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I believe everyone knows that ByteDance, Ant Group, and Didi, which are not listed, have a market value of more than one billion US dollars, and have subversive technology and business models, which have become a new round of China's economic engine.
However, you may not know that another "unicorn" with a market value of $600 billion is higher than any "unicorn" in China, and ranks second in the world after ByteDance.
The company, called SHEIN, is a fast fashion-focused e-commerce company** with members in more than 220 countries, thousands of new products launched every day, and a single transaction of up to hundreds of millions of yuan per month.
Her success has attracted the attention and curiosity of the media and industry around the world, how did she achieve such rapid growth?So, why do you want to get rid of Chinese characteristics and become an international brand?
1. SHEIN's way to success: take fast fashion as an opportunity to establish a data-oriented ** chain.
Founded in 2008 as an e-commerce company called Sheinside**, Schelling specializes in wedding dresses and evening wear in Europe and the United States. With the rise of mobile phone networks, SHEIN gradually transformed into a fast fashion e-commerce platform and changed its name to SHEIN.
The company is committed to providing low-priced, diverse, and rapidly updated women's clothing for the young female market to meet the growing market needs. Schilling's core competency is its digitally oriented ** chain.
This method collects and analyzes the behavior, preferences, and feedback of social leaders, fashion bloggers, celebrities, etc., so as to make effective decisions on product design, production, pricing, inventory, logistics, marketing, etc.
SHEIN's ** chain is very elastic and efficient, a popular commodity from the style to the shelf, it only takes a few days to complete, and then according to the customer's opinions and order information, the ** quantity and pricing of the product are adjusted in real time to achieve a dynamic balance between supply and demand.
At the same time, her ** chain also has a strong scalability, and can quickly open up new categories and new markets such as men's clothing, children's clothing, household products, beauty products, etc., and expand to Asia, Africa, Latin America and other regions.
2. Xie Lin's international strategy: go out of Chinese characteristics and establish a local brand.
Although Schelling is a Chinese company, she has always had her eyes on the world, especially in Europe and the United States. Most of SHEIN's official website and app are in English, and whether it is products or promotion, they are basically aimed at the tastes and needs of Europeans and Americans.
SHEIN has hardly done any ** activities in China, and the number of Chinese netizens is not large, mainly relying on foreign social **, Internet celebrities, celebrities, etc. to do word-of-mouth and establish its own brand. There are two main reasons for Schelling's internationalization strategy.
First, because China's fast fashion industry has already reached a high degree of saturation, the competition in the industry is very fierce, and it is extremely difficult to gain a place in China and make considerable profits. The second is to prevent herself from becoming "made in China", so that she will not be rejected by foreign customers.
Schelling's globalization strategy is the key to grasping foreign opportunities and growing and expanding rapidly, but there are also certain challenges and risks. For example, she has to constantly adjust herself according to the laws and regulations of various countries, cultural Xi customs, consumption Xi habits, etc.
3. The Schilling Effect and Enlightenment: Injecting New Impetus and Changes into China and the Global Economy.
The rise of Schelling is not just the achievement of one company, but the development of China and the whole world. The growth of this report is not only a reflection of the independent research and development and global competitiveness of Chinese enterprises, but also a microcosm of China's economic restructuring and upgrading.
From low value-added production in the past to high-end services and knowledge-based industries. At the same time, her growth is also profoundly influencing the whole society, redefining the original business model in the fast fashion industry, providing more choices and convenience for customers all over the world.
At the same time, it also provides us with a lot of inspiration and reflection: on issues such as development and environmental protection, protecting consumer rights and privacy, promoting international economic and trade cooperation, and building a diverse and inclusive culture and values.
Conclusion. As the world's No. 2 unicorn company, and the world's largest fast fashion e-commerce**, SHEIN is like a magical unicorn. The reason why Shein has achieved so much is because she has grasped the trend of "fast fashion" and established a "data-oriented" ** chain.
Schelling Group's strategy is to go out of Chinese characteristics, establish an international brand, focus on foreign markets such as Europe and the United States, and achieve rapid growth and development. This report has had a huge impact on the economy of China and the whole world, and at the same time provides us with a lot of inspiration and reflection.
The legend of SHEIN continues, and we hope that she will continue to create more magic and value, and grow into a global fast fashion brand. We also expect the company to make more efforts in environmental protection, environmental protection and environmental protection in the future work, and improve its own quality and brand.