Ding San Shi, A Netease Not Satisfied With "Pig Raising", Has Extended His Hand To The Field Of Clothing.

NetEase, the impression of the "game company" in the

Under the pattern of the two big business giants, it has quietly grown into a big business supplier.

Recently, NetEase announced that it will launch the clothing brand Yessing. It was learned from NetEase people that the brand is located in "Light Sport" and is responsible by the NetEase strict selection team.

At present, the first batch of sales channels are strictly selected by NetEase and Tmall.

According to NetEase's earnings report, the first quarter of 2018, NetEase's e-commerce business income of 3 billion 732 million yuan (about 595 million U.S. dollars), an increase of 101% over the same period last year.

And NetEase koala has become the second growth point of NetEase games, and is continuing to grow.

By contrast, the net income of NetEase online game services is 8 billion 761 million yuan (US $1 billion 397 million), down 18.4% from the same period last year, and the revenue of online games is experiencing five consecutive quarters of decline.

At present, NetEase defines the electricity supplier as the core business of the company, playing level with games and cloud music.

Yan Xuan and koala are the two core components of NetEase's electricity supplier. Through the layout of both, NetEase develops from pure Internet products to "industry + business".

This is responsible for Yessing.

It was formally launched in April 2016, using ODM mode to screen products from international first-line brand manufacturers.

After running through all kinds of supply chain, it is logical to develop its own brand.

NetEase strictly selected web pages screenshots

Why is Yessing born?

Sports & Leisure

Sustained growth.

According to China's industry information, the adult casual wear of China in 2015

The scale was 605 billion 500 million yuan, an increase of 5.51% over the same period last year.

It is estimated that in the 2019 year, leisure in China

The capacity will exceed 800 billion yuan.

Unlike traditional sports brands, Yessing's positioning is "Light Sport", which means that it does not pursue the professionalism of sports equipment, but emphasizes fashion comfort, sports and daily life scenes. The target consumers are those who have mild pursuit of quality and appearance.

This strategy is naturally designed to make users more extensive.

Nike, Adidas and other old sports brands have taken over.

For a long time, although they are trying to make themselves younger in product, design and spokesperson's choice, it is difficult to meet the diversified needs of young people.

In this context, on the one hand, there are more refined sportswear niche brands, such as the Canadian Yoga brand lululemon and 36 krypton's previously reported In Yoga Yoga hidden yoga, which is the main player in a vertical sports field, and is usually priced at a high price. The price of lululemon on Tmall is much more than a single item.

Yessing has not yet announced its pricing strategy, but based on the idea that NetEase strictly chooses "good things are not so expensive", Yessing will probably continue the high cost performance line.

On the other hand, a large number of emerging sports and leisure brands have emerged in the market. For example, the KeepUp series and Outdoor Voices launched by keep have independently researched and applied sports and outdoors wear, but these new brands are still at the stage of growth without enough brand awareness.

Yessing saw this opportunity, aiming at the pursuit.

And the quality of young men and women.

The advantages of strict selection and brand making are due to their accumulation in the supply chain, and they also reserve certain design capabilities in the ODM process.

(Yessing) "poster"

NetEase is not satisfied with just being a platform for a long time, but has gone further and further on the brand of hatching: in 2009, it founded the agricultural brand NetEase flavor center; in October last year, NetEase launched the original brand of adult sex appeal products, the spring breeze; to the Yessing that will be launched soon this year, what it wants to do is to open up the upstream industry chain, and wants to talk about a story of its own brand.