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...

This is the first part of a three-part series on e-commerce companies' exploration and collaboration with the manufacturing industry. You can download the full eBook here.

E-commerce factory is the collaboration of the manufacturing industry and the internet. Under the circumstances of retail sector being depressed while the traffic of e-commerce reaching the peak, the e-commerce platforms start to expand to the upstream of the industrial chain.

Through the education by the e-commerce platforms, the business model of direct linkage with the factory and skipping the intermediate links is obtaining broad acceptance, as the model is benefiting the consumer, even become the alternate expression of "cost-effective".

However, the gap between the e-commerce platforms and the manufacturing factories emerges as well.
The problem of e-commerce’s factory remodeling efforts
When it comes to e-commerce factories, one has to mention Netease Yanxuan. In 2016, Netease Yanxuan was born, know...