Business to family e-commerce enterprises analysis: A case study of Redbaby

Redbaby, established in 2004, was devoted to provide consumers with a convenient way of shopping and quality products with low prices via catalog selling and e-commerce website. The products for sale have extended from one category to nine categories that could entirely meet the requirement of family shopping. Redbaby has transferred itself from a traditional baby-care products seller to a shopping platform on families, which is a model change from B2C to B2F (Business to Family). After years of development, Redbaby has established the operation with catalog and website as the channel, and integrated marketing center, purchasing center and operating center as a system. The paper analyzes the running model of Redbaby comprehensively from the perspective of operation, technology, capital and logistics.