Fashion Industry Plays A Crucial Role In E-Commerce Platform

With the constant development of fashion industry, e-commerce platform plays a crucial role. This ODF Original Design Forum focuses on innovation and breakthrough in the fashion industry with the theme of "tracing". Among them, representatives of several e-commerce platforms shared important views and trends, bringing new perspectives and opportunities to fashion practitioners and enthusiasts.

01. Interpretation of new business opportunities for women's clothing industry in the past 25 years

Tang Bo Director of Women's Wear Industry of Dianyin E-commerce Comprehensive Business

Tang Bo from the Diaoyin E-commerce explained the new opportunities for the Diaoyin women's clothing business in 2025:

First of all, the core direction and changes of the platform are extremely beneficial to Shenzhen women's wear merchants. On the one hand, the focus of the assessment has changed significantly, from the order quantity in the past to the transaction volume, especially the paid in transaction volume and user repurchase. This means that if businesses want to gain advantages on the platform, they must do a good job in products and services. On the other hand, content traffic has become increasingly prominent on the platform. The traffic of dithering e-commerce platform is mainly divided into advertising traffic, free natural transaction traffic and content traffic. The introduction of content traffic has brought new opportunities for businesses. Shenzhen, as the source design place, has unique advantages in content creation. Businesses can attract traffic by creating high-quality content. For example, brand women's clothing can invite the presenter to dance to show the new style, and Xiaomi mobile phones can reflect the waterproof performance through live diving.

Secondly, in view of the problems faced by merchants on the platform, such as return and exchange of goods, copying of money, etc., the following suggestions are put forward: First, the mentality should be completely changed from "small test" to "go all out", because the current e-commerce of Tiaoyin has passed the stage of selling goods at will and can sell well. Second, the supply chain model must be iterative to adapt to the rhythm of small orders returning quickly, which helps businesses respond quickly to market demand in platform competition. Third, in terms of organizational efficiency, it is crucial to give priority to finding capable partners or teams. Fourthly, in terms of category structure, merchants should adhere to their own adjustment and main pallets, and at the same time match some low-cost drainage funds, so as to expand the audience and make the algorithm more conducive to their own development. Finally, in terms of operation, the developing small accounts should focus on the efficiency indicators of the live broadcast room, such as access rate, room access rate and conversion rate; When the account has a certain number of fans, it needs to pay attention to the attention rate, that is, the ability to continue to update, because this is an important assessment factor of the platform for merchants at this stage. If the ability to continue to update is lacking, it will be more difficult for the account to break through the bottleneck.

Finally, Diaoyin E-commerce attaches great importance to the development of new customers this year, providing many incentive policies for new businesses to settle in. For ordinary merchants, they can enjoy the commission free policy in the first month of settlement. After reaching a certain sales volume, the platform will also give cash and advertising fee rebates. For businesses with a large number of fans outside the station, such as those from Xiaohongshu, Taobao Live, Fasthand or video number and other platforms, you can get up to 1 million yuan of advertising support per month when you settle in Ditto. On the just concluded Double 11, businesses in South China have been supported by the platform's high advertising fees, while the application for Double 12 has been launched, with more budget and greater support for new businesses. Therefore, for businesses that have not yet tried to do business in Dithering E-commerce, now is the best time to settle in.

02. Xiaohongshu, the brand manager of the clothing industry, has a new way of playing e-commerce

　　 Phoenix Nine Xiao Hongshu Marketing Director of South China Industrial Belt

First, Xiaohongshu has unique ecological advantages. Although it was founded in 2013, its commercial liquidity has become prominent in the past two years. The number of monthly active users has exceeded 300 million, of which 50% are post 95. Users are young and love sharing. Half of the more than 100 million UGC sharing users are distributed in the first and second tier cities, and their strong purchasing power comes from proactive sharing and diversified interest expression. Users often search for life inspiration on the platform, such as clothing. The fashion category merchants are growing rapidly. The customer price is about 450 yuan higher than other platforms, and the return rate is about 33% lower, which provides higher profit space for merchants. At the same time, Xiaohongshu has a buyer ecology. The type of buyers is similar to that of managers. Those who understand fashion taste can bring goods. The business results of opening stores have increased significantly.

Secondly, there are many points in playing with the flow and content of Little Red Books. First, account positioning, excellent product merchants can do a good job of sharing things, such as Xiao Zhang's original studio; The brand manager can be an integrated person store and share the brand tonality and style. The store types include brand logo type, manager appearance type and main commodity type, which can promote transformation by telling brand stories and showing professionalism. The second is the matrix operation. For example, Old Zhou Zhenzhu changed the stereotype of pearls through different positioning accounts, including designer number sharing design matching, buyer sharing number, orphan competition number processing special orders, as well as customized private domain conversion, combined with stable live broadcast to achieve high cash. The third is to do a good job in the diversified host ecology. Before the live broadcast, make notes to attract users to the live broadcast room through people, goods and content. Pay attention to quality linkage. Xiaohongshu users can make effective reservation for live broadcast and purchase high frequency. The click rate of the live broadcast room cover map is crucial because of its dual column information flow display, and the cover map affects traffic acquisition.

Moreover, users in the clothing industry have a variety of ecosystems, such as OOTD sharing, brand recognition, clocking in the fitting room, calling for the same model of stars and other real content sharing. For buyers and managers, it is enough to be aesthetic, adhere to altruistic content creation and update diligently. For different types of people, such as online fans with unrealized bloggers, off site mature bloggers, offline store operators, entrepreneurial practitioners, etc., all have the opportunity to achieve results in Little Red Book, with a variety of styles, including actors, people with a good attitude towards life, people who love playing with fashion, fashion designers, store owners Simple buyers, etc.

Then, in terms of notes, key data such as likes and favorites are given 1 point each. Users who share and pay attention will be given a weight of 4 points to the account. Good interaction can improve note quality and natural flow, and the reading rate and reservation rate show a funnel model. High appointment notes are mostly video notes. The copy should be user friendly and have a theme. More subscriptions can be obtained through guiding comments such as icon prompts; The hit rate of cover maps affects traffic. The hit rate of high-quality cover maps can reach 6%, while most users are only 2%. A good cover map combines brand and people to show style; The live broadcast shop scene should be original and living; Pallet according to the theme, pay attention to the rhythm and frequency of the live broadcast, select three periods from Monday to Friday, and arrange flexibly on weekends. It is suggested that the duration of a single live broadcast should be more than 4 hours. Make an appointment in advance and review the data, focusing on fan conversion and click rate of the cover map.

In addition, the small red book group chat ecology is important, and the user stickiness is high. The activities in the group can enhance the fans' brand memory, improve the conversion transaction rate, reach users free of charge, and provide traffic subsidies. The product design can give discounts directly, and the live broadcast activity can pop up directly. Different fans have different ways of live broadcast. High fans can send more preview notes, while low fans need to create people first, and use private domains to improve live broadcast data.

Finally, Xiaohongshu provides traffic support scheme for the manager, and new businesses can get up to 60000 live broadcast cold start traffic support within 30 days, with good broadcast and transition incentive; When a store reaches a certain amount, it can obtain the corresponding flow card and authority; Off site bloggers who are good at live broadcasting or have some fans who have not broadcast are also supported by traffic, and the policy varies according to the situation.

03. TikTok Shop cross-border clothing trend interpretation in spring and summer of 25

Zhou Yirun TikTok Shop cross-border e-commerce apparel product planning manager

Zhou Yirun, the planning manager of TikTok Shop cross-border e-commerce clothing commodities, discussed with you the interpretation of cross-border clothing spring and summer trends in 2025. TikTok Shop has a monthly life of 1 billion overseas, covering more than 150 countries. The United States has 170 million consumers, 75% of whom are middle - and high-income people. Consumer decision-making is affected by commodity quality, favorable comments, free delivery and price. Women account for a large proportion of clothing consumption, pay attention to fabric comfort, etc., prefer natural materials, and most of the consumption scenes are casual everyday, with a variety of color preferences.

Content e-commerce can complete one-stop grass planting and transformation in TikTok Shop, such as a female sexy one-piece underwear. With the support of the platform, the business has grown from 10 daily sales to 4000 daily sales during the outbreak period, with a monthly sales of more than 40000 pieces, through small batch updating, main map optimization, cold start support, AB testing, and re coloring.

In the spring and summer of 2025, clothing, minimalist leisure, etc. are the core styles, and TikTok Shop will expand sports, navigation, and vacation styles accordingly; In terms of color, black, white and gray are the main colors, which will create relevant color systems to undertake the tone of powder wax; In terms of fabrics, women's clothing pays attention to soft fabrics, while men's clothing pays attention to denim splicing and technology fabrics. The platform will select appropriate fabrics according to the characteristics of men's and women's clothing; On printing, focus on striped flowers, etc., and focus on creating navigation series and related printing. Spring trend products started in December last year, and summer products were postponed for two months. Skirts and swimwear are the core categories in spring, while suits and T-shirts are the core categories in summer. We disassemble pallets by month and sales proportion. Flower, sailing and holiday series are the core trends in the first half of the year, each with its own characteristics and key commodities. From the perspective of style, leisure, sports, etc. are the core styles. The P0 style has stable performance, the P1 level has expanded high income, and the special style preferred by consumers under 25 years old is also concerned.

The brand hosting mode of TikTok Shop can "carry a bag to the sea". The platform solves storage and other difficulties, and provides operation and marketing support. Merchants can edit stores independently, and the platform helps brand operate official accounts. Now you can enjoy one-on-one training plan and other benefits.

04. Round Table Forum

Explore the new path of internationalization of Chinese clothing brands and jointly draw a new blueprint for the global market

host: Zhang Hewen General Manager of Guangdong Tongxin International Trade Co., Ltd

What difficulties have you encountered in developing overseas markets?

Guests: Guo Lili Head of TikTokShop cross-border e-commerce apparel product planning

In my cross-border work, I found that trade-related and small and medium-sized brand businesses face many challenges. In terms of cross-border performance, logistics timeliness and warehousing and other issues need assistance; In terms of payment, how to convert US dollars into RMB is a practical problem; Moreover, it is also critical to understand the cultural differences and aesthetics of different markets and countries when crossing borders. Our TikTok cross-border platform is trying to provide support and services, and we hope that businesses interested in going to sea can work with us to meet these challenges.

Guests: Zhou Yirun TikTokShop cross-border e-commerce apparel product planning manager

I found that businesses around me want to explore opportunities to promote goods overseas because of the fierce competition in domestic e-commerce and the huge potential of overseas market. Many businesses are vague about the concept of going to sea. For example, although the bosses of Century Plaza have ideas, they are not sure whether the products and aesthetics are suitable for overseas. The cross-border orders of traditional foreign trade and supplier enterprises have declined. They just want to take orders and produce, but they don't know about cross-border markets and brands. We choose suppliers to value their understanding of cross-border. Domestic big women's wear brands cannot be sold after going to sea, and cross-border suppliers are unwilling to distribute them. In addition, there are various ways to go to sea. When choosing a platform, you need to consider the adaptability of product content, cost and price, and your own advantages. At present, most businesses are in the stage of selling rather than building brands.

　　 Wang Haiwei Zhongyi cross-border CEO

TikTok platform is an interested e-commerce platform. Its products need to be suitable for content or have the ability to do content. There are also independent stations and other ways to go to sea. Many bosses want to do cross-border business without understanding cross-border terms, which is not good. Branded merchants who want to sell in TikTok must first understand the sales volume, price range and other data of products on the platform, and cannot be blindly confident. At present, the cross-border mainstream is mid - and low-end products. If the mid - and high-end brands want to sell more expensive, they have to create value, such as finding online celebrities to promote, showing in overseas media, etc. At present, many brands go to sea only as logos. Cross border e-commerce mainly sells goods. If you want to sell at a high price, you have to show your brand concept carefully. Now is a good time for China's powerful designer brands to enter cross-border e-commerce, but we should first think about the purpose of cross-border, because different purposes have different approaches.

host: Zhang Hewen General Manager of Guangdong Tongxin International Trade Co., Ltd

　　 What experience do you have in overseas market?

Guests: Guo Lili Head of TikTokShop cross-border e-commerce apparel product planning

I have witnessed TikTok's sea going mode. The 1.0 mode is full trusteeship, which helps businesses start from zero to cold start, dynamic sales, and sales. For example, a swimsuit becomes a popular product based on interest orientation. The 2.0 model is to encourage brands with original design ability to settle in light trusteeship. The platform helps them transform according to the market trend, like helping a business to transform from an industrial and trade type to a brand type, and also launched a series that conforms to European and American concepts.

Guests: Zhou Yirun TikTokShop cross-border e-commerce apparel product planning manager

After Zheng Qinwen won the Olympic Games this year, tennis became popular in China. I know that the United States and Britain are big tennis consumers. After perceiving the trend of the American market, our platform worked closely with businesses to analyze and launch products such as pure white, pleated tennis skirts, etc., businesses adjusted their pallets accordingly, and a small number of SKUs created considerable performance. Our platform can obtain real-time consumer information. For example, on Halloween, when a black sweater designed by a skeleton became a popular product, I immediately gave feedback to the merchants, suggesting adding colors, fluorescent elements, etc., just like the previous swimwear cases, we quickly created more popular products by communicating with merchants and combining trend insights, so as to provide one-stop support for merchants who do not understand the overseas market.

　　  Wang Haiwei Zhongyi cross-border CEO

In my opinion, cross-border terms, such as full trusteeship, small stores and UPS, should be understood first. Also learn to use plug-ins to view platform data, understand the sales volume and price range of products on the platform, spend time researching, find style, price range and sales volume, and see whether designers can make products that meet the needs of the platform and cost performance. For medium and high-end brands, if you want to sell more expensive, you have to build brand value, such as finding online celebrities to promote, and showing the brand in overseas media. When selling goods through cross-border e-commerce, we should show our brand concept, fabric, workmanship, etc. with the same care as building booths. Businesses should first think clearly whether cross-border business is to make money or build brands. Different purposes have different practices. Now is a good time for designer brands to enter cross-border e-commerce, and we should seize the opportunity.

05. Discuss the successful strategy of launching new accounts on the dithering platform in the vertical and clothing fields

　　Jason Peng  SHEIN Investment Manager

SHEIN is a world-famous e-commerce cross-border platform, whose business covers more than 150 countries and regions. SHEIN APP is widely used in the world. Most of the goods come from China. It has offices and factories in 20 countries, and has nearly 200 self operated brands. In the future, it will focus on promoting supplier brand operations.

There are two cooperation modes: ODM and OEM. ODM is applicable to factories, traders, etc., with flexible cooperation, small first order quantity but fast return order and large quantity, based on accurate market judgment and efficient supply chain management; For partners with strong supply chain capabilities, OEMs provide design solutions, contract labor and materials to settle according to the delivered quantity, and reduce the inventory rate.

There are many advantages in cooperation details, and the order frequency is high. Orders may be placed from Monday to Sunday to ensure continuous orders. The first order quantity is small, and there is no limit to return orders with the growth of sales data. The methods of receiving goods are diverse, and the freight is subsidized. The settlement method is flexible and the account period can be negotiated.

SHEIN provides all-round support for partners, with special guidance from investment attraction to order delivery, commodity management and other links. New merchants have a perfect training mechanism, including free support such as design and development, supply chain integration, system support, etc., such as regular sharing of supplier cases, organizing visits to leading merchants, providing resource support for popular products and carrying out internal training courses, We are committed to providing a low-cost, low-risk, simple and efficient cooperation model to create a brilliant career at sea.