Cross-border e-commerce has entered the era of brand going overseas. 2022 is the explosive year for Chinese brands to go overseas, and a large number of Chinese brands rely on cross-border e-commerce to enter the international market. China's cross-border e-commerce is entering the era of brand going overseas, and more Chinese products will enter the global market as "brands" in the future. Refined operation, multi-channel layout and brand development have become the common choice of cross-border e-commerce sellers, and the demand for various services such as SaaS website construction, cross-border payment, overseas marketing, and data analysis is growing, giving birth to a large number of professional cross-border e-commerce service providers, and the ecological characteristics of the cross-border e-commerce service industry are becoming increasingly significant.
The overall "plate" of cross-border e-commerce is accelerating its expansion, and it is not difficult to imagine the huge dividend space, and cross-border export e-commerce is ushering in a rare development opportunity.
As a leading enterprise of domestic cross-border e-commerce, SHEIN's development model and business philosophy are being referenced and referenced by more industries.
Open SHEIN's official website, this homepage is completely the appearance of a European and American brand, from design to color, there is no shadow of a domestic brand. Of course, there is no Chinese, and the language options are: English, Spanish, Portuguese.
It is different from the traditional brand road - the overseas brand that opens up overseas markets after becoming famous in China.
Founded in Nanjing in 2008, SHEIN was a cross-border e-commerce company at the beginning of its establishment, and made up its mind to only do overseas business from the beginning.
2011 was the first year of SHEIN's launch, when the brand name was SHEINSIDE ("Put her in my heart"), and the main business was wedding dresses.
But there is a problem with wedding dresses, the average person only buys them once in a lifetime.
So, in 2012, SHEIN began to transform and do trends similar to Zera in Spain, HM in Sweden, ASOS and Topshop in the United Kingdom. In 2013, it launched its own brand.
In 2014, the second year after the launch of its own brand, SHEIN began to establish a first-class chain center, build and improve the first-chain system, and gradually explore the road of independent research and development and design. At the same time, it also built a warehousing system, and established American warehouses and European warehouses.
In 2015, SHEIN moved the company to Guangzhou, backed by the world's largest garment and textile market, and sat on the garment processing base in Panyu Nancun Town.
Thanks to China's strong garment processing industry, compared with other well-known brands in the world, SHEIN has the most efficient ** chain: from receiving SHEIN's orders, fabrics to sending the garments to SHEIN's warehouse, it only takes 5 days: 1 day for fabric production, 3 days for cutting, sewing and finishing, and 1 day for secondary processing (embroidery and printing).
Efficient production capacity brings strong new capabilities on the ground, and SHEIN can launch 1,000 new products in a single day. This ability is the level of a week for a British ultra-fast fashion brand. On February 7 and 8, SHEIN launched 1,636 and 2,462 new products respectively.
Of course, SHE's killer feature is also one of the core competitiveness of the consumer market: low price.
Clothes similar to Zara style, Shein's ** is about 30% lower.
In addition, SHEIN also frequently carries out discounts and free giveaway activities. For example, if a customer with a certain number of followers posts the things he bought on SHEIN to his personal social media account on Instagram, YouTube or TikTok, the customer can get free product delivery of various pieces per month.
SHEIN not only provides this digital system to cooperative enterprises for free, but also conducts daily and special all-round training for first-class merchants from business management, planning and development, production scheduling, operation and stocking, quality management, etc. At the same time, it has spent 100 million yuan to provide funds and transformation plans for the expansion and transformation of the first commercial factory, in addition to direct financial subsidies, SHEIN has been empowered from the early site selection planning to the environmental layout and production process, which will further improve the environment and supporting facilities of its leading garment manufacturing plants and improve production efficiency.
After cooperating with SHEIN, they have completely turned into a digital factory with the whole chain of digitalization. On demand**, it can reduce a brand's inventory rate to the low single digits, less than one-tenth of the average unsold inventory of other brands in the industry, ultimately improving industry efficiency, reducing waste, and reducing product**.