SHEIN becomes the most downloaded app in the US
According to MarketplacePulse data, for the first time, SHEIN topped the iPhone App Store in the US in all categories of app downloads , surpassing social apps such as TikTok, Instagram and Twitter, and far ahead of Amazon.
As of now, SHEIN has been ranked No. 1 in shopping category apps in dozens of countries.
SensorTower data shows that since the beginning of this year, SHEIN's app download ranking has been rising (app downloads do not indicate usage, but it can show a certain trend). Among U.S. apparel retailers, SHEIN's online traffic is second only to Macy's.
In addition, according to the data of Google Trends, the popularity of SHEIN on Google has also reached a record high , already surpassing other clothing retailers.
Shein was once called "China's most mysterious ten billion dollar company" because of its low profile. Cheap, multiple choices, and addictive are the words that appear most frequently when consumers mention Shein. In Shein, consumers can even buy a beautiful fashionable dress of the season for only a few dollars, which is not even half the price of ZARA. arrive.
Gen Z, who love online shopping, social networking and consumption, showed an explosive welcome and love for Shein. "I can't stop buying it", "I'm addicted to Shein"… Such words abound on Twitter, INS and other social media.
Unique advantages of SHEIN
The unique advantages of SHEIN have made the brand usher in rapid development in recent years.
As a typical representative of the domestic DTC cross-border e-commerce model, SHEIN has other third-party e-commerce platforms, and even Amazon is difficult to copy.
The point lies in the clothing supply chain advantage of the brand. From market analysis to design to manufacturing to logistics, SHEIN has control over every aspect of its products.
In the eyes of foreign consumers, SHEIN is not just an ordinary fast fashion brand, it is more like a brand store that provides a variety of products.
Although Amazon is currently the largest apparel retailer among U.S. online and offline retailers, according to Wells Fargo analyst Ike Boruchow, given the rise of SHEIN, it is foreseeable that Amazon will lose out to SHEIN.
Although SHEIN is known for clothing, it has now expanded into homewares and beauty, with more and more overlap in business scope between the two.
Amazon is also behind SHEIN when it comes to social media. Data shows that on Instagram and TikTok, SHEIN has ten times as many followers as Amazon.
In addition, rapid product update frequency is also an important source of SHEIN's competitiveness. According to foreign media reports, during the peak period, SHEIN will launch 5000-6000 new SKUs every day.
Juzokas Kaziukenas, founder of online messaging service Marketplace Pulse, said that Shein's success is comparable to that of AliExpress and Wish, and that it also combines many advantages of platforms such as Amazon, Wish, Zara and social media. Although it started late, SHEIN has a unique and powerful influence in the market.
Development of SHEIN
However, the development of SHEIN also encountered some problems, such as insufficient customer loyalty. Customers attracted by low prices are easily attracted by new brands and products.
This is also the reason why the number of app downloads and social media fans is very important to SHEIN: only by continuously attracting new users and reducing the customer churn rate can SHEIN maintain rapid development.
At present, many cross-border e-commerce fast fashion clothing brands have emerged in China . Although there is no brand that can rival SHEIN, these brands will also seize market share from the global fast fashion clothing market and expand the global market of SHEIN. also have an impact.
At the same time, as the head brand of fast fashion, SHEIN cannot avoid related questions.
SHEIN is already the largest company in the U.S. fast-fashion industry , according to Morgan Stanley , but it has often been criticized for its opaque policies. Some regulators and environmentalists believe it should slow down.
In March, the European Commission put forward a proposal to address the environmental hazards of fast fashion, setting standards for the durability and reusability of clothes and requiring companies to include information about sustainability on labels.
Although the policy is still under evaluation, it also proves that the environmental protection issues of the fast fashion industry have attracted the attention of relevant government agencies.
It is understood that Shein has launched a new product line, evoluSHEIN, which has been sold globally since April 29. Available in multiple sizes and using environmentally friendly raw materials, this collection meets the ethical elements consumers pay attention to when purchasing products, while taking into account the cost-effectiveness.