SHEIN is an international B2C fast fashion e-commerce company. It mainly deals with women's clothing, but also offers men's clothing, children's clothing, accessories, shoes, bags and other fashion items.
SHEIN is the largest independent station mode of fast fashion B2C spanning e-commerce enterprises, positioning "cross-border fast fashion Internet company". The Chinese name "希音" comes from a saying in the Tao Te Ching, "Da Yin Xi Sheng Da Xiang Wu Shang". According to Similarweb's data, SHEIN is currently ranked No. 1 in the world in terms of the number of visitors to its fashion and apparel website category, and is ranked No. 1 in the BrandZ Report (2021), which is the largest online e-commerce company in the world. BrandZ Report 2021 (Cato Consulting), SHEIN ranked 11th in China's annual Global Brand Index, higher than Tencent, Anker and DJI.
SHEIN's shopping APP + PC official website is SHEIN, Romwe, the main business is fast-fashion women's clothing for, is currently gradually shifting to fast-fashion all-category expansion, plans to operate women's clothing, men's clothing, children's clothing, parental clothing, shoes and bags, accessories, beauty, etc., the business covers the European, U.S., the Middle East, Latin America, Southeast Asia market, more than 200 countries.
SHEIN development history
2008-2011: started cross-border e-commerce mode in the field of women's apparel, mainly dealing with dresses mainly for low-priced wedding dresses, accumulating relevant experience
2012-2014: a branding transition, category expansion, brand building, supply chain improvement In 2015, the company changed its name to SHEIN, and gradually expanded its categories from women's clothing to men's clothing, children's clothing, home, pets, etc. In 2016, the number of users exceeded 10 million people, covering more than 200 countries and regions around the world, with an average of 50,000 parcels per day, and was ranked among the top 50 Chinese overseas brands by Google and Kaidu. In the top 50 Chinese overseas brands released by Google and Cato, SHEIN ranked 21st in 2019, with over 100 million downloads of SHEINAPP and over 20 million annual active users.
As of July 16, 2021, APP downloads surpassed Amazon in both Android and IOS in multiple regions; 11th in China's Overseas Brands.
SHEIN brand's core advantages
1, faster: SHEIN compressed the cycle of the first order to 3 weeks, and the cycle of chasing orders in the season to 1 week. While the general spinning company's on-shelf cycle is 6 months, and the seasonal additional order cycle is 3 weeks, SHEIN is far shorter than that
2, more fashionable: SHEIN utilizes big data to track fashion trends and make a good design assistance system for designers. Very efficient in predicting pop-ups, pre-ordering, small single fast reverse mode to ensure a shallower inventory
3, more cost-effective: SHEIN lower costs, higher gross margins, no offline rent and labor costs, but logistics costs are higher.
4, KOL seeding: SHEIN is one of the earlier batch of cross-border companies to utilize netroots to bring goods, using social media such as Facebook, YouTube, Pinterest, etc. to bring goods live, and in 2011, 100% of SHEIN's traffic came from netroots, SHEIN through netroots to bring goods marketing, free samples sent in exchange for the KOL's traffic promotion and sales conversion. And the traffic will be directed to its independent site, and gradually formed its own traffic pool to deepen consumers' brand awareness and improve consumer loyalty and stickiness. At present, SHEIN products are basically sold through the independent site, only a very small portion of the products sold through the third-party platform Amazon.
5. User Addiction: SHEIN's AIDC Digital Intelligence Center, which functions as SHEIN's personalized recommendation algorithm, utilizes data mining and machine learning algorithms to model the user's profile, accurately selecting their favorite content for the user, increasing the frequency of users' openings, and facilitating the user's browsing of more content.