Editor’s note: This originally appeared on China Tech Insights, an English research unit affiliated to Tencent’s Online Media Group.

Founded in 1997, the tech conglomerate NetEase is most well-known as China’s second largest gaming publisher after Tencent. Apart from PC and mobile games, it operates an array of other businesses, including e-mail services, a news portal, several mobile apps, a music streaming service, several e-commerce platforms and an online dictionary Youdao, just to name a few. Financial Times 2016 report described four Chinese tech giants BANT (Baidu, Alibaba, NetEase, and Tencent) as the answers to FANG (Facebook, Amazon, Netflix, and Google).

The new and popular online marketplace Yanxuan showcases styles such as normcore and simplicity, with natural hues and basic daily accessories to be purchased. Yanxuan was launched by one of China’s long-standing internet companies, NetEase, and its products look much like the widely-known Japanese brand MUJI at first sight. What they share in common are the similarities in their products’ aesthetic and style, with the ultimate goal of initiating a lifestyle and conducting some standards of values through their products. However, Yanxuan built its success through a totally different road from MUJI, or even Taobao and JD.com, while steadily becoming an outstanding representative of the industry. Yanxuan was once under the background of the stagnant growth rate of the overall e-commerce industry in China, it has seen rapidly soaring GMV (Gross Merchandise Value) quarter by quarter since its beta version was launched in 2015. China Tech Insights did a case study of Yanxuan and looked into the new trend of China’s e-commerce sector behind the success of the product.

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