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36氪首发|以渠道优势见长,数字经期护理公司安雅(Enya)获得数百万美元融资
3 6 Ke· 2025-06-30 09:59
Core Insights - Enya, a sanitary napkin brand, has secured several million dollars in seed funding from 500Global, aimed at brand building and expanding into the Chinese market [1] - The company anticipates a doubling of revenue this year, with projections to exceed $10 million next year following its entry into China [2] Company Overview - Enya, founded in 2020 in Singapore, focuses on digital menstrual care and has expanded into markets including Singapore, Malaysia, Hong Kong, UAE, and Saudi Arabia, with a recent entry into mainland China [1] - The founder, Chris Teo, is an experienced entrepreneur with a background in FinTech and Femtech, aiming to leverage his expertise in cost management and efficiency in the fast-moving consumer goods (FMCG) sector [1] Product Offering - Enya's product range includes sanitary napkins, heating pads, menstrual cups, and menstrual pants, with sanitary napkins being the primary product in China, made from 100% organic cotton [4] - The products have received FDA certification, which requires passing 16 heavy metal tests and 3 categories of pathogenic bacteria tests, exceeding national standards by approximately three times [5] Market Strategy - Enya has established strong channel capabilities, primarily focusing on offline sales due to limited online payment options and logistics in Southeast Asia, partnering with convenience store brands like 7-11 and Watsons, and is set to collaborate with Sam's Club [8] - The company aims to increase its sales share in China to 70%-80% of its total revenue, capitalizing on the growing sanitary napkin market, which is projected to maintain a compound annual growth rate of 5%-8% and exceed 105 billion yuan by 2025 [9] Competitive Landscape - The sanitary napkin market in China is currently facing a trust crisis due to production issues highlighted in media reports, leading to a potential market reshuffle [9] - Enya plans to introduce products tailored to Asian body types and intends to integrate AI technology for personalized consumer experiences through a WeChat mini-program [9] Distribution Channels - Enya's strategy includes a "full-scenario penetration" approach, developing a three-tier distribution network comprising instant retail (Meituan/JD Daojia), high-end convenience stores (FamilyMart/Rosen), and supermarket systems (Yonghui/Darunfa) [10] - The company aims to penetrate over 8,000 convenience store terminals to reshape consumer brand perception and enhance product availability, while also expanding online sales through platforms like Xiaohongshu, Tmall, and JD [10]