根据Business Insider的最新报道，2022年 1 月至 4 月，Shein 的应用下载量为 1380 万次，而亚马逊为1330万次，在季度下载量上首次超越了亚马逊。此前，2021年全年的数据显示，Shein的3200万次还仍落后于亚马逊的4000万次下载。
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You know, although Shein has shown its edge before, its main record is still in the field of “shopping”. To be placed in a big pool of all app categories, Shein still lags behind the champions of other tracks such as social networking, map navigation, photo processing, and so on.
But Shein has obviously entered a kind of extreme combat state of “God blocking God killing”, and many giants such as TikTok, Meta, Google, Snap and so on can not resist its progress. Today, its popularity among consumers in the United States and around the world, with a state in which TikTok was born a few years ago, has really become a phenomenal application.
Shein topped the US Free list (May 3) and Shopping list (May 1 to date), with pictures from marketplacepulse and SimilarWeb respectively.
According to Silicon observation, although the daily rankings have fluctuated recently, Shein has been firmly in the top 10 of free category downloads, and is basically ahead of Tiktok, Instagram, Amazon and other apps.
Who would have thought that one day the top two companies on the App list in the United States would be two companies with Chinese genes? What is interesting is that behind the rapid growth of TikTok and Shein, there is even some meaning of mutual achievement and hand in hand.
Traffic and sales volume, a new way of win-win “cooperation”
As we all know, although Shein has been established for more than a decade, it really broke out in the last two or three years, almost synchronized with the rise of TikTok (slightly lagging behind).
This has a lot to do with Shein’s marketing model. Today, the reasons for Shein’s success can be roughly attributed to two major aspects: a strong real-time supply chain system and a marketing strategy based on social media.
In fact, before Shein, ASOS, Boohoo and other fast consumer brands have already begun to work hard in the supply chain, and have long exceeded Zara and HM in terms of effectiveness. But none of them caught fire. It can be seen that between the two, a successful marketing strategy is a more critical factor in the Shein explosion.
One of the major characteristics of the fast consumer brand is its fashionable style and low price, and its target consumer group is those young people who do not have strong purchasing power but like to follow the trend. Shein realized this a long time ago and keenly captured that social media was the best way to reach this group of consumers.
As early as 2012, even before domestic online celebrities brought goods and live streaming goods, Shein was already trying to cooperate with established online celebrity platforms such as YouTube and Facebook, starting with some small online celebrities, and gradually found a way to create popular traffic stickers. Around 2018, when TikTok, which has the effectiveness of viral transmission, was on the rise, Shein quickly seized the territory of TikTok.
The picture is from Youtube.
At that time, Shein’s marketing on TikTok was very “barbaric”.
KOL, regardless of popularity and the number of fans, can participate in the promotion as long as it has an account, and once the promotion is successful, it will get 10% Rich 20% commission for each order; everyone’s video may be forwarded to Shein’s official account to get traffic support, attracting users to post try-on videos and tagging themselves; free goods and exclusive discount codes will be sent to these posters every month. Create a variety of topic tags, open prizes and give gifts if you don’t agree with each other.
Under such “indiscriminate bombardment”, batch after group of TikTok girls fell into it, and Shein can be seen everywhere on TikTok.
Young girls, accompanied by rhythmic music, quickly change suit after suit of bright colors and fashionable clothes from Shein. The price of the clothes is marked in the video, several pieces, more than a dozen yuan, luring people to place orders, and Shein users and sales are also rising.
At the same time, for TikTok, Shein, a model of crazy subsidies and savage promotion, has also brought more users, traffic and advertising revenue to the platform. According to data on TikTok, so far, there have been 27.4 billion and 5.2 billion views on “Shein” and “SheinHaul” tags on TikTok, as well as billions of views on other tags such as Sheincare and SheinFashion.
Many users are attracted by Shein’s low-threshold subsidies and preferential policies to join TikTok to release the first video, and some larger bloggers have stepped up their promotion on the TikTok platform in order to get more traffic, forming a virtuous cycle of traffic and sales.
Truncated from TikTok official page
Today, two brands with Chinese genes have become apps that best understand the preferences of young Americans. They all rely on the huge dividends of online celebrity traffic in the Z era of the United States, rising rapidly and subverting their respective industries.
Aiming at Amazon, assembling “Taobao Power” to challenge the throne of e-commerce
At a time when TikTok is dominating the social world and destabilizing the social empire that Meta has built for years, Shein has just overtaken Amazon on the e-commerce track and feels like it’s about to close the gap.
According to the latest report from Business Insider, from January to April 2022, Shein had 1380 app downloads, while Amazon overtook Amazon for the first time in quarterly downloads, with 13.3 million. Previously, data for the whole of 2021 showed that Shein’s 32 million downloads still lagged behind Amazon’s 40 million downloads.
In terms of growth, Shein has left Amazon far behind. For the whole of 2021, Shein beat Amazon by-2% year-on-year growth rate of 68%. The momentum has continued this year, with Shein downloads growing by 50% compared with the same period last year, compared with Amazon’s 0.75%.
Previously, Silicon people have repeatedly said in reports about Shein that although Shein started with cheap women’s wear, its goal is not limited to women’s wear, but to be a full-product e-commerce business like Amazon.
Kitchen products, household items, pet products, children’s products and other categories are now almost everything on Shein, and many of the same goods are not only cheaper than those sold by Amazon, but even cheaper than buying them directly on Taobao in China.
The picture is taken from Shein’s official website.
The reason behind this is that the huge overseas flow and mature supply chain system accumulated by Shein in recent years have given Shein a great deal of bargaining power. At present, many domestic wholesale factories are scrambling to establish cooperation with Shein, and even continue to reduce profit margins in order to become a supplier of Shein.
According to the observation of Silicon Star people, recently, more and more domestic Taobao stores have also begun to cooperate with Shein to make brands go out to sea with the help of Shein platform. For example, SimpleRetro, which focuses on French style and has 1.3 million Taobao fans, plays Girl Chao card and Unifree, which has 1.74 million Taobao followers. In addition, clothes from smaller Taobao stores such as Inflation, Dodc and Jazzevar also appear on Shein.
The prices of most of these products are the same as those in domestic Taobao stores, and even the prices after superimposed platform coupons are lower than those in China, and the update speed of goods on the shelves is almost at the same pace as that in China.
Although this form of cross-platform brand cooperation is mainly concentrated in women’s wear at present. The direct impact is that everything we can see or buy on Taobao can be bought on Shein at almost the same price, just a few more days of delivery.
The commodity interface of SimpleRetro and Unifree on Shein
In addition to gathering the power of Taobao, Shein has recently been experimenting with various ways of playing, trying to get rid of a single “fast fashion” tag.
The first is to launch all kinds of free brand branch lines, including middle and high-end product lines.
Click on the “brand” label of Shein, and the following includes nine branches, such as women’s clothing, women’s shoes, beauty makeup, pet brands, electronic products and so on. These feeder lines are Shein’s own brands, with brand positioning ranging from low to high. Silk products similar to the art series recently launched by MOTF have both a sense of design and quality, and are no longer the cheap women’s clothing that people remember.
In addition, Shein often launches various co-branded products with stars, designers or well-known big IP. For example, the recently launched HelloKitty series of joint products and monthly co-names with different young artists have greatly increased the uniqueness and diversity of the products.
Designers on Shein and IP co-signed product line
A week ago, in response to many people’s doubts about fast fashion for environmental pollution, Shein also launched a new environmentally friendly clothing line evoluSHEIN, all made of recycled polyester, which can effectively reduce the production of raw materials and the consumption of water, energy and other resources. The first 170models of the evoluSHEIN series went on sale on the platform on April 29th, covering tops, skirts and trousers, and is expected to expand to at least 1500 by the second half of this year.
From the recent measures taken by Shein, we can clearly feel its attention to young consumers and its passion and action to expand the market, which is in sharp contrast to the growing “middle-aged flavor” revealed by Amazon’s e-commerce business.
It is said that the back wave of the Yangtze River pushes the front wave, whether the front waves, such as Facebook and Amazon, which have been prosperous for more than a decade, will be stunned on the beach by people like TikTok and Shein. We may have seen some answers from users’ choices.