shein is an e-commerce giant focusing on the women’s clothing market. It has successfully built a fast fashion brand by focusing on the women’s clothing category, starting early, focusing on word-of-mouth communication, optimizing the supply chain, and leading mobile terminal layout. Looking back on the development history of shein, it is not difficult to find that there are several main reasons for shein’s success:
1. Focus
shein saw the market for “cross-border fast fashion clothing” and brought together supply chain resources. All the products listed on the website are women’s clothing designed, produced and sold independently. Although shein has developed rapidly and achieved some success, shein still focuses on the category of “women’s clothing”. It was not until 2021 that shein expanded the categories of children’s clothing and men’s clothing.
2. Early start
In fact, shein is one of the earliest cross-border e-commerce independent station companies in China. In 2008, when shein’s predecessor “shein side” was first established, shein established an independently operated website. Four years later, “shein side” was upgraded to its own brand “shein”, focusing on the fast fashion women’s clothing industry and creating a “net celebrity recommendation” marketing model. In the same year, sales reached 40 million yuan; the following year, shein received a round A financing of 5 million US dollars from Fortune (JAFCO) in Asia.
Three, focus on word-of-mouth communication and build a “brand”
Shein staff said that shein’s company culture is “weak publicity, strong word-of-mouth”. Most of the company’s funds are used to improve clothing quality and optimize user experience, rather than traditional advertising. But when it comes to playing social networks, shein is undoubtedly a master. Its Facebook homepage has more than 10 million followers and a large number of fashion blogs with cooperative trends.
Four, focus on supply chain optimization
At present, shein’s independent “flexible supply chain” can print, make and produce quickly. It has strong design and production capabilities. Shein’s supply chain can produce 200 new products every day, and the fastest delivery can be within seven days.
Five, sensitive smell, leading mobile terminal layout
As early as 2015, shein acquired Shenzhen Kushang and improved the layout in the field of mobile Internet. It has laid a solid foundation for the outbreak in the past two years.
Shein focuses on quality and user experience, and spreads word of mouth through social networks and cooperative trend fashion blogs. Shein’s flexible supply chain enables fast production and delivery, laying a solid foundation for Shein’s success.