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In 2020, SHEIN emerged in the cross-border e-commerce industry with a valuation of US$15 billion. Since then, its development speed and scale have skyrocketed. While causing a stir in the industry, it has also allowed those going overseas to glimpse another possibility for going overseas: using fast fashion independent sites to break through the cross-border e-commerce track.
Since then, SHEIN has become an industry benchmark that countless overseas companies have been chasing and imitating: Alibaba launched the fast fashion independent website allyLikes, ByteDance launched the women's clothing independent website Dmonstudio, the fast fashion independent website If Yooou... But to this day, in this grand "SHEIN imitation show", "imitators" are still failing one after another. Alibaba's fast fashion platform allyLikes website is inaccessible
It is learned that recently, the official website of Alibaba's overseas fast fashion shopping platform "allyLikes" has been inaccessible. Currently, opening the "allyLikes" official website only displays the following page: Based on this, industry insiders speculated that Alibaba was preparing to shut down allyLikes. It is understood that allyLikes was launched in the US market in June 2021. At the beginning of its launch, backed by Alibaba's strong overseas market data support and supply chain resources, allyLikes tried to open up overseas sales channels through market segmentation. On the one hand, it imitated SHEIN, specializing in high-quality and low-priced fast fashion categories, launching more than 500 new fashion items every week and building a social media matrix; on the other hand, it tried to create differentiation, separate itself from SHEIN's cheap products, widen the price difference range in pricing, and put a number of high-end products on the shelves. However, after being officially launched for some time, various data and consumer feedback showed that allyLikes, which was highly anticipated, failed to successfully enter the US market as Alibaba expected. Similarweb data shows that since hitting a traffic peak of 230,000 in September 2021, allyLikes' overall traffic has been declining , and by April 2022, allyLikes' paid traffic has returned to zero. As of June 2023, allyLikes' average monthly visits totaled only 41,300, and the average visit time was only 1 second. Compared with SHEIN, whose monthly visits have reached hundreds of millions, the traffic of the two sides is already very different. At the same time, allyLikes' reputation in the US market was not as good as expected. Not only did allyLikes only receive a low star rating of 1.5 stars on the third-party independent review platform Trustpilot, but its rating on the Apple App Store was only 2.9 points (out of 5 points). Most consumers complained about allyLikes' poor product quality and slow logistics and delivery in their reviews . It is worth noting that, as early as October last year, there were rumors in the cross-border e-commerce industry that "allyLikes has been shut down." In addition, in the Apple App Store, there were also consumer comments in May this year: allyLikes's application no longer loads any content . As of press time, allyLikes' official website has not yet been restored to access, but Alibaba has not publicly announced the closure of the platform. The specific situation remains to be investigated. What is certain is that in the race among overseas competitors to emulate SHEIN, Alibaba is not the only one to fail. Byte fast fashion platform If Yooou suspected to have shut down
It has been observed that the fast fashion independent website If Yooou launched by ByteDance seems to have been shut down a few days ago. Currently, when you enter the If Yooou official website, whether you click "Shop Now" or "Buy Now", a page showing "No products on sale" will appear. It is learned that If Yooou is not ByteDance's first attempt at an independent website. In November 2021, ByteDance launched Dmonstudio, an independent women's clothing website in the European market. Since Dmonstudio is backed by TikTok's traffic pool, most sellers have positive expectations for it. However, surprisingly, the project was hastily withdrawn after only three months of operation. At the end of September 2022, after learning from the lessons of Dmonstudio, ByteDance once again launched a new fast fashion independent station If Yooou. The platform is still benchmarked against SHEIN, focusing on women's fast fashion clothing, and focusing on low prices and high-quality services, but avoiding SHEIN's main battlefield - the United States, and instead entering European countries such as the United Kingdom, France, Germany, and Italy. But contrary to expectations, If Yooou still couldn't avoid repeating the mistakes of Dmonstudio. Since July 2022, If Yooou's traffic has been declining , plummeting from hundreds of thousands to just a few thousand. According to data from SimilarWeb, as of June 2023, If Yooou's average monthly visits were only 2,900. At the same time, it was also observed that the last update of If Yooou's various overseas social media accounts stopped in mid-August 2022. Therefore, as early as September last year, sellers began to speculate that If Yooou had become an "abandoned child." However, as of press time today, ByteDance has not yet issued an announcement regarding the status of If Yooou. It is still unclear whether If Yooou is about to officially shut down or is preparing to adjust its operations and make a comeback. Today, the global e-commerce ecosystem is being restructured. Affected by multiple factors such as sluggish market growth and increasingly fierce competition, not only are cross-border sellers finding it difficult to break through sales bottlenecks, but e-commerce giants are also trying to find new growth areas. However, the collapse of fast fashion platforms such as Fanno and Dmonstudio, which are backed by domestic e-commerce giants, seems to be a warning to domestic overseas players that it is extremely difficult to replicate the overseas model of fast fashion giant SHEIN. On the one hand, SHEIN has extreme supply chain advantages and powerful data and algorithm capabilities, which enable it to lower product prices while minimizing the impact on profits and consumer experience; on the other hand, SHEIN caught up with the marketing opportunities before the commercialization of Internet celebrities, enjoyed the early traffic dividends, and completed promotion and expansion at a lower traffic cost. This is almost impossible to replicate in the current era of traffic turning into gold. However, we also know that there are winners in this imitation show. Temu, which stands out for its low-price and aggressive approach, and Cider, which imitates SHEIN while creating differentiation, have both used different methods to embark on a growth path that is highly similar to SHEIN but different. From this point of view, rather than blindly following the "SHEIN model", it is better to find a new way on the SHEIN model and differentiate yourself, which is more likely to create another SHEIN growth myth. What do you think of this? Welcome to discuss in the comments section~
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