In today's globalized business landscape, expanding into international markets has become a key strategy for companies seeking sustainable growth and expanding their reach. In this global competition, SHEIN stands out with its innovative digital flexible chain model, and has gradually jumped from a start-up independent fashion brand to the focus of attention on the mainstream fashion stage in the West.
in overseas markets"Black Friday promotion"While the residual temperature is still alive, dataAI's latest global shopping app volume data for the first three quarters of 2023 shows that SHEIN has once again demonstrated its strong influence on a global scale. The Chinese brand has not only surpassed the established fast-fashion giants in terms of sales, but has also differentiated itself from its competitors through a unique platform strategy. Its brand name "Shein" has a deep meaning, just like its low-key and powerful presence in the global fashion industry, and has become a force to be reckoned with in the field of foreign trade and export of China's garment industry.
SHEIN: The rise of a global young fashion brand
In 2012, in many peer companies were content with traditional"Take the goods and store the goods"In the mode, SHEIN showed a forward-looking vision and established an operation strategy with its own brand image as the core early on.
With its products with cost-effective, rich and diverse styles and the characteristics of keeping up with fashion trends, SHEIN has quickly established a unique brand image in overseas markets, especially among young consumers. In addition, SHEIN has also demonstrated its advanced social platform operation capabilities, effectively using Instagram, Twitter and other social ** platforms for brand promotion and user interaction.
Nowadays, SHEIN's brand awareness has been very high in the United States and other places, and on major social platforms, such as Instagram and Twitter, clothing bloggers are keen to share and recommend SHEIN's products, which further promotes the expansion of brand influence and the spread of word of mouth. In this way, SHEIN has successfully occupied a place among overseas young consumer groups and continues to influence global fashion trends.
SHEIN's Digital ** Chain Revolution:'Small single quick reverse'The successful practice and far-reaching impact of the model
In recent years, SHEIN, as a model of digital chain innovation, has attracted the attention and analysis of many brands and research institutions. The secret to its lauded success lies in implementation"Small single quick reverse"The digital flexible ** chain model. This model is cleverly combined"Small single quick reverse"'s operational strategy and strong digital capabilities complement each other and are indispensable.
Compared with the traditional clothing industry, which follows a strict product design cycle and the practice of producing and stocking up half a year in advance, it leads to lagging market response and frequent inventory backlog problems"Small single quick reverse"Mode shows significant advantages. The model first carries out a small number of orders for different styles of test marketing, through"Test"to judge the market demand, and then flexibly adjust production and inventory according to market feedback, increase the output of hot-selling styles, and stop production immediately for unsalable styles. This model not only reduces inventory risk, but also improves market responsiveness and operational efficiency.
However, successfully implemented"Small single quick reverse"The model is not an easy task, and it requires enterprises to have the ability to efficiently manage and handle a large number of fragmented orders with high quality, which puts forward extremely high requirements for the digital technology of enterprises. With its deep Internet and technology genes, SHEIN has demonstrated digital sensitivity and application capabilities that surpass its peers. At the front end, SHEIN's digital tools and team of designers and buyers keep up with market trendsAt the back-end, a digital link covering the whole process of design, ordering, production, logistics, testing, decision-making, etc., ensures the real-time and transparent flow of information, so that every first-class merchant and logistics company can be seamlessly connected.
Although SHEIN began to build its own digital ** chain as early as 2014, this forward-looking move was not understood and recognized by its peers at that time. However, SHEIN, which adheres to the concept of long-termism, has positioned itself as an industry from the beginning"Long-distance runners", committed to deep cultivation of the market. Today, SHEIN's persistence has been exchanged for a unique core competitiveness of the brand - SHEIN is able to reduce inventory to single digits when the average level of unsold inventory in the industry is as high as 30% or even 40%. The strategic seeds sown that year have been nurtured and cultivated, and have now grown into an industry benchmark that symbolizes SHEIN's outstanding achievements and far-reaching influence in the field of digital ** chain.
SHEIN's 10-year history: the leader of the international upgrading of Chinese brands and the transformation of the flexible ** chain
In the past ten years, SHEIN has witnessed the rapid progress of China's foreign trade industry and the continuous improvement of Chinese brands on the global stage, and SHEIN's success is largely due to its accurate grasp of the pulse of the times, the concept of adhering to long-term philosophy and continuous investment in the flexible digital industry chain. In this process, SHEIN's flexible chain model and development concept are quietly promoting the innovation of the industry model.
The Boston Consulting Group, a well-known consulting company in the United States, emphasized in its report "Agile Chain: A New Source of Competitive Advantage in the Fashion Industry" that the agile chain model of on-demand production represented by SHEIN is of great significance for enterprises to quickly respond to market changes, balance supply and demand, reduce inventory costs, improve capital efficiency, and share benefits with consumers through more competitive **. The establishment of an agile chain model has become an inevitable trend for the survival and development of enterprises.
In fact, the rules of many industries are often dictated by those who don't follow the crowd, stick to it, and achieve results"Long-distance runners"shaped. In the context of the turbulent and surging waves in China's foreign trade field, there are more like SHEIN"Long-distance runners"The emergence of the company will strongly promote the transformation of Chinese enterprises from manufacturing OEM to brand upgrading, from low value-added and low-tech links to strategic areas such as brand building, marketing, sales and technology.
Looking back at the development of the global fashion industry, in the past, international brands such as Zara, H&M, Nike, and Uniqlo dominated the industry. However, in just ten years, SHEIN has risen rapidly with its unique advantages and has become one of the most popular fashion brands among overseas consumers. In the latest survey of teenagers in the United States, SHEIN and Nike are the most popular clothing brands and shopping brands among young Americans**.
Hu Qimu, deputy secretary-general of the China Digital and Real Integration 50 Forum, pointed out that the new generation of Chinese global enterprises with SHEIN as a typical example has injected new resilience into China's garment industry. This resilience is based on a deep understanding of flexible on-demand chain standards, technologies and systems, as well as the successful combination of global market demand orders and industrial capabilities. In order to improve the operational efficiency of the industrial ecosystem, companies such as SHEIN are actively transforming and striving to become rule-makers and standard leaders in their industries. Through an innovative flexible on-demand model, they are shaping the new characteristics of China's apparel industry in the global consumer market – combining innovation and high quality.
Chen Shaotong, Secretary-General of Guangdong Garment and Apparel Industry Association, further said that China's garment and textile enterprises represented by SHEIN have realized the mid-to-high-end positioning of the industrial chain. Shein is gradually becoming the "Apple" of the fashion industry as it has mastered key areas such as brand building, sales marketing, and technology. This capability not only gives SHEIN the potential to become a rule-maker in the industry, but also enables it to apply the innovative Chinese flexible on-demand system more widely to the global fashion industry. While becoming an industry leader, SHEIN continues to enhance the influence of Chinese industry in the global industrial landscape.
The rise of SHEIN not only represents the success story of a brand, but also symbolizes the profound changes and outstanding achievements of China's garment industry in the process of globalization. With its innovative flexible on-demand chain model, SHEIN has subverted the operating rules of traditional industries and endowed China's apparel industry with unprecedented resilience and competitiveness. Today, SHEIN's industrial value is not only reflected in its commercial success and brand influence, but also in its role in reshaping and promoting the apparel industry in China and even the world. SHEIN's success is a vivid example of China's industrial transformation and upgrading, and a strong proof of China's continuous rise in the process of globalization.
Disclaimer: The content of this article is an advertisement, and the relevant materials are provided by the advertiser, and the advertiser is responsible for the authenticity of the content of this advertisement. The purpose of this website is to convey more information, and it does not mean that this website agrees with its views and is responsible for its authenticity, please verify the relevant content by yourself. The content of the advertisement is for the reader's information only. ）