Cross-Border Supply Chain Platform EasyYa Completes 150 Million RMB Financing

Cross-border e-commerce boutique supply chain platform EasyYa recently announced the completion of 150 million yuan in financing. This round of financing was strategically led by the CICC Tianmu Lansheng Fund under CICC Capital, with follow-on investments from GSR United Capital, Tianhe Investment Funds, Beijing Yuan Yi, and others. The new round of financing will primarily be used to optimize the ‘EasyYa Youdan’ factory intelligent connection SaaS system, expand product selection tools for new platforms such as TikTok, continue to expand overseas markets, and layout a diversified channel system.

EasyYa was founded in Guangzhou in 2020 and had previously received investments from Yuexiu Capital Holdings, SCGC, and the Greater Bay Area Homeland Investments.

According to data from the e-commerce research company Marketplace Pulse, about 50% of the top 10,000 sellers on Amazon’s US platform are Chinese sellers. As observed by Jiang Shihong, co-founder and CSO of EasyYa, only a few of them are able to integrate manufacturing and trade, with capabilities for product definition and innovation; most remain as trade-type sellers. In the ‘Cross-Border Product Selection 1.0’ era, sellers could identify market opportunities and gaps through data analysis. However, as the market becomes more saturated and medium to large sellers dominate the rankings, the survival space for wholesale-type sellers on Amazon is shrinking, necessitating a higher capability for sellers to build brands and products. This requires further product definition and upgrades, leading to the demand for a ‘Product Selection 2.0’ era. The general sellers have limited access to differentiated and innovative sources on B2B platforms, creating a demand for high-quality sources and factory resources. EasyYa’s operational logic is based on this, which Jiang Shihong describes as ‘a refined version of 1688’.

Under the self-operated boutique model of the mall, the platform acts as a major client placing orders, using data to drive factories to develop products that meet market demand. On the other hand, it acts as a ‘virtual factory’ supplying various exclusive products to cross-border sellers. In the factory direct supply model, the platform functions similarly to a ‘foreign trade directory’, providing exposure and sales leads for factories. By offering data, software, business opportunities, and direct orders to factories, EasyYa has accumulated resources from over 4,000 factories that have been visited and verified, with about 1,000 core supply factories. In 2023, the GMV of the self-operated segment of the mall exceeded 1 billion yuan.

Currently, several cross-border e-commerce platforms have launched fully managed and semi-hosted models to improve efficiency and lower prices, which is also affecting the cross-border e-commerce ecosystem. Jiang Shihong stated that the categories, average order value, and positioning targeted by the fully managed model currently differ from those of the Amazon platform. The continuous upgrade of boutique sellers and products remains very important for the Amazon platform. For example, in terms of category structure, Jiang Shihong indicated that small appliances, outdoor camping, and pet supplies have been popular categories on the recent EasyYa platform. Xu Gengzhe, the founder and CEO of EasyYa, stated: Through continuous technological innovation, resource integration, and model optimization, EasyYa is committed to promoting the innovation of the digital supply chain and empowering Chinese manufacturing enterprises.

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