"We are pforming the B2C e-commerce company from a one-stop mother child service platform to a one-stop shopping platform B2F (F is Family's short cut, representing family) e-commerce company."

Through the "catalog sales + e-commerce" mode, red children began to tap their own channel value horizontal development.

At present, the trial of red children is based on mother and infant oriented fashion make-up, healthy food, nutrition and health care, life category and other fields, and has created specialized brands respectively. The target customers obviously expand from direct targeting to women and children to family shopping.

After 6 years of development, red children already have the largest volume of direct investment products in China, one of the largest call centers in China's B2C field and the largest logistics distribution company in China's B2C field.

Xu Peixin did not comment much on his competitors, but he said that red children never used Taobao as their competitor.

He believes that as an e-commerce platform, if there are problems of tax evasion, smuggling of goods and rampant fakes, it will not be the best choice for rational consumers.