The company was founded in 2009. The company is an innovative parent-child family service provider driven by data and operated based on user relationships. It specializes in providing omni-channel one-stop product solutions, childcare, growth and social interaction services for expectant mothers and children aged 0-14. The company's main business mainly includes sales of mother and child products, mother and child services, supplier services, advertising business and platform services. The main products are food (milk powder, baby food supplements, etc.), consumables (diapers, toiletries, etc.), durable goods (toys, strollers), clothing, and maternity products. In 2024, the company added a total of 96 stores (15 Kidowang, 81 Leyou directly-managed and franchised hosting stores), closed 75 stores (17 Kidwong, 58 Leyou directly-managed and franchised hosting stores), and 1,046 stores at the end of the period (506 directly managed by Kidwong, 540 Leyou directly-managed and franchised hosting stores).