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In 2007, the Rockefeller Foundation put forward the concept of “Influence Investment”, advocating that capital undertakes social responsibility through economical investment.The Global Impact Investment Network (GIIN) estimates that there are currently more than 1,340 institutions worldwide managing US$502 billion in impact investment assets.
36Kr recently paid attention to a company that takes into account economic benefits and social responsibilities-sustainable consumer e-commerce “ECOBUYER”. The founder Zhao Lu told 36 krypton,Sustainable consumption is still a relatively advanced concept in China, but it is the future trend.The requirements of foreign consumers for products require environmental friendliness in addition to good-looking and easy-to-use products.Consumer behavior represented by sustainable fashion is also widely recognized.
A product map
Yike ECOBUYER was established in March 2020. It uses small programs, Taobao enterprise stores, etc. as the selling platform, and collects global products with sustainable development as the product concept.Brands in categories such as beauty, care, fashion, home, food. Zhao Lu told 36 krypton,The products sold by an ECOBUYER ensure that they meet at least one or two of the eight commitments: environmentally friendly materials, responsible collection and production processes, recycling and waste reduction, labor rights, gender equality, support for local handicrafts, animal welfare, and giving back to the community .
In order to avoid the company’s “greenwashing” behavior, that is, claiming that it has paid for environmental protection but doing the opposite, an ECOBUYER has an internal screening process, mainly based on the certification of third-party organizations at home and abroad, and the brand cooperates with the back Tune. For foreign sustainable brands, there are two main cooperation models for ECOBUYER: as its general agent in China, to promote it to the country; for brands that already have agents in China, ECOBUYER will act as a channel to strengthen consumption They have an understanding of the brand and product concepts, and ensure that prices are basically the same as those of major consumer e-commerce companies.A treeECOBUYERIt has begun to develop its own brand products and will launch existing channels in the future.
The core users of an ECOBUYER are mainly first- and second-tier women aged 18-35.Zhao Lu told 36 krypton, In the domestic public welfare industry and sustainable related industries, ECOBUYER already has a high brand recognition.However, it will take some time for mass consumers to recognize it, and the team is also trying to “break the circle”. WeChat official account is currently the main content channel, with an average update frequency of 6 articles per week, including product reviews, brand recommendations,Lifestyle concept spread, etc.multi-dimension. The biggest challenge the team encountered was the high cost of traffic, and the next step was to tilt towards the video on the content side.
A product packaging diagram
ECOBUYER hopes to give consumers a sustainable brand concept, and plans to expand offline stores in Beijing, Shanghai and Shenzhen.Do complex consumption scenarios to create a sustainable lifestyle experience space,In addition to the function of selling goods, the store will also open up small spaces to hold activities that promote sustainable lifestyles.For example, old clothes transformation activities guided by professionals. The outer packaging carton material of an ECOBUYER has been FSC certified and meets environmentally friendly standards. The team is testing the integration of the internal filling and the outer packaging, and is currently in sample production.
The founder Zhao Lu used to be the EMBA & EXED project director of Guanghua School of Management of Peking University and the deputy general manager of a Sino-Japanese cooperative environmental protection enterprise. He has been in the environmental protection industry for 6 years.
It is reported that an ECOBUYER angel round of financing is underway, and it is hiring talents in products, channels, and promotion.