This year's Double Eleven is in full swing. Liang Jun, CEO of NetEase Yanxuan, issued an internal letter, responding for the first time to the reasons for Netease Yanxuan's withdrawal from Double Eleven last year. In the article "Don't talk about sales, talk about direction", Liang Jun once again emphasized NetEase's strict selection of "no routine shopping" slogan, saying that this year will focus more on products, channels and business structure. At the moment when the e-commerce Double Eleven is involved in the price war, NetEase Yanxuan chose to find another way to withdraw from the Double Eleven, making this boutique e-commerce the focus of public opinion again.

According to public reports, Netease country email list Yanxuan was launched in April 2016 and has been loved by the new middle class since its launch. Its categories include home life, clothing, shoes and bags, food and beverages, personal care and cleaning, mother and child parenting, sports outdoor, digital home appliances, Strictly select 8 major categories in the world. In the past five years,

NetEase Yanxuan has gradually developed from a shopping platform that the new middle class likes to a new middle-class lifestyle brand, providing consumers with one-stop, all-category and all-round solutions for a better life.

In the 2019 Smart Retail Potential TOP100 list, NetEase Yanxuan ranked 22nd. In just a few years of development, NetEase Yanxuan has become the "number 1" of boutique e-commerce companies. Why has this company developed so rapidly in a short period of time? What is the company's development and business model?

This book is started by NetEase Yanxuan, and will give you an in-depth understanding of the reasons for the rapid development of this company and the operation logic of the quality e-commerce industry.

This article will analyze the following aspects: