美国最受欢迎的电商网站,竟然是一家中国企业?
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/f680ec575b1641c483aab821001a3c49~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722724760&x-signature=iJNm5VLKTXbRxp6VSiD%2F%2BiomfN8%3D" style="width: 50%; margin-bottom: 20px;"></div>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">威胁到亚马逊的,</h1>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">竟然是一家中国<span style="color: black;">机构</span>!</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">有些事实的真相常常让人不敢相信。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">例如</span>说,不久前,美国一家权威<span style="color: black;">机构</span>做了一个调查。调查结果<span style="color: black;">表示</span>,</span><strong style="color: blue;"><span style="color: black;">美国最受欢迎的电商平台第2名是一家来自中国南京的<span style="color: black;">机构</span>,嗯,这家<span style="color: black;">机构</span>的名字叫SHEIN。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">非常多</span>中国人听到这个名字后<span style="color: black;">满脸</span>迷惑:SHEIN?很出名吗?怎么<span style="color: black;">咱们</span>都<span style="color: black;">无</span>听说过?</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">且慢,上述调查还有一个更令人震惊的结果:</span><strong style="color: blue;"><span style="color: black;">在高收入女性的青少年组,美国人对SHEIN的<span style="color: black;">爱好</span>程度<span style="color: black;">已然</span>超过了亚马逊,是老美心中最受欢迎的电商平台!</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">下面<span style="color: black;">咱们</span>来<span style="color: black;">认识</span>一下,这家把国外所有快时尚品牌都打趴下去了,直接在美国本土威胁到全世界最大电商平台亚马逊,<span style="color: black;">然则</span>在国内却鲜为人知的SHEIN,到底是何方神圣?</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">SHEIN创建于2008年,算得上是一家老牌电商品牌了。和天猫、京东、拼多多等平台<span style="color: black;">区别</span>的是,</span><strong style="color: blue;"><span style="color: black;">它切入电商的<span style="color: black;">行业</span>相对小众,只是一门心思地认准了做跨境电商,这<span style="color: black;">亦</span>是它在国内寂寂无名的<span style="color: black;">原由</span>之一。</span></strong></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/66ebe6f878724819874013fc029546c6~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722724760&x-signature=1Z9d8eByW65ED84Md8%2BHiXuL0Uo%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">机构</span>的主营业务品类上,SHEIN做的是快时尚,以快时尚服装为主,<span style="color: black;">然则</span><span style="color: black;">亦</span>做适当的扩张,横跨了<span style="color: black;">包含</span>服装、配饰、鞋包、家居、美妆在内的一些<span style="color: black;">行业</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">亦</span>许有人说了,在快时尚<span style="color: black;">行业</span>,ZARA等时尚巨头可是个顶个的硬角色,在<span style="color: black;">她们</span>的地盘,SHEIN能干得过这些实力<span style="color: black;">浑厚</span>的洋品牌吗?</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">数据是不会骗人的,<span style="color: black;">全部</span>2019年,SHEIN的GMV高达200亿,这个数据有多恐怖?<span style="color: black;">便是</span>做几个有限的品类,就<span style="color: black;">得到</span>这么高的营收,SHEIN的表现绝对是世界级的!</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">如今,在欧洲、美洲、澳洲、中东以及其他消费市场,SHEIN<span style="color: black;">已然</span>把自己的市场扩张到220个国家和地区:</span><strong style="color: blue;"><span style="color: black;">一句话,地球上有人或没人的<span style="color: black;">地区</span>,都有SHEIN的专卖店。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">在SHEIN的业务贡献中,美国占30%,欧洲占30%,土豪满地的中东占20%,还有20%在东南亚,</span><strong style="color: blue;"><span style="color: black;">由此可见,SHEIN的影响力<span style="color: black;">亦</span>是世界级的,<span style="color: black;">由于</span>到<span style="color: black;">此刻</span>为止,还<span style="color: black;">无</span>一个中国品牌能达到这种程度。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">由于</span>SHEIN在这些年的异军突起实在太奇幻了,它的表现自然<span style="color: black;">导致</span>了资本的<span style="color: black;">剧烈</span>关注,从2013年<span style="color: black;">起始</span>,SHEIN就被追着<span style="color: black;">持续</span>融资:在最新一轮的融资中,SHEIN<span style="color: black;">得到</span>了150亿美元的投资,估值直接<span style="color: black;">提升</span>到几百亿美元,<span style="color: black;">同期</span>,它的<span style="color: black;">全世界</span>员工数量<span style="color: black;">亦</span>飞速向万人迈进!</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/61fb67ae3a00413f90f6fa7962d68acf~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722724760&x-signature=JrjhKi3ay9NvtbPFM7uNi0F8hsw%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">下一步,SHEIN登陆美股,<span style="color: black;">作为</span>下一个拼多多应该是意料之中的事。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">于是问题来了:在2020年疫情冲击、国际服装市场哀鸿一片的背景下,SHEIN凭什么逆袭成王?</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/5ff132aaf10947af942baa68d81afe5d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722724760&x-signature=oRwNRxTzl0XihVQWRKPzhYAiJ3w%3D" style="width: 50%; margin-bottom: 20px;"></div>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">SHEIN在海外扩张的几大利器</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">此刻</span>来看,SHEIN在海外扩张并不是偶然的。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">首要</span>,低价打劫。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">倘若</span>打开SHEIN官网就不难<span style="color: black;">发掘</span>,那上面的东西卖价是真的不高:2欧元一个的耳钉,20美元<span style="color: black;">上下</span>一件的衣服,<span style="color: black;">能够</span>让花钱不留到明天的老美随时下单买一件。要<span style="color: black;">晓得</span>,<span style="color: black;">这般</span>的价格,就算是ZARA,<span style="color: black;">亦</span><span style="color: black;">仅有</span>打折季<span style="color: black;">才可</span><span style="color: black;">供给</span>。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/09f6600a3e0c4e64a03e5782b6859672~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722724760&x-signature=vJ7yMQkWNJVWj%2B9dfkr7G3wf8V8%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">从另一个方面说,SHEIN成功抓住了疫情带来的机遇。要<span style="color: black;">晓得</span>,在美国等<span style="color: black;">有些</span>国家,对疫情的防控做得非常糟糕,<span style="color: black;">非常多</span>人在非常时期<span style="color: black;">无</span>班上,只能呆在家里,手上的钱越来越少。<span style="color: black;">此时</span>候, SHEIN的<span style="color: black;">显现</span>无疑更像是一个救世主,让<span style="color: black;">她们</span><span style="color: black;">能够</span>用相对较价的价格满足生活上的<span style="color: black;">需要</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">其次,上新的速度超快。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">此前在<span style="color: black;">非常多</span>人的印象中,ZARA的上新速度是最快的,一件衣服有时从设计到上市<span style="color: black;">1星期</span>就<span style="color: black;">能够</span>了,<span style="color: black;">然则</span>这种速度在SHEIN面前还是<span style="color: black;">无</span>可比性的。</span><strong style="color: blue;"><span style="color: black;">有人统计过,SHEIN的正常上新速度是5天;不正常的话,3天就够了!</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">那样</span>问题来了,SHEIN的上市周期<span style="color: black;">为何</span>能压得这么短?国内供应链太强大了!其实,<span style="color: black;">做为</span>一家南京<span style="color: black;">机构</span>,SHEIN的生产基地<span style="color: black;">此刻</span><span style="color: black;">已然</span>不在南京了,而是转移到了广州,<span style="color: black;">原由</span><span style="color: black;">亦</span>很简单:广州番禺是<span style="color: black;">全世界</span>最大的服装市场,那里的服装工业体系非常成熟,代工厂的素质<span style="color: black;">亦</span>很高,在<span style="color: black;">有些</span>工厂,10件衣服就<span style="color: black;">能够</span>起订,这一点是任何一个海外市场都<span style="color: black;">没法</span>比拟的。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/55e743a8bce64a68bb262f13def6aa36~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722724760&x-signature=dMd67bxDgnNimwuQGuy2R9tM2%2Bw%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第三,在营销上,SHEIN<span style="color: black;">亦</span><span style="color: black;">特别有</span>一套。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">海外商品的营销<span style="color: black;">通常</span>都是在YOUTUBE上, SHHIN<span style="color: black;">亦</span>不例外。例外的是,SHHIN总能在YOUTUBE<span style="color: black;">作为</span>焦点。<span style="color: black;">例如</span>说,有段时间“SHHIN是一个骗局吗”等<span style="color: black;">专题</span>就像好玩的<span style="color: black;">行径</span>艺术<span style="color: black;">同样</span>经过<span style="color: black;">有些</span>海外KOC的传播后,在西方世界得到普及,SHHIN的知名度<span style="color: black;">亦</span><span style="color: black;">因此呢</span>名动一时。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">存在即是<span style="color: black;">恰当</span>,正是有了这几大利器,SHEIN在海外的扩张一下子就变得不可遏制。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/7fcec65f3456401a9fe4f2c3ab2452e1~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722724760&x-signature=bxm5X1QYCn%2FTrckHBxUJEQOqwBE%3D" style="width: 50%; margin-bottom: 20px;"></div>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">SHEIN给中国企业带来的启示</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">SHEIN的崛起,到<span style="color: black;">此刻</span>已<span style="color: black;">作为</span><span style="color: black;">全世界</span>性的现象级事件,这个企业的存在<span style="color: black;">亦</span>给中国企业带来不<span style="color: black;">同样</span>的启示。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">首要</span>,找到差异化<span style="color: black;">优良</span>,照样<span style="color: black;">能够</span>从强大的对手中脱颖而出。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">在<span style="color: black;">非常多</span>人的印象中,淘宝、京东、拼多多已占据了电商的绝大部分份额,和<span style="color: black;">她们</span>争市场无异于以卵击石,更<span style="color: black;">无</span>人想到去挑战<span style="color: black;">全世界</span>电商老大亚马逊,<span style="color: black;">然则</span>,SHEIN却向<span style="color: black;">咱们</span>证明,它真的做到了!</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">其次,不要一厢情愿的迷信什么消费升级。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">区别</span>的时代创造<span style="color: black;">区别</span>的消费趋势,在疫情<span style="color: black;">出现</span>前,<span style="color: black;">非常多</span>人都在大谈消费升级,以为<span style="color: black;">咱们</span><span style="color: black;">便是</span><span style="color: black;">爱好</span>花高价钱买更舒服的生活。<span style="color: black;">然则</span>,事实<span style="color: black;">亦</span>证明,就算疫情<span style="color: black;">无</span>到来,在欧美等发达国家,低价商品依然有广阔的市场,更何况<span style="color: black;">咱们</span>还得面对疫情到来后购买力下降的问题。<span style="color: black;">因此</span>,真的不要<span style="color: black;">乱用</span>消费升级的说辞了。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/bb9390565f624086a202c376dbe4bce2~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722724760&x-signature=MnyCXG%2FIMfLZ9ysoGQ1rjORMuR8%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">还有,便宜货不<span style="color: black;">必定</span><span style="color: black;">便是</span>差的。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">其实相<span style="color: black;">针对</span>ZARA,除了快,SHEIN的品控<span style="color: black;">一样</span>做得非常出色。一份SHEIN的质检书<span style="color: black;">表示</span>,它<span style="color: black;">需求</span>一件衣服线头要少于三根,这个标准,就算是<span style="color: black;">有些</span>世界级的高端大牌<span style="color: black;">亦</span>很难做到!</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">虽然SHEIN还面临着不少问题,<span style="color: black;">例如</span>说,发展太快<span style="color: black;">更易</span>暴露<span style="color: black;">机构</span>在管理等方面的问题;还有,上新太快<span style="color: black;">导致</span>原创设计力难以跟上等问题,<span style="color: black;">然则</span>,以SHEIN为<span style="color: black;">表率</span>的出海企业<span style="color: black;">最少</span>取得了<span style="color: black;">周期</span>性胜利,<span style="color: black;">亦</span>给中国的出海品牌<span style="color: black;">供给</span>了一个新的思路:</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">国内品牌不是<span style="color: black;">无</span>机会,而是机会从一<span style="color: black;">起始</span>就被自己心里的恐惧给堵死了!</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">作者:电商君</span></span></p>
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