SHEIN plans to open an independent website for its high-end brand MOTF and has launched a supply chain investment plan

According to SHEIN's official WeChat account, SHEIN, the domestic leader in fast-fashion women's clothing overseas, plans to officially rename its SHEIN Premium high-end brand to MOTF, launch its independent brand website, and release MOTF's latest supplier recruitment plan. This may mean that SHEIN's attempt to upgrade its brand to a high-end level is on the right track.

MOTF is a high-end clothing brand launched by SHEIN in June 2020, including styles such as City Lights, New Classic, Sweet Romance and Daily Chic. The prices are positioned between US$4.99 and US$119.99, which is in the mid-to-high price range.

( MOTF series products )

According to SHEIN's official website, MOTF's brand statement can be summarized as higher quality at a moderate price . Its clothing product segments include skirts, shirts, T-shirts and tops, jumpsuits, trousers, jackets, sportswear, casual wear, clothing accessories and shoes and bags. Dozens of new products are launched every week and the new products are summarized by date .

According to SHEIN's public information, MOTF's supplier recruitment requirements include FOB suppliers, with woven products preferred; 15-20 days of delivery; small orders with quick returns, 100-500 pieces/order; no limit on site area, must be equipped with a complete production process and personnel, and have certain quality requirements.

The product categories are consistent with those sold on the MOTF official website. In terms of fabrics, in addition to conventional needle-woven fabrics, they also include leather, satin, silk, acetate, cuprammonium silk and environmentally friendly fabrics.

Compared with previous investment promotion information that emphasized the requirements for cooperative suppliers, SHEIN's promotion of MOTF investment promotion this time has changed its previous "low-key and pragmatic" style, focusing on displaying SHEIN's development scale and cooperation advantages , and also allowing us to glimpse SHEIN's path to success.

SHEIN positions itself as the world's leading fast fashion e-commerce brand platform . After years of development, SHEIN has formed a development model that integrates product design, warehousing and supply chain, Internet research and development, digital construction and online operations ; it launches more than 3,000 new products a day ; covers more than 2,000 countries and markets around the world, and ranks in the top 3 in many countries' apps; has over 100 million members; global logistics delivery within 3-7 days; and has more than 15,000 employees worldwide.

In terms of cooperation advantages with suppliers , SHEIN has mastered the resources of stable fabric suppliers in the industry, and has established a professional follow-up team to fully realize system follow-up.

In addition, SHEIN also has the advantages of a stable order volume and high frequency of return orders ; the financial advantages of monthly settlement and timely settlement ; the resource advantages of designated counters for noodles and auxiliary materials, which helps suppliers to purchase faster ; and the team advantages of a strong training and empowerment team and dedicated order follow-up personnel. It is simply irresistible.

Compared with the platform strategy of opening up to sellers, the opening of a new high-end brand independent website is a powerful way for SHEIN to develop in depth in the fast fashion field, enrich brand positioning and increase profit margins. Perhaps on the issue of brand or scale, SHEIN will take its own unique path.

SHIEN

High-end brand MOTF