Xiaomi E-Commerce Platform Youpin Appoints New General Manager

Xiaomi Youpin, an e-commerce arm operated by leading Chinese electronics manufacturer Xiaomi, has undergone changes to its management, according to a Sina Tech report on Tuesday. Ye Hualin, the platform’s former deputy general manager, was appointed as general manager of Xiaomi Youpin and will report to Lu Weibing, President of the China Region at Xiaomi. Previously, the e-commerce arm was adjusted and merged into the China Region business department.

Xiaomi Youpin was established by Gao Ziguang in 2017, mainly selling IoT products made by Xiaomi Ecological Chain manufacturers. It later introduced many third-party brands. Gao became the general manager of the Youpin E-Commerce Department in 2018. In 2020, Xiaomi announced a personnel appointment, and Gao Ziguang was promoted to Vice President of Xiaomi. At the same time, he was transferred to the China Region business department to take charge of new retail businesses and report to Lu Weibing.

Gao joined Xiaomi in 2014. However, in September 2021, after having been promoted to Vice President for just one year, Gao left his post and was replaced by Shang Jin, Vice President of Xiaomi and General Manager of China Region Comprehensive Management Department. At the beginning of this year, Shang Jin also left Xiaomi. After Gao Ziguang left Xiaomi Youpin, Bai Fang, the General Manager of the former Xiaomi Fourth Internet Department, was transferred to the Youpin E-Commerce Department as the General Manager.

This time, Xiaomi once again announced the appointment of Ye Hualin as the General Manager of the Youpin E-Commerce Department. Ye Hualin’s original position is Xiaomi Youpin’s deputy general manager and head of the commodity operations department. After his promotion, the follow-up whereabouts of Bai Fang, the former general manager, are still unknown.

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Developed independently, Xiaomi Youpin achieved rapid development. In 2019, its gross merchandisevalue exceeded 10 billion yuan ($1.53 billion), doubling for three consecutive years.

In November 2021, Xiaomi announced by an internal message that Xiaomi Youpin was integrated with Xiaomi‘s retail business in the China Region. Xiaomi Youpin and Xiaomi Mall will end their independent settlement and different operating policies. The two platforms will serve the new retail target of Xiaomi together. From that moment on, Xiaomi Youpin no longer developed independently.