(Yicai Global) March 13 -- Hipac, a Chinese business-to-business e-commerce platform for parent and child goods, has secured USD50 million in C-round funds as it looks to roll out a stock incentive program to encourage its clients to buy into the company.

Shunwei Capital, Jointown Pharmaceutical Group, Fosun International Ltd. and LightHouse Capital Management, all existing shareholders, made up the round, the company said in a statement.

The firm will offer up CNY50 million (USD8 million) in its stock program to incentivize its clients, small and medium-sized maternity and infant stores, to buy shares. Customers spending CNY3 million will be entitled to CNY300,000 worth of stock options.

"When Hipac goes public, we will select suitable stores from our new partners to make reverse mergers or acquisitions," said Hipac Chief Executive Zhao Chen. "This provides a capitalization route for the mother-baby outlets to maximize profits," he added.

The scheme provides a new model for connecting the capital market to small shops that don't attract much attention, Zhao continued, saying this will allow them greater development opportunities.

Hipac began as a cross-border e-commerce firm bridging upstream brands and downstream products to sell in lower-tier cities. It now serves more than 80,000 stores in third- and fourth-tier cities.