年入17亿，他要上市了！从校园小网店到抖音爆款之王，创始人的逆袭太牛了

Core Insights - The article highlights the remarkable success of Ruoyuchen, an e-commerce operation company, which achieved an annual revenue of 1.7 billion yuan and is preparing for a listing in Hong Kong, despite challenges faced by the industry [1][14] - The founder, Wang Yu, transformed the company from merely helping others sell products to creating its own successful brands, demonstrating a significant shift in strategy [8][14] Company Development - Wang Yu started his entrepreneurial journey 18 years ago with a campus-based online store, "Aigou.com," which sold acne treatment products and generated a daily income of 2,000 to 3,000 yuan [3] - After graduating in 2009, he took over an unknown acne brand and grew its sales to 300 million yuan, leading to the establishment of Ruoyuchen, which won the "Dark Horse Award" on Tmall during the Double Eleven shopping festival [4] - Ruoyuchen went public in 2020, becoming the first listed company in the e-commerce operation sector, marking a significant milestone in its growth [4] Industry Challenges - The e-commerce operation market began to slow down in 2021, with leading companies facing profit margins below 5%, prompting Wang Yu to rethink the business model [6] - Competitors like Baozun and Liren Liyang struggled with significant losses, highlighting the industry's difficulties [6] Strategic Shift - In response to market challenges, Wang Yu made a bold decision to develop proprietary brands, acquiring a Singaporean brand and rebranding it as "Zhanjia" [8] - The company adopted a differentiation strategy, focusing on emotional marketing rather than competing solely on price, which resonated with consumers [8][10] Financial Performance - Zhanjia quickly gained popularity on Douyin, generating 567 million yuan in the first half of 2025, accounting for 61.4% of total revenue [10] - From 2022 to 2024, Ruoyuchen's proprietary brand revenue surged from 160 million yuan to 500 million yuan, while its operation business revenue declined from 1 billion yuan to 700 million yuan [10] - The company's total revenue and net profit reached 1.766 billion yuan and 106 million yuan in 2024, with projections for 2025 indicating a growth of 61% to 100% in net income [10] Market Trends - The success of Ruoyuchen illustrates a shift in the perception of Chinese brands, showing that they can achieve high value through storytelling and emotional engagement [12] - The self-owned brand e-commerce market in China is projected to grow from 407.7 billion yuan in 2023 to 586.2 billion yuan by 2028, indicating a broader acceptance of proprietary brands [12]