With more than 50,000 home furnishing categories, SHEIN's "sideline business" is booming

Speaking of independent websites, we have to mention SHEIN, a successful example of a Chinese brand going overseas. It focuses on fast fashion and has relatively low prices. It is very popular among the younger generation in the United States. The number of downloads even exceeds that of Amazon, which shows how popular it is.

Amazon started as a bookstore and has now become the largest e-commerce platform. With its continuous development, SHEIN's ambitions are far more than just fast fashion. In addition to the clothing category that has caused a craze, the SHEIN brand also has beauty and home categories. Currently, there are more than 50,000 home products, covering decoration, pet supplies, office and school supplies. Most of them are simple and comfortable, and the main price advantage is still the style. It is hard to say whether it will expand into more categories or become a platform in the future.

(Image source: Screenshot of SHEIN official website)

Under such low profit margins, suppliers' profits are even thinner than paper, but many factories are still scrambling to supply SHEIN. One supplier said, "Entering SHEIN's supplier list is the most important thing, and profit is the second thing to consider."

Nowadays, it is not easy to do business on Amazon. Many sellers are considering transforming to independent websites. The success of SHEIN in particular has given many sellers hope, and they all want to learn from SHEIN's success to become bigger and stronger. In addition to the irresistible low prices, the fast launch of new products and the traffic on social media are also very important factors in SHEIN's success.

SHEIN focuses on the preferences of teenagers. Through big data search and relying on a large group of designers, it can launch thousands of new products every day. Consumers have a lot of choices, which is especially attractive to young people who pursue freshness.

Nowadays, social e-commerce has become a trend. SHEIN has made good use of this advantage, using social platforms such as TikTok and Instagram, cooperating with influencers to accurately place advertisements, live broadcasting on the platform, and hosting a series of fashion reality show challenges in August this year, making full use of social media traffic. According to data released by OneSight, a global social media data marketing management platform , SHEIN continued to rank first in the social media influence of e-commerce in the third quarter of this year .

More and more e-commerce giants are turning their attention to cross-border e-commerce. For example, ByteDance launched a cross-border e-commerce app, Antarctic E-Commerce released a cross-border e-commerce independent website Fommos, etc., all of which are increasing their overseas investments.

The topic of independent stations has been widely discussed recently. Compared with platforms such as Amazon, independent stations have greater freedom, but they pay more attention to stable development and are suitable for "slow work and fine work". Sellers should also consider it according to their own circumstances and not blindly follow the trend.

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