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With a series of actions such as preheating on multiple platforms and launching promotional activities, the 2024 Black Friday "order war" slowly kicked off. As the competition for existing traffic becomes increasingly fierce, in order to win this year-end traffic feast, cross-border sellers have gradually turned their attention to the booming emerging cross-border e-commerce platforms. Among them, the Black Friday performance of SHEIN, the world's leading fashion e-commerce platform, has attracted much attention. It is learned that at this critical moment when the final promotion of the Black Friday is about to be won, a group of sellers on SHEIN have already started the "explosive order mode" in advance. In the digital age, compared with price discount strategies that rely on compressing profits, overseas sellers are clearly more inclined to discover more potential to drive "explosive orders" in changes in overall market traffic. SHEIN has been accumulating traffic on the eve of Black Friday this year. This is not only the basis for sellers to achieve order growth during the Black Friday promotion, but also one of the important factors that attract many sellers to rush to join SHEIN before the promotion. It is learned that according to data from Similarweb, in September 2024, SHEIN surpassed major clothing and fashion websites with a traffic share of 2.66%, ranking first in the world . Even if expanded to the entire third quarter, SHEIN is still the clothing and fashion website with the largest number of visits in the world , with a traffic share of 2.68%. At the same time, the activity and purchasing power of SHEIN users are also continuing to increase . According to Earnest data, in August 2024, the number of users trading on SHEIN increased by about 40% compared to January. The record-breaking traffic share and the significant increase in the number of active users have led to increasingly hot transactions. An obvious example is that during the Black Friday warm-up period this year, many sellers reported an increase in sales in SHEIN stores . Many new and old sellers who came here with abundant product supplies experienced the joy of soaring orders : "It feels like Black Friday is coming in early November. The sales of SHEIN stores have doubled, and the daily sales have exceeded 1,000 orders!" “Thanks to SHEIN’s Black Friday preheating, sales have finally picked up.” “Sales were already increasing before Black Friday, and the new store is already selling over 3,000 items a day!” "Store sales have been increasing!" Yan Hui, a jewelry seller from Qingdao, revealed his surprise when talking about the sales during this year's "Black Friday heating phase". Since November, dozens of "hot items" in his SHEIN store have sold 5,000 or even tens of thousands of orders in the past week , while the weekly sales of most other styles have reached three or four digits. Sun Junjie, a clothing seller in the Pearl River Delta, is also looking forward to SHEIN's Black Friday sales performance. "I started developing the 'Black Friday' styles three months in advance and prepared the first wave of products 50-60 days in advance, which is more than 2.5 times the daily sales volume." This was the peak season preparation plan that Sun Junjie agreed with his team at the Black Friday mobilization meeting a few months ago. ▲ The picture is provided by SHEIN seller After participating in several pre-events, the store's sales performance lived up to his expectations. Sun Junjie told us that the digital backend tools provided by SHEIN provided him with a great reference value for precise stocking, especially after entering November, when the store had 150,000 to 60,000 visitors per day and the transaction rhythm was very high, his return rate was still kept below 2% . Judging from the feedback since SHEIN launched its Black Friday promotion warm-up activities, many sellers are generally optimistic about this year's Black Friday sales performance. Sun Junjie has eight years of experience in domestic e-commerce. He believes that compared with domestic e-commerce, overseas year-end promotions have greater endurance and a more stable increase in order volume. So over the past few months, he has been preparing for production for cross-border orders in several clothing factories in Foshan. This is also due to the fact that SHEIN, which started with its own brand and continuously expanded its platform, provides sellers with a variety of overseas cooperation models such as "agent operation empowerment + independent operation + semi-trusteeship". While giving sellers the initiative, it also provides integrated support solutions such as operation, marketing, warehousing and logistics, which can help sellers seize the Black Friday opportunities in a timely manner and achieve product expansion and brand upgrades. Right now, a group of sellers in the industry are still trying to figure out how to get the opportunity to open a store and catch the last train of SHEIN Black Friday to make another fortune, while another group of sellers are beginning to focus on exploring how to obtain SHEIN's "secret to explosive sales" on Black Friday. As one of the most important promotions at the end of the year, Black Friday is undoubtedly a good opportunity for most participating cross-border sellers to achieve peak sales. However, there has been a notable trend in recent years: with the influx of multiple platforms, the Black Friday promotion period has been extended. For consumers, Black Friday is no longer a short shopping spree , but a rational consumption experience that can be planned in advance and compared in multiple ways. For cross-border sellers, this change means that they need to be more fully prepared and demonstrated to promote more consumer conversions. Given that ultra-long promotions will spread users’ decision-making time over a longer period of time, the first step for sellers to prepare for Black Friday is to discover products with high demand on the platform in advance and prepare stocks carefully. Under the guidance of SHEIN buyers, Yan Hui, a jewelry seller, discovered and created several "hot items" during the promotion warm-up period, with weekly sales reaching more than 10,000 orders. At the same time, after paying close attention to the changes in store sales during the warm-up period, he observed that after mid-October, the traffic of SHEIN stores would reach a new small peak every week. This is partly due to SHEIN's in-depth understanding of the market and insight into consumer needs, and partly because SHEIN launched a number of promotional warm-up activities before the Black Friday promotion officially arrived. The "extended" warm-up activities can not only increase sellers' product sales in advance, but also serve as a "mock exam" for sellers to test products in advance, discover high-potential products, and prepare stocks carefully. Secondly, for sellers, if they want to have a lot of orders on SHEIN Black Friday, they cannot do without platform traffic and sales support . It is understood that SHEIN has previously announced the official Black Friday promotion period from late November to early December. The platform will work with sellers to launch millions of selected products, covering all categories such as fashion apparel, home decoration, beauty products, consumer electronics, etc. The massive resources and the increasing number of transaction users all point to a more certain explosion of Black Friday this year. Combining the experience of last year's Black Friday and the growth in the early part of this year, Sun Junjie actively participated in this Black Friday in order to continue to seize the opportunities for explosive sales brought by the big promotion. He inferred that the store's sales from November to December will be higher than usual . In addition, with the continuous warehouse explosions and logistics accidents in the industry, reasonable planning of logistics and warehousing is an important guarantee factor for cross-border sales. The "overseas local operation" service recently launched by SHEIN has helped many sellers to send goods directly to SHEIN's official warehouses in Europe and the United States. Benefiting from this increased warehousing resource, cross-border sellers can enable goods to depart from SHEIN's overseas warehouses and reach consumers faster. It is also expected that by improving the receiving experience of overseas consumers , the repurchase rate will be increased. A senior seller admitted that the "monthly revenue of one million US dollars", which is now regarded as the standard for judging the success of cross-border store opening on other platforms, does not seem to be a difficult goal to achieve on SHEIN. Especially on SHEIN Black Friday, sellers who take advantage of the big promotion opportunity can almost usher in a definite sales growth, and the explosive coefficient of many categories is usually 2 or even higher . Although overall, the overseas year-end shopping spree represented by "Black Friday" has just begun, it is foreseeable that more and more sellers will taste the sweetness of SHEIN's Black Friday boom, and in the future more overseas sellers will follow in the footsteps of their predecessors and find their own opportunities to get rich. 👇To learn more, scan the QR code and follow the official WeChat account of SHEIN platform
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