- SHEIN: The world’s hottest app for clothes and the highest selling cross-border apparel e-commerce company in China.
SHEIN is a leading independent platform for cross-border e-commerce in China, founded in 2012.The range of products is mainly womenswear.
Shein achieves $10 billion in revenue in 2020; according to data provider Similarweb. In the first eight months of 2021, compared to the same period in 2020, web traffic to Shein’s official website increased by more than double or even tripled. - Logistics model: global warehouse layout, fast supply chain reaction
SHEIN currently has three types of warehouses worldwide: domestic central warehouse in China, overseas transit warehouse and overseas operational warehouse.
The domestic hub warehouse is responsible for 95% of global shipments, the overseas transit warehouse receives returns from consumers and does not ship. The operational warehouses are dedicated to the distribution of goods in the radius of the region and are responsible for approximately 5% of global shipments. - High update frequency to meet the needs of overseas users
SHEIN uses a tracking system to capture products from all types of retail websites and summarise the current trends in colours, price changes and patterns. The system is used to gather designers and buyers to gather ideas through various channels, reducing the sample-to-production process to as little as 7 days. The process from sample to production is reduced to as little as 7 days. - Marketing model: using social media
SHEIN has been working with social media platforms such as YouTube and Facebook since its early days; later SHEIN Shein started to use TikTok to promote its products.
According to TikTok, the “Shein” and “SheinHaul” hashtags have been viewed 27.4 billion times and 5.2 billion times respectively to date. Shein” and “SheinHaul” have been viewed 27.4 billion and 5.2 billion times respectively, while other hashtags such as Sheincare and SheinFashion have also been Sheincare and SheinFashion have also been viewed billions of times.
Global live e-commerce platform overview
Traditional e-commerce platforms such as Amazon, Shopee and Lazada, for example, mostly use the in-store podcast model. The platforms have many categories of goods, users directly to the purpose of consumption, have a high conversion rate, to the merchant self broadcast, the platform since the transaction is mainly. But the biggest existing problems have live entrance hidden, poor mobile experience and other problems.
Social media platforms, most of them adopt the in-station shop live model. The flow advantage is obvious, the flow realization potential is huge, the user is entertainment-oriented, the conversion rate is low. Existing problems include the fact that users have not yet developed shopping habits on social media platforms, with no obvious platform preference; the low usage rate of the small shop within the station, with most purchases and payments jumping to off-site completion, making it easy to lose turnover, etc.
Emerging live e-commerce companies, such as Whatnot, NTWRK, TalkShopLive and PopShop Live, have a younger user base, mostly Gen Z users.
SHEIN: Globalising warehouse logistics and using the power of social media to grow fast
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