With a series of internal adjustments in 2019 and re-positioning, Yanxuan, an e-commerce platform incubated by Internet company NetEase, is gradually becoming a "new middle-class favorite lifestyle brand.".
Netease Yanxuan, as a new consumer brand, has completely lost its ODM burden and has made continuous breakthroughs in commodity design and sales.
Huluwa beauty products on Yanxuan
At present, more than 60% of Netease Yanxuan's products are original designs, and the Christmas Xingyuan cup and Huluwa IP co-branded beauty products frequently turn out to be popular products.
Netease Yanxuan was the first to try the ODM model in China's e-commerce industry, and it was difficult to find a similar business model in the first few years of the market.
However, after three years of blindfolded rush, the Yanxuan team still could not accurately answer whether Yanxuan is an "e-commerce platform" or a "consum...
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