Forum Posts

sumaiya zahan
Jul 28, 2022
In Business Forum
In the past two years, high-quality e-commerce companies such as NetEase Yanxuan and Xiaomi Youpin, as well as social e-commerce companies represented by Pinduoduo, have taken advantage of two completely different paths, setting off an outside world on whether consumption upgrades or consumption downgrades. infinite doubts. But this year, the strange thing is that boutique e-commerce companies have begun to "socialize", and some social e-commerce companies in turn advertise "boutique membership system". In April, Xiaomi Youpin launched a boutique membership e-commerce platform "Youpin Youyu". As long as you register as a "Youpin Youyu" user, you can purchase all the products on the platform, and you can also earn a certain commission by sharing. Coincidentally, after Zheng Rujing, the founder of Netease Yanxuan, left, he started a boutique social e-commerce platform "Enough", which focuses on female groups, and completed the. A round of financing phone number list in March. However, NetEase Yanxuan, which once remained in the fast lane, failed to continue to create high-growth performance after all, and the layoff storm further magnified doubts. The transformation of boutique e-commerce, is it the pain of the model or the lack of consumption upgrade drive? This low tide may be a warning. Boutique e-commerce "downgrade" At the beginning of 2017, Ding Lei set "small goals" of 7 billion yuan and 20 billion yuan for NetEase Yanxuan in 2017 and 2018 respectively. After the release of the 2018 financial report, the 20 billion "small target" disappeared, and the outside world's expectations for boutique e-commerce fell short. What's worse, the leak of layoff news caused NetEase Yanxuan to fall into an unprecedented storm. Of course, layoffs by Internet companies were not uncommon at the time, but NetEase's Yanxuan response added a cloud of gloom to the prospects of this model. Shi Wenyi, vice president of NetEase Yanxuan, said that the category expansion of Yanxuan has basically been completed. The core of "Circle Fans" is mainly two points: on the one hand, the stickiness and repurchase rate of old customers are stabilized through the control and upgrade of product quality, and on the other hand, the efficiency of the supply side is improved. In other words, NetEase Yanxuan will not expand on a large scale in a short period of time, and it is difficult to maintain high-speed user growth. Xiaomi Youpin seems to be in the same predicament. A few years ago, it was rumored that Lei Jun was very dissatisfied with Xiaomi Youpin's sales performance of less than 10 billion yuan. He seriously questioned that the growth rate of the boutique e-commerce model was too slow. He held an internal meeting and hoped to make strategic adjustments. Soon after, Xiaomi launched "You Pin You Yu", users can earn a certain commission by sharing, and if they become paid members, they can also enjoy many membership benefits. "Youpin Youpin" seems to have glued together the two popular elements of socialization and membership in the industry, but the problem is that Xiaomi.
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