Monthly sales easily exceeded 5 billion yuan, with daily sales reaching over 3 million. What did the super seller do right?

Making huge amounts of money quietly and becoming a idol after going viral, what did China's super-selling star do right?

Q: Who is SHEIN?

Answer: Everyone who does cross-border e-commerce knows it!

This answer of just a few words is enough to prove SHEIN's status in the cross-border circle.

Can the success of independent website giant SHEIN be replicated? To understand this question, let’s first think about how SHEIN has achieved success step by step…

Brand power increased by 40% , and SHEIN, with annual sales exceeding 60 billion yuan, continued to soar!

Founded in 2008 and headquartered in Nanjing, Jiangsu, SHEIN is an extremely low-key cross-border fast fashion e-commerce giant. Its strength has long prevented it from remaining low-key.

Opening the SHEIN official website, we found that from mini skirts priced at $5 to tops priced at $17, the SHEIN official mall displays thousands of products with super low price tags for consumers. It is understood that SHEIN is sold in more than 200 countries and regions around the world, including the United States, Europe, the Middle East, and India, with a daily shipment volume of more than 3 million pieces . SHEIN's annual revenue last year was nearly 10 billion US dollars, which is more than 60 billion yuan in RMB. In other words, SHEIN's average monthly sales easily exceeded 5 billion yuan, and the average daily sales exceeded 160 million. Each number is enough to make the majority of cross-border sellers worship.

In the latest 2021 BrandZTM Top 50 Chinese Global Brands list, SHEIN won the 11th place. This is the fourth consecutive year that SHEIN has been included in the list.

It is worth mentioning that the DTC (Direct-to-consumer) channel plays an immeasurable and important role between brands and consumers. Therefore, at a time when the development of physical stores encountered bottlenecks, SHEIN's brand power increased by 40%, an increase higher than all other brands in the top 50 .

As the best example of the independent website model, SHEIN has not only seen a 40% increase in brand power, but has also gained recognition from users around the world. As of May 17, SHEIN is the No. 1 iOS shopping app in 54 countries and regions , and No. 1 Android shopping app in 13 countries and regions.

Up to 4,000+ new products can be launched every day. What makes SHEIN?

From being unknown at the beginning to becoming a benchmark company in the cross-border e-commerce industry, what has SHEIN done right all along? Or what made SHEIN what it is?

An excellent social media marketing strategy must be a major contributor that cannot be ignored.

It is understood that searching for SHEIN on Instagram will result in 1.9 million search results, most of which are pictures and videos of young women wearing SHEIN's clothing. These young women come from all over the world, including the United States, Europe and the Middle East.

It is reported that SHEIN will select smaller and more influential KOCs to form a publicity team. These KOCs post on platforms such as Instagram and Youtube, and can get free product delivery every month. Some of them can also get 10% to 20% commission from S HEIN's recommended sales .

SHEIN has won the favor of so many consumers, and of course there are more outstanding features. For example, in the separate paid advertising media, Shein implements a rapid new product launch strategy. It is reported that SHIEN can launch more than 4,000 new products every day .

Qiao Guanyuan, general manager of SHOPLINE, said that it is almost impossible for consumers to keep up with all the latest developments of its products, and launching new products every day will not win the favor of all consumers. At this time, SHEIN will remove unpopular products from the shelves, and then let the factory quickly make and promote the most popular products.

The initiator of this logic is actually ByteDance, which first produces a large amount of content, pushes it out through algorithms, and then uses algorithms to filter out content that users don’t like. SHEIN’s logic in product testing and promotion is similar to this.

It is reported that SHEIN's advantage of rapid new product launches is closely related to the clothing supply chain it has built . SHEIN has established close partnerships with many clothing manufacturers in Guangzhou, and clothing produced mainly in Guangzhou will be shipped by air to all parts of the world for sale.

In terms of quality control, SHEIN also has its own set of methods. SHIEN will rank suppliers according to their delivery schedule and defective product rate. The suppliers at the bottom of the ranking will be eliminated, while the ones ranked first will be rewarded, such as investment assistance.

In fact, SHEIN's widely admired supply chain advantage is not innate. It is reported that SHEIN's boss, Mr. Xu, was once an Internet marketer of one of the companies in Nanjing Sihai Shangzhou. He invested a small amount of money in the field of independent stations. At the beginning, the funds were limited and he naturally did not have much say in the supply chain, so the quality of the product may not be satisfactory at the beginning. So he focused on traffic first, and after earning the first pot of gold, he made up for this shortcoming of the company when he had more say in suppliers.

Regarding this practice, SHOPLINE General Manager Qiao Guanyuan said that small and medium-sized sellers can also learn from it. If sellers want to take the right business path in the independent site, they can first do well in one end of the growth spiral theory, and then overcome other shortcomings when they have sufficient capabilities.

Is the independent website the success of SHEIN? What should platform sellers pay attention to when transforming to an independent website?

Is it because SHEIN has taken advantage of the independent websites or is it because of the independent websites that SHEIN has become a giant ? What is certain is that SHEIN was lucky to have chosen the independent website track. If it had chosen Amazon, it might not have achieved its current dominance in the independent website market.

This conclusion depends on the various advantages of independent sites. Compared with platform sellers who are subject to third parties in every aspect, independent sites do not need to rely on third parties. Sellers can freely control their own brands, adopt flexible marketing methods, are not subject to third-party policies or rules, have low commissions, and are more resistant to risks.

Independent sites are fertile ground for brand display and promotion. Sellers can completely display product features, brand connotations and corporate personality according to their own wishes and combine rich presentation forms. They can also combine community operations and off-site marketing to continuously expand brand influence.

In addition, unlike only opening up part of the data to merchants, on independent sites, all data belongs to the enterprise. Enterprises can use the accumulated user data to build their own private traffic pool, build user communities around brands and products, realize secondary development of data, and create the "compound value" of data .

Just as we cannot put all our eggs in one basket, platform sellers who have experienced many hardships enter independent sites out of the need for multi-channel parallel development, which is also a rigid demand of sellers. However, the business logic of the two is different. Using platform thinking to operate an independent site will eventually lead to failure. Therefore, the most important thing that platform sellers need to change when transforming to an independent site is the business thinking.

Qiao Guanyuan, general manager of SHOPLINE, said that the platform is similar to a supermarket. Buyers who enter the platform will naturally compare prices with similar products after searching for your products. The platform also tends to use related searches to direct traffic to other stores. For standard products such as thermal underwear, the platform is an excellent shopping place.

However, the independent website is a brand flagship store, and there are no other interference factors. Your brand image and product image will be presented to buyers in various forms, and generally you can sell them at a higher price than the platform, which is the so-called brand premium. But it is not easy to obtain a higher brand premium, which requires your product to be relatively more unique, and your product display materials to better cater to the consumption habits of the target group. The entire independent website, from design, decoration to traffic flow, must have brand colors, which requires you to plan more carefully.

However, it is precisely because everyone has seen the development prospects of independent websites, the opportunities in this market, and the convenience of entering this field that there are many competitors. Qiao Guanyuan, general manager of SHOPLINE, believes that if sellers want to stand out in the field of independent websites, it is essential to devote resources and energy. There are two thresholds for Chinese sellers to use independent websites to achieve brand overseas expansion: first, quickly get started with actual business, build a high-conversion website, obtain more overseas traffic, and achieve good operations; second, achieve continuous learning, how to better solve problems in actual business, how to communicate directly with customers, etc.

SHOPLINE can help sellers lower these two barriers . On the one hand, SHOPLINE helps sellers complete many tasks that require a lot of manpower by developing tools and providing services; on the other hand, SHOPLINE has established a business school and invited well -known lecturers in the industry to develop courses , share the experience of big sellers with small sellers , and promote the experience of mature sellers to novice sellers , lowering the threshold of the entire industry and empowering the entire seller group .

Founded in 2013 , SHOPLINE aims to provide global brand sellers with a smart website building platform and related services through the combination of emerging digital technologies and the e-commerce industry . The company received strategic investment from Joyy Group in 2020. Currently , SHOPLINE is actively building a global cross-border e- commerce ecosystem , helping global brand sellers to successfully expand overseas in one stop from aspects such as website building , product selection , supply chain, marketing , payment , logistics, and training .

On May 25, at the 5th China Cross-border E-commerce Network Marketing Conference hosted by Ennet, Qiao Guanyuan, General Manager of SHOPLINE, will give a wonderful speech on the theme of " New Model to Increase Volume - Using Independent Stations to Reach New Performance Growth Points " . Full of practical information is ready, what are you waiting for? Scan the QR code below and sign up for the conference !