国内如何访问Google？服装出口万亿赛道上的SHEIN与巨头争锋
国内如何访问Google？服装出口万亿赛道上的SHEIN与巨头争锋
How to Access Google in China? The Battle for Trillion-Dollar Apparel Export Market Between SHEIN and Tech Giants
图片来源@视觉中国
服装、家具、家电被称为外贸出口"老三样"。其中，服装是2023年我国仅有的两个出口规模超万亿的类目。据海关总署统计，2023年我国服装出口达1.12万亿元。
Apparel, furniture, and home appliances are known as the "big three" of China's exports. Among them, apparel was one of only two categories with export value exceeding one trillion yuan in 2023. According to customs statistics, China's apparel exports reached 1.12 trillion yuan last year.
这个万亿出口赛道是中国众多全球化品牌的孕育场。仅仅苏州虎丘的婚纱产业，就造就了"跨境电商第一股"兰亭集势，将SHEIN送上马，为黄峥创立拼多多带来一桶金。
This trillion-yuan export market has nurtured many Chinese global brands. The wedding dress industry in Suzhou's Huqiu district alone gave birth to LightInTheBox (the first cross-border e-commerce IPO), propelled SHEIN's rise, and provided the initial capital for Colin Huang to establish Pinduoduo.
为什么服装成为出海巨头的必争之地？
Why Apparel Became the Battleground for China's Tech Giants?
服装赛道对跨境电商具有独特优势：
- 非标属性：难以被亚马逊标准化管理
- 高频消费：美国人均年购65件服装
- 独立站友好：Shopify上最受欢迎的品类
The apparel sector offers unique advantages for cross-border e-commerce:
- Non-standardized nature: Difficult for Amazon to standardize
- High purchase frequency: Americans buy 65 clothing items per year on average
- DTC-friendly: Most popular category on Shopify
四大出海巨头的服装战略
Apparel Strategies of Four Major Chinese Global Players
| 品牌 | 战略定位 | 估值 |
|---|---|---|
| SHEIN | 快时尚+平台模式 | 660亿美元 |
| 安踏 | 专业运动垂类 | 亚玛芬市值65亿美元 |
| 赛维时代 | 亚马逊渠道品牌 | 135亿人民币 |
| Art by Physicist | 科技时尚DTC | 未披露 |
中小企业的生存之道
Survival Strategies for SMEs
面对巨头竞争，中小企业可以采取以下策略：
- 聚焦细分人群：如大码女装、男性内衣
- 深耕垂直品类：如真丝服饰、医疗服装
- 创新品类定义：如科技时尚、环保服装
Facing competition from giants, SMEs can adopt these strategies:
- Focus on niche demographics: Plus-size women's wear, men's underwear
- Specialize in vertical categories: Silk apparel, medical uniforms
- Redefine categories: Tech-fashion, sustainable clothing
从"八亿件衬衫换一架飞机"到如今SHEIN等品牌全球争锋，中国服装出口已进入品牌出海的新阶段。在这个万亿赛道上，既有巨头鏖战，也有细分机会，关键在于找准自身生态位。
From "800 million shirts for one airplane" to today's global brand competition led by SHEIN, China's apparel export has entered a new phase of brand globalization. In this trillion-yuan race, while giants battle fiercely, niche opportunities abound - the key lies in identifying the right positioning.
