How does NetEase Yanxuan operate? What is the winning formula?

NetEase Yanxuan is a boutique shopping e-commerce platform launched by NetEase in 2016. From procurement to logistics, after-sales and other links are strictly controlled by ourselves, focusing on high cost performance.

With the brand concept of "good life, not so expensive", NetEase Yanxuan has managed to carve out a path under the terrifying shadow of the two major domestic e-commerce giants. Judging from the market feedback, this small and beautiful strategy of NetEase Yanxuan has begun to show results.

This article describes NetEase Yanxuan’s winning formula from the perspective of copywriting . This is my first time writing, so if there are any shortcomings, I hope you can give me more advice.

To write a copy, we first need to know the selling points and features of this product and express them through copy.

1Features & Selling Points

1. What problems does the product solve?

NetEase Yanxuan is an e-commerce platform with a total of 9 first-level categories and 52 second-level categories. The products are mainly household food and daily necessities, and the target consumers are the general public.

2. Product advantages

1. Quality : NetEase is responsible for procurement, quality control, logistics, sales, and after-sales, and provides a 30-day worry-free return service. Unlike Tmall and JD.com ’s “large and comprehensive” products, NetEase Yanxuan offers a limited number of selected products. Ensure the quality of each product
2. Price : By strictly controlling the production process of goods, directly connecting consumers and factories, and adopting the ODM model, the brand premium is eliminated.
3. Time : Different from Tmall and JD.com, which have a large and comprehensive range of products, NetEase Yanxuan provides customers with a high-quality shopping experience through a limited number of carefully selected products, saving users' time costs in selection. In terms of logistics, NetEase Yanxuan chose to cooperate with JD.com, and 70% of its logistics were delivered by JD.com, ensuring that the logistics can reach customers as quickly as possible.
4. detail

NetEase Home Page

Tmall

It is not difficult to see this by comparing the product homepages of the two e-commerce companies. The overall style of NetEase Yanxuan is more conservative in the use of tones, and the color matching is fresher and simpler. Gives people a professional feeling. The text color is golden. It gives people a feeling of noble quality.

2. Who are the users?

According to the Baidu Index, we can see that most of the netizens who search for NetEase Yanxuan are from relatively economically developed cities such as Jiangsu, Zhejiang and Shanghai, and the age of the population is concentrated between 30 and 39 years old, which is an age with a stable and good income. This group of people has certain pursuit of quality of life. But the work pace is fast and the pressure is high, and there is also a family to take care of. There is relatively little free time left for myself. What they urgently need is to be able to choose high-quality products within a limited time.

3. Media selection for copywriting

We analyzed above that the main audience of the product is some young office workers, so placing product advertising copy in advertising spaces such as buses and subways is an excellent choice. Based on the characteristics of this type of advertisement, we can know:

1. The advertising copy should be eye-catching and bright, because the advertising space such as bus advertisements is very large. Therefore, we can take advantage of visual design and make the layout content clear and eye-catching.

2. Reading time period, because as a dynamic scene, the audience’s residence time is shorter. To this end, the advertisement design needs to be concise and clear, easy to understand at a glance, but able to resonate with users with limited text. It is a great test of the writing skills.

4. Copywriting strategy: Can it be directly converted ?

NetEase Yanxuan, as an e-commerce platform, is not a direct commodity. In terms of copywriting strategy, the goal is to enable customers to form brand awareness and arouse users' curiosity. Then go online and enter the site to make a purchase. Of course, you can also directly convert and use product examples to deepen brand awareness.

5. Copywriting

This advertising copy expresses the same idea as "Good life is not that expensive". But this one uses concrete expression to put people into a scene, turning indifference into emotion.

What this advertising copy wants to show is that NetEase Yanxuan's products are manufactured by the same manufacturers as big-name manufacturers, with the same quality but much more affordable, so you only pay for the product. The copy uses short words to highlight this selling point very well, making people feel the sincerity.

This copy was written based on NetEase Yanxuan's pursuit of product quality as a selling point, and it also states the core selling point in one sentence. These unique, strong, affirmative quantifiers give people a touch.

This article was compiled and published by @Alex (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, information flow advertising, advertising platform