The Shein brand has successfully built its own core advantages with its unique design concept and high-quality product quality. In the fierce market competition, Shein has attracted a lot of attention and love from consumers through innovative marketing strategies. This article will introduce the core advantages of the Shein brand and the Shein marketing strategy.
The core advantages of the Shein brand
1. Fast: Shein compresses the first order cycle to 3 weeks and the seasonal order cycle to 1 week. The shelf cycle of general textile and clothing stores is 6 months, and the seasonal order cycle is 3 weeks, which is much shorter than this time.
2. More fashionable: Shein uses big data to track trends and design auxiliary systems for designers. It is very effective in predicting hot-selling products, predicting orders, and quickly reversing small orders to ensure shallow inventory.
3. High cost performance: Shein has low costs, high profit margins, no offline rent and labor costs, but high logistics costs.
4. KOL: Shein is one of the early cross-border companies that used Internet celebrities to bring goods, using social media such as Facebook for live broadcasts. In 2011, 100% of Shein’s traffic came from Internet celebrities. Shein gives away free samples based on the marketing of KOLs, and obtains traffic promotion and sales transformation from KOLs. And it imports traffic to its separate website, gradually builds its own traffic pool, enhances its brand awareness, and improves consumer trust. At present, shein products are basically sold through independent sites, and only a few products are sold through the third-party platform Amazon.
5. Consumer addiction: Shein’s AIDC digital intelligence center, whose function is shein intelligent recommendation algorithm, uses data mining and machine learning algorithms to accurately select consumers’ favorite content, increase the frequency of consumers opening, and promote consumers to browse more content.
Shein’s marketing strategy:
Shein uses influence marketing, digital advertising, localization, frequent promotion, gamification, and efficient supply chain management as part of its international marketing strategy. These strategies are conducive to shein’s connection with target groups, improving brand awareness, expanding customer groups, and ensuring its leading level in the fast fashion industry.
Shein has adopted various marketing strategies in the international market to promote contact with target groups. One of the main strategies is to focus on influence marketing and consumer-generated content. shein works with popular social network influencers to promote their products and share their personal experiences with followers, which is conducive to building a sense of community and trust among consumers and increasing brand awareness.
shein also invests heavily in various digital platforms such as social networks, search engines, advertising networks and mobile apps. It uses these channels to reach a wider audience and showcase its products to potential users. The company also uses spokespersons and influencers as part of data marketing activities to expand its influence and interact with market positioning.
shein has created the core advantages of fast fashion through its unique design concept and premium product quality. Its successful marketing strategies include the use of influencers and AIDC digital intelligence centers to attract consumer addiction and expand its influence in the international market through influencer marketing and digital advertising. Based on cost-effective products, shein has firmly established a leading position in the fast fashion industry.