柏林世界零售大会上的一位观众了解到，在线市场 Temu 和 Shein 正专注于欧洲，而 TikTok 可能是电子商务的未来。
An audience at the World Retail Congress in Berlin learned online marketplaces Temu and Shein are focusing on Europe while TikTok could be the future of e-commerce.
Xavier Xu, 熟食集团, 国际副总裁表示，Shein 在中国 新全球商业手册的小组讨论中将“a 大量资源投入到欧洲”。 Xu 表示，时尚“ 变化很快”，卖家很难在美国放置库存。 Shein的 的商业模式在那里被削弱, 他补充道。
Xavier Xu, VP International at Deli Group, said Shein is putting “a lot of resources into Europe” during a panel on China的 New Global Commerce Playbook. Xu said fashion is “fast changing” and that it的 difficult for sellers to place inventory in the US. Shein的 business model is weakened there, he added.
“A lot of the mid-size sellers, small sellers are shifting focus from US to Europe,” Xu said.他分享说Temu和Shein在欧洲大力投资“通过招募很多本土品牌,本土设计师和本土卖家”。 He said this approach helps with tariffs, while locally-sourced items are often better quality.
“A lot of the mid-size sellers, small sellers are shifting focus from US to Europe,” Xu said. He shared that Temu and Shein heavily invest in Europe “by recruiting a lot of local brands, local designers and local sellers”. He said this approach helps with tariffs, while locally-sourced items are often better quality.
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“总的来说，, 发送给欧洲人的商品中有 70-80% 是本地采购的,” 数字零售咨询公司 Tomorrow 的创始人兼首席执行官 Jordan Berke, 补充道。 “That的 a very different experience to the Shein we grew up with.”
“In all, 70-80% of what is sent to Europeans is locally sourced,” added Jordan Berke, Founder and CEO for digital retail advisory firm Tomorrow. “That的 a very different experience to the Shein we grew up with.”
Shein 本周正式宣布计划在 Shein Marketplace, 上为英国卖家推出一套新的本地化服务，为希望在线发展业务的品牌和零售商创建一个更加集成和高效的平台。
Shein officially announced plans this week to roll out a new suite of localised services for UK sellers on the Shein Marketplace, creating a more integrated and efficient platform for brands and retailers looking to grow their businesses online.
, Shein Marketplace 于 2024 年在英国推出，使品牌和卖家能够在线列出他们的产品,，从而使他们能够扩展业务并通过 Shein的 全球平台覆盖欧洲, 甚至更多国际, 的超过 1 亿客户。
Launched in the UK in 2024, Shein Marketplace enables brands and sellers to list their products online, allowing them to scale their businesses and reach more than 100m customers across Europe, and even more internationally, through Shein的 global platform.
Shein 现已与 THG Fulfill 合作，提供直接集成,，为卖家提供世界一流的全球物流能力。该合作伙伴关系允许订单直接从 Shein 市场流入 THG Fulfil的先进网络,，为卖家创建无摩擦的, 端到端流程，包括无缝退货流程, 深夜截止次日交货, 以及简化的规模扩大途径。
Shein has now partnered with THG Fulfil to offer a direct integration, to provide sellers with world-class global logistics capabilities. The partnership allows orders to flow straight from the Shein marketplace into THG Fulfil的 advanced network, creating a frictionless, end-to-end process for sellers including a seamless returns flow, late-night cut-offs for next day delivery, and a streamlined pathway to scale.
“We’很高兴看到超过 2,500 的英国卖家活跃在 Shein Marketplace,” 表示 Shein 欧洲、中东和非洲品牌运营高级总监 Christina Fontana,。 “It 尤其令人鼓舞的是，英国品牌通过 Shein 平台扩大了在欧洲的足迹和销售额。”
“We’re pleased to see more than 2,500 UK sellers active on Shein Marketplace,” said Christina Fontana, senior director for brand operations EMEA at Shein. “It的 especially encouraging to see British brands growing their footprint and sales across Europe through the Shein platform.”
徐还指出，社交媒体平台 TikTok 也在改变全球市场: “我们认为它更像是电子商务的未来。它的 不仅关于商品和价格, 它的 还关于内容和客户的 的愿望。该公司只有 10 年历史，就像 $7000 亿– 那 就像一个奇迹。”
Xu also pointed out social media platform TikTok is also changing the global marketplace: “We think of it more like the future of e-commerce. It的 not only about the item and the price, it的 also about the content and customer的 desires. The company is only 10-years-old and is like $700 billion – that的 like a miracle.”
内容工厂也是业务增长不可或缺的一部分: “内容是最重要的部分。我们有内容工厂来拍摄很多短片。我们现在使用大量人工智能, 30% 的剪辑是使用人工智能拍摄的。这将继续进行内容创作，并使我们能够在平台上获得大量良好的流量。”
Content factories are also an integral part of growing the business: “The content is the most important part. We have content factories to film a lot of the short clips. And we use a lot of AI right now, 30% of the clips are filmed using AI. This continues content creation and allows us to get a lot of good traffic on the platform.”
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