FY24H2自營品GMV超36億元，同比增長108%
近期公司舉辦首次自營新品發佈會並公佈自營產品的業績增長情況，FY24H2（2023/12-2024/05）期間，東方甄選自營產品GMV突破36億元，同比增長108%，環比增長74%。
截至發佈時，東方甄選自營品總數超400款，其中8成爲食品、農產品，同期在售數量超260款，超100款產品位列抖音產品排行榜前三；兩年以來，自營品在抖音訂單量已突破1億單，東方甄選也系抖音平臺上首個銷量突破1億單的品牌，以GMV計算，東方甄選系抖音排名前20店鋪中唯一食品品牌。
FY24H2 update: private label GMV shot up 108% yoy; 80% agricultural products
Rising revenue stream:
East Buy held its inaugural private label product launch conference on 19 June and released an operational update for FY24H2 (fiscal half-year ended May 2024): private label GMV surpassed RMB3.6bn, as growth spiked 108% yoy and 74% qoq. A breakdown of private label sales in the half-year shows:
•total number of private label products exceeds 400;
•80% of the private label products were in the F&B and agricultural categories;
•260 private label products were sold in the period.
Douyin
(China’s TikTok) is a growing ecommerce platform for East Buy’s products:
•over 100 of its private label products were among the top three on Douyin’s bestseller lists during FYH2.
•East Buy generated over 100m orders on Douyin as it built up a presence over the past two years and it was the first brand to breach the 100m mark on the platform.
•East Buy is the only F&B brand among Douyin’s top 20 stores in GMV terms.
多款產品需求強勁，口碑及復購表現優秀
繼此前自營烤腸等熱門產品後，今年春季東方甄選多個自營品實現破圈式口碑傳播，例如自營刺梨原汁上線幾十秒售罄，葉黃素酯軟糖還未上播即5萬瓶售罄。近期公司又發佈自營礦泉水、小龍蝦、新中式短袖等7款新品，持續拓寬品類豐富自營產品。
東方甄選自營品整體好評率超95%，復購率達59%，自營品全網用戶數合計超2500萬，復購用戶數超1470萬。優秀的口碑及復購表現來自於優質品控、服務及持續的反饋優化，公司自營品的常溫、冷鏈全國覆蓋率分別達99%、97%以上，抖音客訴滿意度超93%，App客戶滿意度近98%，同時根據用戶反饋持續迭代更新自營品。
Brand recognition propels demand; repeat buying drives multiple products
Sellout products:
the company is working to expand product categories and enhance its private label range. On the heels of East Buy’s bestselling private label products like grilled sausages, many of which gained popularity through word-of-mouth, subsequent products like Roxanthus Pear Juice was sold out within seconds of its online release and all 50,000 bottles of Lutein Ester Gummies were sold out even before the livestream launch. Seven of the most recent launches include mineral water, crayfish and Chinese-style short-sleeved tops.
QC-driven customer approval:
East Buy continually iterates and upgrades its private label products according to user feedback. Its private label products get over 95% favorable feedback and their repurchase rate is 59%. Its private label user pool has grown to over 25m across its entire network, including more than 14.7m repeat buyers. We believe that the company’s strong brand and high repeat buying rates are due to its high standards in quality control, services and feedback loop. East Buy’s room-temperature private label products have over 99% nationwide coverage, while the cold-chain products have 97% coverage. Meanwhile, it has a 93% customer satisfaction rate on Douyin and a near 98% customer satisfaction rate on its own app.
自營產品+渠道相互賦能，多渠道穩步擴張
東方甄選自營產品抖音賬號連續數月GMV破一億元，成爲東方甄選在抖音第三個單月GMV過億的賬號，證明自營品已積累較爲可觀的客羣。
同時東方甄選自營App逐步成爲自營產品的核心渠道，5月起90%以上自營新品開始在公司自營App首發，伴隨會員優惠、App用戶粘性持續增長，部分熱門自營品在App的GMV已佔據全網GMV的40%+。自營App在爲自營產品提供更多銷售渠道的同時，自營品也爲App吸引並沉澱更多會員流量，形成良好的正循環。
此外，在貨架電商領域，東方甄選在天貓、京東、拼多多、小紅書等平臺的店鋪也獲得穩定增長。
Omnichannel ecommerce: private label products and channels synergize growth
Douyin:
East Buy’s private label account on Douyin has trended past the RMB100m GMV level per month for several straight months, the company’s third Douyin account to drive GMV of over RMB100m per month. This indicates that East Buy has built up a sizable customer base for its private label products.
East Buy app:
the company’s proprietary app has become its core channel for private label products. Since May, more than 90% of its new private label products have been launched via its own app. Membership discounts and growing stickiness of its app users have driven some of its bestselling private label products on the app to account for more than 40% of total GMV. We also see a virtuous cycle as the app increases sales channels for the private label products, while private label products attract and retain higher membership traffic for the app.
Other ecommerce platforms:
East Buy’s other online stores on platforms such as Tmall, JD.com, Pinduoduo and Xiaohongshu are also posting stable growth.
繼續拓展抖音垂類賬號，有望增厚GMV表現
6月26日晚東方甄選服飾抖音直播間開播，據灰豚數據，首播當日GMV約120萬；24年，公司擬在抖音增加10餘個垂類賬號，陸續開通直播，或將有效增厚整體GMV表現，伴隨東方甄選產品自單一品類向多品類延伸，未來或逐漸拓展至全品類，打造產供銷一體化購物平臺。
Vertical channel expansion: more Douyin accounts to increase total GMV
East Buy’s apparel livestream room was launched on Douyin and began streaming in the evening of 26 June local time. It brought in GMV of about RMB1.2m on the first day, according to Huitun.com data, and the company plans to add more than 10 vertical accounts on Douyin and to launch livestream rooms one at a time to increase total GMV. As East Buy shifts its focus from bestseller products to multiple categories, we believe it will gradually expand to all-category coverage to become an integrated platform for production and supply, as well as marketing and shopping.
