chinese culture could create a unique mother-baby lifestyle. His company aimed to position itself in the high-end market, leveraging cross-cultural design teams and high-quality materials like Peruvian cotton, soy fiber, and corn fiber.
Wang Yaomin outlined a three-step strategy: first, building a transnational design team to provide customized solutions; second, expanding into different product divisions such as children’s goods, home textiles, and clothing; and third, exporting the i-baby brand to regions like Southeast Asia, the Middle East, and South America.
In August, the company planned to host the High-End Baby World Expo Global Summit, bringing together industry leaders and economists to discuss the future of China’s premium baby market. Wang Yaomin emphasized that the new generation of young parents is embracing a more advanced philosophy of child-rearing—one that values quality, design, and global standards. Everything in his store may not be the most expensive, but it is always high quality, reflecting his belief that good things are shared globally.