Platformalization strategy deepens, SHEIN launches 500-city industrial belt overseas plan

[Ebrun Original] On September 19th, the "Cross-border SHEIN Forces" SHEIN platform investment promotion strategy conference was held in Shenzhen. This was also the first investment promotion strategy conference held by SHEIN after forming the "self-owned brand + platform model" dual-engine development. At the conference, SHEIN focused on introducing a multi-model platform to provide "à la carte" choices for sellers going overseas, and launched a nationwide 500-city industrial belt plan, helping more high-quality manufacturers and brands go overseas and driving more industrial upgrades. SHEIN Home, Beauty, Men's Wear, Children's Wear, 3C Electronics, as well as Shoes, Boots and Accessories & Jewelry, the six major popular categories, shared overseas dry goods to help more merchants tap into the cross-border blue ocean.

"Cross-border SHEIN Forces" SHEIN platform investment promotion strategy conference

One-stop empowered "self-operation + agency operation" provides sellers with multiple overseas mode choices

Since the deepening of platformalization strategy, SHEIN has formed a unique "self-owned brand + platform" dual-engine development model. In addition to creating its own brands, SHEIN's platform model has already been launched in Brazil, the United States, Mexico, and has further expanded into global markets such as Europe, relying on its broad global sales market, rich international market operation experience and resources, and a sound supply chain system to provide sellers with a one-stop overseas platform, empowerment, and tapping into international global markets.

Different from other cross-border platforms, SHEIN platform provides two different modes: self-operation and agency operation, according to the characteristics and needs of different sellers.

SHEIN provides an "à la carte" choice menu for sellers going overseas

For small and medium-sized sellers without overseas third-party platform sales and operation experience, SHEIN's platform can provide agency operation services, allowing these sellers to focus on their own product strengths. SHEIN provides one-stop empowerment and services including product operation, warehousing, logistics, customer service, and after-sales, enabling sellers to easily and confidently expand into international markets; For brands with self-operational experience, sellers can carry out self-operation including independent merchandise selection, shelving, market strategy, sales, inventory, and logistics, and SHEIN can empower the brand's further development and growth through platform resources and brand-building experience, helping to expand its brand influence and visibility and brand building.

Whether it is self-operation or agency operation mode, the SHEIN platform can help sellers to go overseas more confidently and become a "butler" for sellers to easily tap into the international blue ocean market. Data shows that China's cross-border e-commerce import and export has grown nearly tenfold in the past five years. As SHEIN, the 2022 global shopping app download champion, has a large sales network, rich market operation experience, and resources, and the characteristics of a high-frequency strong repurchasing consumption desire among young and female groups, low cost of sowing new seeds, and a growing demand for user needs, and enjoy zero rent, zero entry fee, no need for promotion and marketing costs, and operational costs. As the platform model deepens, it is currently in a prime dividend period.

Furthermore, based on its rich experience in brand building, the SHEIN platform is also an "ally" for sellers to build and enhance brand strength. As one of the top 100 global brands and the number 1 fashion brand, the wide international market and user base of the SHEIN platform can provide brand operation and enhancement for brands, especially for sellers with independent operational models; SHEIN platform also provides market insights, product and market strategy empowerment to various sellers and brands, relying on Instagram, Twitter, Facebook, and other social media rich operational experience and resources to help expand the brand influence and visibility, especially in brand building among young user groups, and seize the future.

Additionally, based on years of deep cultivation in various local overseas markets and providing products and services to more than 150 countries, SHEIN has launched a seller university, daily training live broadcasts, etc., to help sellers grow from scratch to becoming professional players close to international markets based on specialized analysis of various markets, SHEIN can also help businesses predict and avoid risks with pre-risk grooming, enhance operational security, and help sellers develop more sustained and long-term business development, and become a "think tank" for sellers who are proficient in international market operations.

Finally, with the vigorous development and deepening of the platform strategy, SHEIN will also drive more industrial upgrades, becoming the "backing" for helping more industrial belts digitalize and flexibly upgrade. SHEIN has explored and practiced a demand-oriented flexible supply chain model in the clothing field for more than a decade, which can help more industries to digitally upgrade and transform the underlying supply to be closer to market and consumer demand, reducing industrial waste, and helping to improve industrial market competitiveness.

Launch of the nationwide 500-city industrial belt overseas plan. Six major category reports released to help sellers seize the peak season

On the basis of previously released "Rare Gravity" million-seller plan, aimed at helping ten thousand sellers achieve sales of over one million U.S. dollars per year, and one hundred thousand small and medium-sized sellers to achieve annual sales of over one hundred thousand U.S. dollars, at this investment promotion strategy conference, SHEIN has vigorously launched the nationwide 500-city industrial belt overseas plan. SHEIN expects to penetrate the industrial belts in 500 cities across the country within three years, integrating the industrial belts with digital trade and digital flexible supply chains, providing integrated empowerment from production to sales to brand building, helping industrial belts go global in the global market, expand sales and brand enhancement, and also helping more industrial chains achieve digitalized upgrades to realize enhanced demand supply and enhance market competitiveness.

SHEIN sharing category trend reports

With "Black Friday and Cyber Monday" approaching, the international market is about to usher in the peak sales season. As the first official platform investment promotion strategy conference organized by SHEIN, the heads of the six major popular categories including Men's Wear, Children's Wear, Beauty, Home, 3C Electronics, and Shoes, Boots and Accessories & Jewelry, as representatives, shared category analysis and market trend reports with sellers to help sellers seize peak season sales. As SHEIN continues to penetrate all categories and all user groups, SHEIN Men's Wear has shown overall high-speed growth, and accelerated recruitment of sellers. Under the one-stop empowerment of the SHEIN platform, a strong-brand seller who specializes in brand development and supply chain sails to SHEIN and sales volume has exploded, and then, through in-depth targeted development, the monthly sales volume has stabilized at several million U.S. dollars, and the brand influence continues to rise; In addition, there are also senior cross-border sellers who have been deeply cultivating men's wear for 7 years, domestic trade sellers, and even factory sources with no e-commerce experience. With SHEIN's guidance and guidance, the monthly sales volume of all sellers has exceeded several million U.S. dollars.

The overseas children's wear market is expected to reach 140 billion U.S. dollars in 2022. Benefiting from the continuous deepening of online consumer habits in overseas markets, the penetration rate of e-commerce in overseas markets continues to rise, and the international children's wear market has huge space. The potential target audience of children's wear on the SHEIN platform is huge, covering the age range from 0 to 16 years old, and maintaining a high compound annual growth rate. A new children's wear seller who joined the agency operation mode on the SHEIN platform in July, under the guidance of professionals, recommendations for hot-selling goods, and resource promotion support, achieved nearly hundred-fold sales growth within three months.

Based on SHEIN's vast base of female users, beauty products have become one of the largest categories on the platform with the fastest growth. It has formed a mature advantage category matrix including cosmetics, beauty tools, wigs, and other three major categories, as well as personal care, fragrances, adult products, personal care appliances, and health care, which are fast-growing categories. SHEIN also provides senior buyers, overseas trend sharing, and product development guidance to beauty sellers, as well as on-site promotions and exclusive event resources, and off-site resources such as beauty influencers for product promotion. Currently, SHEIN has over 10,000 active beauty product category influencers, covering various mainstream markets and human races, and a new seller who joined the platform had sales exceeding ten thousand items in the first month, quickly boosting sales.

As SHEIN's platform model continues to deepen and combines seller demand to provide flexible and diverse independent operation + agency operation for multiple overseas mode choices, the SHEIN platform will empower more sellers and industrial belts to open up broad international markets, promote brand strength, achieve industrial digitization and flexible upgrade, and enhance overall competitiveness.