1. The business mainly operates in the United States, with its core business being the sale of boutique women's clothing, children's clothing, footwear, and accessories. 2. In the e-commerce apparel sector, it is positioned as a mid-to-high-end boutique brand, with competitors including online fashion retailers of a similar style. 3. The brand terms used on the official website are "Joyfolie" or "Joyfolie Boutique".