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Ashley Peng of Xiaobu: When Chinese Millennials Become Parents

Season 1

Episode 24

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Interviewed by Hans Tung and Zara Zhang.

GGV Capital’s Hans Tung and Zara Zhang interview Ashley Peng (彭琳琳), the founder and CEO of Xiaobu (小步), a mobile platform for young parents in China with kids aged 0-6 years old. By providing high-quality content and tools, Xiaobu helps their users navigate parenthood, which is a confusing period for many millennial parents. Xiaobu literally means “little steps” in Chinese. On Xiaobu, parents can take courses on parenting, enter a “parenting university”, browse activities to do with their children, and post updates and photos to record their parenting journey. Xiaobu now has over 2 million users and growing fast.

Before starting Xiaobu last year, Ashley worked as a consultant at BCG China for 8 years, and then spent 2 years at Miya (蜜芽宝贝), a leading e-commerce company for mom-and-baby goods in China, where she was the VP of strategy and business assistant to the CEO. She holds a bachelor’s and master’s degree from Tsinghua University in journalism and public policy and obtained her MBA from the Stanford GSB in 2011. Xiaobu is a GGV portfolio company.

Ashley talks about how she was inspired to start Xiaobu by her own journey as the mother of a young child, why millennial parents in China need a lot of help, and how she went about designing a product that’s highly engaging to users.

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