Chinese hot-selling products are selling well all over the world, and cross-border sellers are busy with a bumper harvest on SHEIN's "Black Friday"

Starting from November 20, SHEIN officially launched the "SHEINblackfriday" year-end promotion, which will last until early December. The extended peak sales season will help domestic products to continue to sell well overseas, enjoy a longer sales bonus period, and win overseas with quality and reliability .

The annual "Black Friday" promotion season is also a festival season overseas , and consumers' demand for holiday decorations, party gifts, party supplies, winter warmth, outdoor vacations and other products has skyrocketed. SHEIN also opened a "Must-have List" section on the "Black Friday" promotion page to help consumers quickly filter holiday supplies , making on-demand recommendations to the extreme and improving consumer decision-making and ordering efficiency.

It is understood that after the official opening of "Black Friday", the order volume and consumption amount of SHEIN's entire site have increased significantly . Insights into overseas consumption trends from SHEIN also show that this year consumers tend to place orders in advance . Hot search terms related to "Black Friday" have appeared since July , and search terms related to "gifts" have also emerged in large numbers in October . Overseas users have entered the shopping rhythm of "buy, buy, buy" early, and the peak sales season has been greatly extended. The reporter also observed that there are many domestic sellers who have even started testing models and preparing stocks in the summer and autumn of July and August to prepare for the traffic growth brought by cross-border trade .

“Affordable fashion” becomes the driving force for Black Friday sales growth

SHEIN's "Black Friday" year-end promotion covers nearly one million popular products from SHEIN's own brands and third-party sellers on the SHEIN platform, covering multiple best-selling categories such as fashion clothing, home decoration, accessories and jewelry, and festive gifts. The reporter saw that on the "Customer Faves" section of the promotion homepage , the dazzling products have been divided into different selected fashion product areas that are most popular among overseas users based on fashion trends and user preferences , which conveniently attracts overseas consumers to quickly make shopping decisions.

"Affordable fashion" is one of the driving forces for sales growth during this year's overseas Black Friday. The Drum analysis believes that during the 2023 Black Friday Cyber ​​Monday promotion, consumers will pay more attention to the digital capabilities and online shopping experience of fashion brands. McKinsey & Company's forecast also shows that during the 2023 Black Friday Cyber ​​Monday, fashion apparel will still be one of the most popular items because consumers are concerned about affordable prices and fashionable designs that suit the tastes of the public.

Menswear seller Dai Wei's high-quality fashionable menswear products are precisely high-potential categories in the overseas market. S HEIN has been deeply rooted in 150 countries and regions overseas for many years, not only accumulating a large number of female consumers who love fashion, but also women have led the men around them to regard S HEIN as a gathering place for trendy clothing, and the demand for men's clothing categories has continued to rise.

(Dai Wei 's sales growth curve on the SHEIN platform store. Sales have increased significantly since he joined the SHEIN platform)

Dai Wei joined the S HEIN platform in September before the Black Friday sales this year. For sellers who already have rich e-commerce experience, choosing the agency operation model puts Dai Wei on the "fast track". He does not need to spend time planning logistics, operating a store from scratch, or managing customer service. He only needs to make good use of the platform's experience and advantages to quickly achieve results.

Relying on his past e-commerce experience, he quickly launched a variety of sweaters and suits with rich styles on SHEIN. In particular, his rapid entry into the high-quality sweater segment enabled him to usher in a soaring growth curve within two months. Many high-priced styles also sold well, with the new store's sales exceeding US$ 300,000 in half a month .

Dai Wei was surprised by the speed and effect of the explosion. Among his best-selling products, woolen coats are sold for around US$ 100 , and some consumers have given them full marks in the comment section: "Very good quality and craftsmanship, exactly the same as in the picture, a very pleasant shopping experience", "Beautifully tailored, solid fabric, and very high-end."

Dai Wei is also gradually exploring the preferences of men's clothing consumers: "Male users on the S HEIN platform like clothes that are a little more fancy, a little wild, and even a little ostentatious ." This is also a new expansion and attempt for our design team.

Niche product track gains new business opportunities

The seller Cheng Ao originally ran an LED light business, providing different "atmospheres" for different occasions. For Cheng Ao, he suddenly discovered the demand for beauty contact lenses among overseas consumers and switched to the small but beautiful track of "beauty contact lenses", which was the "alternative path" he wanted.

In the same way of creating an atmosphere, Cheng Ao believes that the imagination space of "colored contact lenses" breaks through the limitations of region, style and crowd, and has a larger market space. Under the prevalence of "face value economy", compared with bags that cost thousands of yuan and lipsticks that cost hundreds of yuan, colored contact lenses can also give people refinement and personality at a very low cost.

The "beautiful contact lenses" segment he chose experienced rapid growth in the next decade, and coupled with the explosion of the beauty market, it lit up the eyes of overseas consumers.

As early as June this year, Cheng Ao heard several of his cross-border friends talking about their record-breaking sales on the S HEIN platform. Even the home furnishing sellers around him could achieve nearly a thousand orders a day on the S HEIN platform. Cheng Ao believed that his category would also be able to gain new growth points on the S HEIN platform.

In addition to the experience shared by people around him, what made Cheng Ao act quickly was the agency operation model provided by the S HEIN platform. Sellers who cooperate through the agency operation model only need to actively open funds, prepare goods on time, and send the goods to the designated warehouse of S HEIN . The external sales, overseas logistics, after-sales service, return and exchange and other processes are all managed by the S HEIN platform. Sellers can maximize the advantages of their products and easily, worry-free and safely ship goods around the world.

For Cheng Ao, who has been deeply involved in the cosmetic contact lens market for nearly a decade, this is a very attractive cooperation opportunity: "Opportunities are reserved for those who are prepared, and our advantage is that we have sufficient supply and a wide variety of styles." Long-term accumulation, coupled with the correct platform strategy, allowed Cheng Ao to open up sales in a short period of time: he entered the market in June , launched new products in July, and the sales amount in September exceeded 450,000 US dollars, exceeding his initial imagination: "We knew S HEIN was popular, but we didn't expect it to be so popular. "

For Cheng Ao, the platform determines the traffic, and whether the product can be sold well depends on the seller's ability. For example, before Halloween overseas, "S HEIN 's buyers gave us some overseas trends and asked me to pay attention to Halloween elements and styles. As a result, all the new Halloween styles we tested were sold out. "

  Judging from the overall search volume and sales growth curve of the "Black Friday" promotion, this year's peak sales season on the SHEIN site came earlier than the originally expected "Black Friday" peak node on November 20. Overseas consumers have paid attention to their favorite products early by searching in advance and adding to cart in advance. Making the best use of the traffic resources, overseas convenience and various promotional welfare resources provided by cross-border platforms such as SHEIN during the "Black Friday" period will help sellers increase their revenue and factories increase efficiency, stimulate the vitality of the domestic manufacturing industry to go overseas , and help Chinese factories create more scale miracles and profit miracles.

The influx of domestic sellers, the extension of the peak sales season, and the increase in the number of orders from global users have combined to enable S HEIN to expand its market share in more countries and regions around the world, with both its revenue and sales maintaining high growth rates throughout the year.

SHEIN

Black Friday