Intensifying supply chain construction + supporting billions of traffic, SHEIN is working hard to promote the domestic supply chain and industrial belts to go overseas

Since the beginning of the year, cross-border e-commerce has continued its rapid development in recent years, continuously promoting domestic high-quality products and brands to overseas markets, and continuing to contribute new momentum to foreign trade exports. As cross-border industrial belt sellers are in full bloom, reporters learned that SHEIN has stepped up supply chain infrastructure construction at the back end, and launched the "explosive order plan" at the front end to support sellers' global sales with tens of billions of traffic and tools. It has taken a multi-pronged approach to accelerate the overseas expansion of domestic supply chains and industrial belts, and provided overseas merchants with full-process resource support including platform tools, traffic, training and supply chain construction, helping domestic supply chains and industrial belts to go overseas with high quality.

2025 "Explosive Order Plan" released, tens of billions of traffic to help sellers open up global market space

At the beginning of 2025, SHEIN launched the "Explosive Order Plan" for all categories and cross-border merchants of all models, providing tens of billions of on-site and off-site traffic support to accelerate sellers' global sales. This is another key move after the SHEIN platform launched the 500-city industrial belt overseas expansion plan and the new semi-trusteeship model last year. Specifically, in the "Explosive Order Plan", due to the diversity of festival customs and consumer demands in markets around the world, SHEIN will analyze and grasp the trends of the season, guide platform sellers to develop high-quality products with potential, and carefully create various holiday themes and monthly promotion activities across the year to build a full-link growth solution for sellers from product selection to explosion.

Based on the research of consumer markets in more than 150 countries and regions around the world, the "Blasting Order Plan" integrates dozens of consumer nodes in Europe, America, the Middle East, Japan and South Korea, and forms a systematic overseas marketing plan. SHEIN platform merchants can combine their main categories (such as home furnishings, 3C, clothing, beauty, etc.) and the characteristics of their target markets, lock in high-conversion overseas sales scenarios with one click and actively participate, and then they can enter the support scope of the "Blasting Order Plan". After the seller successfully registers for the event, in addition to enjoying various resource positions on the site, SHEIN officials will also launch off-site traffic to increase the seller's product and brand exposure, simplify the seller's explosive order process, and help them hatch "cross-border celebrity online stores" and "cross-border celebrity brands" faster.

A new clothing brand in Guangzhou participated in the test run and achieved single-day sales of US$1.8 million during the Ramadan sales event at the beginning of the year . According to the company, the proportion of its orders from the Middle East market exceeded 40% for the first time.

The head of global investment promotion for the SHEIN platform said, "Real merchant empowerment is not just to give them a simple traffic diversion, but to help them establish systematic cross-border operation capabilities to better identify and meet the needs of massive consumers." Therefore, the explosive order plan is to create a set of reward mechanisms, from novices to experienced people, and even to become cross-border star online stores and brands, to receive assistance and guidance from the platform throughout the process.

Zhu Chenyu, head of a home decoration company in Zhejiang, is one of the beneficiaries. His store's sales increased from US$2,300 in 2023 to US$33 million in 2024. Zhu Chenyu believes that the most difficult thing about supplying overseas markets is to grasp the new nodes and consumer preferences. For example, he rarely took the initiative to make home decoration products before, mainly because the demand in this area in the domestic market is not high-frequency and the repurchase rate is low. However, the demand scenarios for these products overseas are very different, and there are many festivals. Before the appropriate sales node arrives, SHEIN category employees usually indicate sales trends to sellers in advance, remind sellers how to stock for different markets, and provide hands-on guidance to help sellers research and find the optimal solution to increase store conversion rates and sales.

It is reported that the 2025 "Hot Sales Plan" promoted by SHEIN is open to all categories and models, and sellers can participate in it for a long time. If sellers carry out targeted development according to platform guidelines such as "Platform Hot Sales", "Market Hot Sales", and "Potential Trends", they will have the opportunity to obtain additional best-selling opportunities. The plan also provides sellers with a clear growth path: from "seed merchants-high potential merchants-high-quality merchants-cross-border star stores", sellers receive platform guidance throughout the process, and can achieve the goal of going from 0 to 1, or even continuous hot sales, more quickly, shortening the successful cycle of product export. For tens of thousands of small and medium-sized domestic sellers, by keeping up with the pace of the "Hot Sales Plan", sellers can transform SHEIN's huge global marketing experience into their own great success.

Supply chain construction continues to expand, and the layout of domestic supply chain exceeding 10 billion yuan is accelerating

As the front-end "explosive order plan" is being fully rolled out, it is reported that SHEIN's back-end supply chain construction is also expanding and accelerating, providing core support for global sales and safeguarding the further enhancement of the competitiveness of brands, products and industrial belts.

Reporters learned that SHEIN's "Xiyin Bay Area Smart Industrial Park" located in Zhaoqing, Guangdong has recently completed the project acceptance and delivery, and is expected to be officially put into use within the year. The Xiyin Bay Area Smart Industrial Park will create a distributed smart logistics industrial park with international and modern levels, further consolidate and improve SHEIN's cross-border e-commerce supply chain system, and drive population inflow, employment, and promote the development of a series of related industries such as the fashion industry, logistics and transportation, and service trade, helping to promote the high-quality development of the cross-border e-commerce industry.

The project fully integrates existing resources to revitalize land without adding new land. Currently, SHEIN has leased more than 700,000 square meters of warehouses in Zhaoqing, and the new project leases 260,000 square meters of warehouses. It is reported that SHEIN's total investment in the warehousing supply chain in the region has reached tens of billions of yuan.

The Xiyin Bay Area Smart Industrial Park is just one of SHEIN's key projects in the domestic supply chain matrix. The Xiyin Bay Area Western Smart Industrial Park, which is also under construction in Zhaoqing, has a total investment of 3.5 billion yuan. It plans to build a smart park integrating intelligent sorting center, order distribution center and intelligent manufacturing factory. It is expected to be completed by the end of this year. After the project reaches full production, it is expected to achieve an annual service trade export volume of 3.5 billion yuan.

In addition, the Xiyin Bay District supply chain project located in Zengcheng, Guangzhou , was officially started at the end of September 2024. The investment in the first phase of the project reached 3.69 billion yuan, and the total investment in the third phase of the project reached 10 billion yuan. Through the construction of a global delivery center through a "green, intelligent, and automatic" integrated supply chain, it provides core support for SHEIN's global sales. After the three phases are fully put into production, the annual export volume is expected to exceed 100 billion yuan, and it is expected that the peak period of industrial talent introduction will reach about 100,000 people.

SHEIN has continued to deepen its efforts in the supply chain field and has established a smart supply chain matrix covering cities such as Guangzhou, Zhaoqing, Foshan, and Jiangmen over the past decade.

Relying on the perfect industrial chain and supply chain foundation advantages, SHEIN's innovatively developed digital flexible supply chain has rapidly risen in the global fashion industry, and SHEIN's own brand has grown into one of the world's four major fashion brands; in recent years, SHEIN has continued to expand its platform to drive more brands, merchants, and industrial belts to go overseas, and has currently driven sellers from over 300 cities across the country to go overseas. Chen Shaotong, vice president and secretary general of the Guangdong Garment and Apparel Industry Association, believes that through continuous investment in the domestic smart supply chain system, the new quality productivity represented by SHEIN is driving the efficiency of traditional industries, and through the dual engines of "own brand + platform", it is driving more merchants, brands and industrial belts to enter the international market.

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