还记得那些年在淘宝上帮别人卖货的电商代运营公司吗？很多人觉得他们就是"帮人打工"的命，赚点辛苦钱。但有一家叫若羽臣的公司，偏偏不信这个邪， 不仅靠抖音卖货年收入冲到17亿元，现在还要去香港上市了！更让人惊讶的是，当同行们都在苦苦挣扎时，这家公司却逆势上涨，股价一年暴涨500%多。 这一切的背后，都离不开一个叫王玉的创始人。他到底做了什么，能让一家代运营公司突破天花板，实现惊天逆袭？ 故事要从18年前说起。那时的王玉还是江西财经大学的一个普通研究生。他发现身边的同学每天都在讨论淘宝，分享购物链接，敏锐地意识到"人在哪里， 消费就在哪里"。于是这个有想法的小伙子在学校里搞了个"爱购网"，专门卖当地的祛痘产品。因为价格实惠、品质靠谱，很快就在校园里火了起来，每天 能有两三千元的收入。这笔看似不大的第一桶金，却为他未来的事业埋下了一颗重要的种子。 2009年毕业后，王玉带着他的电商经验去了广州。他接手了一个不知名的祛痘品牌，运用自己的运营经验，竟然把这个品牌做到了全网销售3个亿！两年 后，他创建的若羽臣公司更是拿下了天猫"双十一"的黑马奖，在电商圈一炮而红。随后的发展就像坐上了火箭，随着成功运营母婴品牌哈罗闪，越来越 ...

以下文章来源于剁椒Spicy ，作者剁椒团队 剁椒Spicy . 专注于电商、营销、流量生态，以及消费者洞察的全新商业自媒体 来源丨 剁椒Spicy （ID： ylwanjia ） 作者丨 豆芽 图源丨Midjourney 前阵子，电商代运营公司若羽臣向港交所递交 H 股招股书的消息，引发行业关注。 虽然是 " 主板电商代运营第一股 " ，但随着整个线上渠道变化，电商代运营业务的空间越来越小， 若羽臣也在持续拓展业务模型，如今若羽臣的业务由 代运营 + 自有品牌 + 品牌管理 构成，其中绽 家的发展提升了自有品牌的占比，也让若羽臣的各业务收入占比相对均衡。 根据 2025 年上半年财报，若羽臣营收为 13.19 亿元，其中自有品牌业务营收 6.03 亿元，占比 45.75% ，品牌管理业务营收为 3.35 亿元，占比 25.42% 。 | | 本报告期 | 上年同期 | 本报告期比上年同期增减 | | --- | --- | --- | --- | | 营业收入(元) | 1,318,965,931.80 | 787, 201, 902. 59 | 67.55% | | 归属于上市公司股东的净利 | 72, ...

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].