#New Year Good Luck Outfit#
Recently, a Chinese brand called Shein has sparked a buying spree overseas. According to the statistics of 2022, it even surpassed Zara to become the most popular international fast fashion brand.
Most Chinese consumers are unfamiliar with this name or have not even heard of it. But it is a real hit overseas. Its sales in the United States alone have surpassed our well-known industry giants H&M and Zara, becoming the most searched brand on Google worldwide. It is characterized by high quality and low price than "fast fashion", which has hit Zara, H&M and other bigwigs who specialize in "fast fashion" hard.
Although it is poorly known in China, it is really a Chinese company.
Many people think it is strange that Shein, a Chinese company that has achieved such great success, is not well known in China, and some people think that Shein is probably only recently established and therefore has no popularity in China. But Shein is not only a solid Chinese company, but also founded in 2012, and his founder and CEO comes from an ordinary rural family in Shandong.
With his keen sense of business, Xu Yangtian has already identified the business opportunities of cross-border e-commerce after graduating from university in 2008. In 2012, he expanded his original wedding dress business to the women's clothing accessories business, and comprehensively carried out the construction of a cross-border e-commerce platform.
Shein also tried in the domestic market during the initial period, but due to the fierce involution of the domestic e-commerce market at that time, it turned to overseas markets. Although the competition in the foreign "fast fashion" market is also very fierce, Shein has a strong supply chain, which can achieve update and iteration at a high quality and low price. When shopping at Shein, women's tops can cost as little as $2, and dresses can cost less than $5.
Shein is also very good at using social media for marketing. On the three major overseas social media Facebook, Tiktok, and Instagram, many Internet celebrities are bringing goods for Shein. Influencers can earn commissions by bringing goods. This also makes Shein known as the "e-commerce version of TikTok". With the overseas version of Douyin setting off a trend abroad, Shein continued this business model in line with the market and gained many fans. Today, Shein has more than 300 million fans online.
If in recent years, the most successful Internet brand in China's internationalization is Douyin, then the most successful international clothing brand is Shein. Shein is still moving on.