Among the young people flocking to 1688, each is like a "brand manager of a factory".
In the past, when people mentioned 1688, they would think of wholesale, factories, and B2B. But somehow, 1688 has become the cyber factory for young people.
Searching for "1688" on social media, you can see a wide variety of notes. Some young people share their shopping experiences, some share their try - on reviews, and some even become bloggers recommending affordable alternatives from 1688. In 2025, is there anyone who hasn't received the answer "1688" when asking for a product link?
Public information shows that in 2024, the number of annual active buyers on 1688 exceeded 100 million. It's obvious that more and more young people are having a great time on 1688.
Who are the people on 1688?
In addition to well - known e - commerce practitioners such as Taobao shop owners, Douyin anchors, Kuaishou influencers, community group - buying "team leaders", WeChat business operators, various "group owners", small shop "owners", and Xiaohongshu bloggers, stay - at - home moms trying side hustles and light entrepreneurship, college students, young white - collar workers, as well as flexible employees such as food delivery riders and ride - hailing drivers, are also emerging buyers on 1688.
Who finally gets these goods? Besides the "Generation Z" (born between 1995 and 2000) who don't have much money yet, there are also the "new middle - class" whose wallets are a bit thin.
Perhaps the logic of "cost - performance" of affordable alternatives to big brands highly matches the needs of the "new middle - class" - they want the Nordic design style and the affordable prices of Southeast Asia.
In terms of consumption, young people have already figured out a formula: "Affordable alternatives are justice, and saving money is the kingly way." When this formula is applied to 1688, young people have more specific demands. They prefer to get high - quality products from the source and find affordable alternatives to famous brands to achieve "consumption without premium".
The "Post - wave Research Institute" further found that in order to have a two - way connection with their ideal products, some young people start to find factories on 1688 to customize products themselves, emphasizing "I am in charge of my products". This also means that when it comes to shopping, just saving money is not enough. Personalization is also necessary. They even want good looks, social attributes, emotional value, and self - pleasing functions.
In recent years, young people have paid more and more attention to the refinement and experience of life. Affordable alternative clothing and original factory furniture have become "outdated internet celebrities", and young people have new favorites.
According to the official data of 1688, products in the categories of daily convenience, smart home appliances, pet companionship, and home healing have become the "new top - sellers" on the platform in 2024.
It seems that the past cost - saving platform has evolved into a combination of a home - decoration think - tank, a pet - supplies laboratory, and an emotional healing station. Now, 1688 is really all - encompassing.
A series of data shows that young people are having more and more "wild" experiences on 1688.
We found some "wild players", and here are their stories.
They capture the changing preferences and emotional needs of young people on one hand, and transform the emotional needs of young people into creative designs on the other. Through the supply chain of 1688, they turn the emotional sustenance of young people into physical products and reshape the customized business.
In 2019, I was pregnant and wanted to make a handmade gift for my baby to accompany him as he grew up. I had a 7 - year - old dog, a Schnauzer named Grape. I bought fabric and cotton based on its cartoon image and made a pillow and a small blanket. It went viral on Xiaohongshu.
Many people who liked my designs shared their stories about their children and pets with me, which brought me a lot of new inspiration. I decided to create my own brand and use the dog as an IP image for handmade designs.
In three years, I gradually expanded my product range. Starting from pillows and canvas bags, I now have more than a dozen products, all customized according to my own preferences and the public's needs. Gradually, I formed my own product line.
I majored in design. In 2023, I participated in an art festival with my 3D paintings. Not only did people want to buy them, but a girl also held my work and said, "It seems to be telling a story." This made me realize that maybe art can really support me.
Later, a friend in the cultural and creative industry encouraged me, "Your designs are so beautiful. You can also try making peripherals." So I decided to set up a stall to sell the acrylic phone cases I designed myself. Since the entry threshold for phone cases is relatively low, the repurchase rate is relatively high, and it is not restricted by seasons. Users who like to buy phone cases don't mind collecting similar products, and their demand for phone cases is long - term.
Later, I was too busy, so I decided to find a factory for batch customization. Making phone cases is similar to making clothes. I need to find materials first. I searched for "acrylic processing factories" on 1688. In a week, I asked each factory in descending order of sales, "Can you accept orders starting from 100 pieces? Can you make a sample first?" A customer service of a factory quickly replied, "Send the drawings, and we'll have a sample in three days." That's how our cooperation started.
Over the years, my product range has expanded from phone cases to tablet cases, fridge magnets, stickers, and other cultural and creative peripherals. The factory can always meet my "small and strange" requirements. This year, I also plan to expand into interesting new product categories, try different materials, and continue to be that silent creator "connecting the world from a small workshop".
In March last year, I quit my job. After that, I didn't rush to find a new job. I wanted to relax and explore what I was really interested in.
By chance, I saw a post on Xiaohongshu about a bracelet themed after Sodagreen, my favorite band in my student days. I was deeply attracted. I searched for the production tutorial on Xiaohongshu and decided to buy some materials to make it myself. This also made me discover a business opportunity, and I decided to design themed bracelets based on popular singers and shows that fans like.
There are two types of bracelets I sell. One is made by winding each bead into a small nine - character shape with a nine - character needle and then connecting them. The other is strung with fishing line, which is relatively simpler. Most of my customers are students born in the 2000s and 2005s. They buy the bracelets for themselves or as gifts for friends.
A bracelet themed after a Mayday concert in my store is very popular. I designed it based on the five - color balls' theme colors of the Mayday concert and specially customized emoji stickers to stick on the beads, which are very popular among fans. The bracelet themed after "Ten Diligent Days" also received many orders.
Now, the overall turnover of my store is quite good. At its peak, the monthly turnover can be between 30,000 and 40,000 yuan. I hope it can remain stable in this range in the future. It would be even better if it could reach 50,000 yuan.
