In the context of increasingly fierce competition in the global consumer market, SHEIN, as a cross-border fashion retailer in China, is increasingly influencing and penetrating in overseas markets. With "fashion" as the main axis, SHEIN focuses on overseas market expansion, and has successfully won the warm pursuit and love of consumers through innovative and diversified product styles, cost-effective advantages and rapidly updated product line strategies.
Since 2014, the number of ** has continued to increase year by year. According to ** reports, as of November 2023, the global ** volume of SHEIN exceeds 8300 million times. Not long ago, in the list of "Top 10 Fastest Growing Brands in the United States" released by Morning Consult, a well-known authoritative consulting company in the United States, SHEIN ranked fourth as the only Chinese brand and the only fashion retail brand selected for the list, as well as ChatGPT, Coca-Cola and other internationally renowned brands.
It is worth mentioning that SHEIN has successively surpassed Nike and other clothing brands with the largest Google search volume, and replaced ZARA as the world's most popular fashion brand, and is also known as the "advanced version of ZARA" in the industry. According to data from research firm Coresight, SHEIN's global revenue in 2022 is about $23 billion, surpassing Zara and H&M, and ranking among the first echelon of global fashion brands "unicorns".
The main reason why SHEIN has been able to emerge in the global fashion brand market is its competitive advantage brought by its clever use of flexible ** chain and efficient management. This innovative ** chain model enables SHEIN to respond to changes in market demand at an unprecedented speed and achieve rapid design, production and delivery, thereby greatly improving operational efficiency and ensuring the high cost performance of products.
Under the flexible on-demand**, SHEIN has successfully overcome the long-term inventory backlog problem faced by the apparel industry. It is reported that compared with other brands in the industry, which are usually as high as 40% to 50% of the unsold inventory level, SHEIN can control this proportion in the extremely low single-digit range. Such outstanding performance has undoubtedly become one of the core driving forces for SHEIN to achieve rapid growth, and it is also a key factor for it to stand out in the highly competitive mainstream market.
Wang Xin, executive chairman of Shenzhen Cross-border E-commerce Association, once told a reporter from Nandu Bay Finance Society, "SHEIN's strong flexible chain system is accelerating its competitive advantage, in order to build its own clothing brand, SHEIN has achieved a large-scale and innovative digital flexible chain of 'small single quick response' by digital means, which is also the secret of its continuous improvement of product power and brand power."
With the continuous expansion of the global apparel consumer market and the trend of increasingly personalized and diversified consumer demand, SHEIN's own apparel brand is expected to usher in continuous growth. It is believed that thanks to its unique advantages in first-chain management and accurate market positioning, SHEIN will seize the opportunity in the ever-changing market environment, realize the sustained and rapid development of its own brand, and is expected to create a more popular brand image on a global scale, consolidate and expand its market share, and set a new development model for China's cross-border e-commerce industry.
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