The logistics business circle is centered on Shisanhang Road, including New China Building, Hongpantian Clothing Trading Center, Guyi Street, Shisanhang Dolan Shang Street, and Heping East Road Clothing Mall, surrounded by large and small businesses. There are countless small stalls, and there are incomplete statistics. Thousands of tons of goods come in and out from the 13th row every day.
This seems to be the historical destiny of the trading city of Guangzhou. Shisanhang Road was built on the old site of Shisanhang Road, and merchants in this area monopolized trade with Europe and the United States before the Second Opium War.
In 2020, Guangzhou’s import and export volume through the customs cross-border e-commerce management platform reached 47.2 billion yuan, an increase of 6 times compared with 6.75 billion yuan in 2015. In the industry, when talking about cross-border e-commerce, especially cross-border women’s clothing, we have to talk about SHEIN. It is called the online version of “Zara” by the industry and has also emerged in Guangzhou.
Since the 2020 epidemic, Guangzhou has been the biggest reaper of the dividends of the epidemic. An ancient trading city has undergone fission:
In this city, there are not only traditional foreign trade sellers hidden, but also cross-border e-commerce companies that have seized the traffic dividends of generations such as SEO and Facebook. sellers, and there are also new generations who are ready to seize TikTok’s traffic dividends.
Li Guo (pseudonym), who is currently engaged in cross-border brand entrepreneurship in Guangzhou, knows that many entrepreneurs are quietly trying various new business models. But they hide under water and do not easily reveal their business model to the outside world. However, information is flowing rapidly in this city.
And wealth is flowing rapidly.
Cross-border negotiations, booths selling smart bracelets and watches are crowded with people
01 Noisy stalls
At around 4 pm on April 9, 2021, Guangxi people Ah Xiang (pseudonym) is sitting at the entrance of Shisanhang International Fashion City. The packages piled at her feet are men’s clothing purchased for Thai customers. She is waiting for the stall to deliver them to her.
Due to the epidemic, Thai customers who often come to major stalls in Guangzhou can no longer come and go freely as before, so Ah Xiang plays the role of an intermediary. At this time in the fashion city, the stall owners have already got off work. Their stalls are doing morning market. They start to receive customers from all over the world at around 7 am. They close their stalls at around 2 pm and rush to the cloth market to look for cloth. Then the pattern is made and sent to production, and the cycle begins again.
Many buyers like Axiang who have taken goods have not completely dispersed yet. Most of them gathered at the entrance of the fashion city to sort out goods, while the express logistics companies waiting around began to Pack.
When it came to the last few pieces of men’s clothing, Axiang negotiated the price with the courier, repackaged her “trophies” for the day, and sent them to a freight forwarding company near Beijing Road through them. Then the freight forwarding company will deliver it to customers in Thailand.
Goods waiting to be shipped to various places outside Shisanhang
This It is the most daily scene in Thirteen Lines.
The first floor of Baima sells fashionable clothing. Outside each store, there are one or two female shopping guides wearing their own products, loudly soliciting passers-by. Many stores even Cooperate with various anchors to let them try on the new products of the season, and introduce information such as fabrics and styles during the live broadcast.
Most merchants only accept export orders, with minimum order quantities ranging from a few hundred pieces to thousands. Li Hong (pseudonym) may be an outlier among them. She began to try to build her own clothing brand and opened domestic franchises. She can arrange delivery when franchisees order 30 pieces.
Now Li Hong almost maintains the rhythm of launching new styles every week, but she often finds that within two days after she sells a new style, the boss lady next door also sells similar styles. Therefore, like other stall operators on this street, Li Hong also remains vigilant and prohibits taking photos in the store, and will not post all styles to her circle of friends for fear of being copied by her peers. .
Jin Dazhong (pseudonym), who specializes in denim clothing, has been operating his shop for 5 or 6 years. A recruitment notice posted outside his shop is particularly eye-catching. Jin Dazhong’s requirements are very eye-catching. Simple, I need a pretty girl who understands English. This recruitment has shown that he is engaged in export foreign trade business. Like him, many shops on this street are recruiting shopping guides who can speak English.
In addition to the railway station clothing wholesale business district, Shahe clothing wholesale business district is also a clothing wholesale distribution center. Guangdong is a major clothing export province. Data show that the export volume of clothing and clothing accessories in Guangdong Province in 2018 was 213.907 billion yuan, and the export volume of clothing and clothing accessories in 2019 was 195.92 billion yuan.
Many of them are sold overseas through the hands of these stall owners.
02 Online “Zara”
In Guangzhou, hidden There are many cross-border sales.
Before the birth of many cross-border Amazon sellers, some sellers built their own websites and enjoyed traffic dividends from the SEO era. Senior cross-border players own hundreds of independent websites and multiple Amazon stores.
Wang Hai (pseudonym), who has been building a website since 2009, is familiar with the gameplay of SEO. He has started cross-border e-commerce business early and has no shortage of traffic. In the past, his gameplay wasg width=100% height=auto data-preview-src=”” data-preview-group=”1″ src=”http://pic.168tex.com/Upload/News/image/2021/04/17/%20%2020210417095341207007.png”>
2020 U.S. clothing and fashion industry leading brands online channel segmentation opportunity map
Global consumption A large number of consumers’ shopping behavior has shifted from offline to online, which not only brings excellent development opportunities for cross-border e-commerce, but also profoundly changes the competitive landscape of cross-border e-commerce. Although user growth seems to have become easier, how to retain users has further exposed the shortcomings of traditional distribution and traffic monetization business models. If the growth of brand sales is centered on traffic and products, communication and connection with consumers will be ignored. In turn, for consumers, contact with the brand will be limited to purchasing behavior, and will not leave a deep shopping impression and experience. As a result, it is difficult for brands to achieve user retention, which further means that it is difficult to achieve sustained growth. When industry dividends gradually recede and competition shifts from incremental to existing, if they want to achieve long-term sustainable development, how to drive growth from users and build brands to attract consumers has become a top priority for cross-border e-commerce companies. .
The purpose of building a brand is to build the ability to develop markets, occupy markets, and obtain profits. Only by relying on strong brand influence can we build obvious loyalty among consumer groups. It determines the customer’s preference for the brand, and more importantly, it determines the degree of customer attention and trust in the brand. This way, we can avoid falling into repeated price competition, avoid operating risks, and at the same time enjoy the value brought by the brand. On the other hand, as users’ own experience in cross-border online shopping increases, users’ recognition of brands is also constantly improving. Cross-border e-commerce has ushered in a critical turning point for brand-based development. </p