What Jowell Global does

Jowell Global is a Shanghai-based membership-driven direct sales and e-commerce company that has been listed on Nasdaq under the ticker JWEL since March 2021. Founded in 2012 and operating through a VIE structure with Shanghai Juhao Information Technology, the company sells cosmetics, health supplements, and household products to Chinese consumers through four integrated sales channels: online direct sales via the Juhao mobile app and WeChat mini-program, a network of authorized retail stores, third-party merchants, and livestreaming. The platform combines an O2O (online-to-offline) membership model with an e-commerce marketplace and is connected to the broader Longrich brand ecosystem, with several directors and executives drawn from Longrich-affiliated entities.

The company generates revenue through product sales across its four channels, membership-based loyalty mechanics that drive repeat purchases, and commissions from third-party merchants. Its technology stack is built around a custom mobile commerce platform (Juhao app), a WeChat mini-program storefront, livestreaming infrastructure, and backend ERP/order-management systems supporting both B2C direct sales and B2B2C merchant operations. The company has pursued partnerships with multinational brand owners including Coty (Adidas), Unilever, and COCOVEL to expand its product assortment and has set up a US warehouse joint venture (Suzhou Dreamworker) for cross-border supply.

Jowell's IPO in March 2021 raised approximately $26 million at a modest valuation, indicating a small-cap profile. Reported financials show negative EBITDA and net income with a declining revenue trend, suggesting operating pressure post-listing. The company employs 101–250 staff and maintains a small headquarter footprint in Shanghai, consistent with a mid-tier Chinese direct-sales operator rather than a scaled platform.

Name

Jowell Global

Legal name

Jowell Global Ltd.

Website

https://ir.1juhao.com

Company type

Public

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

Jowell Global operates a membership-based O2O e-commerce platform selling cosmetics, health supplements, and household products to Chinese consumers through online direct sales, authorized retail stores, third-party merchants, and livestreaming channels, with ties to the Longrich brand ecosystem.

Ownership category

akta.pro rank

Product category

Consumer E-commerce (Cosmetics, Health & Household)

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), General Merchandise Retailers (455), Health and Personal Care Retailers (4561)

SIC

Retail-Misc General Merchandise Stores (5399), Retail-Variety Stores (5331), Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Beauty & Personal Care-Focused Catalog Department Store Retailers (CRAGAIAC)

akta.pro secondary industries

Off-Price Beauty & Personal Care Department Stores (CRAGAEAD), Neighborhood Essentials & Fill-in Shopping Discount Stores (CRAEAJAH), Mid-Tier Department Stores (Private-Label / Store-Brand Heavy) (CRAGACAG)

Keywords

• Membership-based O2O e-commerce
• Cosmetics and personal care
• Health and nutritional supplements
• Household products retail
• Community group-buying stores

Headquarters

HQ city

Shanghai

HQ country

China

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations

Revenue model

1. Online Direct Sales: The company sells its own brand products manufactured by third parties as well as international and domestic branded products from 200+ manufacturers through its LHH Mall platform.
2. Third-party Merchant Services: The company allows third parties to open their own stores on the platform for a service fee based upon sale revenues generated from their online stores. The company provides market intelligence and information about market needs to help merchants manage their sales efforts.
3. Authorized Retail Store Distribution: The company sells products through authorized retail stores (LHH Store / Love Home Store) which operate as independent stores or store-in-shop, purchasing products through the online platform at major discounts.
4. Live Streaming Marketing: The company generates revenue through live streaming marketing channel as one of its four sales channels.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Jowell Global operates one of China's first membership-based online-to-offline e-commerce platforms, LHH Mall (also known as Juhao Mall), which sells its own Longrich-branded cosmetics, health and nutritional supplements and household products alongside international and domestic branded products from over 200 manufacturers. The company reaches Chinese consumers through four sales channels: online direct sales, authorized retail stores (LHH Store / Love Home Store), third-party merchant stores (for a service fee), and live streaming marketing, supplemented by Juhao Best Choice community group-buying franchise stores.

Product overview

Jowell Global operates a multi-channel e-commerce platform for cosmetics, health and nutritional supplements, and household products in China. The core offering is LHH Mall (also called Juhao Mall), a membership-based online-to-offline platform that sells own-brand products alongside international and domestic branded products from over 200 manufacturers. The company extends its reach through LHH Store (Love Home Store), an authorized retail store network, and Juhao Best Choice, a community group-buying franchise store initiative. Four sales channels drive the business: Online Direct Sales, Authorized Retail Store Distribution, Third-party Merchants, and Live streaming marketing.

Differentiator

Problem solved

Functional benefit

Products and services

• LHH Mall (Juhao Mall) Membership-based online-to-offline e-commerce platform operated by Jowell Global through Shanghai Juhao, selling the company's own Longrich-branded products alongside international and domestic branded products from 200+ manufacturers. It also hosts third-party merchant storefronts and supports the authorized LHH Store and Juhao Best Choice community group-buying channels, with livestreaming marketing as one of four sales channels.
• LHH Store (Love Home Store) Authorized offline retail store network operated as independent stores or store-in-shop formats, distributing cosmetics, health and nutritional supplements, and household products purchased through the LHH Mall platform at major discounts to Chinese consumers across China.
• Juhao Best Choice Store Community group-buying franchise stores introduced in April 2021 that combine the online LHH Mall platform with offline retail presence, targeting county-level markets in China and supported by loans to store owners through the company's stake in Suzhou Industrial Park Hongrun Rural Small Amount Loan Co., Ltd.

Named customers4 records

Segments1 record

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• China Ants AlliancecoreStrategic or Co-development Partner · 10 January 2022Strategic partnership with China Ants Alliance in relation to self-owned brand products, to bring high quality, affordable and trustworthy retail brands to millions of families.
• Suzhou Dreamworker Info-Tech Co., Ltd.coreStrategic or Co-development Partner · 20 December 2021Cross-border e-commerce strategic collaboration to set up a joint venture for warehouse and supply chain services in the U.S., utilizing Suzhou Dreamworker's overseas warehousing experience and Jowell Global's e-commerce platform.
• Unilever's Uni-ExcubatorcoreStrategic or Co-development Partner · 17 November 2021Strategic cooperation in China's new social media retail, starting with Unilever's Hazeline Snow product line to be sold on Jowell's e-commerce platform to accelerate reach in the domestic scented body care market.
• Suzhou Wujiang Hope Bio-Technology Co. LtdcoreStrategic or Co-development Partner · 19 August 2021Strategic partnership for research and development of new immune cell-technologies for skincare products, cosmetics, and health and nutritional supplements, focusing on cutting-edge cellular technology.
• Shanghai Gesber Group (COCOVEL)coreChannel Partner/ Reseller/ Distributor · 8 June 2021Strategic cooperation agreement for COCOVEL brand fragrance personal care products with Shanghai Gesber Group to jointly seek business growth in domestic and international household product markets.
• Coty Inc.coreChannel Partner/ Reseller/ Distributor · 31 May 2021Strategic cooperation with Coty Inc. for distribution of Adidas personal care products on Jowell's platform. Coty is a major global beauty company.
• Alibaba Group Holding Ltd.minorStrategic or Co-development Partner · 24 May 2021Meeting with Alibaba Group representatives led by Yongjun Yang, East China SKA Manager, to discuss cooperation in cross-border e-commerce.
• ZTO Express (Cayman) Inc.coreTechnology or Integration · 13 April 2021Strategic cooperation agreement with ZTO Express, a global express delivery service provider, following a visit by ZTO representatives to Jowell Global's headquarters.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Yatsen Holding (Perfect Diary): China-headquartered DTC beauty and cosmetics brand and platform; the closest direct functional peer given overlapping product focus (cosmetics/beauty) and Chinese consumer base. Stronger D2C brand scale than Jowell but comparable product/market profile.
• Nu Skin Enterprises: Membership/MLM-style direct-sales platform selling personal care and nutritional supplements globally, including significant China operations. Highly comparable business model (membership + multi-level beauty/health assortment) and product mix to Jowell's Longrich platform.
• Herbalife Nutrition: Global direct-sales / member-based distributor of nutritional supplements and personal care products. Directly comparable on sales motion, distributor/membership structure, and category (health supplements + HPC).
• Amway: Large MLM/membership consumer-products platform with major China business spanning beauty, health, and household goods. Closest analog to Jowell's combination of membership structure, branded assortment, and Chinese footprint.
• Pinduoduo: China's leading community group-buying and discount e-commerce platform. Highly comparable on the community group-buying franchise (analogous to Juhao Best Choice) and multi-merchant marketplace mechanics, though much larger in scale.
• Missfresh: Online-to-offline consumer goods (and fresh) e-commerce platform in China. Comparable on O2O retail model and Chinese consumer base; smaller-scope but direct peer in online+offline integrated retail.
• Bloomage Biotechnology: Chinese skincare/hyaluronic acid cosmetics and nutritional product company. Comparable on category (cosmetics, supplements) and on own-brand skincare ambition, though distribution is more wholesale/manufacturer-led rather than platform-led.
• Proya Cosmetics: China-listed mass-market skincare and cosmetics brand. Comparable on Chinese consumer HPC/category, but Jowell is platform-led versus Proya's brand-led model.

Broad incumbents

• Tmall (Taobao & Tmall Group): Dominant Alibaba-owned general-merchandise and beauty e-commerce platform in China. Competes with Jowell in cosmetics/HPC marketplace; relevant as the incumbent Jowell must differentiate against, particularly on livestreaming (Taobao Live).
• JD.com / JD Health: China's largest direct-retail e-commerce platform (and JD Health for supplements/healthcare). Competes with Jowell across all four product categories and offers its own livestreaming channel; a broader incumbent reference point.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jowell Global