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...
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