Muyu Living · Half-year Business Review

Revenue is growing, with the direct store contributing most of the increase. Focus next on repeat purchases and replenishing bestsellers, while watching inventory pressure in slower-moving lines.

SCOPE

An illustrative business sample for a fictional lifestyle brand. All figures are synthetic and denominated in CNY. Expand chart data to inspect the underlying rows.

Half-year revenue540× CNY 10,000

Paid orders, net of refunds

Year-on-year revenue growth28.6%

Same definition as the prior-year period

Completed orders59700orders

Orders across all channels

Repeat-order share40.4%

Orders from customers with earlier purchases

01 / GROWTH OVER TIME

Ahead of last year in every month

Monthly revenue versus last year data

Monthly revenue versus last year — data
Month	Period	Revenue / CNY 10,000
Jan	Current period	74
Jan	Prior year	60
Feb	Current period	78
Feb	Prior year	62
Mar	Current period	82
Mar	Prior year	65
Apr	Current period	91
Apr	Prior year	70
May	Current period	103
May	Prior year	78
Jun	Current period	112
Jun	Prior year	85

Growth is stronger in the later months. Monthly totals cannot separate promotions, basket size and organic demand. Track acquisition costs by channel before judging the quality of growth.

02 / CHANNEL MIX

The direct store leads revenue

Revenue by channel data

Revenue by channel — data
Channel	Revenue / CNY 10,000	Prior year / CNY 10,000
Social commerce	180	170
Retail partners	108	90
Direct store	252	160

Channel size and growth are different questions. Social commerce remains an important revenue source, but the direct store contributes more of this period's increase.

03 / SOURCES OF GROWTH

Where did the extra revenue come from?

Year-on-year revenue increase by channel data

Year-on-year revenue increase by channel — data
Channel	Revenue / CNY 10,000	Prior year / CNY 10,000	increase
Direct store	252	160	92
Retail partners	108	90	18
Social commerce	180	170	10

The direct store added 92 × CNY 10,000. Split new and returning customer contributions to test whether growth depends on short-term campaigns.

OPERATING PRIORITIES

Turn growth into the next purchase

Restock bestsellers before expanding the range

Check lead times and stockout records for travel drinkware first, so growing demand can be fulfilled.

Build repeat purchases in the direct store

Study follow-up orders by first-purchase category, then recommend complementary products. A promotional purchase alone does not establish lasting retention.

04 / PRODUCT DETAIL

Read sales contribution alongside inventory

Product line	Revenue / CNY 10,000	Gross margin / %	Weeks of stock
Everyday coffee gear	146	52	5
Home fragrance	120	68	7
Textiles and storage	102	47	4
Travel drinkware	94	43	3
Desk accessories	78	58	8

Weeks of stock uses recent average sales. A high figure does not necessarily mean slow demand: consider replenishment batches, seasonality and product lifecycle. Gross margin excludes marketing and fulfilment costs.

DATA AND DEFINITIONS

Muyu Living is fictional and all data is illustrative. Monthly revenue, orders and repeat orders come from one sample; totals, growth and repeat share are calculated by queries. Channel and product revenue reconcile to the total. This is a static snapshot with interactive chart details, not a live connection to a business system.