Yesmro

About Yesmro

Yesmro, operating under the legal name Shanghai Sheti Information Technology Co., Ltd., is an e-commerce company in China specializing in Maintenance, Repair, and Operations (MRO) industrial products. Founded in April 2016 by CEO Zhu Hongtao, the company has strategically positioned itself to serve the segment of small and medium-sized enterprises (SMEs), which constitutes over 90% of the market's total entities but has historically been underserved by traditional suppliers.

The founder's journey is deeply rooted in the MRO and B2B e-commerce sectors. Zhu Hongtao previously served as the head of e-commerce for Grainger China, a major MRO distributor, and was responsible for implementing the China strategy for MonotaRO, a leading Japanese MRO e-commerce player. This extensive background, including a decade in the B2B industry, provided him with critical insights into the supply chain inefficiencies and unmet needs of smaller industrial buyers. The founding team also includes talent from prominent companies like Panasonic and Baidu, blending industrial expertise with internet technology. The company's PC transaction platform went live in August 2016.

Yesmro's business model is direct-to-consumer e-commerce, generating revenue through the sale of industrial goods via its online platforms, which include a website, mobile app, and小程序 (mini-program). The company focuses on the highly fragmented long-tail MRO market, which includes items like automation components, spare parts, and factory consumables. By leveraging a data-driven approach, Yesmro addresses the core challenges faced by SMEs, such as small individual order volumes, weak purchasing power, and the high costs associated with multi-layered traditional distribution channels. The platform employs data models for precise inventory forecasting and management, enabling it to achieve an inventory turnover rate significantly higher than the industry average while keeping operating costs low. In 2020, the company expanded its model by launching an open platform, allowing upstream suppliers to access its customer base and fulfillment capabilities. Since its inception, Yesmro has successfully completed multiple funding rounds, including a Series C in January 2022, attracting investors like Qiming Venture Partners, Matrix Partners China, and Sequoia Capital China.