Invogue+

What Invogue+ does

Wuxi Invogue Technology Co., Ltd (无锡择尚科技股份有限公司, branded externally as Invogue+ and short-named Zeshang / 择尚) is a China-incorporated cross-border e-commerce operator founded in 2009 (originally as Wuxi Yuchen Clothing Co., Ltd). The company sells fast fashion products — apparel, accessories, footwear, hats, and bags — to global consumers through a portfolio of channels: its self-operated cross-border women's fashion flagship CHOIES.COM (run via wholly-owned subsidiary Nanjing Kuaiyue E-commerce Co., Ltd), third-party marketplaces including AliExpress, Amazon, and Wish, and a Los Angeles-based overseas warehouse supporting the U.S. fulfillment of the megamotormadness.com motorcycle-parts venture. The company positions itself as differentiated from low-cost Chinese cross-border apparel exporters by emphasizing fashion elements, brand positioning, fabric quality, and craftsmanship details targeted at mainstream Western consumers.

The technology stack comprises three proprietary internal systems: a self-media marketing platform for global fast-fashion consumer big-data analysis and marketing integration; an e-commerce supply chain management system that coordinates design, production, warehousing, logistics, and after-sales in a closed loop; and a fast-fashion consumer price comparison system. Distribution is augmented by an official Google cooperation for marketing and customer acquisition (February 2015), a wholly-owned Hong Kong subsidiary V-Shangs Science and Technology (H.K.) Co., Limited established in November 2015 for international expansion, and a project partnership with Hongyi Stock Co., Ltd. (弘业股份) signed September 2016.

The business model is direct-to-consumer cross-border retail — selling merchandise at consumer-facing retail prices — combined with stated ambitions to evolve into a 'cross-border e-commerce incubator' aggregating independent Chinese designers, factories, and trade companies seeking overseas distribution. The company went public on China's National Equities Exchange and Quotations (NEEQ / New Third Board) in November 2015 under stock code 834101, becoming the first cross-border export e-commerce enterprise to list on the board, and was recognized as a 2017-2018 Jiangsu Province E-commerce Demonstration Enterprise. CHOIES.COM was reported to be growing at nearly 3x year-over-year, supported by an aggregate catalog of ~10,000 SKUs across more than 10 categories.

Name

Invogue+

Legal name

无锡择尚科技股份有限公司

Website

https://wxzeshang.com

Company type

Public

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Wuxi Invogue Technology (Zeshang) operates CHOIES.COM, a cross-border fast-fashion e-commerce platform selling apparel, accessories, and footwear to global consumers via its own site, third-party marketplaces, and a U.S. warehouse, with proprietary supply chain and marketing tools.

Ownership category

akta.pro rank

Headquarters

HQ city

Nanjing

HQ country

China

HQ region

Asia

Offices5 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Cross-border Online Retail: The company generates revenue through selling apparel, accessories, footwear, hats, bags and other products via self-operated websites (CHOIES.COM) and third-party marketplaces (AliExpress, Amazon, Wish) to international consumers. Revenue is generated through direct consumer transactions at retail prices.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels2 records

Core offering

Invogue+ operates cross-border e-commerce platforms selling fast fashion apparel, accessories, footwear, hats, and bags to global consumers through its self-built website CHOIES.COM and third-party marketplaces (AliExpress, Amazon, Wish). Through subsidiary Nanjing Kuaiyue E-commerce Co., Ltd, the company also operates the megamotormadness.com motorcycle parts retail site in partnership with PACIFIC RIM INT'L WEST INC., with orders fulfilled from a Los Angeles overseas warehouse. The company sells approximately 10,000 SKUs across more than 10 product categories.

Product overview

Invogue+ operates a multi-platform cross-border e-commerce ecosystem for fast fashion goods from China. The core offering consists of CHOIES.COM, their proprietary e-commerce platform, combined with third-party marketplace channels (速卖通, 亚马逊, Wish). The company has developed internal technology products including a self-media marketing platform, e-commerce supply chain management system, and fast fashion price comparison system. A joint venture with PACIFIC RIM INT'L WEST INC. extends their operations into motorcycle parts retail via megasmotormadness.com.

Differentiator

Problem solved

Functional benefit

Brands

• CHOIES: Cross-border women's clothing retail e-commerce platform operated by subsidiary Nanjing Kaiyue E-commerce Co., Ltd

Products and services

• CHOIES.COM

Quantifiable outcome

• CHOIES.COM grows at nearly 3x year-over-year
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Hongyi Stock Co., Ltd. (弘业股份)coreStrategic or Co-development Partner · 1 September 2016Strategic cooperation signing ceremony held at Hongyi Building in September 2016. This partnership laid the foundation for Hongyi Stock's transition from traditional foreign trade to cross-border e-commerce, and marked a milestone in Zeshang's rapid business expansion. Both companies aim to leverage their respective strengths to develop cross-border e-commerce opportunities.
• GooglecoreGTM or Marketing Partner · 1 February 2015Official cooperation signed with Google in February 2015, leveraging Google's large enterprise customer service system for marketing and advertising purposes. This partnership supports the company's global customer acquisition and brand marketing efforts across international markets.
• PACIFIC RIM INT'L WEST INC.minorStrategic or Co-development PartnerProject cooperation with one of the largest US motorcycle import/export companies to create the megamotormadness.com online retail website. Orders are fulfilled from a Los Angeles warehouse with after-sales support. One of the earlier Chinese cross-border e-commerce projects to use overseas warehouses for shipping and fulfillment.

Scale indicators7 records

Recent moves9 records

Expansion highlights7 records

Direct peers

• ROMWE: Sister brand to Zaful under Globaleglow, focused on trend-driven women's fashion for Western consumers via self-operated site plus marketplace channels. Closely comparable to CHOIES's positioning.
• Zaful: Cross-border women's apparel and swimwear e-commerce brand operated by Globaleglow/Eby. Targets young Western consumers with fast-fashion SKUs, directly comparable to CHOIES in category and channel mix.
• RevZilla: US-based specialty online retailer of motorcycle parts, accessories, and gear, operating its own domain and warehouses. Directly comparable to megamotormadness.com on the motorcycle retail vertical.
• SHEIN: Global cross-border fast fashion e-commerce leader originating from China, targeting Western consumers with low-priced, trend-driven apparel. Direct competitor to CHOIES in the same core category and customer base.

Broad incumbents

• AliExpress: Alibaba-owned international marketplace and a direct sales channel for Invogue+. While partner today, it also hosts countless competing cross-border apparel sellers, making it both a customer acquisition channel and competitive threat.
• Banggood: Major Chinese cross-border e-commerce retailer serving global consumers across multiple categories. Operates similar own-domain-plus-marketplace distribution and targets similar price-sensitive international shoppers.
• Wish: Discount-goods marketplace where Invogue+ sells. Competitor for the same price-sensitive international fashion consumer and an active third-party distribution channel in the company's stack.
• LightInTheBox: China-based cross-border e-commerce platform selling apparel, accessories, and general merchandise to international consumers. Comparable in channel architecture (own site + marketplaces) and Chinese supply chain.
• GearBest: Chinese cross-border e-commerce platform historically focused on electronics and general merchandise, with comparable overseas warehouse and marketplace-channel architecture targeting international consumers.

Emerging players

• Cider: Newer cross-border fast fashion brand targeting Gen Z Western shoppers via social-driven e-commerce. Represents the emerging cohort of social-native players competing for the same Chinese-origin cross-border apparel consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds2 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Invogue+