Xinshengli Raises Millions of Yuan in Angel Round from Source Code Capital to Focus on Preschool Math Education

源码资本·June 14, 2018·0·0

Providing science and math/logic-focused early education content for children aged 3–8.

Early childhood education content provider "HnR" (Xinshengli) announced it has raised several million yuan in angel funding from Source Code Capital. Following this round, it will continue providing science and mathematical logic-focused early education content for children aged 3–8.

Xinshengli was originally positioned as a parenting-focused WeChat public account for parents, covering three main areas: "scientific parenting, healthy living, and self-actualization." It invited experts and doctors to film videos answering common questions. Starting in 2017, it began producing a series of science popularization videos aimed directly at children, making early education content its current priority.

On the pivot, founder and CEO Ariel explained that most families in China are dual-income households, with children largely cared for by grandparents. Rather than educating parents who then relay information to children, delivering content directly to kids proves more effective.

Ariel previously operated 19 kindergartens and found that most preschool educators lacked the training to deliver high-quality content, particularly in math and science. She wanted to fill this gap with online, systematized courses.

Specifically, most courses are offered in bilingual Chinese-English formats. In December, it launched science popularization videos including The Universe Course and The Secrets of Plants, with each theme spanning 8–12 episodes of 8–10 minutes each. Priced at 29.9 yuan through group-buying, these have already been purchased by tens of thousands of families across various distribution channels.

Ariel believes video format gives children a more intuitive grasp of science and math content, making it more effective for early education than audio. One of her partners is a veteran advertising professional with extensive video production experience and industry resources, keeping per-episode costs between 1,000–1,500 yuan. Production cycles vary somewhat depending on content format, with an average weekly output of 8–10 videos.

This year's focus is on systematized mathematical logic and science courses, plus animated series with math themes. The math course is currently priced at 599 yuan, and was previously beta-tested with 1,000 users, achieving a paid conversion rate of roughly 10–11%.

Currently, course content is primarily delivered through the "HnR Xinshengli" mini-program. Going forward, the focus is on product optimization and marketing. Having already built up a library of video content, the team wants to increase classroom interactivity by adding exercises, check-in features, and other tools to productize the content. For distribution, it is adopting the viral growth model pioneered by "Baby Plays English," building communities within the WeChat ecosystem and using精细化运营手段 to drive sharing and retention.

On its investment rationale, Source Code Capital stated that Xinshengli's children's science videos hold strong appeal for the 3–8 age group, and it is optimistic about the future potential of combining high-quality content with a structured curriculum approach.

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