What kind of product is Netease Yanxuan?

It has to be said that in the controversy of copycat cottage, NetEase Yanxuan is still on fire after all.

Today's Internet industry, the battle of e-commerce has long been settled, a game company dared to come to get a piece of the pie, but also achieved good results (as a long-term investment as a family's main income, forgive me for only focusing on the stock market's reaction, laughs):

June 30, 20016, NetEase YenPick's business positive stock soared, the market capitalization exceeded 25 billion U.S. dollars! A record high, Wall Street investors are bullish on NetEase Yanxuan, the dark horse of e-commerce.

NetEase 2016 Q3 earnings data show that mailboxes, e-commerce and other business net income of 2.08 billion yuan (mainly due to the various NetEase e-commerce products, revenue growth, gross margin of 33.5%), an increase of 107.2% year-on-year, in the Q3 total revenue is as high as 22.6% of the total revenue, to become the second largest revenue after the NetEase game main force.

1. ? NetEase Yanxuan product analysis

First of all, let's talk about the advantages of the product, it is said that Ding boss is the original planner of NetEase Yanxuan, and also the biggest product manager (buyer, laughs ~).

Personally, I feel that NetEase Yanxuan is like doing e-commerce products with the heart of a LOFTER, with a petty mood, more like a home life hall.

As a familiar customer of Tmall Taobao Jingdong, we must have been familiar with this interface to open the way - mixed pictures, very low advertising slogan, almost no desire to open, unless you have a clear idea, otherwise you want to find a quality and inexpensive goods is really like a needle in a haystack.

Contrasted with Netease Yanxuan, I must say - In the matter of pretending, it won.

Using the App process, careful people will find that with our point to open a product details page, need to wait for loading different, it is thoughtful process as an interactive animation, instantly refreshing.

In summary, although I dare not say that NetEase Yanxuan with the expansion of the scale, in this red sea of e-commerce can be matched with the return on investment, but it did at least one thing: positioning clear, NetEase Yanxuan price is not high-end (ODM qualities), the style of its products are also aimed at a slightly petty mood of the young users.

Then again, the shortcomings of the so-called product is not the current problem, but long term will affect the development of the product - user sedimentation.

Netease Yanxuan is said to have been launched mainly by NetEase's mailbox department, and most of the current traffic is said to come from its own traffic such as NetEase mailboxes and portals. I have been a person who has shopped at food apps, and many times, and although I have had occasional unpleasant experiences, I have to say that I pay close attention whenever there is an event, and since I am a user of the app, I tend to pay attention whenever there is a recommended event on the app.

In other words, there are certain difficulties in developing an e-commerce business without a user base (we'll talk more about Koala Haiso and Xiupin later, the user base doesn't match), so in addition to the quality of the goods it offers, how to publicize and operate it will be the main problem for NetEase YenSelect.

2. Why NetEase did NetEase Yanxuan

In fact, in addition to Yanxuan, NetEase also has two e-commerce platforms: Kaola Haiying (self-managed direct cross-border) and Xiuping (cooperating with brands and having a team of buyers).

At first glance three e-commerce platforms under the same company is somewhat redundant, but in fact it can be seen that NetEase in the field of e-commerce focus on targeting market segments quite attentively.

While there is an overlap in categories, Kaola focuses on mother and baby products, Xiupin focuses more on apparel, including luxury goods, and NetEase Yanshou, as an unbranded product, has a more downward gradient at the price level, i.e., the young people with a small capitalist sensibility that we mentioned in the beginning.

3.? Netease strictly selected in the end is not considered plagiarism?

The fiasco at the time of the launch of NetEase Yanxuan brought the word ODM into the public eye, and even though it did not violate the law, it did make it emotionally difficult for the public to accept, so much so that NetEase later issued a public apology letter.

ODM, simply put: the manufacturer to provide the overall program to the foreign big brand buyers (including design, manufacturing), sold on the buyer's logo, but the appearance of the product, fabrics and other related intellectual property rights are attributable to the manufacturer, so usually there is no infringement of copyright infringement, there is no copycat plagiarism said.

But in fact, this does not completely avoid the risk, because there is another possibility - the purchasing party in the signing of the contract clearly the details of the terms and conditions, prohibit the same product will be sold to a third party labeling. With more and more NetEase products in the future, how to scrutinize the contracts signed by manufacturers with other companies will bring more tedious work.

At present, many of the products NetEase chooses are similar to big international brands, which pay a premium for their own brands, and if in the future they make contracts with manufacturers more explicit and strict in order to protect their own interests, where will NetEase go from there?

Without the gimmick of "big brands with the same style", how will it attract the group of petty users mentioned at the beginning?

Summary: Personally, I would like to see NetEase Yanshou to be able to put aside the "big brands with the same style" through the precipitation of the users, and choose more high-quality domestic manufacturers, and support the manufacturers at the same time to provide users with more high-quality and low-priced good products.

E-commerce is not easy to do, and walk and cherish (laughs)

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