Text | Durian If you talk about cross-border e-commerce, many people may think of Amazon. If you talk about fast fashion clothing brands, many people may think of ZARA. However, there is a cross-border e-commerce that does women's clothing, which is rarely known to domestic peopl

text | Durian

If you talk about cross-border e-commerce, many people may think of Amazon . If you talk about fast fashion clothing brands, many people may think of ZARA. However, there is a cross-border e-commerce that does women's clothing, which is rarely known to domestic people because it only works in overseas markets and has won the love of many overseas women. It also makes Chinese clothing go out. However, few people know about this cross-border e-commerce founder, Xu Yangtian, a young man from Shandong. Today we will learn about him and the cross-border e-commerce platform SheIn he created.

Xu Yangtian was born in 1984 in a rural family in Zibo, Shandong. Both parents were farmers. Xu Yangtian knew since he was a child that only knowledge could change his destiny. Therefore, he worked hard since he was a child, but his family situation has never been ideal. Therefore, Xu Yangtian started to study half-time in his senior year of high school, smart and diligent, which made him get the chance to be admitted to the Department of International Trade at Qingdao University of Science and Technology . The tuition fees for four years in college were made up by his parents, and Xu Yangtian was still in a semi-working state. The poorer the child of his family, he was cautious about every choice in life, and Xu Yangtian was no exception.

After graduating from university, Xu Yangtian, like many ordinary people, found a major-related job and worked in search engine optimization in a foreign trade company. During his work, Xu Yangtian realized the huge size of the overseas market and gradually cultivated a cognitive system of domestic manufacturing. It is precisely because of this that he saw huge business opportunities in the foreign-related economy.

He resigned the next year and founded a company with his partners-Nanjing Dianwei Information Technology Co., Ltd. This company is a website specializing in cross-border e-commerce. It was the infancy of China's e-commerce industry. Many people began to make a fortune in e-commerce, and Xu Yangtian was also one of them. At that time, his cross-border e-commerce website company was doing keyword optimization. In order to rank high on his website, he continued to optimize. Later, by chance, he found that cross-border e-commerce in wedding dresses was very good.

2008 financial crisis , the economy was in a downturn, and many people were saving their wages, but there is one thing that people are willing to spend money, that is, getting married, and the most important thing for a woman is a beautiful wedding dress. In addition, a beautiful wedding dress abroad costs thousands of dollars. Xu Yangtian took advantage of this business opportunity and decided to do cross-border e-commerce for wedding dresses.

So he told his partner about his ideas, but because of disagreement, Xu Yangtian finally decided to "fly solo".

Xu Yangtian finally made a fortune by selling wedding dress and saved his first pot of gold. Take the domain name of Sheinside. And began to switch to the field of cross-border women's clothing.

Just started working in the women's clothing field, Xu Yangtian sold all the products without brand clothes. However, an e-commerce company must be well-known to become bigger and stronger. Xu Yangtian was looking for ways everywhere. It happened that overseas media had just started, so he used the overseas version of Xiaohongshu Pinterest platform, combined with the sales model of Internet celebrities, and gradually became famous overseas. More and more overseas consumers began to become familiar with it, and sales gradually increased.

However, the problem also followed, sales volume increased, but the supply chain could not keep up.

So in 2014, he flew from Nanjing to Guangzhou and began to find suitable partners, form a design team, and produce the version by himself. It is not easy to find a processing factory at the beginning.

In order to gain the trust of the factory, Xu Yangtian proposed various benefits including actively providing subsidies, quick settlement, and undertaking inventory pressure. Even for small orders, he insisted on subsidizing the factory with the difference in sales in foreign markets, and won a good reputation in the factory in this way. "As long as it is Boss Xu's goods, arrange production first."

Xu Yangtian formed a design team of more than 800 people in Guangzhou in two years, and successfully laid out a digital supply chain system with 7-day shipment. Compared to ZARA's 14-day shipment, the speed is twice as fast.The problem of the supply chain of

has been solved, and the next step is to focus on solving the problem of sales.

Xu Yangtian began to invest a lot of advertisements overseas, using Facebook and Youtube Internet celebrities to plant grass, impressing the most overlooked low- and medium-asset families in the United States at medium and low prices, and continuously increasing exposure among low- and medium-asset families. Slowly, sales began to increase. This wave of operations also consolidated the influence of SheIn in the sinking market.

Xu Yangtian used the three tricks of sinking market, supply chain, social media marketing , allowing SheIn to open up the markets of Middle East , India, Thailand, Vietnam and other markets in just a few years. reduced the cash-on-delivery ratio from the market recognized by the market to 30%, greatly increasing the market share.

Today, SheIn has a business all over the world. Many people in China have never heard of it, but in the 2021 IOS shopping download list, SheIn far surpassed Amazon, the number one giant in e-commerce. It is said that since 2017, the company has made rapid progress with an average annual compound growth rate of 180%, with a growth rate of up to 300%. In 2020, it achieved annual revenue of 10 billion yuan. By 2021, the company will be valued at RMB 300 billion, which is even higher than today's JD , and Ant Group will be valued at approximately US$157.1 billion. Xu Yangtian, now his personal value has reached 40 billion, ranking 149th in the Hurun Rich List.

Summary: SheIn's success is inseparable from Xu Yangtian's keen market insight. More importantly, SheIn is backed by the Pearl River Delta region, the world's largest manufacturing industry, and it is much stronger than other cross-border e-commerce platforms in the supply chain alone. If Xu Yangtian was taking advantage of the times, then if it were you, would you be more successful than him?