Why is SHEIN successful? Reasons for the success of SHEIN cross-border e-commerce brand promotion

SHEIN was established in 2008,PositioningFor cross-border B2C fast fashionE-commerceplatform.

SHEIN's business focuses on fast fashion apparel, including clothing, accessories, shoes and bags, jewelry, home furnishing, beauty, home textiles and other categories.

Founder Xu Yangtian was established in Nanjing, China in 2008, formerly known as wedding dress e-commerce SHEINside.

Mainly through the official website, APP and other online channels are sold to more than 200 countries and regions around the world, such as the United States, Europe, the Middle East, India, etc.

Shipments exceed 300 million pieces per day.

Why was SHEIN very low-key before?

China is unknown at home, but it is booming overseas

Many people in China have never heard of SHEIN, but it does not hinder its development overseas, and may even shake Zara's status.

Some venture capital investors have called SHEIN "China's most mysterious ten-billion-dollar company", because even the users who search for it on Google are more than three times as many as Zara.

• a few years agonew mediaAll attempts to interview were rejected, and few media reported on its rise.
• self-mediaThey are not allowed to write. Even after a self-media person wrote a news article about SHEIN's financing, he was asked to delete the article from the entire Internet simply because the company wanted to keep a low profile.
• By the time everyone gradually got to know him, the sales were already close to XNUMX billion.

Reasons for the success of SheIn cross-border e-commerce brand promotion

SHEIN founder said : fear of being imitated

• SHEIN's model is actually very simple. The products imitate ZARA, and the new products are massively new, and the price is half of others.
• takenInternet marketingThe promotion strategy is a bit like the perfect diary, the difference is overseas.
• Every time they go to a country, they find thousands of local Internet celebrities to bring goods, fashionable styles, and the price of cabbage, and they immediately occupy the local market.
• The reason why SHEIN competes with fast fashion giants such as Zara and H&M is its supply chain advantage in China.

In fact, in addition to SHEIN of clothing and ANKER of digital, there are such companies in various industries in China, but the scale is not so large, but the development is geometrical speed, there are several such companies, Beijing, Jiangsu, Zhejiang, Shanghai, Guangdong There are, I won't go into specifics.

• Their common feature is that they have shifted from traditional foreign trade to their own brands, specializing in overseas markets.
• Similar to the foreign brand, the same quality from the same factory, and the price is half of the well-known brand.
• Quickly occupy the market, foreign consumers are actually more cheap, regardless of your brand.

These companies all started five or six years ago. The founders have traditional foreign trade, cross-border e-commerce, and technical backgrounds (especiallySEO), are all foresight to smell business opportunities.

There is a big information gap between foreign trade and cross-border

People who have done a particularly good job in foreign trade are very emotional, because some people focus on domestic e-commerce, relying on continuous product development, and also reaping dividends.

But as you know about domestic e-commerce in China, as long as you have a good product, a good model, and a profit, you will be targeted by countless people, and the profit will soon be filled by these people.

And foreign trade and cross-border, there is a big information gap, there are barriers, so the competition is not fierce.

Therefore, why cross-border sellers are very taboo to say products, this is the reason.