Yimutian

About Yimutian

Yimutian Inc. operates as a pivotal business-to-business (B2B) digital platform within China's vast agricultural sector. Founded on August 1, 2011, by Jinhong Deng, Zhi Jia Liu, and Mi Zhou, the company is headquartered in Beijing and has emerged as a significant player in the agricultural internet landscape. The company's genesis is tied to CEO Jinhong Deng's background as a farmer's son and a former Baidu employee. His experience, particularly with a 2009 project to enhance rural digital infrastructure, revealed the immense potential for e-commerce in China's agricultural domain, leading to the creation of Yimutian.

The firm's core business revolves around a comprehensive digital marketplace that directly connects agricultural producers, such as farms and cooperatives, with a wide array of buyers including wholesalers, restaurants, supermarkets, and food processing enterprises. This model is designed to disintermediate the traditionally long and complex supply chain, thereby increasing efficiency and transparency. Yimutian's platform provides a suite of digital tools for searching, matching, transaction facilitation, and settlement. By late 2024, the platform had amassed over 38 million merchants. Revenue is primarily generated through membership fees and value-added services on its digital platforms. For the twelve months ending December 31, 2024, the company reported revenues of $22 million.

Yimutian operates two main applications: the 'Yimutian' app, which is a comprehensive platform for the entire agricultural transaction chain, and the 'Douniu' app, which focuses on facilitating consignment sales within offline wholesale markets. In a move to blend digital services with physical presence, the company launched 'Wolaicai' in 2024, a network of offline chain stores that provide brokerage services, standardized grading, and logistics coordination at production sites. The company has also made strategic moves to expand its ecosystem, including an agreement to acquire Ningbo Xunxi Technology to venture into the B2B2C space and a partnership with BC Technology to explore agricultural Real-World Asset (RWA) products and cross-border digital payments. Backed by prominent investors like Sequoia Capital China, Yunfeng Capital, and China Growth Capital, Yimutian completed its initial public offering on the Nasdaq under the ticker YMT in August 2025.