A brief analysis of the business strategy of Shein, a leading independent website

Shein, a Chinese fast fashion independent website , is popular all over the world and is a veritable head independent website. Under the #shein and #sheinhaul tags on Tik Tok , users post short videos of their own creations every day , showing off their recent purchases on Shein , from tight vests and plaid skirts to exquisite belts and necklaces.

People are so crazy about Shein that they are willing to pay hundreds of dollars for shipping .

Shein , founded in the ancient capital of Nanjing in 2008 , has become the world’s largest pure-play online fashion company in terms of sales of its own-label products, according to Euromonitor International.

Among Shein's many competitive advantages , the most notable one is that it cleverly exploits Generation Z 's passion for fashion . Compared with competitors such as Zara, Shein is able to deliver fast fashion products faster than its competitors . According to surveys, Shein displays hundreds of new designs every week at about 50% of the price of similar products in Zara .

Since it has no physical stores, Shein has hardly been affected by the epidemic and has bucked the trend. In September 2020, Shein's app was downloaded 10.3 million times worldwide, while H&M's app was downloaded 2.5 million times and Zara's was downloaded 2 million times. As of April this year, Shein has become the most downloaded shopping app in the United States.

There is no doubt that Shein is well versed in the art of influencer marketing, whether on Tik Tok or Instagram , and its series of operations are textbook examples for independent websites. On various social media platforms , Shein positions itself as a community for fashion lovers , attracting and motivating Generation Z who are full of creative vitality and chasing trends to upload posts through the promotion of KOLs in segmented vertical fields , and gradually forming a unique fast fashion community culture . As of July this year , there are more than 900,000 posts under the #sheingals tag on Instagram.

Shein's success also lies in the fact that its independent website business model allows it to directly collect and analyze user data . The massive amount of high-quality user data and historical data on the site provide Shein with valuable material for analyzing the next popular product trends .

Recently, "Shein is about to return to the Indian market as an Amazon platform seller" has become a hot topic in various overseas financial newspapers, which also confirms the international influence of this Chinese cross-border e-commerce. A good example can be used to polish jade, and Shein's business philosophy is worth continuous reference and learning for e-commerce sellers.

Independent website

operations