On Monday, cross-border e-commerce media outlet Egain News learned from sources that Beijing-based tech giant and TikTok owner ByteDance has launched a women’s clothing brand known as Dmonstudio. Given the website style and professed business scope, its operations model is highly comparable to Shein, the leader of cross-border clothing e-commerce with a valuation of over $50 billion.
At present, Dmonstudio has two major domain names – dmonstudio.com and dmonstudio.myshopify.com – both of which refer to the same brand. In addition, according to its official website, the two sites are operated in many countries and regions around the world, which are respectively related to Guangzhou C.X Media Technology Co., Ltd. and Guangzhou Fanchen Zhishang Technology Co., Ltd., with a business scope including wholesale and retail of clothing and apparel.
According to a TikTok insider, although the website has only recently been launched, it has been prepared internally for some time. This project belongs to the so-called “S-level” within ByteDance, and is under the direct supervision of Kang Zeyu, in charge of e-commerce for the company.
Following scrutiny of public information on the platform, its precise relationship with ByteDance and TikTok is not immediately apparent. According to an analyst, ByteDance is relatively low-key about its cross-border e-commerce project, especially in the initial stages, and is unwilling to disclose too many details.
According to the report, a source close to TikTok in Shenzhen consulted the official and said that there is indeed a self-operated brand akin to Shein operated by TikTok, but the specific name has not been announced yet.
The domain name was registered on November 3, 2021. Although Dmonstudio is a website that has been launched for a long time now, it claims in its introduction that it has millions of customers, covering more than 100 countries around the world, including across North America, Europe and the Middle East. The platform claims it can deliver goods within 5-15 working days through its overseas warehouses.
With the addition of this brand website, ByteDance’s global e-commerce layout is gradually showing its expansive and unique structure. Douyin, the Chinese mainland version of TikTok, represents the core of the Chinese market, while TikTok serves as the core in foreign countries. This ecology integrates the characteristics of competing multi-dimensional products such as Pinduoduo, Shein, Facebook and even Amazon.