In recent years, vertical E-commerce has been affected by the market, and is now in a bottleneck period of development. The new business model of "fan economy" can increase user stickiness, build brand reputation, and thus drive the development of vertical E-commerce. First, introduce the general situation of the development of "fan economy" and vertical e-commerce and analyze the possibility of their combination. Then the marketing strategy of Jumei Youpin is studied, and the optimization suggestions are given to improve the status quo of poor management of Jumei Youpin. The research results can provide reference for the healthy development of vertical e-commerce market.