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▶ Video account attention cross-border navigation It is learned that as early as the end of January, people familiar with the matter broke the news that SHEIN was considering restarting its IPO plan in the United States and listing it as early as this year. However, a SHEIN spokesperson said the company has no plans to go public. In May last year, SHEIN also said in a statement that it had no plans for an IPO in the short term. When it comes to SHEIN, the outside world mostly labels it as a fast fashion e-commerce giant. Last year, when the domestic Amazon industry was hit hard, independent sites represented by SHEIN were even more popular in the circle. It is reported that SHEIN achieved revenue of approximately RMB 100 billion (US$15.7 billion) in 2021 and became the world's most downloaded shopping application in April 2021. Just as SHEIN is developing in full swing, more competitors are beginning to emerge in the industry to compete with it for the market. TikTok reportedly launches independent website for women's clothing In 2021, the cross-border wind vane began to blow towards more fields. On one hand, Amazon's industry was vigorously regulated, and on the other hand, independent stations were going against the current. Under the impact of independent sites such as SHEIN and Shopify, the cross-border e-commerce landscape has gradually become diversified, and domestic Internet giants have also entered the cross-border e-commerce field. Previously, Alibaba and ByteDance both announced the launch of independent cross-border platforms. However, the trend of Internet giants going overseas did not stop there. At the beginning of 2022, there were reports that ByteDance's overseas expansion plan would "add another member." It is learned that there are reports that Tik Tok, owned by ByteDance, has launched a women's fashion shopping website Dmonstudio, which has a similar market positioning to the fast fashion e-commerce SHEIN. According to the official website, Dmonstudio launches more than 500 new products every week, most of which are priced close to US$30. They cover more than 100 countries and regions and are shipped within 5-15 working days. According to its official website, Dmonstudio is an online shopping mall that offers the latest women's fashion clothing and fashion accessories. Dmonstudio is distributed around the world through overseas warehouses, with a distribution range covering more than 100 countries around the world, and is always committed to bringing fashion trends to buyers. Since its establishment, with professional and dedicated multilingual customer service, it has millions of customers around the world, including the United States, Europe, North America, the Middle East... The official website of Dmonstudio shows that its corresponding company is Guangzhou Chuangxing Media Technology Co., Ltd., which was established on February 26, 2021. Although Dmonstudio's official website does not directly prove its connection with ByteDance, it is reported that the project is supervised by Kang Zeyu, head of ByteDance's e-commerce business. According to media reports, although the website was launched not long ago, it has been prepared internally for some time, and the new team has also poached a group of nearly 100 core personnel from SHEIN. In addition, Dmonstudio has set up accounts on Facebook, Instagram and Pinterest, and published a number of graphic and text content, but there is no news about it on Tik Tok. Looking back at ByteDance’s previous actions, whether it is forming alliances with e-commerce platforms such as Shopify and Walmart, or launching an independent e-commerce platform Fanno, its ambition to share the big pie of cross-border e-commerce is obvious, and it is gradually entering the market segment. Compared with the independent e-commerce APP launched last year, Fanno is a third-party platform and Dmonstudio is a self-operated B2C independent website. Judging from the current news, it is highly likely that ByteDance will benchmark SHEIN. So can ByteDance achieve its goal of surpassing the independent station giant SHEIN? Can ByteDance replicate the SHEIN myth? The news about ByteDance's cross-border layout always stirs up discussions in the industry. Previously, Fanno announced its official launch, which triggered a wave of entry. So what do sellers think about the launch of Dmonstudio this time? Some sellers said that after SHEIN became popular, many platforms rushed to imitate it, but it has not been surpassed yet, and Tik Tok is unlikely to become the next SHEIN. However, some sellers have expressed concerns that even the number of platforms has begun to shrink. Will the slogan “No business is difficult in the world” turn into “making business difficult in the world”? In addition, some sellers have expressed doubts that if the traffic platform personally competes with the sellers, the development of its advertising business will be greatly restricted. In addition to the above voices, the industry's focus on this move is on how to leverage Tik Tok's traffic advantage to surpass this fast fashion e-commerce giant. Compared with SHEIN, ByteDance's advantages lie in traffic and interest recommendations, but it will still face many challenges if it wants to create a second SHEIN. 1. Building and strengthening the supply chain system As we all know, SHEIN's great success in overseas markets is closely related to the ultimate supply chain behind it. It is understood that SHEIN has excellently combined the physical supply chain, traffic marketing and information model, while satisfying the requirements of cheapness, speed and a wide range of categories. It has also combined technological innovation with the advantages of China's clothing supply chain to defeat other fast fashion e-commerce brands. In a short period of time, it is difficult for Tik Tok's independent women's clothing e-commerce to achieve such an extreme supply chain and cross-border logistics layout. How to build a flexible and fast supply chain system and strengthen supplier channels is the key to its competition with SHEIN. 2. Establishment and promotion of fashionable women's clothing brands It is learned that thanks to its supply chain and algorithm advantages, SHEIN has quickly won the favor of young consumers around the world. Data shows that the most visited online clothing shopping sites in 2021 are Amazon and SHEIN. Since August 2021, SHEIN has been at the top of the list and has become the most visited fashion website in the world. SHEIN has become a mature brand with a growing brand effect. Its position in the fast fashion e-commerce field is unshakable. If Tik Tok wants to continue to enter the women's clothing field, it must not only target the target market, but also firmly grasp the preferences of young consumer groups. To achieve the same brand scale as SHEIN, Tik Tok needs more time to settle down and do a good job in brand promotion and marketing. As more and more Internet giants go overseas to grab overseas cakes, intensified competition is inevitable. What do you think? Welcome to leave a message to discuss!
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