"Seize the Opportunity, Trade Globally" - China Lingerie and Apparel Cross-Border E-Commerce Development Conference Successfully Held

SIUF - Shenzhen International Underwear Fair 2025.
As consumers increasingly shift to online shopping, the global e-commerce industry has rapidly developed, creating new opportunities in the market. This conference invites leading cross-border platforms, operational service agencies, and brand merchants to share their insights and analyze the latest trends in the cross-border lingerie and apparel market for 2025. It offers product suppliers and sellers the latest product selection advice, market insights, and operational strategies, helping more apparel products and sellers stand out in the competitive market and tap into the cross-border blue ocean. On March 26, the "Seize the Opportunity, Trade Globally" China Lingerie and Apparel Cross-Border E-Commerce Development Conference was held at Hall 2 of the Shenzhen (Futian) Convention and Exhibition Center. This forum was organized by the China (Shenzhen) International Brand Lingerie Exhibition Organizing Committee and the Shenzhen Lingerie Industry Association, with special support from SHEIN, TikTok Shop, Asia Influencer X, Dubai Chamber of Commerce and Starpan Cross-Border.

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Speech by Hong Peilin, Director of Shenzhen E-Commerce Service Center and Member of the Expert Committee of Guangdong E-Commerce Association

Guest Speakers

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TikTok Shop's Full-Managed Innerwear Industry Operations Manager, Zhang Mengyan, in her presentation titled "TikTok Shop Innerwear Industry Cross-Border Product Strategy," analyzed the three key characteristics of TikTok users: high attention, high purchasing power, and high activity, which provide a strong foundation for e-commerce development. The full-managed model launched by TikTok Shop in cross-border e-commerce offers comprehensive business support, encouraging OBMs (Original Brand Manufacturers) to leverage their supply chain and product advantages to take their products overseas. Through case studies of popular innerwear products, various marketing strategies were unlocked.

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Starpan's Cross-Border Market Manager, Qiang Yimei, in her keynote "Starpan's AI Smart Cross-Border Branding Solutions for Global Expansion," discussed the trends of Chinese lingerie and apparel going global. She forecasted that by 2025, Chinese lingerie brands' share of the overseas consumer market will approach half of the total market. She emphasized the importance of building independent websites for Chinese lingerie brands planning to expand internationally, as well as using technologies like big data and AI to optimize supply chain management, precision marketing, and social media promotion to enhance overall competitiveness.

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Asia Influencer X Founder, Fan Yafu, in his talk on "Southeast Asian E-Commerce Expansion Logic, Culture, and Thinking," analyzed e-commerce trends in Southeast Asia. He noted that over 57% of people go to e-commerce websites to find new products (Statista, 2025). Social media plays a crucial role in brand research, influencing up to 80% of decisions. Cross-border e-commerce is also rising quickly. By 2029, the e-commerce market is expected to reach $191.2 billion (Statista, 2025). The increasing number of internet users and smartphone users, as well as the rise of the middle class driving consumption upgrades, will provide opportunities for social e-commerce and mobile payments. However, challenges such as logistics issues, regulatory differences, and a lack of digital skills need to be addressed.

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SHEIN's Senior Business Development Manager, Walter Ning, in his talk titled "SHEIN's Company and Self-Operated Business Development Policy," analyzed SHEIN's global expansion trends and mentioned the continuous growth in e-commerce retail sales, with fashion categories having the largest share, especially apparel. SHEIN is a global leader in fashion and lifestyle online retail, dedicated to providing consumers worldwide with fashion and lifestyle products. From SHEIN's own brands to third-party products, it meets the diverse, cost-effective, and service-oriented fashion needs of global consumers, covering a full range of products and aiming to make "fashion beauty accessible to everyone."

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The Dubai Chamber of Commerce, established in 1965, is a non-profit official chamber dedicated to creating a favorable business environment to support private sector development and promote Dubai as one of the most international business hubs. He Qian, the Dubai Chamber's representative in China, in her talk "Entering the Middle East and Decoding Dubai's Business Environment," provided an overview of Dubai's investment environment. She highlighted that the strong China-Arab relationship, excellent geographical location, ideal business environment, and favorable fiscal policies make Dubai an optimal choice for overseas expansion.

This event has gathered key stakeholders to further help companies navigate the new cross-border e-commerce landscape and build new international trade channels, advancing the development of cross-border e-commerce in intimate apparel. Going forward, SIUF will deepen industry cooperation with cross-border platforms, empower enterprises, and help more businesses seize the opportunity of "cross-border expansion," aiding their transformation and development, and achieving new growth.

Shenzhen International Underwear Fair (SIUF), March 25-27, Shenzhen Convention and Exhibition Center, China. In partnership with Southeast Asia marketing agency [http://www.asiainfluencerx.com] - Asia Influencer X.
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