Yitiao

About Yitiao

Yitiao, which translates to “One Piece,” operates as a prominent content-driven e-commerce platform in China, skillfully blending high-quality short video production with a curated online marketplace. The company was established in 2014 by Xu Husheng, a former magazine editor who identified a gap in the market for premium, aesthetically focused digital content. Sensing a major shift from print to mobile video, Xu left his stable career to create a media company tailored for the digital age, initially focusing on short films about design, art, and lifestyle.

The venture began by producing and publishing one to two professionally crafted short videos daily across platforms like WeChat, Youku, and Tudou. These three-to-five-minute videos resonated with China's burgeoning middle class, a demographic with increasing disposable income and a desire for a higher quality of life. This content strategy proved highly effective, rapidly building a substantial and engaged audience; the company gained one million followers in just 15 days on WeChat by leveraging Tencent's targeted advertising platform. Within a few years, Yitiao amassed over 35 million followers across all its channels.

Observing the strong viewer interest in the products and lifestyles featured, Yitiao transitioned its business model in 2016 from primarily advertising-based revenue to a robust content e-commerce operation. The company launched its own app and website, creating a marketplace that focuses on the stories and craftsmanship behind products rather than just their specifications. This D2C (Direct-to-Consumer) approach connects designers and niche brands directly with consumers who value quality and aesthetics. Revenue is generated through a revenue-sharing model with the brands it features, where Yitiao handles marketing and the brands manage logistics like storage and shipping. By 2018, the company had achieved a valuation of $500 million, backed by investors including JD.com and Trustbridge Partners. To further integrate its online and offline presence, Yitiao began opening physical retail stores in 2018, viewing them as a key channel for customer acquisition and providing tangible brand experiences.