Alibaba strategically invests in 衣二三, a leading fashion rental platform in China, to enhance operational capabilities and expand into new consumer scenarios.

Target Information

衣二三 (YIERSAN) is a leading membership-based fashion sharing platform established in December 2015. Over the span of just over two years, it has raised several rounds of funding, becoming the largest player in the shared wardrobe industry in China. The platform provides its members with an innovative way to access high-quality fashion, allowing users to swap garments from a selection of millions of brand items for a monthly membership fee. Users have the option to purchase items they particularly like. As of now, 衣二三 boasts over 15 million registered users, primarily consisting of affluent female professionals with high spending power.

The platform has made significant strides in revolutionizing the fashion rental experience, diverging from traditional retail by offering dress rental services that include personalized styling through advanced algorithms. 衣二三 has secured partnerships with several high-end fashion brands and has effectively integrated entertainment marketing strategies to enhance user engagement.

Industry Overview in China

The fashion rental market in China has been gaining traction due to a shift in consumer behavior towards sustainable fashion solutions. With an influx of tech-savvy younger generations prioritizing experiences over o