Yunji Inc. (YJ): Marketing Mix Analysis [Dec-2025 Updated]

You're digging into Yunji Inc.'s late 2025 market strategy, and after years watching this space, I can tell you their playbook is sharp: it's all about building a high-value, exclusive club. Forget broad retail; their focus is clearly on locking in members with special pricing, driven by heavy promotion through Key Opinion Consumers and live-stream events. They are using their mobile app and WeChat presence as the tight distribution channel for both curated goods and their growing private label selection. So, if you want the precise breakdown of how their Product, Place, Promotion, and Price work together to defend their margins-and what that means for their near-term outlook-you need to see the details below.

Yunji Inc. (YJ) - Marketing Mix: Product

You're looking at the core offering of Yunji Inc. (YJ) as the company navigates its strategic transformation. The product element centers on a membership-based social e-commerce model focused heavily on curated, high-quality goods, particularly within the organic living space.

Curated selection of goods across multiple categories.

Yunji Inc. offers a wide array of selected commodities designed to satisfy the various daily needs of its members and their households. The platform's product assortment is extensive, covering several key consumer segments.

• Beauty and personal care
• Healthcare products
• Household goods
• Apparel, shoes and bags
• Beverages, food and fresh produce
• Computers, electronics and home appliances
• Childcare products and baby and maternity products

The company's success is tied to its commitment to product curation, using big data analysis to predict and recommend the right items. This focus on specific needs, like online grocery for young mothers, helps increase user stickiness.

Focus on developing and promoting private label brands.

A significant product strategy involves developing and promoting proprietary brands, which are noted for driving customer loyalty and higher margins. These private label products are central to the organic health strategy.

Here's a quick look at the sales traction for some of these key private label items:

The company is also evolving its product offering into service experiences. For instance, the Jianxin Tea Therapy Program, an 80-minute wellness experience, achieved a 91% repeat rate in trials, with plans to train 100 tea therapists by June.

Cross-border e-commerce offerings for imported products.

While the search results do not provide a specific revenue percentage for cross-border e-commerce for Yunji Inc. (YJ) in 2025, the overall strategy involves providing a portfolio that includes mainstream brands, emerging brands, and private labels, catering to Chinese consumers' day-to-day needs.

Platform functionality supporting social sharing and group buying.

The platform's design inherently supports social interaction, which drives transactions. Users are incentivized to promote the platform and share products with their social contacts. The app interfaces with major social network platforms, specifically mentioning WeChat, QQ, and Weibo, to allow users to share favorite products with friends.

The membership model itself reinforces this, as members receive incentives to initiate transactions and enroll new members via their social networks. The repeat purchase rate for the twelve months ended June 30, 2025, stood at 71.0%, reflecting strong user engagement.

Emphasis on quality control and supply chain management.

Yunji Inc. emphasizes product quality through deliberate product curation and centralized merchandise sourcing. Standard Product Units (SPUs) are strictly controlled to ensure quality, which in turn helps optimize the cost structure by delivering a large sales volume per SPU. The H1 2025 strategy included optimizing its selection of suppliers and merchants. The total cost of revenues for the first half of 2025 was RMB 83.5 million (US$11.7 million), representing 52.7% of total revenues, down from 51.9% of total revenues in H1 2024.

The company's gross margin for H1 2025 was reported as 47.3% in the context of driving toward breakeven, compared to 49.4% for the full year 2024.

Finance: review the impact of the H1 2025 gross margin of 47.3% on the profitability target.

Yunji Inc. (YJ) - Marketing Mix: Place

You're analyzing Yunji Inc.'s distribution strategy, which is entirely focused on digital channels within a specific geographic boundary. The entire Place strategy for Yunji Inc. is built around proprietary and partner mobile technology to reach its membership base directly.

Primary distribution channel is the Yunji mobile application. This application serves as the central hub for the membership-based social e-commerce experience. The platform is designed to be highly engaging, using big data and artificial intelligence to optimize the user journey and encourage members to share products, which is the core of their distribution mechanism.

Significant presence within the Chinese WeChat ecosystem via mini-programs. While the proprietary app is primary, Yunji Inc. leverages the massive reach of established social networks. The company's app is able to interface with popular social network platforms such as WeChat, QQ, and Weibo, allowing users to share favorite products across these channels with friends. To give you context on the ecosystem Yunji operates within, the WeChat Mini Program platform had 945 million monthly users in China as of March 2024, and the overall WeChat platform had more than 1.4 billion active users in 2025.

Direct-to-consumer (D2C) model, eliminating traditional retail layers. Yunji Inc. functions as a platform connecting suppliers directly with its members. This model relies on centralized merchandise sourcing and efficient supply chain management to deliver products directly to the end consumer, bypassing traditional brick-and-mortar retail layers. This structure supports the offering of exclusive membership benefits, including discounted prices.

Operations are concentrated in the Chinese mainland market. The entire business model, from user acquisition via social networks to final delivery, is geographically concentrated within the People's Republic of China (PRC). The financial results reflect this singular focus; for the first half of 2025, Yunji Inc. reported total revenues of RMB158.3 million (US$22.1 million).

Here is a quick look at the operational footprint and recent financial scale:

The reliance on the mobile app and social sharing means that distribution success is intrinsically tied to user engagement metrics, such as the repeat purchase rate, which Yunji Inc. maintained at 71.0% for the first half of 2025.

You can see the core distribution strategy relies on these digital touchpoints:

• Primary channel is the proprietary Yunji mobile application.
• Leveraging the vast reach of the WeChat ecosystem.
• Operating a pure Direct-to-Consumer (D2C) fulfillment path.
• Concentrating all logistics and sales within Mainland China.

Finance: draft 13-week cash view by Friday.

Yunji Inc. (YJ) - Marketing Mix: Promotion

The promotion strategy of Yunji Inc. centers on leveraging its membership base and technology to drive organic growth and reinforce its organic health positioning.

The platform incentivizes members to act as promoters, a core component of its social e-commerce model. The number of Paid Creators in the third quarter of 2025 stood at 162K, representing a year-over-year decline of less than 1% compared to the second quarter of 2025 decline of 5%.

The overall user base engagement is tracked through Monthly Active Users (MAUs). MAUs for the third quarter of 2025 reached 92.3 million, which was flat year-over-year.

The effectiveness of member retention, a key outcome of promotion and value proposition, is reflected in the repeat purchase rate. The repeat purchase rate in the twelve months ended June 30, 2025, was 71.0%.

Specific promotional or engagement initiatives, such as the incubation-phase tea therapy program, showed strong internal adoption. The company successfully built a 100% tea therapy team in the first half of 2025, with frequent users maintaining a 50% participation rate within that group.

The success of this targeted engagement translated directly into sales for core products. In the first half of 2025, over 90% of the tea therapy users purchased the company's main products, which supported sales of other health offerings. The flagship organic product, [Youjiang] Organic Milk, achieved RMB 5 million in sales at its launch.

The following table summarizes key user and engagement metrics relevant to promotional reach and retention as of the latest reported periods in 2025:

The company's overall strategy involves expanding user acquisition through both online and offline channels.

The total revenues for the first half of 2025 were RMB158.3 million (US$22.1 million), compared with RMB233.8 million in the same period of 2024.

The company reported a net loss of RMB100.7 million (US$14.1 million) for the first half of 2025, compared with a net loss of RMB8.0 million in the same period of 2024.

The company utilizes advanced technologies, including big data and artificial intelligence, to optimize user experience and incentivize members to promote the platform.

Yunji Inc. (YJ) - Marketing Mix: Price

You're looking at how Yunji Inc. structures the money customers pay for its membership and products as of the middle of 2025. The pricing element here is deeply tied to the membership model, which is the core of Yunji Inc.'s strategy.

The membership fee structure grants access to exclusive member pricing. You must become a member to access the platform's value proposition. Starting from October 2022, new users and renewing members are required to pay an annual membership fee to maintain member status and enjoy benefits. Diamond members, those who joined by purchasing a membership package, receive free lifelong membership and benefits. The push to grow this base is evident in the first half of 2025, where sales and marketing expenses increased to RMB50.1 million (US$7.0 million), which represented 31.6% of total revenues, up from 20.3% in the same period of 2024, partly due to increased member management fees related to membership base expansion initiatives.

Yunji Inc. enables a competitive pricing strategy by emphasizing centralized merchandise sourcing and efficient supply chain management, aiming to offer high-quality products at attractive prices and discounted prices to members. This direct sourcing approach is intended to keep the cost of goods competitive, which directly impacts the gross margin.

While specific tiered discount levels aren't itemized, the focus on high-frequency shoppers is supported by the repeat purchase rate. The repeat purchase rate in the twelve months ended June 30, 2025, stood at 71.0%. This high rate suggests that existing members are finding sufficient value and discounts to return frequently.

The strategic focus is clearly on improving profitability, which means prioritizing gross margin over sheer revenue volume. The company is actively building an integrated portfolio focusing on high-margin, high-retention categories. For instance, the private-label Pro by Audis Bonus generated nearly RMB5 million in Q4 2024 and over RMB6 million in Q1 2025. Furthermore, the Jianxin Tea Therapy Program, an 80-minute wellness experience, showed a 91% repeat rate in trials, signaling a focus on higher-value service offerings.

Here's a quick look at the cost structure and margin indicators from the latest available data. The first half of 2025 saw total revenues of RMB158.3 million (US$22.1 million). The total cost of revenues for that period was RMB83.5 million (US$11.7 million), which was 52.7% of total revenues. Based on these figures, the implied gross margin for H1 2025 was approximately 47.25%. This compares to a reported Trailing Twelve Months (TTM) Gross Profit Margin of 49.29% in a separate analysis.

The pricing mechanism relies on the member access driving volume, but the financial results show that managing the cost of goods sold is critical to achieving profitability goals. The company is definitely making strategic choices about what it sells to protect that margin.

• Membership access is required for exclusive member pricing.
• Centralized sourcing supports a competitive pricing posture.
• High 71.0% repeat purchase rate suggests loyalty rewards are effective.
• Focus on high-margin products like the 80-minute wellness experience.