Research On The Operation Strategy And Optimization Of NetEase's Strict Selection Of E-commerce Platform Under The Background Of New Retail

Today,the traditional e-commerce overall has been set.Taobao,Jingdong and Suning is in the forefront.The quality e-commerce represented by Netease's Yeation has sprung up,focusing on the expansion of the field and taking the road of quality e-commerce.Netease strictly selects the bonus of consumption upgrade,conforms to the background of new retail,grasps the consumer psychology of consumers in the new era,and creatively introduces ODM model(Original Design Manufacturing)into the e-commerce platform,with its high-quality life aesthetics,In the e-commerce field that is close to the monopoly of giants,it has opened a hole.In more than two years,it has become a leader in the field of subdivisions and has become synonymous with the industry.Netease has selected excellent results and researched its operational strategy on other e-commerce platforms.The development has a strong inspiration.This paper uses case analysis method,comparative analysis method,in-depth interview method and other research methods to study the operation strategy and optimization of NetEase's Yeation of e-commerce platform under the new retail background.In the in-depth interviews,not only the users selected by NetEase were interviewed in many aspects to understand the opinions of the users on the platform;but also interviewed NetEase's internal operators,and from the perspective of e-commerce platform to understand the carefully selected operations of Netease.The problems in the strategy and operation process make the article perspective more comprehensive,and the inquiry of the problem is more in-depth.Finally,the problems in the operation process are explored,including supply chain problems under the ODM model,product quality control issues,brand building dilemmas and marketing operations,and suggestions for optimization: First,improve supply chain management through digital transformation;Second,enhance their original ability to interpret a new brand concept;Third,create omni-channel integrated marketing and standardize operational behavior.