What is SHEIN? SHEIN Review

SheIn Current Status

SHEIN now ships to over 80 countries worldwide. With website support in the United States, Spain, France, Russia, Germany, Italy, Australia, and the Middle East, SHEIN ships from one of its many globally located warehouses.

SheIn is positioned as a "cross-border fast fashion enterprise" and all the products on the website are women's clothing that are independently designed, produced and sold.

SheIn Brand Positioning

SheIn’s predecessor was SheInside.com, which means “put her in your heart”. It was an online wedding dress store and later transformed into women’s clothing.

Sales Area

United States, United Kingdom, Russia, Spain, France, Germany, Saudi Arabia, Italy, India, Australia

SHEIN Platform Advantages

1. Supply scale

SHEIN integrates production, R&D and sales into one supply scale.

2. Timely delivery

SHEIN guarantees to ship out the stock within 40 hours and the stock within 5 days.

3. Stable supply

SHEIN has sufficient inventory, guaranteed quality, and priority is given to industry leaders in their categories.

4. Innovation

SHEIN has independent R&D and design capabilities, with >30 new products per month.

Acquisitions

In 2014, SheIn quickly acquired its competitor Rowew.

In 2015, Sheln acquired Shenzhen Kushan to improve its layout in the mobile Internet field.

In 2015, the company acquired MAKEMECHIC, significantly increasing its market share in North America.

In 2016, cross-border e-commerce company Shein acquired another cross-border e-commerce company Romwe.

Financing

In 2013, SheIn received US$5 million in Series A funding from JAFCO Asia.

In 2015, Sheln completed its Series B financing, with investors including IDG and Jinglin Capital.

In July 2016, SheIn won an investment of 300 million yuan from IDG and Jinglin Capital, and then officially entered its explosive period.

In 2019, with revenue exceeding 20 billion, SheIn began to negotiate a new round of 500 million yuan in financing.

Development History

SheIn was founded in 2008 and its original name was "sheinside". It established an independent operating site at the beginning.

In March 2010, it launched the Spanish site [es.sheinside.com], entering Zara's hometown.

In 2011, before the first generation of Chinese Internet celebrities such as Sister Furong came to prominence, SheIn began to use Internet celebrities to promote its products on international social platforms such as Facebook, Twitter, and Instagram.

In May 2012, the French website was launched (fr.sheinside.com). In July of the same year, the total number of orders exceeded one million. In September, jewelry and cosmetics product lines were added.

In February and May of 2013, the Russian and German sites (ru.sheinside.com) and de.sheinside.com were launched. At the same time, the shoe and luggage product lines were added, and the company had its own designers and pre-sale customized models. In the same year, the maximum number of orders per day could reach 10,000.

In 2014, the total number of orders exceeded 5 million, the number of registered users reached 10 million, and the Italian site [It.sheinside.com] was launched in November.

In 2014, SheIn established a supply chain center, built a supply chain system, started independent research and development, built a warehousing system, and established warehouses in the Americas and Europe.

In June 2015, it was renamed Sheln and launched an Arabic site (ar.sheinside.com).

In 2015, the US Customer Service Center was established, and branches were set up in Australia, the Middle East, India and other places to pave the way for entering new markets.

In 2016, SheIn entered the Middle East and achieved sales of RMB 200 million in the Middle East that year, with global sales of RMB 1.62 billion.

In 2017, SheIn's business covered 224 countries and regions around the world, and its revenue doubled compared to 2016.

In 2018, SheIn was one of the top ten most downloaded Chinese cross-border e-commerce apps, with revenue exceeding 10 billion yuan that year.

On Black Friday in 2019, SheIn’s daily sales exceeded 4.76 million units, and its transaction volume that year reached 20 billion.

In 2019, WPP, the world's largest advertising and communications group, and Google jointly released the top 50 Chinese overseas brands. Huawei, Lenovo, Alibaba, Xiaomi, ByteDance and other brands ranked at the top, and SheIn ranked 14th, just after DJI.

In August 2020, SHEIN was banned by the Indian government, and many people expressed dissatisfaction with this decision.

In September 2020, IGMobile list: SHEIN surpassed Zara and H&M, ranking first in fashion APP visits in Q2.

References

• 1. Chinese brands go global: SheIn enters Zara’s hometown: Phoenix Finance [cited on 2020-06-26T16:00:00.000Z]