一款设计独特的婴儿推车，定价超过两千元，依然在中国年轻父母中掀起购买热潮。中产家庭们为子女 选择的不只是产品，更是一种被定义的生活方式。 2025年9月，BeBeBus母公司不同集团登陆港交所，上市首日股价表现不俗。 市场关注的是，这个凭借鲜明风格在小红书等社交平台走红的品牌，其高售价背后的驱动力究竟是什 么？在激烈的市场竞争中，其略显激进的营销投入是为品牌长期发展铺路，还是暗藏隐忧？ 01 溢价锚点：设计、技术叙事与高端的建构 BeBeBus的高定价并非凭空而来，其策略核心在于构建一整套差异化的价值叙事，精准满足当代中产家 庭在育儿消费上的深层需求。 品牌从成立之初就避开了大众市场的价格竞争，选择了高端化、差异化的路径，旨在填补当时国产品牌 在高端母婴市场的空白。 这种高端定位首先体现在设计和美学层面。BeBeBus打破了传统母婴产品以实用和耐脏为主的沉闷设 计，大量采用白色、香槟金等时尚配色以及流线型外观，将婴儿车、安全座椅等产品从功能性工具转变 为时尚出街单品和家居美学的一部分。 技术创新与安全叙事是其构建溢价的另一支柱。品牌是国内较早将"护脊"概念作为核心卖点进行系统推 广的婴童车品牌之一。 同时，品 ...

Core Insights - BeBeBus, a high-end maternal and infant brand, is set to go public on September 23, following a successful public offering that attracted $15 million in subscriptions from cornerstone investors [1] - The company has rapidly ascended to a leading position in the domestic maternal and infant industry within five years, with its valuation skyrocketing from 300 million to 2 billion yuan [1][4] - BeBeBus is recognized as the top brand in durable parenting products for mid-to-high-end consumers in China, according to data from Frost & Sullivan [1] Market Dynamics - The Chinese mid-to-high-end parenting market is experiencing growth, driven by the implementation of a national childcare subsidy policy by 2025, leading to a shift from homogeneous competition to more refined market structures [5] - Traditional maternal and infant brands often focus on functionality at the expense of aesthetics, leaving a gap that BeBeBus aims to fill by addressing both practical and emotional needs of consumers [5][6] Product Innovation - BeBeBus emphasizes the integration of practical and emotional value in its product design, transforming parenting products into lifestyle symbols rather than mere tools [6][7] - The brand has established a "User Experience Research Center" to gather insights from social media, identifying deeper emotional needs of modern parents [8] - BeBeBus has developed a unique aesthetic system, focusing on minimalism and original design, which resonates with contemporary home decor [8][9] Brand Strategy - The company has introduced a new brand philosophy, "One Step Less, Easier," which prioritizes emotional value over redundant functionalities, allowing parents to focus on their emotional needs [9][10] - BeBeBus has engaged diverse parenting representatives in co-creation processes, ensuring that the brand remains rooted in real-life experiences of users [9][10] Financial Performance - BeBeBus has demonstrated significant financial growth, with revenue increasing from 507 million yuan in 2022 to 1.249 billion yuan in 2024, reflecting a compound annual growth rate (CAGR) of 56.9% [16] - The gross profit also rose from 242 million yuan to 629 million yuan during the same period, with an even higher CAGR of 61.3% [16] - Adjusted net profit saw an extraordinary CAGR of 236.8% from 2022 to 2024 [16] Global Expansion - BeBeBus is accelerating its global expansion, targeting major international markets such as Europe, North America, and Japan, while adapting its strategies to local needs [12][15] - The company has initiated its own R&D efforts since 2021, focusing on material innovation and process optimization to enhance product competitiveness [12][13] User-Centric Approach - BeBeBus's approach centers on user insights, ensuring that product development is driven by the actual needs and emotional expressions of parents [11][17] - The brand's ability to understand and respond to user needs has resulted in a high repurchase rate, increasing from 45.7% in 2022 to 53.3% in 2024 [11]