Vipshop recruits operations staff with a monthly salary of 40K and increases investment in independent websites!

Globally, the clothing industry has become a red ocean, and many sellers who have been deeply involved in the domestic clothing industry have made a fortune. While competing with each other, these big players have quietly moved overseas. For example, Vipshop has recruited troops and increased its investment in deploying independent websites for overseas fast fashion brands, while also doing well on TikTok.

Vipshop recruits operators with a monthly salary of 40K, increasing investment in independent websites

It is well known that the competition in China's women's clothing market is fierce. Under the influence of market saturation in some categories and multiple factors such as profits, most of the big players in the industry have extended their tentacles overseas, and Vipshop is no exception.

In 2018, Vipshop used the WeChat ecosystem as the basis for its overseas expansion and launched an overseas social e-commerce project for overseas Chinese - Octopus Shopkeeper. It attempted to leverage the Chinese market in North America and Singapore by building its own product library, with Vipshop responsible for comprehensive services such as supply and logistics, and having partners create stores and push them to friends for distribution. However, shortly after the project was released on its official account platform, Octopus Shopkeeper was officially closed.

At that time, industry insiders said that the proportion of people using WeChat for consumption in Singapore was extremely small, which also made the social e-commerce market based on WeChat very small and the return on investment not high. Under such circumstances, there were even fewer partners responsible for traffic generation, and Vipshop therefore stopped its social e-commerce overseas projects.

After 4 years, Vipshop has increased its efforts to deploy its overseas independent station team and recruit talents for it. The news spread in the circle, which also attracted more attention from people in the industry.

The editor learned that Vipshop is actively recruiting for multiple related positions on recruitment websites, including overseas social media operations, senior advertising experts, overseas clothing KOL operations, etc. The salaries range from 15,000 to 40,000, among which the salary of senior advertising experts (overseas women's clothing independent website) can be as high as 40K.

In addition, in a recruitment for overseas social media operations by Vipshop, the annual salary offered was 230,000 to 360,000 yuan . Those with TEM8 or IELTS 6.5 or above and familiarity with European and American culture were given priority . The main job content was to formulate and implement overseas social media communication plans and operate accounts including multiple overseas mainstream media platforms such as TikTok.

Vipshop's independent website NOWRAIN seems to have appeared out of nowhere, but in fact there are traces of it.

Currently, NOWRAIN has been operating on TikTok Shop for half a year. It mainly sells European and American style fashion clothing to young people under the age of 25 overseas through high-quality short videos and live broadcasts with hot topics. On TikTok, it has attracted 100,000 fans through 5 vertical style accounts, and won the official Seller Gold Award trophy this year . It ranks among the top three women's clothing brands in the platform's clothing industry and is the leading women's clothing brand on TikTok Shop.

At the British Fashion Festival in April, NOWRAIN won the honor of "Top Fashion Merchant" in the live broadcast ranking event. The emerging unicorn company PatPat also won the honor.

In addition to the TikTok shop that has already been opened , Vipshop has also built its own independent website NOWRAIN, and directly directs traffic to its independent website through the TikTok shop.

According to the introduction of the HASTEBC platform, its independent website was built on September 10, 2019. The website design is relatively simple, and the product prices are mostly between 10-30 US dollars , which is relatively affordable, and there are discounts for purchases of a certain amount. In the product listing, NOWRAIN also marked the product size selection in detail, and made a relatively detailed introduction to the corresponding position of each parameter, which to some extent avoided the situation of ill-fitting clothes for consumers.

According to WEBRate data, NOWRAIN's independent website has about 63,200 daily visitors and 379,300 daily page views . The traffic mainly comes from social media, followed by direct visits and paid searches. Compared with similar clothing websites, NOWRAIN has lower traffic and different traffic sources.

At the same time , NOWRAIN also has some shortcomings , such as low evaluation of its independent website and long order delivery time due to imperfect overseas logistics facilities . As the saying goes, a good iron must be made strong. If NOWRAIN wants to grow rapidly, traffic sources, brand building and logistics are all urgent issues that need to be solved in its growth process.

Backed by Vipshop, can NOWRAIN break through the "siege"?

The independent website and TikTok are developing side by side, which shows that Vipshop is determined to expand overseas. But as a long-established e-commerce platform, why does Vipshop want to expand overseas?

In China, Vipshop is positioned as a clothing sales website, which is particularly weak compared to the "big brothers" with a wide range of categories. In the fierce competition among major domestic e-commerce platforms, several leading platforms have monopolized traffic. At that time, Vipshop was in a dilemma . If it continued to increase marketing expenses to maintain user growth, it would inevitably affect profits; if it did not increase, the user growth rate would continue to slow down.

In addition, the supply of goods is also a major challenge for Vipshop. The emergence of inventory distribution e-commerce companies such as Duoduo and Mote is also seizing Vipshop's brand tail goods market, which means that Vipshop is no longer the only one and has lost its core competitiveness in brand special sales.

It is precisely at this time that the journey of Chinese apparel companies overseas is bright.

SHEIN, which focuses on fast fashion women's clothing , has a market value of over 100 billion yuan, and even surpassed Amazon at one point, topping the list of US shopping apps; Zaful, which focuses on swimwear, has been listed in the "Annual Brand Z Top 50 Chinese Global Brands" many times; Cupshe, which has seized the plus-size trend, has a monthly visit volume of up to 5.2 million; Urbanic's monthly sales reached millions of US dollars within 6 months of its launch.

Undoubtedly, these examples all demonstrate the huge potential of overseas markets. Vipshop's decision to break out of its limitations and turn its attention to overseas markets may be a feasible strategy for it to open up new growth points.

But for Vipshop, whether NOWRAIN can do well remains an unknown.

In terms of products and supply chain, Vipshop can be said to have a sharp edge, backed by the strong industrial chain and supply chain of Made in China. At the same time, years of domestic e-commerce operations have enabled it to maintain good cooperative relations with most brands. In terms of warehouse layout, Vipshop has also built and operated 11 overseas offices and 18 large international warehouses, covering France, the United States, Australia and other places.

However, NOWRAIN also has some shortcomings. As an emerging brand, NOWRAIN has a low overall satisfaction rate on foreign social networking sites and relatively few fans. As we mentioned earlier, for NOWRAIN, quickly improving brand awareness, traffic acquisition and logistics timeliness are all urgent issues to be solved. At the same time, it is also necessary to control product quality and improve consumer experience to the greatest extent.

Overall, Vipshop's momentum in going overseas is relatively good . There must be a lot of room for development in the blue ocean of foreign e-commerce market expansion . NOWRAIN also has great development potential .

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