Ouyeel

Ouyeel operates as a comprehensive B2B platform focused on the steel industry, established in February 2015 by the world's leading steel conglomerate, China Baowu Steel Group. The company emerged from Baowu's initiative to consolidate its existing e-commerce resources, aiming to create a new, service-oriented ecosystem for the steel sector. This strategic move was in response to challenging market conditions, including overcapacity and a significant downturn in steel demand. The current legal representative is Lv Jun, who assumed the role of company party secretary in March 2024.

The firm's core business revolves around its digital platform, which facilitates online trading of steel products and industrial supplies, connecting steel mills with a vast network of smaller and medium-sized users. Ouyeel's business model is multifaceted, generating revenue primarily through transaction fees on its e-commerce platform. It has expanded its services to create a comprehensive ecosystem, offering integrated solutions that include logistics, warehousing, processing, supply chain finance, and international trade. This integrated approach provides clients with end-to-end services, from procurement and payment to order tracking and delivery, thereby enhancing efficiency throughout the supply chain. The platform also provides value-added services such as industry news, data analytics, and technological support.

Ouyeel's service portfolio is designed to address the entire steel value chain. The platform offers a digital marketplace for steel transactions, cloud-based warehouse and logistics solutions, and financial products tailored for the industry. Its logistics arm, Ouyeel Logistics, manages a network of warehouses and transportation services. Furthermore, the company has developed a cross-border e-commerce segment, Ouyeel International, to facilitate global trade, with an overseas headquarters in Singapore and platforms in Thailand, Vietnam, and Laos. A significant milestone was the implementation of a mixed-ownership reform, which started with its first round of equity financing in May 2017, bringing in private and foreign capital. The company's IPO application, submitted in 2021, was later terminated.

Keywords: steel e-commerce, B2B platform, supply chain finance, industrial materials, online steel trading, logistics services, warehouse management, China Baowu Steel Group, digital procurement, cross-border trade, metal ores, freight arrangement, steel industry solutions, commodity trading, online marketplace, materials technology, industrial internet, supply chain management, financial services, data information services