SHEIN's High-Quality Cross-Border Development Initiative

• Article
• 2024-05-01
• 19 Comments

Recently, SHEIN's national industry belt export plan, which spans 500 cities, has officially reached its first anniversary.

On the basis of continuously driving numerous third-party merchants, brands, and industry belts to go global, SHEIN has added three major initiatives to help "high-quality products" go overseas.

This move aims to further enhance the competitiveness of cross-border merchants' products and brands, increase the cultivation of high-quality merchants, support high-quality products, and help excellent brands go global.

With the "priority processing, preferred resources, and quality service" measures, combined with its own flexible demand-based supply chain model and innovative methodologies, SHEIN continues to drive the high-quality export of industry belt merchants.

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Over the past year, as SHEIN's national industry belt export plan has been continuously promoted, the platform's products have expanded into more than 20 categories, including apparel, footwear and bags, jewelry and accessories, home goods, beauty and personal care, electronic products, and outdoor sports.

Among them, many high-quality merchants and brands in apparel, footwear and bags, and accessories have achieved annual sales of over 100 million.

The number of new merchants from industry belts in Zhejiang, Guangdong, Fujian, Jiangsu, Shandong, Henan, and Hebei provinces has been particularly prominent.

According to the statistics of the General Administration of Customs, in the first half of this year, China's cross-border e-commerce imports and exports reached 1.22 trillion yuan, a year-on-year increase of 10.5%, becoming a new engine and new momentum for driving China's foreign trade growth.

From 1.06 trillion yuan in 2018 to 2.38 trillion yuan in 2023, China's cross-border e-commerce imports and exports have grown by 1.2 times in five years.

With the continuous growth of the cross-border e-commerce scale, and the continuous strengthening of quality innovation and brand-driven trends, cross-border e-commerce has also entered a new stage of brand-oriented and high-quality development.

In order to promote the healthy and sustainable development of the industry, at the recent Guangzhou Cross-Border Trade Fair, which is significant for the industry's direction, global outstanding companies such as Amazon, SHEIN, Rakuten, and Coupang jointly initiated five initiatives for cross-border e-commerce in China, calling on the entire industry to provide high-quality goods and services, accelerate brand export, promote technological innovation, and strengthen industry self-regulation, maintain market order, protect intellectual property rights, resist unfair competition, and promote the healthy and orderly growth and standardized and sustainable development of the industry.

SHEIN has integrated the full platform resources, and the three arrows are launched to help the industry belt "high-quality products" go overseas.

It further increases the cultivation of merchants, helps to create high-quality merchants, enhances product innovation, and further increases the support for high-quality products and excellent brands.

Specifically, SHEIN has added three major initiatives of "priority processing, preferred resources, and quality service," which means accelerating the cultivation of high-quality merchants, providing exclusive customer service for high-quality merchants, and enjoying the rights of priority listing and priority processing of appeals.

By increasing the listing quota, exclusive traffic support, marketing activity support, and extending the virtual period of new products, it helps the sales growth of high-quality merchants in all aspects.

On the basis of the previous month, further shortening the settlement cycle and providing advanced training empowerment can further improve the merchants' capital turnover rate and comprehensive operation ability.

High-quality products can also enjoy faster listing, and have additional traffic exposure and marketing activity rights.

The stores where high-quality products are located will also have quality store identification and enjoy product price protection.

In addition to helping high-quality merchants and products expand the global market, SHEIN also combines its own brand advantages, leverages social media and influencer resources to help the growth of excellent brands.

By cultivating high-quality merchants and supporting high-quality products and brands, SHEIN will continue to improve its comprehensive competitiveness and brand influence in the global market, and help industry belt merchants and brands continue to grow in the global market.

In September last year, SHEIN, which vigorously promoted the "cross-border e-commerce + industry belt" model, took the lead in launching the national 500-city industry belt export plan.

By the first half of this year, more than 20 provinces have settled in the SHEIN platform, and it has also driven the "export fever" of major industry belts to expand the international market through the cross-border e-commerce platform.

Now, with the increase of "high-quality products" going overseas, more high-quality merchants, products, and brands of the industry belt will benefit.

Data shows that in 2023, Shenzhen, Shanghai, Ningbo, Guangzhou, Hangzhou, Zhengzhou, Qingdao, and other cities are at the forefront of the scale of cross-border e-commerce imports and exports.

Coincidentally, these cities have also been rated as "obvious results" in the 2023 cross-border e-commerce comprehensive pilot zone assessment results, which is basically consistent with the foreign trade provinces represented by Guangdong, Zhejiang, Jiangsu, Shandong, and Fujian.

In fact, in addition to these foreign trade provinces and heavy towns, there are still a large number of industry belts with strong industrial foundations, and they are also accelerating the integration with cross-border e-commerce.

From Xingcheng's swimsuits, Nantong's home textiles, Cao County's Hanfu, to Xuchang's wigs, Jieyang's slippers, Shantou's toys, and then to Danyang's glasses, Zhongshan's lamps, Shunde's small appliances, these high-quality industry belts are now also finding a second growth curve through cross-border e-commerce like SHEIN, and the export performance is outstanding.

Since SHEIN's platform strategy has been deepened and the national 500-city industry belt export plan has been promoted, the platform's products have continued to expand into more than 20 categories, including apparel, footwear and bags, jewelry and accessories, home goods, beauty and personal care, electronic products, car accessories, outdoor sports, baby products, etc.

Among them, many high-quality merchants and brands in apparel, footwear and bags, and accessories have achieved annual sales of over 100 million.

The number of new merchants from industry belts in Zhejiang, Guangdong, Fujian, Jiangsu, Shandong, Henan, and Hebei provinces has been particularly prominent.

In 2024, SHEIN will hold more than 150 investment and empowerment activities in the national industry belt.

For this, SHEIN has set up a special team to dig deeply into the vast industry belt for a long time, to explore high-quality industry belts, and to help the industry belt truly create high-quality products and brands with global competitiveness.

To meet the export needs of different industry belts, merchants, and brands, SHEIN has also continued to launch a variety of export cooperation models that meet the characteristics and needs of different merchants.

There are both merchants who are good at products and brands to provide operation empowerment, and merchants who have platform operation experience and are good at brands to provide independent operation cooperation models.

This year, SHEIN launched the "semi-hosted" model, which not only reduces the daily operation burden of merchants but also supports their greater autonomy, allowing merchants to enjoy the freedom of product selection while relying on the operation support and traffic resources of the SHEIN platform to assist in the rapid promotion and sales growth of products.

It is worth mentioning that SHEIN's semi-hosted model has now been launched in the United States and five European countries.

In addition, SHEIN's successful flexible demand-based supply chain innovation model and methodology have also been able to continue to land and bloom in more industries, especially in non-standard industries that pursue fashion and personalization such as home, jewelry, and accessories, through platformization and industry belt export plans.

More industry belt merchants and brands have also learned the construction of digital flexible supply chains through cooperation with SHEIN and achieved transformation and upgrading.

SHEIN's long-term win-win and mutually beneficial business environment and clear platform governance rules have also provided a stable foundation for the healthy development of third-party merchants, brands, and industry belts.

Now, with the increase of SHEIN's "high-quality products" going overseas plan, more high-quality merchants, high-quality products, and excellent brands will welcome the "acceleration run" to go overseas, and achieve continuous success in the upcoming year-end cross-border peak season and future long-term competition.