How else can cross-border clothing e-commerce roll? Zhiyi old customers tell you.| Zi Bu silent× overseas exploration
2025-03-28
Zhiyi Technology
Whenever we talk about the representative enterprises of China's cross-border e-commerce industry, as:"The first share of cross-border footwear and clothing"The Zi Bu Yu Group (hereinafter referred to as "Zi Bu Yu") is definitely a topic that cannot be bypassed.
Recently, the Yingxi announcement released by Zibuyu shows thatIt is expected that the net profit in 2024 will reach 140 million to 160 million yuan, turning losses into profits year-on-year, the performance showed a substantial growth trend. Behind the surprising results, it is not Zi Buyu's confidence to deeply cultivate the cross-border garment industry for many years.
It is worth noting thatSince 2021, Zibuyu has reached a strategic cooperation with Zhiyi Technology and took the lead in accessing the "Zhiyi" product lineWith the help of AI big data, we can mine the popular password for clothing design and development. Last year, the cooperation between the two sides was further deepened.The new "Overseas Exploration" product has opened a new chapter in cross-border trend insight。
Next, let's talk about Zibuyu, starting from its rise and development path, and by the way, let's see what key roles Zhiyi Technology's AI big data has played in it.
Build 200 cross-border brands
In September 2008, the founder of Zibuyu, Hua BingruIn college, by chanceopened a Taobao women's clothing store, and embarked on the road of e-commerce entrepreneurship. Three years later, Hua Bingru founded Zibuyu Group, which entered the top 10 of Tmall women's clothing sales week in a short period of time, with sales directly exceeding 100 million yuan, with remarkable results.
But in 2014, that is, the second year of the "first year of the outbreak of China's mobile Internet", a large number of practitioners rushed into the e-commerce industry, and the entire e-commerce track became more and more crowded.
Source: Zibuyu's official website
With the sharp rise in orders in overseas markets,Zibuyu achieved sales of more than 100 million yuan in the first year of transformation into cross-border e-commerce, and also became the head brand of women's clothing sales in the Brazilian market in 2017。
In the following time, Zibuyu specialized in the European and American markets with huge market potential, and the company's performance and scale grew rapidly, achieving the world's first AliExpress clothing in 2 years, the world's first Wish clothing in 3 years, and the first Amazon clothing in North America in the second 3 years......
In 2022, which is difficult and involuted, Zibuyu has increased by 100% while the sales of the entire cross-border industry have fallen by 20%-40%, and it has becomeAmazon's No. 1 seller of shoes and apparel in the worldand in the same year's Double 11 shopping carnival to ring the gong to go public,It has completed the perfect transformation from an ordinary online store to the first share of cross-border footwear and clothing。
From its establishment in 2011 to its cross-border transition in 2014, it has been established for more than 10 years3There are more than 00 cross-border clothing brands, of which nearly 90 are popular brands with annual sales of more than 10 million(As of the second half of 2022), there are a total of 6,473 hot-selling products of various brands, and it is not an exaggeration to call it a representative enterprise of China's cross-border e-commerce.
What few people know is that behind the beautiful growth curve under difficult conditions is Zibuyu's extraordinary store opening strategy, which is beyond imagination:That is, to open brand stores with different positioning in large quantities, and decide whether to stay or go of relevant online stores according to the actual sales performance during the operation period。
The founder Hua Bingru believes that overseas consumers may not have strong brand loyalty, because the style is changeable, that is, to buy what they want, so the core logic of Zibuyu is to design and cost-effective, focusing on multi-brand and multi-explosive products.
Zibuyu's financial report shows that in the three years from 2019 to 2021 alone, the number of new online stores on third-party e-commerce platforms was 475, 265 and 192 respectively, and the number of terminated operations in the same year reached 370, 209 and 229 respectively, andAbout 18% of existing stores have been in operation for less than a year。
Under the competitive mode of opening and closing, outsiders see the number of online stores that fluctuate drastically, but the reality is that Zibuyu's brands have to fall into the "survival game" of life and death.The results of the volume are also remarkable, and Zibuyu has successfully incubated a number of footwear and clothing brands, such as:
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Sweater brand Imily Bela is a hot seller on Amazon, with sales growth of 36.1% and annual GMV growth of 41.8% from 2018 to 2021. In the first half of 2022 alone, the Imily Bela brand has sold more than 210,000 units.
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As of the first half of 2022, the cumulative sales volume of casual men's wear brand Runcati's cotton and linen shirt series products has reached 410,000 pieces, ranking among the top 3 of similar products on Amazon.
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Women's clothing brand Cicy Bell has sold 470,000 pieces and became the top 1 of its kind on Amazon's best-selling list in December 2020 and February 2022
soThe stable, continuous, high-frequency and unlimited category of explosive output stems from Zibuyu's strong design ability and data application analysis ability。
As an enterprise with more than 90% of its products being independently original design, Zibuyu's clothing design attaches great importance to trends, collects and integrates market sales data, and on the other hand, based on the company's years of accumulated user preference information, patterns and other design element databases, uses data-driven design to give Zibuyu clothing a faster design speed, a deeper understanding of user needs, and more comprehensive market feedback.
In order to fully apply market data to the design work,Zibuyu has even set up a design team of more than 200 people, 31.1% of whom have rich experience in digital operations, daily according to the summary of market data to predict and design potential "hot models".
Source: Overseas Exploration Zibuyu's brand Amazon store in the United States
Based on this, in the big data intervention design process,Zibuyu can launch more than 10,000 different styles of clothing every yearIt also solves the problem of slow response speed troubled by the garment industry.The new model goes from sample production to the launch of the first products in just 7 days。
What's even more commendable is that due to the full reference to the popular market trend,The average life cycle of the popular models produced by Zibuyu has reached 4-5 years, only need to optimize and iterate these popular models every year to stabilize the market share, further reducing the marginal cost.
Fast speed, accurate demand, many styles, low cost, visibleData-driven design is the nirvana that Zi Buyu beats other companies and successfully goes public, it is also the real hole card that Zi Buyu can roll out more than 300 brands.
He is also an advocate and practitioner of the concept of "data-driven design".Zhiyi Technology and Zibuyu Group coincided, and the two sides reached a cooperation in 2021Through the data intelligence SaaS products of the apparel industry, we will "roll" out the new speed of the industry with half the effort.
So how should "data-driven design" be applied to the process of clothing planning, design, and opening? After Zibuyu cooperates with Zhiyi Technology and connects to Zhiyi and overseas exploration products, we will provide AI empowerment solutions for the following work scenarios:
01 Discover market trends
The so-called data analysis application is not as simple as "seeing what the competition store is doing", but should embed data into the design DNA of each garment.
The first step of "data-driven design" starts from the source of new product development and product planningBefore the development and optimization of each new model, we will understand the market demand through data in advance, from the category and silhouette to the collar type and sleeve length, so as to predict the market acceptance of the new model after it is launched.
Source: Screenshot of overseas exploration products
Such as in the "Overseas Exploration Amazon Zone".【Market Analysis】In the function, we can see the multi-dimensional trend data of the overseas market with one click, covering key data such as category trends, design trends, and price trends of each apparel site, and assist the planning to quickly make decisions on the direction of the new season with the most comprehensive data.
Source: Screenshot of overseas exploration products
As shown in the figure above, we can clearly observe the color trend of women's skirts on Amazon in the United States in the past 30 days, and the market sales of black, white and blue are outstanding, so this data can be used as an important reference basis when designing, opening, and stocking.
includeThe most important third-party channelAmazon USThe Amazon section of overseas exploration also provides the "Amazon Trend" module as an overview of Amazon trends, including real-time data changes in the three major trend directions of search, social media and evaluation.
Source: Screenshot of overseas exploration products
When these huge overseas trend data that brings together colors, attributes, and prices are combined and corroborated with the company's historical order data, every clothing e-commerce company can benefit from itCreate your own clothing databaseIt is enough for the company to win at the starting line in the planning and design process, with more accurate insight into user needs and faster design speed, roll in the right direction, and seize the overseas market one step ahead.
02 Analyze the best-selling rankings
For every clothing seller, regardless of home and abroad,Inventory tails are eternal predators。 Because these out-of-season and outdated clothing are overstocked, they are very likely to become negative assets and even bring down a company.
Therefore, in the face of the apparel industry, where the priority of market sales is overwhelming, understanding consumer demand by analyzing the hot sales in the market is the top priority that all apparel e-commerce companies must implement throughout, especially in the relatively unfamiliar overseas market.
"Overseas Exploration - Amazon Zone".[Leaderboard] function可以成为商家们分析热销商品的好帮手，一站式浏览到最新的热销店铺榜、热销商品榜、站内新品榜、站内表生榜等，并支持采集导出，以此对销量、评价、SKU等各个维度展开统一分析。
Source:Screenshot of overseas exploration products
Click to go to any of the Leaderboards【Product detail page】, you can see the accurate market data of the target product, such as the BSR list, the number of stores and SKUs, etc., and can also be directly linked to the post with goods, similar products, the same INS model and 1688 supply,Maximize the use of data to analyze market acceptance, optimize your own products, and avoid popularity。
Source:Screenshot of overseas exploration products
Based on the above methods, sellers can:Analyze and compare the samples of popular models with outstanding sales performance, so as to dig deeper, more comprehensive and more real applicable data, is the simplest, most effective and most direct way for ordinary cross-border clothing e-commerce to create explosive models.
With the help of overseas exploration, we can see the sales data of any target store and style in the overseas market, which is convenient for us to split and interpret from various dimensions such as clothing design, market operation, and user feedback.
Source:Screenshot of overseas exploration products
When we compare a large number of popular models in the target market, it is not difficult to summarize a popular law, and use the objective data verified by the market to quickly build a database of popular models in various regional markets and categories, so as to facilitate their later realization of large-scale, efficient and high-frequency design and production.It is not difficult to make the involution of cross-border clothing e-commerce twice the result with half the effort。
With the gradual exhaustion of the traffic dividend of domestic e-commerce, cross-border e-commerce used to be one of the blue ocean industries with the fastest development speed and the greatest potential, but large manufacturers have frequently increased their weight, many new entrants, and the increasingly crowded track has now been swept out of the cruelty of the Red Sea.
Zibuyu's counterattack is mainly due to its excellent and excellent performance growth. In an uncertain market environment, everyone wants a relatively certain answer sheet to avoid risks.
The same is true of the cooperation between Zhiyi Technology and Zibuyu.Through data-empowered design, we aim at the opportunity to break the "volume", predict the market and avoid risks。
Cross-border e-commerce, which is forced to roll in, may bring more possibilities in the future, butZibuyu's "data-driven design" to achieve a deterministic story of breaking the book is more likely to be your story。
Cross-border clothing selection/finding talents
Just use [Overseas Exploration]
