This topic is jointly launched by the consumption strategy group of Guojin University + Guojin data research center + Guojin textile and clothing team to create a new research product series with a new perspective and data method.
Industry perspective
1、 Cross border B2C e-commerce: penetration rate has increased and independent stations have developed rapidly
Cross border export B2C e-commerce: the scale ratio of platform sellers to independent stations is about 3:1. Self operated websites have grown rapidly in the past five years, with a compound annual growth rate of 42.8%, which is higher than that of platform sellers (32.9%). The traffic of overseas e-commerce platforms is more scattered than that of China, and they are more friendly to the “independent station” form of self operated mode. Chinese e-commerce has rich experience in mobile user experience and operation, and has obvious advantages.
Independent station: the driving force of high-speed development ① the initial investment is low, and different solutions can meet the needs of each stage of independent station development; ② The technical threshold is reduced, and the business tools such as station construction, maintenance and data analysis are improved.
2、 Sheen’s “fast” and “provincial” casting core competitiveness
Revenue: it is estimated that the sales volume will exceed US $16 billion in 2021, mainly clothing, accounting for more than 60% of women’s clothing. For similar fast fashion enterprises, Zara / H & M’s operating revenue will be USD 31.6/20.2 billion in 2020. The main battlefield of Sheen’s operation is an independent station, and Amazon’s main price comparison and display functions.
Cost: refer to fast fashion enterprises for commodity cost, and the gross profit margin is about 50-55%. The delivery is carried out by air, and the arrival is guaranteed within 11 days. The performance cost accounts for about 17% of the passenger unit price. The commission rate of cross-border e-commerce on the third-party e-commerce platform is usually 8% ~ 15%. There is no such cost for the operation of sheen independent station, but in order to obtain traffic, it also needs continuous investment in search engine or social media marketing. The founder has been engaged in search engine optimization and has rich experience in foreign trade online marketing. Sheen has more than 20 million fans in FB and ins.
In the future, we will rely on the diversified layout of “high-end” and “expanding categories”. The high-end brand line motf was launched in June 2020, which has higher requirements on the supply quality of suppliers, but the delivery time is relatively loose. Category expansion will focus on lifestyle, from clothing, shoes and hats, beauty makeup to home, etc.
3、 The cornerstone of independent station operation from the perspective of E-commerce — brand power and digital ability
Chinese enterprises go to sea from traditional foreign trade to “brand go to sea”. Head brands face consumers directly, diversify channels, deepen localized operation and obtain brand premium. In the era of “brand going to sea”, both independent stations and tripartite platforms can produce excellent brands.
Brand power and digital ability are the cornerstone of independent station operation.
Investment advice
There are many participants in the cross-border e-commerce section. Sheen’s success can be used as a reference for cross-border e-commerce: “brand” goes to sea at the right time, and pays attention to companies with strong brand power and high digital ability, such as Anker Innovations Technology Co.Ltd(300866) , Loctek Ergonomic Technology Corp(300729) ; Pay attention to the new increment brought to the platform by the cross-border sea layout of e-commerce platform, such as Alibaba fast fashion independent station allylikes
Risk statement
Rising raw material costs, rising flow costs, changes in international trade policies, less than expected supply chain integration, repeated epidemics have led to higher logistics performance costs, lower than expected penetration of overseas e-commerce of clothing, etc.
