文｜轩婷 在广州番禺国际时尚纺织服装产业集群的标准化厂房里，陈迪的手指在数字化生产系统屏幕上轻轻滑动,实时跳动数字有订单进度，还有某款缩褶连衣裙 的全球销量数据。 与此同时，东莞虎门的工厂里，一件件印有复杂花纹的定制成衣从生产线输出，几天后将直达全球消费者的手中。 乘"跨境电商"这一贸易新业态新模式的东风，在全球时尚产业重构与国内"十五五"规划建议推进传统产业升级的双重浪潮下，纺织服装业作为我国支柱产 业，正让上述来自于我国传统服装产业带的工厂，经历一场从"规模扩张"到"价值跃升"的深刻变革。 工信部数据显示，我国纺织服装业中小微企业占比高达99.8%，这些扎根产业带的工厂，曾普遍面临数字化水平低、订单波动大、绿色转型难等痛点。 作为快速崛起的全球第三大时尚零售商和跨境电商龙头企业，SHEIN正以"链主"身份，通过技术创新、模式重构与生态共建，为传统工厂注入转型动能。 而不同产业带、面临不同困境的工厂，正用他们各自的转型故事，勾勒出携手"链主"企业如何撬动产业升级的蝶变。 三十年老厂的数字重生 1994年广州，南下的浪潮裹挟着机遇与未知，刚从老家出来的陈迪，攥着简单行囊一头扎进了服装行业。 从衣车裁缝的一针一 ...

真维斯越来越少的线下门店，让不少人感叹，正在消失的似乎 不只是一个品牌，而是"那时候朝气蓬勃的日子"。在这些被唤 起的记忆之外，人们较少追问的是：这个进入中国已三十多年 的品牌，这些年发生了什么——包括近十年来把生意一点点转 到线上，重新找位置。 作者： 李佩珊 封图：受访者供图 编者按：2025年，经济观察报以"我们的四分之一世纪"为年终特刊主题，旨在通过数十位时代亲历者的故事，共绘一幅属于这段岁月的集体记忆图 谱。 2025年11月22日，小红书上一条标题为"北京最后的真维斯"的帖子引发了大量关注。定位在东四的门店照片中，蓝底白字的"JEANSWEST 真维斯"招 牌仍然悬挂着，橱窗里却贴着一张红色告示，"31 年时光相伴，感恩一路有您支持。撤店清货"。 评论区迅速聚集了近千条留言，"怀念"成为被反复触发的关键词。有人回忆起学生时代"咬着牙买的第一条牛仔裤"，有人说这是工作、结婚后为自己和 伴侣添置衣服的地方。越来越少的线下门店，让不少人感叹，正在消失的似乎不只是一个品牌，而是"那时候朝气蓬勃的日子"。 在这些被唤起的记忆之外，人们较少追问的是：这个进入中国已三十多年的品牌，这些年发生了什么——包括近十年 ...

编者按：2025年，经济观察报以"我们的四分之一世纪"为年终特刊主题，旨在通过数十位时代亲历者的 故事，共绘一幅属于这段岁月的集体记忆图谱。 2025年11月22日，小红书上一条标题为"北京最后的真维斯"的帖子引发了大量关注。定位在东四的门店 照片中，蓝底白字的"JEANSWEST 真维斯"招牌仍然悬挂着，橱窗里却贴着一张红色告示，"31 年时光 相伴，感恩一路有您支持。撤店清货"。 评论区迅速聚集了近千条留言，"怀念"成为被反复触发的关键词。有人回忆起学生时代"咬着牙买的第 一条牛仔裤"，有人说这是工作、结婚后为自己和伴侣添置衣服的地方。越来越少的线下门店，让不少 人感叹，正在消失的似乎不只是一个品牌，而是"那时候朝气蓬勃的日子"。 在这些被唤起的记忆之外，人们较少追问的是：这个进入中国已三十多年的品牌，这些年发生了什么 ——包括近十年来把生意一点点转到线上，重新找位置。 "我们不到四十岁，已经把我们这一辈子要用的钱都赚足够了。"73岁的杨勋，中气十足地说出了这句 话。在他身后，旭日集团会客室的陈列墙上，摆放着一组组数据、照片和慈善事业的荣誉证书——那是 他与兄长杨钊在商海浮沉 51 年间留下的痕迹。 19 ...

在宝妈群体中，"TK跨境电商"已成为高频讨论的创业关键词。大苗团队提出的"短视频+社交裂变+轻资 产"模式，凭借低门槛、高灵活性的特点，吸引大量宝妈入局。但"轻松盈利"的承诺背后，实则暗藏机 遇与挑战的双重逻辑。 一、算法红利：新手入局的黄金窗口期 TK的"去中心化"算法为宝妈卖家提供了天然流量池。数据显示，0粉丝新号发布优质内容，首条视频即 可获得5000-10万次曝光，这种机制让宝妈无需烧钱投广告即可积累初始流量。 例如，杭州宝妈李女士通过分析视频评论高频词，72小时内完成新品设计并上架，首月利润突破4000美 元；义乌宝妈仅用10条测试视频锁定宠物折叠食盆，日均千单的销量验证了"数据化选品+一件代发"的 可行性。这种"小单快反"模式，让宝妈能以极低风险切入市场。 二、轻资产模式：碎片化时间的变现利器 宝妈群体的核心痛点在于时间碎片化与家庭责任冲突。TK项目通过"无货源+一件代发"模式，将启动成 本压缩至3000-5000元，资金周转周期缩短至7-15天。例如，宝妈单日仅需1-1.5小时即可完成选品、内 容发布与订单处理，3个月后可独立管理1-2个账号。 技术工具的赋能进一步降低操作门槛：Canva模板+ ...

Core Insights - The e-commerce industry is undergoing a significant transformation, moving away from the previous era of rapid growth to a more challenging environment where growth rates have drastically slowed down [1][3][24] Industry Overview - The growth rate of online retail sales in China for the first three quarters of 2025 is only 0.89%, marking the second consecutive year of single-digit growth [3][7] - The proportion of online retail in total social consumer goods retail has stagnated between 24% and 27% for several years, indicating a lack of momentum in the sector [3][7] Comparison with Offline Retail - Offline retail has shown a recovery, with a year-on-year growth of 4.59% in the first three quarters of the year, suggesting consumers are becoming more rational and experience-oriented in their purchasing behavior [5][7] Financial Performance of Major Players - Alibaba's latest quarterly revenue increased by 5%, but its net profit plummeted by 72% to 10.3 billion [7] - JD.com reported nearly a 15% revenue increase, yet its profit shrank by over 50% [7] - Pinduoduo's revenue growth has also slowed to single digits for two consecutive quarters, highlighting a common trend of "increased revenue but decreased profit" across the industry [7][9] Competitive Landscape - The entry of new competitors such as Douyin, Xiaohongshu, Bilibili, and video platforms has intensified competition, leading to a price war and increased marketing expenditures [9][11] - Traditional e-commerce platforms are struggling to adapt to the "watch and buy" model popularized by content platforms, which has shifted consumer behavior [9][11] Strategies for Adaptation - Companies are exploring new avenues such as "instant retail" and leveraging AI technology to enhance efficiency and customer targeting [13][15] - 78% of live-streaming e-commerce companies are utilizing AI to improve efficiency, with some reporting a 40% increase in conversion rates [15] Innovative Approaches - SHEIN exemplifies a successful model by employing a digital flexible supply chain and small-batch production, allowing for rapid market response and reduced inventory [17][20] - Other companies are also exploring personalized customization and transparent supply chains to enhance efficiency and customer satisfaction [20][22] Future Outlook - The current industry shake-up is seen as a positive development, pushing the sector towards more sustainable practices and a focus on efficiency rather than mere growth [24][25] - The essence of e-commerce remains unchanged: effectively connecting supply and demand while minimizing transaction costs [22][24]

Core Viewpoint - Shein's expansion into France has faced significant backlash, including protests and regulatory scrutiny, highlighting challenges in its international growth strategy [1][4][15] Group 1: Company Overview - Shein, founded by Xu Yangtian in 2007, initially focused on wedding dresses and has since evolved into a major player in the global fast fashion market, achieving revenues of $32.5 billion in 2023, up from $610 million in 2016 [2][4] - The company has been recognized as the third-largest fashion retailer globally, following Nike and Adidas, and has experienced rapid growth, with a reported sales increase of 19% in 2023 [4][5] Group 2: Financial Performance - Despite a revenue increase to $38 billion in 2022, Shein's net profit fell by 40% to $1 billion, reverting to 2021 levels, indicating potential financial instability [4][5] - Shein's financial strategy includes plans for an IPO, initially targeting the New York Stock Exchange but later shifting focus to the London Stock Exchange and potentially Hong Kong due to regulatory challenges [4][5][7] Group 3: Regulatory and Market Challenges - Shein's attempts to distance itself from its Chinese origins have raised concerns among regulators, particularly regarding its offshore business practices and tax strategies [5][9][10] - The company has faced scrutiny over its tax payments in the UK, where it reportedly generated £2 billion in sales but paid only £9.6 million in taxes, leading to allegations of profit shifting [9][10] Group 4: Strategic Moves and Future Outlook - Shein's recent decision to open its first physical store in Paris was met with protests and negative media coverage, reflecting the challenges of its brand image and operational practices [1][15] - The company is exploring options to relocate its headquarters back to China, indicating a potential shift in strategy as it prepares for an IPO and aims to solidify its market position [13][15]

【环球网科技综合报道】据广州海关最新数据，今年前10月，广州市外贸进出口总值破万亿元达1.02万亿元，创下历史同期新高，同比增长12.1%，其中， 出口同比增长20.5%，增速居全国主要外贸城市首位、广东省21个地市首位。 自我国跨境电商综合试验区设立十年来，跨境电商如今已成为推动我国外贸转型升级的重要引擎。今年以来，打造"跨境电商之城"的广州联动SHEIN（希 音）、亚马逊、速卖通等持续举办"跨境电商+产业带"活动，拉动全市跨境电商进出口保持两位数增长。 以SHEIN为例，在国内，作为"链主"企业，在其创新的"小单快反"柔性供应链模式下，持续以技术创新、培训支持、工厂扩建、供应商社区公益、绿色低碳 等"链式"改造，驱动国内传统制造业的数字化、智能化、绿色化提质升级。数据显示，自2023年上半年推出"五年5亿元"供应商赋能计划，两年来SHEIN已 帮助服装工厂实现了数十万平方米的厂房、食堂和宿舍等硬件环境升级改造，开展各类业务、经营培训近1400场，累计投入近3亿元全面提升供应商综合能 力。今年上半年，SHEIN投入了近3000万元用于技术创新和精益化建设，开展培训超250场，同时关爱供应商工人的"聚星光"与 ...

Core Insights - The global cosmetics market is dominated by Western brands, with the top five companies holding a market share of approximately 44% in 2024 [2] - SHEIN has successfully entered the cosmetics market with its brand SHEGLAM, achieving significant sales growth through e-commerce and offline retail strategies [6][7] - SHEGLAM's unique positioning focuses on affordability and quality, targeting a market segment that is less concentrated compared to high-end brands [16] Group 1: Market Dynamics - The global cosmetics market has a compound annual growth rate (CAGR) of 6.3% from 2020 to 2024, with a total market size nearing $800 billion [2] - The concentration of market share among leading brands creates opportunities for new entrants to target the lower price segments where competition is less fierce [10][12] - In regions like Saudi Arabia, consumer behavior is split, with some consumers being frugal while others are willing to spend, allowing new brands to find niche opportunities [12] Group 2: SHEGLAM's Strategy - SHEGLAM's pricing strategy positions its products between $1 and $20, with many items priced below $5, making it competitive against Western brands [16] - The brand leverages its parent company SHEIN's extensive user base and e-commerce platform to penetrate various international markets [21][22] - SHEGLAM has established a significant offline presence in the Middle East, opening over 900 retail outlets in the UAE and collaborating with major retailers in Saudi Arabia [32] Group 3: Product Development and User Engagement - SHEGLAM emphasizes user co-creation and feedback to inform product development, utilizing social media platforms for consumer insights [41][42] - The brand has a diverse product range with over 1,000 SKUs, focusing on localized needs such as skin tone matching in different regions [39][42] - SHEGLAM's approach to market entry includes understanding regional consumer preferences and adapting products accordingly, such as developing long-lasting makeup for hot climates [39] Group 4: Competitive Landscape - The competitive landscape in the Middle East is less concentrated compared to mature markets like the US and Europe, providing SHEGLAM with a favorable environment to establish itself [25][27] - The retail channel dynamics differ significantly between regions, with beauty specialty stores being more prominent in the Middle East compared to e-commerce in Western markets [29][30] - SHEGLAM's strategy to avoid direct competition with established brands allows it to carve out a unique market position [16][27]

Core Insights - SHEIN is heavily investing over 10 billion in upgrading its smart supply chain while experiencing significant growth in overseas markets [1][20] - The company has adopted a unique "small order quick response" flexible supply chain model, allowing it to minimize inventory and respond rapidly to market trends [4][6] - SHEIN's initiatives include a systematic carbon reduction project for suppliers, enhancing both environmental and economic benefits [1][7] Group 1: Market Performance - SHEIN ranks as the third largest fashion retailer globally, surpassing brands like ZARA, H&M, and Uniqlo, with a market share of 1.53% in 2024 [5] - The app has maintained the top position in global fashion apparel downloads and is the second most downloaded shopping app in the U.S. as of August [5] - Google search volume for SHEIN surged by 25% last month, indicating rising consumer interest [5] Group 2: Supply Chain Innovations - The "small order quick response" model allows SHEIN to produce only 100-200 pieces initially, significantly reducing inventory levels compared to the industry average of 30% [6][7] - SHEIN has developed over 170 innovative tools since the establishment of its Fashion Manufacturing Innovation Research Center, improving operational efficiency by an average of 80% [12][19] - The company is investing in smart supply chain facilities, including a 35 billion yuan project in Zhaoqing, expected to create 20,000 to 30,000 jobs [13] Group 3: Sustainability Efforts - SHEIN's carbon reduction project aims to assist suppliers in achieving net-zero targets while improving energy management and reducing operational costs [1][8] - The company is collaborating with Donghua University to develop a new generation of recycled polyester technology, enhancing the sustainability of its materials [15][17] - SHEIN's initiatives in digital transformation and green practices are expected to significantly reduce water usage and carbon emissions, contributing to the sustainable development of the fashion industry [19][20]

Core Insights - The global fashion industry is experiencing a divide, with traditional giants like Inditex and H&M facing challenges while emerging players like SHEIN are rapidly gaining market share [2][20] - SHEIN is projected to become the largest player in the global fashion market by 2025, with significant increases in web traffic and brand recognition among younger consumers [2][20] Group 1: Market Dynamics - Traditional fashion brands are seeing single-digit sales growth, contrasting with SHEIN's substantial traffic increase of 9.74% in August [2] - In a survey, 90% of young girls in the U.S. recognized the SHEIN brand, highlighting its strong market presence [2] - The shift from large orders to smaller, more personalized orders is driven by changing consumer preferences for unique products [7] Group 2: Operational Efficiency - SHEIN's model of small orders and quick response times allows factories to maintain low inventory levels, reducing unsold stock to single digits [6] - Factories partnering with SHEIN have reported significant increases in order volumes and faster payment cycles, enhancing operational stability [6][20] - The traditional manufacturing model is evolving, with a focus on digital transformation and efficiency improvements through technology [8][12] Group 3: Technological Innovation - SHEIN has invested in over 170 tools to enhance production efficiency, achieving an overall efficiency increase of 80% for suppliers [12] - Automation and digital tools are being implemented in factories, reducing reliance on manual labor and improving quality control [9][12] - New technologies in fabric printing and garment production are significantly reducing water usage and energy consumption, contributing to sustainability goals [18][19] Group 4: Strategic Investments - SHEIN is investing over 10 billion yuan in smart and green supply chain initiatives, including the establishment of smart industrial parks [14][15] - The company aims to create a collaborative ecosystem among small and medium-sized factories to enhance competitiveness and efficiency [15][20] - SHEIN's commitment to achieving net-zero emissions by 2050 reflects its focus on sustainability and environmental responsibility [16][18] Group 5: Competitive Positioning - SHEIN has surpassed traditional retailers like Zara and H&M to become the third-largest fashion retailer globally, with a market share of 1.53% [20] - The company's success is attributed to its innovative business model, digital supply chain transformation, and strategic investments in the domestic market [20] - SHEIN's approach serves as a new model for international expansion, leveraging profits from global markets to enhance local supply chains [20]