Jowell Global Ltd. (JWEL): Business Model Canvas [Dec-2025 Updated]

You're trying to get a clear picture of how Jowell Global Ltd. actually makes its money, so I've broken down their entire operation into the nine essential building blocks of their Business Model Canvas, using the most recent data points. Honestly, their strategy hinges on a massive Online-to-Offline (O2O) footprint, connecting 26,795 LHH retail stores with the Juhao Mall platform to serve about 2.7 million VIP users. It's fascinating to see how this structure generated $85.7 million in total revenue during H1 2024, especially with their health supplements segment growing a staggering 182.1% in that same period. Keep reading; this map shows exactly where their value comes from and where the costs hit.

Jowell Global Ltd. (JWEL) - Canvas Business Model: Key Partnerships

You're looking at the backbone of Jowell Global Ltd. (JWEL)'s operational reach, the external entities that make the whole machine run. These aren't just names on a contract; they represent tangible capacity and market access, which is what we need to focus on for a realistic late 2025 view.

China Ants Alliance for self-owned brand distribution

The relationship with China Ants Alliance is key for pushing Jowell Global Ltd. (JWEL)'s self-owned brands into the broader retail ecosystem. Back when this partnership was formalized in January 2022, the Alliance's network already represented significant scale.

• Network coverage: 95 members across 28 provinces in China (as of January 2022).
• Member annual sales: Totaling RMB 90 billion (as of January 2022).

This partnership is designed to leverage their distribution channels to enhance targeted sales for Jowell Global Ltd. (JWEL)'s premium quality products manufactured by top-tier OEM factories.

ZTO Express for domestic and international logistics services

ZTO Express (Cayman) is critical for moving product, and their late 2025 operational figures give us a good sense of the logistics environment Jowell Global Ltd. (JWEL) operates within. ZTO Express is actively managing massive volume, which directly impacts Jowell Global Ltd. (JWEL)'s delivery timelines and costs.

Here's what ZTO Express reported for their third quarter of 2025:

Jowell Global Ltd. (JWEL) uses this network for goods sent from China to Africa and the rest of the world, so ZTO's efficiency directly translates to Jowell Global Ltd. (JWEL)'s landed cost structure.

Hope Bio-Technology for Cell-Tech product development

The partnership with Hope Bio-Technology (Suzhou) Co., Ltd. centers on developing advanced skincare and supplement products using Cell-Tech. While the initial announcement was in August 2021, specific 2025 financial contributions or R&D spend related to this partnership aren't public, but the strategic value lies in proprietary product pipeline.

Third-party suppliers for product sourcing and inventory

Jowell Global Ltd. (JWEL) sells products from other companies on its platform, meaning third-party suppliers are a core part of its inventory mix, alongside its own brands. The company operates through four sales channels, including Third-party Merchants.

• Sales Channels reliant on external product flow: Authorized Retail Store Distribution, Third-party Merchants, and Live streaming marketing.

OEM factories for manufacturing of self-owned brands

Jowell Global Ltd. (JWEL) relies on OEM factories to manufacture its self-owned brand products, which are noted for being manufactured by 'top tier OEM factories'. This is a crucial cost component for their proprietary offerings.

For financial context on the company's overall capital structure as of late 2025, remember that Jowell Global Ltd. (JWEL) completed a private placement on October 14, 2025, raising an aggregate of $2,800,000 by selling 2,000,000 ordinary shares at $1.40 per share. As of December 31, 2024, the company had 2,170,475 ordinary shares issued and outstanding.

Finance: draft 13-week cash view by Friday.

Jowell Global Ltd. (JWEL) - Canvas Business Model: Key Activities

You're looking at the core actions Jowell Global Ltd. (JWEL) takes to keep its multi-channel retail ecosystem running in China. These activities are centered on integrating its online presence, Juhao Mall, with its extensive physical footprint.

Operating the Juhao Mall e-commerce platform is a primary activity, serving as the central hub for its online direct sales and third-party merchant operations. For the first half of 2024, total revenues reached $85.7 million, even as Gross Merchandise Volume (GMV) saw a 7.0% decrease to $107.3 million for the same period. The full year ended December 31, 2024, saw total revenues reported at $132.98 million.

Managing the 26,795 LHH authorized retail store network forms the offline backbone of the online-to-offline model. As of June 30, 2024, the company maintained approximately 26,795 Love Home Stores (LHH stores), representing a 1.0% increase year-over-year. This physical network supports the distribution of products and serves as a touchpoint for its growing customer base, which included about 2.7 million VIP members as of June 30, 2024, an 8.5% year-over-year growth.

Live streaming marketing and sales on platforms like Tencent Short Video is one of the four stated sales channels Jowell Global Ltd. currently operates. This channel is crucial for consumer engagement and driving sales in the current Chinese e-commerce environment. The company has focused on cost management across operations; for instance, fulfillment costs were reduced by 56.8% in H1 2024, and marketing expenses saw a 15.8% reduction in the same period.

Sourcing and distributing health/nutritional supplements and cosmetics involves managing the product mix across its channels. The performance of these categories varied significantly in the first half of 2024. Revenue from health and nutritional supplements experienced significant growth of 182.1%, while revenue from cosmetic products declined by 33%.

Developing and promoting self-owned brand products is an integrated part of the platform's value proposition, alongside selling and distributing products from other companies. The company also allows third parties to open stores on the platform for a service fee based on sale revenues generated from those online stores.

Here's a quick look at some of the latest operational and financial figures that define these key activities as of the most recent reporting periods:

The company operates under four primary sales channels, which are the result of these key activities:

• Online Direct Sales
• Authorized Retail Store Distribution
• Third-party Merchants
• Live streaming marketing

Finance: draft 13-week cash view by Friday.

Jowell Global Ltd. (JWEL) - Canvas Business Model: Key Resources

You're looking at the core assets Jowell Global Ltd. (JWEL) relies on to deliver value. These aren't just things they own; they are the foundational elements that make the business model work, especially in the competitive Chinese e-commerce space.

The physical and digital infrastructure is significant. The proprietary e-commerce platform, Juhao Mall, is central to their operations, serving as the main digital storefront for cosmetics, health supplements, and household products. This platform also supports third-party stores via a service fee structure based on sales revenues.

The brick-and-mortar presence, while perhaps less emphasized than the digital side, remains a key resource. As of the latest reported figures, Jowell Global Ltd. maintained an extensive network of 26,795 LHH physical stores across China. This O2O (online-to-offline) integration is a distinct feature of their distribution strategy.

Customer loyalty is quantified by the VIP member base. This base is substantial, reported at approximately 2.7 million users, which feeds directly into their membership-based e-commerce model. Also important is the capital structure supporting these operations.

Here's a quick look at the key quantifiable resources:

The intellectual property is tied to product differentiation, specifically the proprietary formulas for their self-owned brand skincare and health products, often developed in partnership, such as with Hope Bio-Technology Co. Ltd. for Cell-Tech based products. This IP is crucial for margin protection and brand equity.

Financially, liquidity management is key. While the June 30, 2024, working capital stood at $13.4 million, the injection of $2.8 million from the private placement in October 2025 directly bolsters immediate operational flexibility. The company has been focused on cost reductions to enhance liquidity, noting significant cuts in fulfillment (56.8%), marketing (15.8%), and general administrative expenses (40.1%) in the first half of 2024. This focus on capital efficiency underpins the value of the new financing.

The core tangible and intangible assets supporting Jowell Global Ltd. operations include:

• Proprietary e-commerce platform, Juhao Mall.
• Extensive network of 26,795 LHH physical stores.
• VIP member base of approximately 2.7 million users.
• Working capital, including $2.8 million from the October 2025 private placement.
• Intellectual property for self-owned brand formulas.

Finance: draft 13-week cash view by Friday.

Jowell Global Ltd. (JWEL) - Canvas Business Model: Value Propositions

You're looking at the core value Jowell Global Ltd. (JWEL) delivers to its customers and partners, based on the latest reported figures from the first half of 2024, which sets the stage for late 2025.

Online-to-Offline (O2O) retail model in China

Jowell Global Ltd. (JWEL) operates within a market where omnichannel shopping is the norm. In China, 70% of consumers are omnichannel shoppers, blending online and offline approaches. The company utilizes its physical presence, such as stores operating under the brand names of 'Love Home Store,' to support its online platform. Instant retail, a key component of O2O, saw its penetration rate on third-party home delivery service platforms rise from 49% in 2023 to 59% in 2024.

Diverse product portfolio: health, beauty, and household goods

The product mix shows a significant shift in focus. For the first half of 2024, total revenues reached $85.7 million. The cost of revenues breakdown reflects this product strategy:

The weighted average unit price across all sales for the first half of 2024 was $5.16 per unit, marking a 4.2% increase from $4.95 per unit in the same period of 2023.

High-growth segment in health and nutritional supplements (up 182.1% in H1 2024)

This segment is the primary driver of recent revenue momentum. Health and nutritional supplements revenue surged by 182.1% in the first half of 2024 compared to the first half of 2023, translating to an increase of approximately $11.1 million. Conversely, cosmetic products revenue saw a decline of 33% during the same period.

Access to exclusive, affordable self-owned brand products

Jowell Global Ltd. (JWEL) offers its own brand products to customers. The strategy involves stepping up promotions on premium brand health and nutritional supplements to offer more promotional discounts. The company's VIP membership base grew 8.5% to reach 2.7 million members in H1 2024, suggesting value delivery to a core customer group.

Market data insights provided to third-party merchants

Jowell Global Ltd. (JWEL) allows third parties to open stores on its platform, providing them with unique and valuable information about market needs to help them manage sales efforts and promote brands. The platform supports this with a growing physical footprint, as LHH stores increased 1.0% to 26,795 locations as of June 30, 2024.

The underlying financial health supporting these value propositions as of June 30, 2024, included:

• Cash on hand: $0.8 million
• Working capital: $13.4 million

Finance: draft 13-week cash view by Friday.

Jowell Global Ltd. (JWEL) - Canvas Business Model: Customer Relationships

You're looking at how Jowell Global Ltd. (JWEL) connects with the people buying their cosmetics, health supplements, and household goods in China. It's a mix of digital loyalty and physical presence.

Membership-based model for VIP users

The core of their retention strategy is the VIP membership. This model locks in repeat business through tiered benefits, though the specific perks aren't detailed in the latest filings. As of June 30, 2024, the platform reported having approximately 2.7 million VIP members. That represented an 8.5% growth compared to the same point in 2023, showing continued success in converting casual buyers into loyal members.

• VIP Membership Base (as of 6/30/2024): 2.7 million members.
• Year-over-Year VIP Growth (H1 2024): 8.5% increase.

Personalized service through the LHH store network

Jowell Global Ltd. uses its Authorized Retail Store Distribution channel, often referred to through the LHH store network, to provide a physical touchpoint. This network supports the online platform by offering localized service and product access. As of the first half of 2024, the company reported the physical network comprised 26,795 LHH stores, up 1.0% from the prior year.

Direct engagement via live streaming marketing channels

Direct engagement is heavily reliant on digital marketing, especially live streaming commerce, which is a key sales channel alongside Online Direct Sales and Third-party Merchants. The company established a subsidiary in May 2023 specifically to market products via live streaming on platforms like Tencent Short Video. While specific live streaming revenue contribution isn't broken out, the overall 2025 revenue guidance projects growth between 9-14.5%, suggesting these high-touch digital channels are critical drivers for achieving the target revenue of $800-840 million.

Automated e-commerce transaction and support

The platform handles a high volume of transactions through its e-commerce infrastructure, which necessitates automated processes for order fulfillment and customer support ticketing. The focus on cost reduction in fulfillment, which saw a 56.8% decrease in H1 2024, suggests efficiency gains in this automated backbone.

Customer acquisition via distributor network

Customer acquisition is also fueled by the Third-party Merchants channel, where other businesses open stores on the Juhao Mall platform for a service fee. This leverages the partners' existing customer bases. For context on the scale of this marketplace component, historical data from the end of 2019 showed 169 merchants, growing to 174 by June 30, 2020, though more recent figures for active third-party merchants are not explicitly stated in the latest reports.

Here's a quick look at the key customer-facing metrics we have from the most recent disclosures:

Finance: draft 13-week cash view by Friday.

Jowell Global Ltd. (JWEL) - Canvas Business Model: Channels

You're looking at how Jowell Global Ltd. gets its products to the customer base, which is a mix of owned, partner, and digital touchpoints. It's a multi-pronged approach, which is typical for a platform player in the Chinese market.

Online Direct Sales via Juhao Mall e-commerce platform

The core digital channel is the Juhao Mall e-commerce platform. This platform handles direct sales of Jowell Global Ltd.'s own brand products, alongside distribution for other companies' products. For the full fiscal year ending December 31, 2024, total revenues reached $734 million. In the first half of 2024, total revenues were $85.7 million.

Authorized Retail Store Distribution (26,795 LHH stores)

Jowell Global Ltd. sells products through a network of authorized retail stores across China, operating under the brand names 'Love Home Store' or 'LHH Store' and 'Juhao Best Choice Store.' As of June 30, 2024, the number of LHH stores stood at 26,795, reflecting a 1.0% increase during the first half of 2024. The VIP membership base, which feeds into this ecosystem, grew by 8.5% to reach 2.7 million members as of the same date.

The scale of the physical footprint and the digital membership base can be seen here:

Third-party merchant storefronts on the platform

Third parties use the Juhao Mall platform to open their own stores, paying Jowell Global Ltd. a service fee based on sale revenues generated. The number of merchants operating storefronts on the platform was 169 as of December 31, 2019. The company also sells and distributes products from over 200+ manufacturers on its platform.

Live streaming marketing on short video platforms

Live streaming marketing is an active sales channel Jowell Global Ltd. uses to drive sales. While the company achieved notable cost reductions in marketing expenses by 15.8% in the first half of 2024, specific revenue or engagement metrics for the live streaming channel for late 2025 aren't available in the latest filings.

Logistics network for product fulfillment

Fulfillment is a key operational component supporting these sales channels. Jowell Global Ltd. has an agreement with ZTO Express to handle logistics services for goods shipped to Africa and the rest of the world. Fulfillment costs saw a reduction of 56.8% in the first half of 2024. The company's cash from operations was $37.8 million in Q4 2024.

The operational metrics show a focus on efficiency across the fulfillment chain:

• Fulfillment cost reduction in H1 2024: 56.8%.
• Cash from operations in Q4 2024: $37.8 million.
• Logistics partner includes ZTO Express for international shipments.

Finance: draft 13-week cash view by Friday.

Jowell Global Ltd. (JWEL) - Canvas Business Model: Customer Segments

You're looking at the core groups Jowell Global Ltd. (JWEL) serves across its Juhao Mall e-commerce platform and related channels. The customer base is segmented by behavior, loyalty, and partnership structure, reflecting a multi-pronged approach within the People's Republic of China (PRC) market.

The most clearly quantified segment is the loyal base. As of June 30, 2024, Jowell Global Ltd. reported approximately 2.7 million VIP members. This figure represented an 8.5% year-over-year increase from the approximately 2.5 million VIP members recorded on June 30, 2023.

Health-conscious consumers form a critical demand driver, especially given the strategic shift in product focus. Revenue from health and nutritional supplements showed massive growth, increasing by about 182.1% in the first half of 2024 compared to the same period in 2023. This growth suggests strong engagement from this specific consumer group.

The operational reach also extends through physical and merchant channels. The company maintains a network of LHH stores, which stood at 26,795 locations as of June 30, 2024, marking a 1.0% increase year-over-year. For third-party merchants, the platform allows external sellers to open stores for a service fee based on sales revenues. Historically, as of December 31, 2019, the platform hosted 169 merchants. Data for the China Ants Alliance partnership, established to bring self-owned brand products to market, is less recent, with the strategic partnership announced in January 2022.

Here is a breakdown of the key quantitative metrics associated with these customer and partner segments based on the latest available reporting:

The overall customer base is characterized by its focus on specific product categories, which is evident in the revenue mix:

• The platform's Gross Merchandise Value (GMV) for the first half of 2024 totaled $107.3 million.
• Cosmetic products revenue declined by 33% in H1 2024 compared to H1 2023.
• The weighted average unit price across all sales increased by 4.2% to $5.16 per unit in H1 2024 from $4.95 in H1 2023.

Honestly, the reliance on the VIP structure is key; they are the engine for the direct-to-consumer model. Finance: draft 13-week cash view by Friday.

Jowell Global Ltd. (JWEL) - Canvas Business Model: Cost Structure

You're looking at the core expenditures Jowell Global Ltd. faced in the first half of 2024, which is the latest comprehensive data we have. The company has clearly been focused on cost discipline, especially outside of its primary cost of goods sold.

The largest single cost component is the Cost of revenues, which totaled $84.8 million in H1 2024. This was a slight increase of 1.3% from $83.8 million in the same period of 2023. This figure reflects the shift in product mix, with the cost associated with health and nutritional supplements increasing by about 189.9% year-over-year, partially offset by decreases in cosmetic product costs.

Here's a quick look at the key operating expense categories for H1 2024, showing where the cost-cutting efforts were most visible:

Fulfillment and logistics expenses saw a massive reduction. Fulfillment expenses were $0.8 million in H1 2024, which is a 56.8% drop from $1.9 million in H1 2023. This brought fulfillment costs down to just 1% of total revenues for the period, a significant improvement from 2.3% a year prior. That's a defintely aggressive move to streamline operations.

Marketing and promotional expenses were reported as 3.2% of total revenues in H1 2024, down from 3.9% in H1 2023. Given that total revenues for H1 2024 were $85.7 million, this implies marketing spend was approximately $2.74 million ($85.7 million multiplied by 0.032). The company noted a 15.8% reduction in marketing spend year-over-year.

General and administrative expenses were aggressively managed, falling to $1.2 million in H1 2024, a 40.1% reduction from $2.0 million in H1 2023. This cost base represented only 1.4% of total revenues. You should know what makes up that $1.2 million, as the structure is key to understanding future fixed costs:

• Payroll
• Depreciation
• Office supplies and upkeep

Regarding Technology maintenance for the e-commerce platform, specific line-item data separate from the G&A components like depreciation isn't explicitly broken out in the H1 2024 disclosures found. Technology costs are embedded within the General and Administrative structure, which was tightly controlled.

Overall total cost and operating expenses for H1 2024 were $89.6 million, a 1.5% decrease compared to $91.0 million in the same period of 2023. Finance: review the Q3 2024 operating expense breakdown to see if technology costs were itemized there by end of year.

Jowell Global Ltd. (JWEL) - Canvas Business Model: Revenue Streams

Total revenues for Jowell Global Ltd. were reported as $85.7 million for the first half of 2024. This figure represents a 1.5% increase from $84.4 million in the same period of 2023.

The composition of Jowell Global Ltd.'s revenue streams, based on the full fiscal year 2024 data, shows a clear reliance on product sales, with the following contribution percentages and absolute dollar amounts:

You'll notice the table above groups the smallest component as 'Others,' which includes a small portion of revenue amounting to $316.61K for FY 2024. The specific financial figure for service fees from third-party merchants on the platform, separate from product sales, isn't explicitly broken out in the same detail as the product categories, but it would fall within these reported segments.

Looking at the first half of 2024 performance trends, the shifts between categories were quite pronounced:

• Sales of Health and Nutritional Supplements saw significant growth of 182.1% compared to the first half of 2023.
• Sales of Cosmetic Products revenue declined by 33% year-over-year for the first half of 2024.
• The total FY 2024 revenue for Jowell Global Ltd. was $132.98 million, a decrease from $160.009 million in FY 2023.
• VIP membership base grew by 8.5% to reach 2.7 million members as of June 30, 2024.

The weighted average unit price across all sales channels for the first half of 2024 was $5.16 per unit, up 4.2% from $4.95 per unit in the first half of 2023. Finance: draft 13-week cash view by Friday.