The marketing strategy of SHEIN ecosystem aims to build a diversified brand image and attract more young groups. Through all-round marketing and precise positioning, product features are highlighted and consumer experience is enhanced.
Social Networks
It is no secret that new consumer groups are willing to share and love social networks. Using social networks to spread is also the focus of brand marketing in recent years.
shein has entered mainstream foreign social platforms such as Facebook. Using these platforms, it can directly interact with users, not only can it quickly establish its own brand image, but also can quickly obtain user feedback, which is conducive to the further development of the brand.
Celebrities
In the era of pan-entertainment, shein is well aware of the power of celebrity idols. Although there is no celebrity endorsement, it has won the favor of celebrities with fashion.
KOL and UGC
shein’s success mainly lies in KOL and UGC. Shein has also launched a joint venture with Internet celebrities. Through continuous cooperation with Internet celebrities, shein relies on the private domain traffic of Internet celebrities to pass through each circle, thereby improving shein keyword rankings and ultimately achieving conversion rates.
In addition, shein has not forgotten the grassroots online celebrities on social media, especially when the income boundary of stars and head KOLs is unstable, and immediately turned its focus to the civilian sales game, giving free clothes to KOC judges to try on, and distributing exclusive coupons to influencers to make communication more authentic. By cooperating with influencers and promoting targeted advertisements to target groups, shein has also achieved a transformation to bring fans to its own brand.
Live broadcast and shopping festival
As early as 2017, shein started online live broadcast and won some fans through the anchor’s explanation of dressing skills. However, the sudden outbreak of the epidemic did not affect the original online business brands, and shein also seized the opportunity.
Shein cooperated with KOLs such as Mareen Morris based on the #SHEINtogetherfest logo to hold live broadcast activities on various themes such as music to achieve the purpose of attracting traffic.
Shein X Plan
References can make brands grow quickly in the early stage, but there is always plagiarism. In order to get rid of the behavior, shein launched the shein X plan, that is, to cooperate with the original designer, the designer only needs to focus on creation, and the rest of the production, marketing and sales are completed by shein; the designer can share the profit and retain their copyright.
This move can not only help the development of designers, but also establish shein’s brand tone of insisting on originality, bringing more long-term rights and interests to shein.
Trial sales and batch testing
shein first purchases customers and then tests them on its own platform. Each test will enable the platform to master more data.
shein has more than 1,000 new products, although only a few of these batch products can run out. But as long as one piece can be sold every day, even if the product is successful.
Gals of APP
Open the shein application, there will be a special title called Gals (referring to girls), which is shein’s content community. Experts and customers publish and interact in the community. The overall style of Gals is very similar to ins, and the quality of its pictures and videos is also very high.
shein uses social networks to quickly establish a brand image, cooperate with celebrities and achieve conversion rate improvement through the promotion of KOL and UGC. Attract users through live broadcasts and shopping festivals, and launch the shein X plan to promote the development of original designers.