SHEIN is the largest independent fast fashion B2C e-commerce enterprise in China, positioning itself as a "cross-border fast fashion Internet company". The Chinese name "Yin Xi" comes from a sentence in the Tao Te Ching "Loud as an elephant is invisible". According to the data of Similarweb, SHEIN ranks first in the world in terms of the number of visitors to fashion websites, and in BrandZ Report 202 1 (Kaidu Consulting) China annual global brand index, SHEIN ranks 165438.
SHEIN's shopping APP+PC official website is SHEIN and Romwe, and its main business is fast fashion women's wear. At present, it is gradually expanding into fast fashion category, and plans to operate women's wear, men's wear, children's wear, parent-child wear, shoes and bags, accessories, beauty cosmetics and so on. Covering more than 200 countries in Europe, the United States, the Middle East, Latin America and Southeast Asia.
The development course of SHEIN
2008 -20 1 1 year: Cross-border e-commerce mode was launched in the field of women's wear, mainly engaged in low-priced wedding dresses and accumulated relevant experience.
20 12 -20 14: It is a period of brand transformation, category expansion, brand building and supply chain perfection. SHEIN brand was formally established, focusing on the export of fast fashion women's wear in Europe and America.
20 15 Company changed its name to SHEIN, and its categories gradually expanded, from women's wear to men's wear, children's wear, home and pets. 20/kloc-0,000,000 users, covering more than 200 countries and regions around the world, and 50,000 parcels occur every day. Among the top 50 China brands released by Google and Kaidu, in 2006,
As of July, 20021,16, the download volume of APP surpassed Amazon in many regions of Android and IOS. China brand 1 1.
The core advantages of Shen brand
1, faster: SHEIN will reduce the first single cycle to 3 weeks, and this season's single-chasing cycle will be reduced to 1 week. The shelf life of general textile and clothing companies is 6 months, and the period of adding orders in the current season is 3 weeks. SHEIN is much shorter than this time.
2. More fashionable: SHEIN uses big data to track fashion trends and make design assistance systems for designers. Very efficient explosion prediction, order pre-judgment, small single quick reverse mode to ensure shallow inventory.
3. Higher cost performance: SHEIN has lower cost, higher gross profit margin, no offline rent and labor costs, but higher logistics costs.
4.KOL Planting Grass: SHEIN is one of the first cross-border companies to use online celebrities to bring goods, and uses social media such as Facebook, YouTube and Pinterest to bring goods live. 20 1 1,100% of SHEIN's traffic comes from online celebrities, and SHEIN gives samples free of charge, which is exchanged for KOL's traffic promotion and sales transformation through the marketing of online celebrities. And lead the traffic to its independent site, gradually form its own traffic pool, deepen consumers' brand awareness, and improve consumers' loyalty and stickiness. At present, SHEIN products are basically sold through independent stations, and only a few products are sold through Amazon, a third-party platform.
5. User addiction: SHEIN's AIDC Digital Intelligence Center, whose function is SHEIN's personalized recommendation algorithm, uses data mining and machine learning algorithms to model user portraits, accurately selects users' favorite content, increases users' opening frequency, and promotes users to browse more content.