I believe everyone is familiar with ZARA, a fast fashion brand that has captured the hearts of young people around the world. What you may not know is that there is a cross-border e-commerce platform SHEIN founded in Nanjing, China, which is known as the "Chinese version of ZARA". It completed hundreds of millions of dollars in E-round financing in August last year. Its "fast and wide purchase" business operation model has successfully shocked the cross-border circle today. The number of app downloads ranks first in many countries and regions, and the growth rate exceeds that of Amazon! What exactly is the winning point of SHEIN, the pride of domestic products?
SHEIN is a cross-border e-commerce platform that focuses on self-operation, and the reason why it has successfully gained thousands of repeat customers is very straightforward. "Quick new products, many styles, and low prices" is the intuitive evaluation of many consumers.
In the past, ZARA has set a record of 17 days from design and sample making to product listing, while SHEIN has once again refreshed the perception of industry insiders. With hundreds of factories on standby at all times in the country, it has shortened the process to 7 days. Take the data from the last few days for example, on May 24, 25, and 26, the number of new products in all categories of SHEIN women's clothing reached 3,839, 3,936, and 4,067 respectively! This not only makes people admire China's speed!
These mysterious and low-key cross-border e-commerce unicorn platforms, as long as you open SHEIN's official website, you can see a variety of discounts, and new registrations can receive limited-time coupons of up to 70%. The major categories are clearly classified, and the prices range from US$2 to US$77. There are countless styles of dresses that every girl loves. What's more important is that almost none of them cost more than US$20! What? ! This immediately aroused a crazy shopping desire in countless young people, and the extremely low prices attracted an enormous amount of buying traffic!
The second is SHEIN's promotion and customer acquisition model, which has gradually evolved into a popular affiliate marketing model in recent years. The people who are required to cooperate must have their own traffic and cannot be celebrities, such as some well-known college student internet celebrity bloggers, mothers with a certain number of fans, etc. According to statistics, there are more than 100,000 SHEIN clothing reviews and about 2.9 million related tags on social media such as Instagram and YouTube. Although the number of fans of these bloggers is far less than that of first-tier stars, the content they publish on a daily basis is more "down-to-earth" and can better reach target customers.
Since the outbreak of the epidemic, many fast fashion stores have been unable to sustain the sharp decline in numbers, but SHEIN has taken advantage of its online popularity and influence to take advantage of the momentum and achieve huge success and is still standing. SHEIN’s success certainly did not happen overnight, but it is undeniable that SHEIN’s own operating model and marketing methods are worthy of learning for the majority of cross-border e-commerce independent site sellers. For more exciting information, please stay tuned!