NanJi E-Commerce Co., LTD.

NanJi E-Commerce Co., LTD. is a company listed on the Main Board of the Shenzhen Stock Exchange since 2007. It operates primarily in the leasing and business services sector, focusing on e-commerce solutions that leverage both online and offline channels. The company has developed a dual-drive growth model through its self-operated sales and brand service businesses, integrating resources across various supply chain segments to provide efficient industrial services. The company's main business lines include a self-operated sales model that emphasizes flagship products and a brand service business that enhances supply chain capabilities. NanJi E-Commerce has restructured its supply and distribution networks to prioritize high-quality partnerships and has launched innovative offline sales channels, such as pop-up stores. Additionally, it has invested in professional design teams and global supplier partnerships to create premium products at accessible prices. Marketing efforts have been bolstered through various campaigns aimed at enhancing consumer engagement and brand image, while operational efficiency improvements continue to support its growth strategy.

1. Business Model Upgrade: Reshaping Supply and Distribution Channels During the reporting period, the company restructured its supply and distribution networks, transitioning from an open licensing model to an invitation-based franchising system. This shift prioritized collaboration with new supply and distribution partners demonstrating high-quality supply chain capabilities and operational expertise. Additionally, partnerships with suppliers failing to meet product quality standards and overly competitive distributors were terminated. Aligned with the "Flagship Products, Sustainability, Milestones" strategy, this restructuring aims to build an ecosystem of suppliers and distributors unified in brand philosophy, product concepts, and quality standards. The goal is to enhance product and service value through optimized industrial chain resources, jointly creating premium brands, products, and services with partners. 2. New Self-Operated Sales Model: Initial Success in Offline Channel Innovation The company launched a self-operated sales model during the reporting period, implementing end-to-end control from raw material procurement, R&D design, production, to product sales. Centered on flagship products, this model leverages broad brand recognition, efficient inventory turnover, and rigorous cost control to deliver thoughtfully designed basics for daily wear and functional outdoor apparel. Product categories include sun protection, quick-dry fabrics, knitwear, lightweight down jackets, thermal underwear, socks, and undergarments. In addition to business model innovation, the company explored offline channels by opening its first pop-up store at Shanghai Global Harbor Mall in December 2024. Focused on its affordable luxury line, the store received positive consumer feedback. Future plans include expanding offline channels and developing innovative partnerships with retail formats to establish a second growth curve. 3. Professional Design Teams & Global Supplier Partnerships: Empowering Product Supply Chains The company established a luxury-standard product design team, recruiting pattern makers, quality controllers, fabric engineers, procurement specialists, and equipment technicians from top global brands to create an internationally competitive workshop. On the production front, the company collaborates with global partners like Coats (UK) and YKK under the "Globalization, Scalability, Strategic Alignment" framework to develop traceable premium products. Nanji Ren implements a "Premium Alternatives" strategy, offering high-quality products at accessible prices.Basichouse positions itself as an "Aesthetic Styling SPA Retailer," achieving rapid GMV growth through a "fast-response small-batch" model. The company continues to seek global partners to deliver diversified premium products. 4. Brand Marketing: Enhancing Consumer Engagement and Brand Image Significant investments were made in marketing campaigns for Nanji Ren, including celebrity endorsements, airport promotions, elevator media ads, and targeted advertising. These omnichannel efforts strengthened consumer interaction and effectively communicated the brand’s high cost-performance value proposition. The deepening impact of these campaigns supports ongoing brand transformation and image elevation. 5. Operational Efficiency Improvement: Process Optimization The company remains market- and consumer-centric in building premium brands, products, and services. Key initiatives include: Centralized brand management for style definition, planning, and marketing. Supply chain optimization with strict quality control protocols. Back-office integration into a professional service matrix supporting business units. Budget-driven performance management with enhanced incentives to drive high-quality growth. 6. Enhanced Creative Output & Key Account Services Adapting to mobile internet trends—content-driven, native, cross-screen, and data-centric marketing—Time Link Network upgraded its capabilities in: Visual creative output， Key account service mechanisms， Video content production， AI-powered technology platforms The company maintains strategic partnerships with top-tier media platforms (OPPO, vivo, Xiaomi, Huawei, Apple) and provides one-stop ad services across mobile OEMs, Tencent MyApp, Red Book, etc. Its global expansion gained momentum in 2024 through Apple Media partnerships, covering Hong Kong and Singapore markets across lifestyle, gaming, education, and tech sectors.