What is Netease YEATION's mode of eliminating brand premium and intermediate links through ODM mode?

We all know that Netease YEATION has now settled in Pinduoduo. Although it is only a test, everyone is also paying attention to Netease YEATION. Let's have a look.

Netease YEATION is an original lifestyle self-operated e-commerce brand owned by Netease. Directly connecting with big-name manufacturers through ODM mode, excluding brand premium and intermediate links, is known as "selecting high-quality and cost-effective world-class products for Chinese people."

Netease YEATION in the stage of e-commerce entering the Red Sea, Netease started from the perspective of quality life and cut in with ODM mode, creating a branded Netease YEATION and occupying the position in advance.

Last year, 6 18 Netease YEATION put forward the theme of "exquisiteness" and continued to talk about quality. China Online Retail B2C Comprehensive Annual Report 20 17 recently released by Analysys think tank points out that "in the domestic consumption upgrading market environment, it will become an important trend for online retail upgrading to infiltrate the quality e-commerce of upstream manufacturers represented by Netease through ODM, C2M and other manufacturing methods."

Netease YEATION was hatched in the mailbox department. From the initial home textiles to kitchen and bathroom, toiletries, luggage, maternal and child, food and other products, Netease YEATION has developed into nine categories, and the SKU has increased from more than 30 in trial operation to more than 5,000.

At the beginning of this year, Ding Lei set a small target of 7 billion yuan GMV for Netease. Once it is realized, it will surpass the sales of MUJI in China.

The reasons behind the birth of a good product will be complicated. In addition to market demand, the shape of the product when it was born, the cut-in of light and heavy modes, the choice of operation mode, tactical strategy, traffic source, enterprise genes and so on. Will affect the development of products.

These factors are also reflected in Netease YEATION. But behind these factors, Netease pursues long-term success, and the foothold of doing things is to satisfy users and customers.

This leads to the slow layout of Netease in the Internet industry, but it is precisely the success of Netease YEATION. E-commerce is one of the meta-propositions of the Internet.

Although there are many players and various new concepts emerge one after another, it is always a few players who really control the mainstream core and value evolution.

At present, it is recognized that the demographic dividend is declining, and the traditional flow logic (Taobao model) and price war will not work. Compared with the unanimous praise of the media for e-commerce in previous years, there have been many voices of doubt in recent years.

Low quality/price ratio, high destocking pressure, compressed profit margin, and the cost of network channels gradually benchmarking with offline, which has become a bottleneck that traditional e-commerce must break.

The emergence of the "YEATION model" has made everyone see the explosive power of quality e-commerce to open the incremental market. "Good Life is Not That Expensive", with new middle-income groups as the core audience, high quality and high cost performance as the breakthrough point, and with the help of the commercial manufacturing foundation of "world OEM", quickly detonated and triggered giants and start-ups to follow suit. Ali, Xiaomi and Tencent have all launched new brands such as Taobao Xinxuan, Mijia Youpin and Tencent Youpin.