SHEIN announces withdrawal from Indonesian market, new changes to Southeast Asian layout

Fast fashion brand SHEIN has shut down its operations in the Indonesian market on July 29 , and an explanation was given on the Indonesian official website . The statement shows that all orders placed by customers before July 29 will not be affected, and the platform's customer service function will continue to be available until further notice .

Founded in Nanjing in July 2008 , SHEIN is China's largest cross-border fast fashion company, mainly engaged in women's clothing . It has been serving Indonesian customers since 2018 .

Indonesia is the largest e-commerce market in Southeast Asia, and fashion and beauty are the most popular categories in the local market . In addition to Zalora , there are other popular fashion brands including Berrybenka and iStyle .

Given the huge development potential of the Indonesian market , it is unclear why SHEIN chose to withdraw .

The editor has obtained data from the data analysis website Similar   According to statistics from the Web , SHEIN Indonesia received less than 5,000 visits in September 2020 , which is far from the local fashion e-commerce Zalora . Zalora received nearly 2.7 million visits during the same period , which may be one of the reasons why SHEIN withdrew from the Indonesian market.

It is reported that in June this year , SHEIN just established a "regional hub" in Singapore to expand the Southeast Asian market. As part of the expansion plan, SHEIN will work with designers in Singapore and other parts of Southeast Asia to develop new product series .

Currently, SHEIN has opened independent brand websites in Singapore, Thailand, Vietnam and the Philippines, and plans to create an independent website in Malaysia in the future.

In addition, the editor learned that earlier this year, the American professional cosmetics brand NYX also announced its withdrawal from the Indonesian market and permanently closed its stores on six platforms including Shopee , Lazada, Tokopedia and Sociolla .

As for why these brands want to give up the Indonesian market, we have no way of knowing, after all, the companies have their own development plans and market strategies. But what is certain is that consumers will experience a different consumption experience through the replacement of brands.

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