Research On The Stand Alone Website Model Of Fast Fashion Enterprises In The Context Of Cross-border E-commerce

As an emerging form of trade,cross-border e-commerce is a new trend in the future development of international trade and has become an important pole to promote the growth of foreign trade.In 2021,there were 10,900 new cross-border e-commerce-related enterprises in China,an increase of 72.2% year-on-year.Cross-border e-commerce promotes the de-intermediateization of international trade,allows goods to be directly facing foreign consumers,and provides a channel for enterprises to participate in international trade,which is of great significance for the transformation and upgrading of China’s foreign trade and the construction of a new development pattern of domestic and international double circulation.Cross-border e-commerce clothing industry is in a stage of rapid development,the past five years of global clothing industry annual growth rate of17.7%,clothing trade enterprises rely on third-party platforms,web portal and multiple channels to build "Internet + cross-border trade" service system.With a global market size of $759.5 billion in 2021,Apparel,Footwear and Accessories is the world’s largest online retail segment.Fast fashion is favored by consumers for its rapid response to consumer demand and closely following fashion trends,especially Generation Z consumers are more willing to spend time on online shopping while pursuing uniqueness,personality and fashion.Backed by China’s strong garment industry chain,fast fashion brands have explored overseas markets.There are two main ways for Chinese fast fashion enterprises to participate in cross-border e-commerce B2 C.With the increasing number of merchants on third-party platforms,fierce competition,increasingly complex store rules,and increasing transaction costs,more and more cross-border e-commerce companies choose to participate in cross-border trade by establishing web portal.Chinese fast fashion companies often have strong production capacity,but there is still a lot of room for development in product design,supply chain management and brand building.China’s fast fashion cross-border e-commerce enterprises are mainly shopped,and brand building and supply chain construction are still in the initial stage.This paper studies fast fashion enterprises’ participation in cross-border trade in the mode of stand alone website,selects Domestic fast fashion enterprise SHEIN as a case,analyzes its corporate behavior in the process of building stand alone website,and then puts forward suggestions for fast fashion enterprises to build stand alone website.Cross-border e-commerce in international trade influence and role is increasingly increasing,is china’s fast fashion enterprises to explore overseas markets to alleviate the fierce domestic competition in the effective way,stand alone website with its flexible rules and strong ability to resist risks,more suitable for differentiated competition and other advantages to become a new choice for fast fashion enterprises.Chinese fast fashion enterprises should continue to explore the development path of overseas markets,get rid of the low-end role of the value chain as soon as possible,achieve industrial upgrading,and let China’s fast fashion brands occupy a place in the world market.