In 2008, Boqii was established as a retailer of petfoods and pet-related products. It had its own website, but was best knows for its outlets in Taobao, Tmall, Jingdong and other well-known Chinese e-commerce sites. The company has since added a wiki, social forums, group buying deals and directories, as well as developed an in-house brand of products.
Boqii has more than 3 million registered users. The newest funding will be used to ramp up marketing and branding, as well as moving into online-to-offline services.
By Lindsay Beaton
As work continues on creating a new nutrition label that focuses on simplifying information for consumers, challenges remain.
By Tang Yu