Annual sales of over 60 billion! China's No. 1 cross-border e-commerce seller, but unknown in the country

When most Chinese merchants opened stores on Amazon and eBay, SHEIN chose to open an independent website, becoming one of the earliest cross-border e-commerce companies to have independent official websites and applications. It also began branded operations and clarified its fast fashion positioning. Thanks to its strong operational strength (clearly classified by wearing scenarios, categories, prices, etc.), the website quickly stood out.

At the same time, SHEIN has created a marketing model of "Internet celebrity recommendation". By cooperating with fashion bloggers in various countries, it has achieved high-quality publicity effects and attracted traffic to the website. It is reported that it has more than 16 million fans on Instagram alone and more than 10 million followers on Facebook.

Cross-border e-commerce platforms are not uncommon, but SHEIN is unique in that it has extremely fast new product launches, high quality, and low prices . Last year, a total of 150,000 styles of products were launched, which means more than 10,000 new products were launched every month, which means 300 new products every day, and 600 new products at peak times.

In just 1-2 months, the number of new products released by ZARA exceeds that of the whole year , and the price of similar products is only about half. A dress in the former is about 30 or 40 US dollars, while on SHEIN , a dress can be less than 15 US dollars, or even less than 10 US dollars. Sometimes during promotions, the price starts as low as 2 US dollars.

This is mainly due to the mature supply chain system . It only takes 7 days for SHEIN to go from sample to production, which is 1 day less than ZARA's fastest time. It only takes 5 days for suppliers to receive orders and fabrics and deliver the finished garments to the factory. The company has operating warehouses in Hong Kong, Belgium, Delhi, the northeastern United States, and the western United States, which are responsible for distribution in its radiation areas.

Ten years ago, SHEIN launched its own website in Spain, the home base of ZARA , and then entered France, Russia, Germany, Italy, and the Arab region. So far, the market covers more than 220 countries and regions around the world, and has occupied a considerable market share in Europe, America, and the Middle East. At this rate of development, it is not impossible to surpass ZARA. We will wait and see how the industry will change in the future.