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]

Core Viewpoint - The article discusses the challenges and growth potential of Ruoyuchen, an e-commerce operation company, particularly focusing on its self-owned brand, Zhanjia, which has seen significant sales growth but struggles with brand recognition among the general public [5][8][25]. Group 1: Company Overview - Ruoyuchen has submitted an H-share prospectus to the Hong Kong Stock Exchange, marking it as the first e-commerce operation company to go public [5]. - The company has diversified its business model to include e-commerce operation, self-owned brands, and brand management, with Zhanjia contributing significantly to its revenue [8][9]. Group 2: Financial Performance - In the first half of 2025, Ruoyuchen reported a revenue of 1.319 billion yuan, a 67.55% increase year-on-year, with net profit reaching 72.26 million yuan, up 85.60% [10]. - The revenue breakdown shows that self-owned brand revenue was 603 million yuan, accounting for 45.75% of total revenue, while brand management contributed 335 million yuan, or 25.42% [9]. Group 3: Brand Development and Market Position - Zhanjia has successfully penetrated the high-end market, leveraging online platforms like Douyin and Tmall, but faces challenges in brand awareness among a broader consumer base [8][25]. - The brand's product line is highly segmented, focusing on specific fabric types and usage scenarios, which aligns with its high-end positioning [12][17]. Group 4: Marketing Strategy - Zhanjia emphasizes fragrance as a core selling point, offering a variety of complex scents that rival high-end perfumes, thus appealing to consumers seeking quality at a competitive price [14][17]. - The brand collaborates with key opinion leaders (KOLs) and influencers to enhance its market presence, focusing on aligning with personalities that resonate with its target demographic [21][24]. Group 5: Sales Growth and Challenges - During the 2025 618 shopping festival, Zhanjia's total GMV grew over 160%, with significant increases across multiple online platforms, positioning it as a top brand in the household cleaning sector [23]. - Despite strong online sales, Zhanjia's brand recognition remains low among the general public, which poses a risk to its long-term growth potential [25][28]. Group 6: Industry Context - The e-commerce operation industry is facing challenges, with many companies struggling to transition from traditional operations to brand management, highlighting the need for effective brand-building strategies [11][36]. - Ruoyuchen's market valuation of approximately 138 billion yuan is notable, but concerns about whether this valuation is justified given the competitive landscape and the company's reliance on online sales persist [11][36].

Core Viewpoint - The article emphasizes the transformation in the new consumption era, particularly in the beauty and personal care sectors, driven by product innovation and emotional value consumption, contrasting with the previous era dominated by traffic dividends [2][3]. Group 1: New Consumption Trends - The new consumption wave is characterized by structural product innovation rather than traffic-driven growth, with a focus on emotional value and unique product offerings to meet evolving consumer demands [2][4]. - The beauty sector is experiencing continuous iteration of collagen components, while daily chemical products are upgrading in functionality and emotional appeal, exemplified by products like Zhenjia fragrance laundry detergent and Cold Acid Spirit toothpaste [2][4]. Group 2: Channel and Media Evolution - New channels and media are accelerating product innovation and market penetration, with platforms like Douyin facilitating product testing and brand exposure [3][4]. - Retail formats such as membership stores and warehouse supermarkets are playing a crucial role in product development and consumer engagement, helping brands refine their offerings before broader market launches [3]. Group 3: Opportunities in Traditional Industries - There is a notable trend of product innovation within traditional industries such as daily chemicals, personal care, health products, beauty, snacks, and more, as companies adapt to new consumer needs and market dynamics [4]. - Established brands are facing challenges in responding to rapid market changes, providing opportunities for new brands to leverage insights for product differentiation and market share growth [4].