In the current booming development of cross-border e-commerce, Chinese qipao has taken advantage of this trend and stepped onto the world stage with its unique oriental charm. Data shows that in 2024, the cross-border e-commerce sales of qipao will increase by over 30% year-on-year, with a significant growth rate. The United States, Europe, Australia and other regions have become major markets, and global consumers' love for cheongsams is increasing day by day. Its exquisite tailoring and rich cultural connotations are attracting the attention of countless fashion enthusiasts.
Cross border e-commerce platforms such as Xiaohongshu have provided strong support for qipao sales. The platform can convert 28 languages in real-time through an intelligent translation engine, accurately conveying product details such as material and craftsmanship of qipao to global consumers, eliminating language barriers. In terms of logistics, we have established deep cooperation with logistics giants such as DHL and SF Express to launch fast shipping channels, which can deliver in as fast as 3 days in some areas. At the same time, introducing North American MCN institutions to provide merchants with localized operational support throughout the entire process from market research, product positioning to marketing promotion. This series of measures has achieved significant results, with the first batch of qipao merchants settling in significantly increasing their exposure and a short video conversion rate of up to 8.7%.
Merchants actively innovate and deeply integrate traditional and modern elements. In terms of design, it retains classic crafts such as embroidery and buckle, while incorporating international popular colors and simple lines; In terms of size, we offer diversified choices based on the body characteristics of consumers from different countries. In terms of marketing and promotion, merchants leverage overseas social media platforms to collaborate with fashion bloggers and internet celebrities, and through fashion blockbusters, product reviews, and other means, bring qipao into the global consumer eye.
But the development of cross-border e-commerce for qipao has not been smooth sailing. The pressure of tariffs is at the forefront, with the United States imposing a 20% tariff on Chinese goods and the European Union canceling its small tax exemption policy, which has increased export costs. In response, some merchants have set up backup warehouses in Mexico, Southeast Asia and other places, adopting a transit mode to reduce costs. Data compliance is also a challenge, as Europe and the United States have strict regulations on the cross-border flow of user data. Relevant platforms have established data centers in Hong Kong and adopted dual protection measures of "localized data storage+encrypted transmission". Cultural differences and trust barriers also exist, and businesses need to have a deep understanding of local cultural customs, provide 24-hour multilingual customer service, and a 30 day no reason return policy.
In the future, with the increasing frequency of cultural exchanges, the prospects for cross-border e-commerce of qipao are broad. Personalized customization services will become mainstream in products; In terms of market expansion, emerging markets along the "the Belt and Road" have huge potential. The qipao is becoming a fashion bridge connecting China and the world with a brand new posture.
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