Deja Vu

About Deja Vu

Deja Vu, known in China as Duozhuayu, operates a C2B2C (consumer-to-business-to-consumer) e-commerce platform focused on the circular economy. The company was founded in 2017 by Wei Ying (also known as Maozhu), former marketing director at Zhihu, and Chen Tuo, who served as CTO. Wei Ying's background in brand building and Chen Tuo's experience in product development at Zhihu and Douban shaped the company's direction. The initial concept was tested within a small WeChat group using an Excel sheet to manage transactions, which validated the business model's potential, showing a possible 60% gross margin.

The business model involves purchasing used items, primarily books, directly from users, then processing them for resale. At its facilities in Tianjin and Kunshan, items undergo a rigorous process of authentication, cleaning, disinfection with ozone, refurbishment, and repackaging before being listed on the platform. This centralized control over quality and condition differentiates Duozhuayu from C2C platforms like Xianyu, aiming to build user trust and standardize the secondhand shopping experience. Revenue is generated from the price difference between the acquisition cost and the resale price. The company utilizes an algorithm-driven dynamic pricing system that determines the purchase price based on the predicted sales probability of an item.

Initially focused on secondhand books, a standardized product category ideal for data collection, Duozhuayu has expanded its offerings to include apparel and electronic products like Kindles. The platform operates primarily through a WeChat mini-program and an app, complemented by physical retail stores. These offline stores, such as the one on Anfu Road in Shanghai, serve as brand showcases and community hubs, hosting markets and cultural events to engage its target demographic of young, culturally-savvy consumers. Despite challenges with the profitability of physical retail, which often relies on clothing sales to subsidize the book section, the stores enhance the brand's image of a trendy, sustainable lifestyle.