And let perfect diary parent us company Yixian e-commerce has been proud of the marketing, but also slowly reform stage, the first is Yixian e-commerce channel reform, on the one hand is to explore the franchise model, tentacles to more sinking market extension, improve the profitability of stores. On the other hand, Yi Xian e-commerce is also actively exploring the mode of cooperation with other sharing channels.
On July 2, 2022, the first flagship store of Jingdong New Department Store in China officially opened in Chunxi Road, Chengdu, Sichuan Province. This flagship store is the in-depth cooperation between Jingdong and Perfect Diary, and the two sides have complementary advantages in commodity layout, store operation, user service and other aspects.
As for online channels, Yixian e-commerce continues to improve the ROI of traditional e-commerce channels, but also to increase cooperation with new channels such as Douyin. Financial results show that in the third quarter, Yi Xian e-commerce live channels progress is significant, talent anchor ability is also improving. At present, Douyin live streaming business has become a new growth engine for Yixian e-commerce. According to its disclosure, Yixian E-commerce currently adds "President comes to the live broadcast room" and "star talent comes to the self-broadcast room" in its own brand of Douyin platform, and realizes 12-24 hours of high-frequency live interaction, in order to enhance fan engagement and sales transformation.
From the point of view of operation and play, Yi Xian e-commerce has bid farewell to burn money for growth, the stage of high play on the market, but also because it has sufficient ammunition, further enhance their ability to resist risk.
But from the end of 2021, Yi Xian e-commerce opened the second internal business, is hoping to stabilize the basic makeup plate at the same time, skin care business can bring new growth to Yi Xian e-commerce. More than 1 year past, skin care business has become the second growth point potential, but the most valued makeup basic plate Yi Xian e-commerce is in trouble. Yi Xian e-commerce makeup business is under constant pressure, although it has been playing the role of revenue, but can not continue the past high-speed growth myth, let Yi Xian e-commerce is very hurt, directly related to its overall revenue decline.
However, different from the past "burn money" high play mode, learn to "save money" Yi Xian e-commerce slowly ushered in the dawn, with ample cash flow let Huang Jinfeng through the difficulties. As of December 31, 2022, Yixian e-commerce had cash, restricted cash and short-term investments of 2.63 billion yuan, so the tide is going out, hopefully all businesses need to wear armor.
Huang Jinfeng has said that when the external environment has the flow dividend, the flow method is not wrong, but the ability of an organization or the development of an enterprise can not only build on a point, called "I can only play the flow method". Brand, product, traffic is a triangle, only one risk is very big, there are two if the company is quite stable, if there are three, the company has great potential.
