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on september 19, zhang dayi, co-founder of ruhnn holdings and internet celebrity model, posted a long post on weibo saying that the launch of new products at my happy wardrobe, skirt man, and jupevendue stores will be delayed indefinitely, which is considered a store closure in order to adapt to the market and find the next target.

she recalled the time from starting a business with ruhan in 2014 to the completion of the ipo in 2019, "i felt like my energy was consumed prematurely." zhang dayi said she wanted to spend more time with her daughter.

she also talked about the development of various internet platforms. "so far, i have not seen any taobao-based company successfully switch to another platform, because the meager gross profit margin of the clothing category cannot support various operating costs, and switching platforms will result in losses." "influencer e-commerce is wonderful, but it is suitable for small and beautiful, small and exquisite, otherwise it will be an assembly line product." she said that she did not want to let her fans down by making assembly line products, "so she might as well let it stop at this moment."

that afternoon, zhang dayi’s weibo account was still releasing new content about autumn and winter clothing.

according to public information, in 2014, feng min, the founder of ruhnn holdings, and zhang dayi jointly established the taobao store "my happy wardrobe", which currently has 12.41 million fans and ranks 2nd among the "top 2 korean casual women's clothing stores".

the following years from 2016 to 2018 were the peak of zhang dayi's career. when she was at her peak, she revealed that she made 300 million yuan a year.

on november 11, 2016, her online store became the first women's clothing store on taobao to achieve sales of over 100 million yuan. zhang dayi has since been known as "the first taobao sales promoter".

in 2019, ruhnn holdings was listed on the nasdaq in the united states, and zhang dayi became the first chinese internet celebrity to ring the bell on nasdaq.

in 2021, ruhnn holdings announced that it had completed the privatization transaction and delisted from nasdaq. the stock price has shrunk by 72% in the two years since its listing, and the financial reports during the listing period showed that it had never made a profit.

(overview news comprehensive report)