Strive to sell 10,000 orders per day in 2024! Jinjiang's ten-year-old factory welcomes the "New Year" with SHEIN

Furniture from Foshan, wigs from Xuchang, lamps from Zhongshan, chairs from Anji, women's clothing from Guangzhou ... There are hundreds of high-quality industrial belts distributed across the country.

In recent years, the topic of industrial belts going overseas has been frequently mentioned, but China's industrial belts face many problems in going overseas, such as insufficient brand awareness. Many Chinese companies lack visibility in overseas markets when going overseas, and consumers lack trust in their products or services. In addition, channel construction is also difficult. Chinese companies need to establish effective sales channels in overseas markets, but they often face difficulties and high costs in channel construction, which requires a lot of time and effort.

At a time of dilemma, SHEIN launched the "500 Cities Industrial Belt Plan ". Relying on years of overseas experience, it is expected to lead industrial belt companies to break through the fog and set sail.

Over the past decade, SHEIN has captured the hearts and minds of a large number of users around the world with its innovative business model, strong supply chain management and effective marketing strategies. The latest "2024 Mobile Market Report" released by market analysis agency data.ai shows that SHEIN will once again win the championship in global shopping app downloads in 2023, surpassing Temu, which ranks second, and Amazon, which ranks third.

Standing on the shoulders of such a giant, China's industrial belt will surely see many new changes.

China has emerged as a global fashion brand

According to the data from the General Administration of Customs, in 2023, China's cross-border e-commerce imports and exports will reach 2.38 trillion yuan, an increase of 15.6%. Among them, exports will reach 1.83 trillion yuan, an increase of 19.6%. Cross-border e-commerce exports have become a new driving force for China's foreign trade growth.

Chinese cross-border e-commerce companies have gone through three stages of development:

1.0 era: Enterprises display product information to global customers through the Internet, and buyers commission production after learning about the seller’s product information.

2.0 era: In this stage, enterprises get rid of the pure information display behavior, and can make product pages (listings) on online platforms and realize online transactions. The characteristics of this period are small profits but quick turnover.

At present, we are in the 3.0 era. The previous two stages were mainly based on "commodity trade". In this stage, enterprises pay more attention to brand building and promotion, pushing up product added value and brand influence. Products have changed from small profits but quick turnover to selling products with high quality, high prices and good sales.

SHEIN, a widely discussed fashion cross-border e-commerce unicorn, is a typical representative of the 3.0 era. When it emerged as a dark horse and made its own brand famous in the global market, the cross-border circle was excited. At the same time, many people also deeply realized that Chinese companies' overseas expansion has truly entered the next stage: the era of brand overseas expansion. In the future, Chinese companies can rely on brand power to compete in the international market.

According to market news, SHEIN, as a business card for China's clothing and fashion industry going overseas, will have sales of more than 40 billion US dollars in 2023, a significant increase from 22.4 billion US dollars in 2022. This performance has left behind some traditional overseas giants that have been deeply involved in the fashion field for decades.

While its performance is rising rapidly, SHEIN has gained wide recognition in the international market. In the latest list of "Top 10 Fastest Growing Brands in the United States" released by Morning Consult, an authoritative American consulting firm, SHEIN is the only Chinese brand, along with other global leading brands such as ChatGPT, OpenAI, and Facebook.

Competition in the clothing industry is fierce, and the fashion industry is even more fierce. The fundamental reason why SHEIN can reach global users is that it has taken its own path. Today, its flexible supply chain management model and social media marketing methods are also being imitated by overseas companies.

In 2023, SHEIN will innovate its business model: officially opening up to third-party sellers in batches, and transforming from a fashion brand going global to a "self-operated brand + platform" dual-engine model. This will further enrich its product types and better meet the diverse needs of consumers.

Today, SHEIN, which shines brightly on the global stage, is also exporting its advantageous resources and skills to enable more sellers in China's manufacturing industry belt to go overseas.

From SHEIN to SHEIN+ industry belt going global

China is the world's largest manufacturing country, with a huge industrial scale and a complete industrial chain. At present , there are more than 700 industrial clusters of various sizes distributed in 31 provinces, cities and districts across the country. However, now that domestic market competition is becoming increasingly fierce, industrial belt enterprises need to find new market opportunities. Going overseas is undoubtedly the right choice.

The word "going overseas" is simple, but there are many barriers behind it, such as the lack of popularity and recognition in overseas markets, the high cost of building channels, and the large differences in trade regulations and standards between different countries and regions.

Many times, enterprises in industrial belts have a strong manufacturing base and trade advantages, but they dare not take a step forward due to the above-mentioned problems.

SHEIN has had in-depth and close cooperation with industrial belts for a long time . It is well aware of the pain points of enterprises and factories in industrial belts, so it deepened and expanded and launched the "500-city industrial belt plan" last year. At the same time, industrial belt sellers also gained a complete set of platform solutions:

1. A fair and transparent platform environment with clear rules and fast payment. 2. 0 entry cost, 0 promotion fee, quick store opening and easy overseas expansion. 3. Professional training, full guidance and all-round empowerment system. 4. Stable orders and continuous growth. All categories are sold well in more than 150 countries and regions.

According to statistics, since 2021, SHEIN has covered more than 300 different urban industrial belts across the country. Especially in the past six months, the plan has been accelerated, creating many "low-in and high-out" and richly reaped examples of small and medium-sized enterprises going overseas in industrial belts.

Li Rui and Wang Li, a couple in Jinjiang, Fujian, the "Shoe Capital of China", are typical examples. Before May last year , the couple was still worried about the increasingly slim profits of the factory, but now they have set a goal of selling more than 10,000 orders a day on SHEIN by 2024. The old shoe factory, which has been in operation for ten years, has found a second growth curve on SHEIN.

In recent years, the couple has been envious of their peers who have opened up new sales channels through cross-border e-commerce, but they have been hesitant because they have no experience in cross-border e-commerce. Therefore, when a friend told them that they could cooperate with SHEIN "with zero basic knowledge, and you have your own factory, which is even more advantageous" , they decided to join.

At first, they did not understand the delivery process, inventory preparation, timeliness, etc., but the platform's full-process guided service made them feel at ease and worry-free.

With the help of the platform's nanny-style operation, "old experts" in shoes and boots like Li Rui can devote more energy to the research and development of overseas best-selling products. One of the most popular styles in his store on SHEIN is the graffiti-style hip-hop sneakers .

Hot items in China may not be suitable for overseas markets, but with the support of SHEIN's massive trend insights, Li Rui quickly figured out some ways to create hot items : "There are actually differences in the views on fashion between China and foreign countries. Sometimes domestic styles are too cutting-edge. At this time, we are leading the trend for a certain group of people, which is quite interesting."

Like Li Rui and his wife, Qin Ligang, the owner of a hardware factory in Shandong, also seized the opportunity brought by SHEIN. Now his store on SHEIN ships up to 8,000 pieces a day, and because of this successful layout, the factory has also expanded to 10,000 square meters.

While his domestic peers are struggling to find customers, Qin Ligang is already working on his 2024 goal: doubling his business volume and selling 80 million units on the SHEIN platform. This is a 30-fold increase compared to the first year (monthly sales of around 200,000 units).

In fact, like many industrial enterprises, when Qin Ligang first came into contact with SHEIN, he did not know how to sell overseas business. However, SHEIN employees not only discussed with him the business tips of cross-border expansion, such as the preferences of consumers in different countries and how to arrange the production rhythm in different peak and off-seasons, but also taught him the product details and provided the direction of opening funds, and told him how to check the digital seller backend to judge the market conditions.

" The relationship between SHEIN and its sellers is mutually reinforcing and moves forward together . Many of my colleagues feel this way, " Qin Ligang said with emotion.

Now Qin Ligang has opened up sales in the Middle East and North American markets. In addition, due to the large overall order volume and stable growth of the SHEIN platform, the seller policy is well-organized, and the rules are fair and transparent, Qin Ligang is very confident in doing business. For example, in his category, there are different levels of ABCD. Stores with many negative reviews will be rated at a lower level, and the traffic will decrease accordingly. The whole mechanism is to encourage sellers to improve quality and make good products, rather than to compete on price and see who is cheaper.

In fact, as Qin Ligang said, SHEIN leads industrial enterprises to go overseas. In addition to generating revenue, it also focuses on enabling sellers to develop professionally, steadily and sustainably in the long term . To this end, it strives to enhance sellers' comprehensive competitiveness such as product development capabilities and supply chain capabilities, and provides all-round international market compliance and professional development system guidance, and even brand empowerment, to drive the development of more seller brands.

In the new era of navigation, long-term value is a must

In today's globalized business environment, if companies want to "go far", they have to consider the issue of long-term value. In a highly competitive market environment, if companies want to achieve long-term success and sustainable development, they must focus on creating long-term value.

As an important asset of an enterprise, brand plays a vital role in shaping long-term value. Therefore, in the new era of navigation, enterprises should take brand building as a strategic direction and focus on brand cultivation and maintenance.

In this context, in the process of leading industrial belt enterprises to go overseas, SHEIN not only empowers them in supply chain management, product development, etc., but also assists enterprises in building their brands.

This is also the main reason why Chang Ruoran chose to join SHEIN. "I can create my own brand on the SHEIN platform." Compared with the sales growth, Chang Ruoran, a women's bag seller, cares more about whether she can present her own ideas on the SHEIN platform as an independent bag brand.

Now she not only has her own brand store, but her original brand logo is also printed on every picture of every bag.

Before joining SHEIN, Chang Ruoran might have found it hard to imagine that SHEIN could fully satisfy her impatience and big appetite for developing her own brand: by empowering the platform's popular trends, Chang Ruoran can develop bag styles more specifically, starting production with small orders of 50, and then deciding the number of return orders based on sales trends, thus achieving rapid style testing in a short period of time.

The large number of girls from all over the world on the platform can give Chang Ruoran the "user feedback" she wants in a very short time, helping her to polish her products and designs to become more mature.

Today, with the traffic support of the SHEIN platform and the team's operating strategy, Chang Ruoran's brand has gradually established a loyal fan base on the platform and received more than 1,000 five-star reviews. A consumer left a message: "This is my favorite handbag brand on the SHEIN platform because its uniqueness is irreplaceable."

In the "Age of Exploration" of the industrial belt , SHEIN is leveraging its platform advantages to assist many companies in going overseas by providing overseas market insights and operational resource support, and empowering partner companies to build brands and achieve long-term development. Today, in order to enable sellers like Li Rui and his wife, Qin Ligang and Chang Ruoran to make the leap from local to international markets, SHEIN has once again increased its platform empowerment by launching the "90-Day Growth Training Camp for New Merchants" and the "Excellent Merchant Support Plan."

It is understood that first of all, all sellers who have settled in SHEIN can now participate in the "90-day growth training camp for new merchants". SHEIN provides multiple benefits including a full set of 90-day training for new merchants, cross-border Q&A, official communities, and hands-on assistance to sellers in implementing the necessary cross-border business methodologies such as opening stores and launching new products, attracting new customers, promoting retention, and advanced marketing. For "excellent merchants" with good quality and contract performance, SHEIN will also support them with certain new product preferential treatment on the platform, increase opportunities to participate in various activities, further shorten settlement cycles, and other resource support, and even accelerate seller sales by tilting new product traffic.

Zhang Min from Taizhou, Zhejiang is one of the beneficiaries. Today, her daily monthly sales on SHEIN are several million, and sometimes she can sell up to 9 million yuan a month.

"It's easy to get started!" is one of Zhang Min's deepest impressions since he opened the SHEIN cross-border store . Before joining, Zhang Min also investigated other cross-border platforms, but gave up because of his lack of e-commerce operation experience and the high risks. However, SHEIN gave him a completely different feeling: "The training for novices is complete, the interface system is very simple, it's easy to get started, and the overall data feedback is quite intuitive."

Last words :

The rapid rise of cross-border e-commerce is opening up new paths to the global market for many industrial companies. As a leader in the cross-border e-commerce field, SHEIN provides sellers with clear directions and strategies, greatly alleviating the anxiety of companies in the process of going overseas.

This is an unprecedented opportunity for China's industrial belts. Standing on the shoulders of such giants, industrial belt enterprises can enter the international market more confidently.

On the one hand, SHEIN's successful experience and expertise provide valuable reference for enterprises in the industrial belt. Its refined operation model, strong supply chain management and keen insight into market trends can help enterprises better grasp market demand and reduce risks.

On the other hand, SHEIN's global influence and broad user base also provide strong support for China's industrial belts to go global. With the help of the SHEIN platform, the high-quality products of the industrial belts can reach international consumers more quickly, and through high quality, low prices and continuous innovation, the competitiveness of Chinese manufacturing in international trade can be enhanced.

Under the leadership of SHEIN, China's industrial belts going overseas are expected to make a big leap forward.

SHEIN