Dongjia

About Dongjia

Established in May 2015, Dongjia operates as an e-commerce and social platform centered on Oriental aesthetics and traditional craftsmanship. The company was founded in Hangzhou, China, by Yu Haihua, who serves as CEO, and Zhao Pu, a former CCTV news anchor. Dongjia's mission is encapsulated in its slogan, "Let heritage become a trend," aiming to provide a commercial stage for folk artisans and ensure the continuation of traditional culture through modern commerce.

The genesis of the company is closely tied to its founders' passions. Zhao Pu, before his official involvement, was a dedicated advocate for the preservation of Chinese traditional culture for 15 years, working to protect endangered crafts and intangible cultural heritage. He joined Dongjia as a co-founder to spearhead brand development, aligning his long-term commitment with the platform's core business. The platform functions as an online marketplace for handicrafts, offering items across seven main categories: tea, tea sets, jewelry, literary collectibles, home decor, traditional foods, and apparel. It specifically focuses on high-quality, often non-standardized, artisan-made products.

Dongjia generates revenue through several transaction models tailored to its unique product offerings. These include direct sales, auctions, and interactive formats like "押窑" (kiln betting), providing a dynamic marketplace for both craftsmen and consumers. The business targets a growing demographic of new middle-class consumers who have an increasing demand for cultural and spiritual consumption. By creating a direct link between over 5,000 artisans and buyers, the platform facilitates the sale of unique, high-value items, with an average order value reported to be around 2,000 RMB. Financially, Dongjia has successfully progressed through multiple funding stages, completing a Series A round in 2016, a Series A+ round led by Fosun Group in 2017, and a Series B round of 110 million RMB in March 2018, led by SIG (Susquehanna International Group).