Introduction
When the e-commerce report card for the third quarter of 2024 was released, the eyes of the global fashion industry focused on a familiar figure. — SHEIN. With its unique business model, the Chinese cross-border e-commerce giant not only sits firmly on the throne of the world's most visited clothing and fashion brand, but also leads the industry change with a record-breaking growth rate. Behind the success of this phenomenon, what are the valuable experiences worth learning from POD clothing sellers? This article will delve into the SHEIN model, reveal its traffic code, and provide sellers with five actionable strategy guides.
First, Quick response to market trends: Agile supply chain
SHEIN's success is first attributed to its keen ability to catch and respond quickly to market trends. By building a highly flexible and agile supply chain, SHEIN is able to design, produce and put new products on the shelves in a short period of time to meet consumers' pursuit of fresh fashion. POD clothing sellers should:
1. Real-time tracking of fashion trends: With the help of big data analysis tools, closely follow social media, fashion bloggers and major fashion weeks, and accurately predict the next season's popular elements.
2. Optimize supply chain management: Establish close cooperation with a number of quality suppliers, such as EZEJ Technology pod a customized platform, which can ensure the fast production and delivery of small batch, multi-batch orders. Digital management system is introduced to improve supply chain transparency and responsiveness.
3. Implement the fast new strategy: set a reasonable product life cycle, regularly update the store's new products, and maintain consumers' fresh sense of the store and shopping desire.
Reduce inventory, spread out high-quality new products at a lower cost, so as to attract different consumers' attention, from sophisticated to specialized, and then spread the categories according to the characteristics of the crowd, is a conventional way to build a brand or boutique, and among them, control costs, spend every penny on the edge. It is the most energy and effort of every POD clothing seller, and it is also one of the core contents of the winning treasure book that beat the peers of the same playing method, and with limited resources, discover more high-quality new products, so as to form a burst to earn profits back, it is our way of survival, and it is also the most important thing, small partners must pay attention to this piece.
Two, refined user operation: personalized recommendation and community marketing
SHEIN has a deep understanding of user operation. Through personalized recommendation system and active community marketing, Shein creates an immersive shopping experience and improves user stickiness and re-purchase rate. POD clothing sellers can learn from the following points:
1. Build an intelligent recommendation system: Based on user behavior data, shopping history and preference information, achieve accurate product push and improve conversion rate.
2. Build user community: Encourage users to share their dressing experience and participate in interactive activities, such as Posting singles, matching competitions, etc., to form a brand fan culture.
3. KOL/ net celebrity cooperation: Cooperate with influential figures on various platforms to create and promote content, expand brand influence, and attract target customers.
From the era of domestic e-commerce, all the development of e-commerce is telling us one thing, that is, from public traffic to private traffic, and personalized recommendation and community marketing, is in the use of “ Limited ” The flow rate, excavating to the maximum “ Output ” Cherish every target customer, especially some customers who have visited, purchased, and have the intention to buy, will always be the most important part of our customer marketing, because only in this way, the energy, money, and time cost spent on our promotion will not be wasted, and can accumulate little by little precipitate, with others who are still desperately trying “ Pull traffic, earn new customers ” The competitors distanced themselves.
Third, price advantage and promotion strategy: create a cost-effective image
SHEIN has successfully shaped &ldquo with affordable prices and rich promotional activities; Affordable fashion ” The brand image attracts a large number of young consumers. POD clothing sellers can refer to the following strategies:
1. Cost control and pricing strategy: Reduce costs through direct sourcing, large-scale procurement and other ways to develop a competitive price system.
2. Diversified promotion means: regularly hold limited-time discounts, full reduction, buy gifts and other activities to stimulate consumption; Combine holidays and seasonal changes to launch theme promotions to enhance the shopping atmosphere.
3. Establishment of the membership system: Set up the membership level and points reward mechanism to encourage users to spend for a long time and enhance user value.
Cost-effective image, in any consumer group, is one of the magic weapon, of course, we have to ensure the quality of goods, and then to raise the cost, because only in this way, in order to get rid of the trap of price competition, want to live, in addition to doing a good “ Internal skill ” Besides, sufficient profit is also the root motivation, because all the “ Internal skill ” Are the need for profit to drive, not enough profit, will fall into endless consumption and investment, do bigger, will only lose more, will also do their own brand more “ Cheap ” And there will always be new businesses that are more powerful, or more willing to invest, to replace you.
Four, global layout and localization operation: broaden the market boundary
SHEIN has a wide global footprint, while focusing on local operations, so that its products and services seamlessly into the local market. POD clothing sellers need attention:
1. Multi-channel expansion: settled in major mainstream e-commerce platforms, and developed independent stations to cover different consumer groups around the world.
2. Language and payment adaptation: Provide multi-language support, access to local mainstream payment methods, and reduce the threshold of shopping.
3. Adapt to national laws and cultures: Study the laws and regulations, size standards, aesthetic preferences of the target market, adjust products and marketing strategies to meet local needs.
It is reported that the current SHEIN platform has been fully self-operated open into a cross-border e-commerce platform, there are currently three investment modes such as full hosting (on behalf of the operation model), independent management, semi-hosting, although there are certain restrictions on the category of investment, but it has revealed its bigger and stronger, like the first step in the transformation of the global large cross-border e-commerce platform, there are qualified partners, You can have an in-depth understanding of the same, and it may be of some help to your cross-border e-commerce road.
At present, SHEIN's open categories are mainly non-main clothing categories, and, although the full hosting model has the lowest entry threshold, it seems that it is more inclined to have its own factory operators, we POD clothing sellers can learn more about its brand advantages, more view its website dynamics and marketing planning programs, after all, in the beginning, SHEIN platform is just like us, are big and small want to cross the sea of brands, SHEIN in the beginning, with many of our POD clothing sellers to create independent stations are not much different, in-depth understanding and research its development model, as well as development experience, for want to build a brand, Or better manage their own goods POD clothing sellers, there is certainly a great reference significance.
Conclusion
SHEIN became the most visited clothing and fashion brand in the world in the third quarter of 2024, and its success is no accident. If POD clothing sellers can learn from the SHEIN model in the rapid response to market trends, fine user operations, price advantages and promotional strategies, global layout and localized operation of these four core elements, is expected to stand out in the fierce market competition, to achieve steady business growth.
FAQs
1. How to use big data to predict fashion trends?
Use data analysis tools to collect multi-channel data such as social media, fashion websites and search engines, and make trend prediction by keyword popularity, topic discussion, picture labels and other indicators combined with AI algorithm.
2. How to optimize supply chain management effectively?
Establish deep cooperation with suppliers to promote information sharing and collaborative production; The use of digital management system, order, inventory, logistics and other links of real-time monitoring and intelligent scheduling.
3. How to build an effective user community?
Design user-friendly community features that lead users to share content and engage in interaction; Organize online and offline activities regularly to stimulate users' enthusiasm for participation; Create incentives for users to contribute high-quality content.
4. How to develop a reasonable promotion strategy?
Combine sales data, competitive product analysis and user behavior insights to design attractive promotions; Reasonable arrangement of promotion cycle and intensity to avoid excessive promotion affecting brand image; Cooperate with marketing promotion to increase awareness and participation of activities.
5. How to carry out effective global layout and localization operation?
Study the characteristics of the target market and customize the products and marketing programs that meet the preferences of local consumers; Build a multi-language, multi-currency shopping environment; Actively participate in local market activities to establish brand awareness and influence in the local area.
