What kind of product is Netease YEATION?

I have to say that in the dispute of copying the cottage, Netease YEATION is still on fire.

In today's Internet industry, the dispute over e-commerce has long been settled, and some game companies dare to share a piece of it, and have also achieved good results (as a person whose main income is long-term investment, please forgive me for focusing only on the reaction of the stock market, laugh):

20065438+On June 30th, 2006, Netease YEATION's business-friendly stock soared, and its market value exceeded a new high of $25 billion. Wall Street investors are optimistic about Netease's entrepreneurship, which is a dark horse in the field of e-commerce.

According to the Q3 financial report data of Netease 20 16, the net income of e-mail, e-commerce and other businesses was 2.08 billion yuan (mainly due to the income growth of various products of Netease e-commerce, with a gross profit margin of 33.5%), which increased by 107.2% year-on-year, even accounting for 22.6% of the total revenue of Q3, making it the second largest revenue after Netease games.

1.？ Analysis of Netease Yeast Products

Let's talk about the advantages of the product first. It is said that Boss Ding is the original planner and the biggest product manager of Netease YEATION (buyer, laugh ~).

Personally, Netease YEATION is like an e-commerce product with the heart of LOFTER, full of petty bourgeoisie, and more like a home life museum.

As a frequent visitor to Tmall Taobao JD.COM, you must be familiar with this way of opening the interface-complicated pictures, low-level advertising language, and almost no desire to open it. Unless you have a clear idea, finding a good and cheap product is like looking for a needle in a haystack.

Comparing Netease YEATION again, I have to say that it won in the matter of pretending.

In the process of using the App, careful people will find that, unlike us, we need to wait for loading to open a product detail page. It takes the process as an interactive animation, which is refreshing in an instant.

To sum up, although I dare not assert whether Netease YEATION can get a return matching the investment in e-commerce Red Sea with the expansion of its scale, at least I have achieved one thing: the positioning is clear, the price of Netease YEATION is not high-end (ODM features), and the product style is also aimed at young users with petty bourgeoisie.

In addition to the short board, the so-called product short board here is not a current problem, but a problem that will affect product development in the long run-user precipitation.

It is said that Netease YEATION was mainly initiated by Netease mailbox department. It is said that most of the current traffic comes from Netease's own mailbox, portal and other traffic. I used to shop in a gourmet App and visited it many times. Although I occasionally have unpleasant experiences, I have to say that whenever there are activities, I will pay close attention, because I am a user of this App, and I tend to pay close attention whenever the App has recommended activities.

In other words, e-commerce without a user base is difficult to develop (we will talk about koala shopping and show later, and the user groups don't match), so besides the quality of the goods it provides, how to publicize and operate it will be the main problem of Netease YEATION.

2. Why should Netease do Netease YEATION?

In fact, in addition to YEATION, Netease also has two e-commerce platforms, koala online shopping (self-operated direct cross-border shopping) and xiupin online shopping (cooperation with brands and a team of buyers).

At first glance, the three e-commerce platforms of the same company are redundant, but in fact, it can be seen that Netease is very careful to focus on market segments in the e-commerce field.

Although the categories overlap, koalas focus on maternal and child products, and show products focus more on clothing, including luxury goods, while Netease YEATION, as an unbranded commodity, has a downward gradient in price, which is the young people with petty bourgeoisie feelings we started to mention.

3.？ Is Netease YEATION plagiarism?

The storm when Netease went online in 2008 brought the word ODM into public view. Even if it was not illegal, it really made the public emotionally unacceptable, so that Netease later published an apology letter.

ODM simply means that manufacturers provide overall solutions (including design and manufacturing) to foreign big-name buyers, and affix the buyer's LOGO when selling, but the product appearance, fabrics and other related intellectual property rights belong to the manufacturers, so there is usually no infringement or plagiarism.

But in fact, this can't completely avoid the risk, because there is another possibility-the purchaser clearly defined the detailed terms when signing the contract, prohibiting the sale of the same product to a third party for OEM. With the increasing number of Netease YEATION products in the future, it will bring more complicated work to review the contracts signed by manufacturers and other companies.

At present, many products selected by Netease YEATION are similar to international brands, and the premium of big brands is their own brands. What will Netease do if they will make their contracts with manufacturers more clear and strict in order to protect their own interests in the future?

Without the gimmick of "big brands with the same model", how can we attract the petty bourgeoisie users mentioned at the beginning?

Summary: Personally, I still prefer to see Netease YEATION select more high-quality domestic manufacturers through user precipitation, abandon "big brands with the same model", support manufacturers, and provide users with more good products with good quality and low price.

E-commerce is not easy to do, and it is also cherished (laughs).

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