As global e-commerce market competition intensifies, supply chain capabilities have become a critical factor determining business success or failure. Recently, the emerging global smart e-commerce platform Yulily announced that its core supply chain brand YUGEEKS has officially launched its first overseas intelligent cloud warehouse in Hanoi, Vietnam, and has established a deep partnership with Vietnam Post (VNPost), marking an important milestone in its global supply chain deployment.
Behind this move lies Yulily’s strategic ambition to build an independent supply chain system—just as JD.com spent over a decade and massive resources to develop JD Logistics, ultimately becoming a giant in the e-commerce industry, Yulily is now replicating this successful path in the cross-border sector with unwavering determination.
◎Building an Independent Supply Chain System: An Inevitable Strategic Choice for Yulily’s Development Goals
In the e-commerce industry, the importance of the supply chain is self-evident. Take JD.com as an example: since 2007, it has been developing its own logistics system, investing over 100 billion yuan across more than a decade to build a nationwide “211 Time-Limited Delivery” network. This has become the core engine driving JD Mall’s rapid growth. Today, JD Logistics not only serves JD Mall but has also gone public independently, becoming one of the world’s leading logistics enterprises.
As an integrated platform combining short videos, e-commerce, and digital entertainment, Yulily is well aware that in the traditional cross-border e-commerce model, issues such as low supply chain efficiency, high logistics costs, and slow inventory turnover have become major constraints on industry development. “Just as JD.com once overcame its growth bottleneck by building its own logistics system, Yulily must establish an independent and controllable supply chain system to achieve long-term success in the cross-border e-commerce sector,” said the head of Yulily’s supply chain department.
In fact, Yulily’s determination to build a robust supply chain system is evident in its heavy asset investment and strategic choice of Vietnam as its first location. From a geographical perspective, Vietnam borders China and leverages the China-Vietnam land transport corridor (Nanning – Hanoi), enabling Chinese goods to enter Vietnam with “24-hour customs clearance + 72-hour delivery across Southeast Asia,” improving logistics efficiency by 60% compared to traditional sea freight.
Unlike the industry’s commonly adopted light-warehouse drop-shipping model, Yulily has boldly invested in the construction of intelligent cloud warehouses equipped with advanced Warehouse Management Systems (WMS), significantly enhancing efficiency in warehousing, inventory, sorting, and dispatch processes. This strategic deployment reflects Yulily’s deep understanding of the supply chain as a core competitive advantage in the cross-border e-commerce industry.
◎ Yulily’s Core Competitiveness: Short Video + Marketplace + Supply Chain
Yulily’s bold investment in the supply chain sector is driven by its three core advantages—short video, marketplace, and supply chain—working in synergy to form a closed-loop cross-border e-commerce ecosystem.
The short video ecosystem serves as Yulily’s traffic gateway, attracting global users through a diversified matrix of short video content. On the traffic acquisition side, user volume is rapidly boosted through incentives like registration bonuses and daily task rewards; on the retention side, high-quality content keeps users engaged, forming a stable traffic pool. On the marketing side, users with entrepreneurial intent are identified and nurtured through the “YLL Influencer Program,” building a sales network for the platform and enabling efficient traffic conversion.
The marketplace platform serves as the core vehicle for traffic monetization. Yulily’s marketplace integrates high-quality global products and, through the “Store Development Program,” builds a three-stage system of “Joint Stores — Hybrid Stores — Self-operated Stores.” This provides aspiring entrepreneurs with one-stop supply chain services, including product selection, procurement, inventory stocking, listing, and cloud warehouse logistics. It also offers users a novel intelligent shopping experience, leveraging the creator ecosystem within the short video platform to enhance both user retention and purchase conversion rates.
The proprietary supply chain system is the cornerstone supporting the entire business ecosystem. As Yulily’s supply chain brand, YUGEEKS has built a comprehensive empowerment platform covering product selection, procurement, warehousing, logistics, and after-sales support. By collaborating closely with global source manufacturers, YUGEEKS carefully selects products and controls quality, partnering with well-known MCN organizations and other ecosystem allies in target markets to provide cross-border merchants, export brands, and platform entrepreneurs with one-stop supply chain solutions.
◎ Spin-off Listing: Yulily’s Future Plans Behind Its E-commerce Industry
Yulily’s investment in the supply chain system focuses not only on operational synergy but also reflects a clear future vision. According to insiders, Yulily plans to spin off its YUGEEKS supply chain division for an independent public listing in the future—a strategy closely mirroring the development path of JD Logistics.
“YUGEEKS, as an independent profit engine under Yulily, has a clear path for standalone operations and profitability, making it a key component of Yulily’s phased listing strategy,” disclosed a Yulily spokesperson. Currently, the first YUGEEKS cloud warehouse in Vietnam marks only the initial step in Yulily’s global supply chain layout; once the Vietnam cloud warehouse system matures, subsequent Southeast Asia expansion plans will be launched. Using Southeast Asia as a base, Yulily aims to build a digital trade corridor of “China supply chain – Southeast Asia warehousing and distribution – global sales,” forming an intelligent supply chain system covering the Asia-Pacific region and radiating globally.
According to the plan, Yulily will first promote the independent listing of its YUGEEKS supply chain division to fully unlock its market value and obtain capital support to accelerate the construction of its global supply chain network. Subsequently, it will integrate short video, marketplace, and other asset divisions to ultimately achieve the goal of a full corporate listing.
“Based on the successful experience of JD Logistics, the independent listing of the supply chain division not only brings capital support to the company but also enhances the overall value of the group,” an industry financial analyst noted. “Yulily’s spin-off listing plan demonstrates strong confidence in its supply chain business and paves the capital path for its future global expansion.”
From JD Logistics to YUGEEKS supply chain, e-commerce giants have proven through practice that strong supply chain capabilities are the key to standing out in fierce market competition. Yulily is also steadily forging its own supply chain legend in the cross-border e-commerce arena, showcasing to the world the innovation and responsibility of Chinese e-commerce enterprises on the global stage.