客户最多的SEO推广招聘：谷歌运营推广到底难不难？Cider赶超SHEIN的路还有多远？
客户最多的SEO推广招聘：谷歌运营推广到底难不难？Cider赶超SHEIN的路还有多远？
SEO Recruitment with Most Clients: Is Google Advertising Really Difficult? How Far is Cider from Overtaking SHEIN?
作者：后浪调研小组 庄思虹
Author:Post Wave Research Group, Zhuang Sihong
2020年10月，Christa Allen在TikTok发布的一条视频意外走红。视频中她身着范思哲条纹连衣裙，重现了电影《女孩梦三十》的经典穿搭。这一波热度被中国出海快时尚品牌Cider巧妙利用，推出"范思哲同款"成功收割海外消费者。
In October 2020, a video posted by Christa Allen on TikTok unexpectedly went viral. In the video, she wore a Versace striped dress, recreating the classic outfit from the movie "13 Going on 30". Chinese fast-fashion brand Cider cleverly capitalized on this trend by launching a "Versace-inspired" collection, successfully capturing overseas consumers.
Cider的崛起速度令人咋舌：
Cider's rapid rise is astonishing:
- 成立仅1个月就登上Vogue杂志
- Featured in Vogue magazine just 1 month after establishment
- 2020年5月成立至今完成4轮融资
- Completed 4 rounds of financing since its founding in May 2020
- 估值逼近10亿美元
- Valuation approaching $1 billion
SEO关键点：Cider的成功很大程度上得益于社交媒体营销和网红经济。品牌通过TikTok、Instagram等平台快速建立知名度，这正是当前跨境电商SEO推广的重要趋势。
SEO Key Point: Cider's success largely stems from social media marketing and influencer economy. The brand quickly built awareness through platforms like TikTok and Instagram, which represents an important trend in current cross-border e-commerce SEO promotion.
供应链优势：Cider将工厂设在中国大陆，采用"小单快返"模式，既控制库存风险又保持价格竞争力。这种供应链管理方式值得跨境电商企业学习。
Supply Chain Advantage: Cider locates its factories in mainland China and adopts a "small batch quick return" model, controlling inventory risks while maintaining price competitiveness. This supply chain management approach is worth learning for cross-border e-commerce companies.
社交媒体营销策略：
Social Media Marketing Strategy:
- Instagram粉丝15个月突破240万
- Gained over 2.4 million Instagram followers in 15 months
- TikTok内容以极简风格为主
- TikTok content features minimalist style
- 与韩国网红Pony合作情人节系列
- Collaborated with Korean influencer Pony for Valentine's Day collection
面临的挑战：
Challenges Faced:
- 抄袭争议（如伦敦设计师Lydia Bolton指控）
- Plagiarism disputes (e.g. accusations from London designer Lydia Bolton)
- 物流问题（国际配送延迟）
- Logistics issues (international delivery delays)
- 质量投诉（如英国学生Helena反映的炸线问题）
- Quality complaints (e.g. seam bursting reported by UK student Helena)
SEO建议：对于想要效仿Cider成功模式的企业，建议：
SEO Suggestions: For companies wanting to replicate Cider's success model, we recommend:
- 加强社交媒体SEO优化，特别是Instagram和TikTok
- Enhance social media SEO optimization, especially for Instagram and TikTok
- 建立完善的供应链管理系统
- Establish a complete supply chain management system
- 重视原创设计，避免版权纠纷
- Value original designs to avoid copyright disputes
- 优化国际物流体验
- Optimize international logistics experience
结论：虽然Cider展现了惊人的增长潜力，但要真正赶超SHEIN，还需要解决产品质量、原创性和物流等关键问题。这也给其他跨境电商企业提供了宝贵的经验教训。
Conclusion: Although Cider has shown amazing growth potential, to truly surpass SHEIN, it still needs to solve key issues such as product quality, originality and logistics. This also provides valuable lessons for other cross-border e-commerce companies.
