In April this year, Xiaomi Youpin announced a brand upgrade and proposed a dual-engine-driven strategy of "technological intelligence + consumer goods".
As a latecomer to boutique e-commerce, how did it develop to its current scale and wipe out the first-mover advantage of NetEase Yanxuan to become one of the largest boutique e-commerce companies in China?
This article will take you to understand the operation logic of this company and the boutique e-commerce industry.
1. Industry analysis
Definition of boutique e-commerce
The premise of industry analysis is to be able to define the industry.
Boutique e-commerce usually refers to the in -depth cooperation between retailers and the supply chain , and the establishment of factory stores directly integrated with the supply chain to maximize the cost-effectiveness of products. Among them, the most popular ODM model is the original factory commissioned design and OEM, also commonly known as OEM production, which means that the purchaser entrusts the manufacturer, and the manufacturer does everything from design to production, and the final product is affixed with the purchaser's trademark and The production method in which the purchaser is responsible for the sale.
This is quite different from the B2C model of e-commerce such as Tmall. B2C e-commerce is to provide a platform for merchants to settle in. After the merchants settle in, they sell their own branded products, and the platform will not interfere with the production and manufacturing of the brand.
Through the above, we can understand the difference between boutique e-commerce and traditional B2C e-commerce.
2. Multidimensional Analysis
2016 is the "first year" of boutique e-commerce, the year NetEase Yanxuan was established. In the second year, Xiaomi Youpin was established. Why was the boutique e-commerce born, and why was it able to develop? I will combine the PEST model and analyze it around 4 angles.
1. Politics level
On September 20, 2018, the "Several Opinions of the Central Committee of the Communist Party of China and the State Council on country email list Improving the Consumption Promotion System and Mechanism to Further Stimulate Residents' Consumption Potential" was released, drawing a "blueprint" for promoting the quality and upgrading of consumption.
The opinion proposes to speed up the establishment and improvement of high-level, wide-coverage, and strongly constrained quality standards and post-consumer evaluation systems, strengthen the construction of enterprise and individual credit systems in the consumer sector, improve consumers' awareness and ability to protect their rights, and create a safe and secure consumption environment.
This policy fits the positioning of "selected e-commerce".
2. Economic level
China's per capita GDP growth rate has maintained positive growth from 2010 to 2020, which means that people's income levels are increasing and there is a need for consumption upgrades, thus providing a market for boutique e-commerce.