Vipshop: Revenue Of 29.6 Billion Active Users In The Second Quarter Increased By 32% Year On Year

On August 18, vipshop, a special e-commerce company, disclosed its unaudited financial report for the second quarter of 2021. According to the financial report data, vipshop's net revenue in the second quarter reached 29.6 billion yuan, Gmv exceeded 48.1 billion yuan, and the total number of orders reached 221.5 million orders.

According to the non general accounting standards, the second quarter achieved a net profit of 1.5 billion yuan, a year-on-year increase of 11.3%; The total number of active users was 51.1 million, with a rapid growth of 32% over the same period of last year, and the scale of super VIP paid members increased by nearly 50% year on year. So far, vipshop has achieved 35 consecutive quarters of profits.

In the second quarter, vipshop's business strategy was further focused. On the one hand, it focused more on the top brands to further highlight the core competitiveness of the special sale mode of "good brand's super value"; On the other hand, it focuses on the operation of core users with high value and high potential to ensure that the rapid growth of users is of high quality and sustainable.

"In the second quarter of 2021, we actively promoted the implementation of Haohuo strategy and promoted the overall business performance to be stable," said Shen Ya, chairman and CEO of vipshop. In this quarter, we achieved healthy growth momentum in core operating indicators, with total active users and overall Gmv increasing by 32% and 25% respectively year-on-year.

We are also pleased to see that our value empowerment to our brand partners has made us their preferred platform for cooperation and continue to motivate them to provide us with good products.

We believe that we will further consolidate our leading position in China's special sales market by creating differentiated high-quality products for users and creating price advantages for special sales, while constantly creating value for core brand partners. "

Deepen the head brand cooperation, adhere to the differentiated good goods strategy of "no one, I have someone, I am excellent"

In the second quarter, vipshop further focused on the core strategy of Haohuo, focused on the cooperative operation of core head brands, realized the "good price" of goods by establishing a "good quality" supply system with the brand, and finally strengthened the user mind of "big brand and super value". Based on the cooperative brand pool, vipshop further focused on the in-depth cooperation of the head core brands in the second quarter, ensured the quality of goods supply through the shortest authorized chain of the brand, and created a low-cost shopping experience by relying on the professional buyer team, supply chain ability and special sale operation.

Since 2020, vipshop and Feile's offline stores have opened up goods, and the product richness and inventory depth of the platform have doubled, and the sales have increased rapidly. In the second quarter, the sales of Feile in the "fast grab" channel of the hot selling single item pool has nearly quadrupled, bringing a sense of "big brand value-added" to consumers.

Vipshop also actively empowers the head brand's sales channel construction, and carries out a deeper user joint operation with the head brand.

Online sales of domestic skin care brand Winona account for more than 80% of its total sales. As one of the main online sales channels of Winona, vipshop accounts for more than 10% of the total sales of the brand in the first half of 2021. Winona has also become one of the best-selling domestic beauty brands in the promotion of vipshop 6.16.

In depth insight into demand, improve operational efficiency and open up a new situation of user growth

In the second quarter, vipshop focused on core users with high value and high potential, and insight into the deep consumer demand of high repurchase, high activity and high consumption power. On the one hand, it optimized the brand level and focused on the top brand selected popular items. On the other hand, it improved the recommendation algorithm ability and improved the matching between people and goods, so as to continuously expand the scale of high-value users.

For the super VIP users, the core high-value user group of the platform, vipshop not only provides free mail service and free return and exchange freight service for self operated products throughout the year, but also provides privileges such as "10.5% discount" for self operated products. As of the second quarter, the cumulative number of registered users of super VIP has increased by nearly 50% year on year, achieving a long-term growth.

In addition, vipshop's strategy of focusing on good products of core brands has also attracted a large number of male users who prefer classic and basic brands. Men's consumption characteristics, such as fast browsing and fast purchasing decision-making, make it a high potential user group of the platform. In the face of the rapid trend of male beauty care consumption, vipshop, with its leading advantages in the field of beauty, quickly anchor male user circles, customize special products with joint brands, and accurately reach the target group by using various operation resources such as big data and live broadcast, so as to provide users with the experience of good goods and good price, and promote the rapid growth of male customers.

In the second quarter, vipshop helped nature hall break through the men's category. The sales of the popular single product "men's Glacier moisturizer" increased by 40 times, driving the overall growth of men's series by 6 times, bringing double growth for brand men.

The opening of the Tokyo Olympic Games and the introduction of the national fitness policy set off the upsurge of sports and fitness, and the recent disaster relief event of domestic products also made sports brands and domestic brands deeply sought after, "national trend" and "sports style" also brought new growth opportunities for male users, young users and other groups.

In late July, hongxingerke donated materials to the disaster area, which triggered a rush to buy by consumers. Vipshop responded quickly and organized various kinds of operation resources such as live broadcast in the station to boost hongxingerke. The supply chain management team prepared the plan for short-term warehouse explosion, and provided high-quality goods and good prices to meet consumers' fast exploding shopping needs, Finally, the sales volume of hongxingerke brand on the platform will be more than 100 times higher than that of the same period in 2020.

Practice corporate social responsibility and give back to society actively

Vipshop has always been committed to social public welfare activities. After the July 20 flood in Henan Province, vipshop responded positively and donated 20 million yuan to the China Poverty Alleviation foundation for emergency rescue and post disaster reconstruction in Henan Province to fight against floods and floods in Henan Province.

The Internet public welfare project "love only public welfare project" enables users to obtain a certain amount of "love only" by placing an order each time through the way of "you shop, vipshop donates money", and can independently choose to vote "love only" to the public welfare project of their choice, and the project can receive donations from vipshop.

As of the second quarter of 2021, more than 20 high-quality public welfare projects have been launched jointly with all sectors of the community, and more than 6.5 million members have contributed more than 9 billion love only public welfare projects. As of June, vipshop has invested more than 283 million yuan in public welfare.

In the environment of slowing down the growth of domestic e-commerce industry, vipshop has continued to deepen its brand special sales field, and has successfully driven the company to achieve 35 consecutive quarterly profits with high-quality growth of users.

Next, vipshop will continue to focus on the superior categories of clothing and wear, deepen the cooperation between the core top brands, further strengthen the supply chain capacity, provide quality goods with good performance price ratio, and create endogenous driving force for development. With the implementation of operation measures and steady expansion, vipshop's "brand special sale" value will be continuously released, and there is a huge space for future development.