What is FirstCry? What are the characteristics of FirstCry?

FirstCry, a maternal and infant e-commerce company, is one of the most important vertical e-commerce companies in India. At the beginning of this year, SoftBank promised to acquire approximately 40% of FirstCry's equity for US$400 million, and has actually invested US$150 million. FirstCry regards the UAE as the first stop for overseas expansion. It has now settled in the Dubai South Logistics Free Zone and established a fulfilment center.

Compared with other e-commerce companies, FirstCry has several characteristics:

1. Retailers settle in + own brands

Initially, FirstCry relied entirely on its own supply of maternal and infant products. A few years later, FirstCry introduced retailers to the platform, enriched the product categories, and launched its own brands Baby Hug (clothing) and Cute Walk (footwear) on the platform.

2. Offline stores with franchise model

Taking into account the low Internet penetration rate in India's second- and third-tier cities, FirstCry has been expanding its offline stores on a large scale since 2014. The franchising model has enabled offline stores to develop rapidly. Now, there are more than 400 offline stores in India, mainly in underdeveloped cities.

3. Special promotion methods for maternal and infant products

In terms of marketing or advertising strategy, FirstCry rarely carried out publicity on the Internet, print or television in the early days, and mainly relied on word-of-mouth. Among them, the more distinctive one was the "Firstcry Box", which directly established contact with more than 6,000 hospitals across India and gave "Firstcry Box" to mothers to celebrate the birth of newborns.

The above is an analysis of what FirstCry is and what are the characteristics of FirstCry. If you want to know more about FirstCry, please continue to follow us!