Comprehensive analysis of Shein’s cooperation methods and export strategies
In the field of fashion e-commerce, Shein has attracted widespread attention with its unique cooperation methods and flexible export strategies. This article will provide a detailed analysis of its main cooperation methods, including direct sales of children’s clothing, third-party seller model and OBM fully managed supplier model, and discuss its export methods and traffic diversion strategies.
1. Cooperation methods promoted by Shein
Third-party seller model
Shein’s third-party seller model provides other merchants with the possibility to sell goods on the platform, and merchants have the autonomy to set prices. However, this model also has certain thresholds, and merchants must meet the following requirements:
- Annual turnover needs to reach 2 million
- Requires third-party store data
- Possess overseas corporate qualifications
- Products sold must exceed 5kg
- Delivered by air freight
OBM fully managed provider model
OBM (OEM) fully managed supplier model is a complete supply chain management method provided by Shein for merchants. Under this model, Shein is responsible for design, production, sales and delivery, and merchants only need to provide the goods. The main advantages of this model include:
- Low cost: No deposit or deduction required
- Save energy: Merchants do not need to manage an operations team, they only need to interface with buyers
- Reducing logistics pressure: Shein is responsible for cross-border logistics, warehousing and other matters
Direct children’s clothing cooperation methods
Shein’s direct children’s clothing cooperation method is also worthy of attention, covering a variety of cooperation forms. Among them, suppliers purchase according to orders, and cooperation methods include but are not limited to ODM, OEM and FOB. Each cooperation method has different requirements and management capabilities for suppliers, ensuring the diversity and flexibility of children’s clothing products.
2. Shein’s export method
Shein quickly made a name for itself in the market with its fast and low-cost way of exporting clothing. During the design-to-market process, Shein was able to complete the project within two weeks, thanks to its flexible supply chain. Its main export strategies include:
- Establish a supply chain and logistics warehousing center in Guangzhou to utilize local manufacturing resources
- Quickly capture popular trends through big data analysis and apply them to product design
- During holidays, such as “Black Friday”, chartered flights are used to ensure timely logistics
3. Analysis of traffic diversion methods
In terms of traffic strategy, Shein has successfully attracted a large number of young consumers through diversified marketing methods. The following are several main ways to attract traffic:
Social Network
Shein is active on social media and publishes high-quality content through Instagram, TikTok, YouTube and other platforms to enhance user participation and brand trust.
Content operation
Shein attaches great importance to content strategy. It has blog and community functions through its official website, and regularly publishes content about fashion and life to enhance users’ sense of belonging.
Internet celebrity cooperation
Cooperating with various Internet celebrities is an important means of attracting traffic for Shein. It expands the coverage of products through the recommendations of Internet celebrities, and uses promotional activities to increase user participation.
Advertising Marketing
Shein places ads accurately on major platforms, optimizes ad content and frequency, improves conversion rates, and ensures maximum advertising effects.
To sum up, Shein has achieved remarkable results in the field of fashion e-commerce by virtue of its diverse cooperation methods, flexible export strategies and effective traffic diversion methods. The effective combination of these strategies enables Shein to rapidly expand its influence in overseas markets and meet growing consumer demands.