YESA

About YESA

Beijing YESA Business Management Co., Ltd. operates as a specialized retail chain in the cosmetics sector. The company was first established in 1995 and later formally founded on September 9, 2007. The legal representative and key figure behind the company is Chairman Jing Yan. YESA began as Meicheng Cosmetics and initially focused on developing a direct-to-consumer retail model. A significant milestone in the company's history was in 2010, with the strategic integration of its two direct-managed systems, Meicheng and YESA, which were consolidated under the YESA brand to create a unified presence in the Chinese cosmetics market. Another pivotal moment occurred in April 2012 when the company secured a substantial A-round investment from Legend Capital (the venture capital arm of Legend Holdings, parent of Lenovo), which provided significant capital for expansion and operational upgrades.

YESA's business model is centered on operating a chain of directly-owned cosmetic stores. The company targets the general consumer market with a vast product portfolio. Its revenue is generated through the direct sale of beauty products. The company's stores are primarily located in first, second and third-tier cities across China, including Beijing, Tianjin, Nanjing, and Shenyang. The business strategy involves providing a one-stop shopping experience for customers. While the company initially explored a franchise model, it has since focused on a direct-managed store approach to maintain control over brand and service quality.

The company offers a wide array of products, reportedly over 10,000 SKUs, including skincare, makeup, fragrances, and personal care items. YESA's product mix includes major international brands like L'Oréal, Maybelline, and Shiseido, alongside its own private label products. Skincare products constitute the largest portion of sales, accounting for 65%, followed by personal care at 20% and makeup at 15%. A key feature of their model is the strong emphasis on renowned brands, which make up a significant portion of their sales, complemented by the strategic development of their own branded products. The company has also established an e-commerce platform to augment its physical retail presence.