9q13nh 发表于 2024-7-29 23:01:21

「详解」SHEIN的独立站进化史


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/icxeNic93mYqgwzTM67XQAY9NVBOsSYZEY27cYR2c38jNDHz39LrEKibgpdV78OftibeLhLctYWuO0TfzkrwyH1Xrw/640?wx_fmt=gif&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">SHEIN是一家总部<span style="color: black;">位置于</span>中国的快时尚电商<span style="color: black;">机构</span>，成立于2008年。自成立<span style="color: black;">败兴</span>，SHEIN<span style="color: black;">始终</span>致力于<span style="color: black;">供给</span>时尚、高质量、实惠的<span style="color: black;">制品</span>，为<span style="color: black;">青年</span>人<span style="color: black;">供给</span>一个时尚的购物平台。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/icxeNic93mYqgwzTM67XQAY9NVBOsSYZEYNw2PkRMCLr8IA1d3W9L31u1zsXojSeaeAlAxXwCqMLzI3Tz6SkGmng/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">虽然SHEIN<span style="color: black;">已然</span>是老话新谈了，<span style="color: black;">然则</span>近期，<span style="color: black;">相关</span>SHEIN成功融资和出海的<span style="color: black;">资讯</span>仍是铺天盖地，毕竟SHEIN的成功出海经验可复制性非常高，<span style="color: black;">针对</span>各位出海卖家<span style="color: black;">来讲</span>，仍是必<span style="color: black;">科研</span>的一个课题。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/icxeNic93mYqgwzTM67XQAY9NVBOsSYZEYSxoocDjNiadMaic1xdUbxXgDe8iboEf3ZiaibUmKu1udHEeC6AgibWuictWSg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（滑动<span style="color: black;">认识</span>SHEIN发家史）</span></p><strong style="color: blue;">成立</strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">SHEIN于2008年正式成立，并在同年<span style="color: black;">创立</span>了自己的官方网站（国内），<span style="color: black;">起始</span>进行线上<span style="color: black;">营销</span></span></p><strong style="color: blue;"><span style="color: black;">探索市场</span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">随着<span style="color: black;">机构</span>的发展，SHEIN<span style="color: black;">起始</span>探索海外市场，并在2012年<span style="color: black;">起始</span><span style="color: black;">营销</span>海外市场的女装。</span></p><strong style="color: blue;"><span style="color: black;">注重</span>数据和技术</strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">SHEIN非常<span style="color: black;">注重</span>数据和技术的支持，将其视为<span style="color: black;">机构</span>发展的重要驱动力。SHEIN<span style="color: black;">持续</span>投入资金和精力，加强技术团队建设，并<span style="color: black;">经过</span>数据分析和挖掘，<span style="color: black;">提高</span><span style="color: black;">制品</span><span style="color: black;">开发</span>和<span style="color: black;">营销</span>能力。</span></p><strong style="color: blue;">加强品牌推广</strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">SHEIN在品牌推广上<span style="color: black;">亦</span>做了<span style="color: black;">非常多</span>工作，<span style="color: black;">经过</span>在社交<span style="color: black;">媒介</span>上发布时尚<span style="color: black;">照片</span>、<span style="color: black;">宣传</span>投放等方式，<span style="color: black;">提高</span>品牌知名度和美誉度。</span></p><strong style="color: blue;">多元化<span style="color: black;">营销</span><span style="color: black;">途径</span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">SHEIN<span style="color: black;">持续</span>拓展<span style="color: black;">营销</span><span style="color: black;">途径</span>，除了独立站，还在其他第三方平台上<span style="color: black;">营销</span>，并积极探索线下门店模式。</span></p><strong style="color: blue;"><span style="color: black;">加速<span style="color: black;">全世界</span>化进程</span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">SHEIN<span style="color: black;">经过</span>加强物流建设，优化供应链管理，加速<span style="color: black;">全世界</span>化进程。<span style="color: black;">同期</span>，SHEIN<span style="color: black;">亦</span>加强本地化运营，<span style="color: black;">供给</span>多语言网站和本地货币支付等服务，满足当地消费者<span style="color: black;">需要</span>。</span></p><strong style="color: blue;"><span style="color: black;"><span style="color: black;">连续</span>创新</span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">SHEIN<span style="color: black;">连续</span>创新，引入新<span style="color: black;">制品</span>、新技术和新模式，<span style="color: black;">提高</span>消费者购物体验。<span style="color: black;">同期</span>，SHEIN<span style="color: black;">亦</span><span style="color: black;">持续</span>优化运营方式，降低成本，<span style="color: black;">提高</span>效率，<span style="color: black;">加强</span>市场竞争力。</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;">经过</span>SHEIN的发家史<span style="color: black;">咱们</span><span style="color: black;">能够</span>看出，SHEIN在成立之初就以独立站模式切入赛道，并且<span style="color: black;">得到</span>了巨大的成功。不仅如此，SHEIN<span style="color: black;">起始</span>孵化<span style="color: black;">更加多</span>新的子品牌，<span style="color: black;">包含</span><span style="color: black;">青年</span>快时尚ROMWE、熟龄女装EMERY ROSE、美妆SHEGLAM、高端服装MOTF、韩风服装DAZY、鞋履Cuccoo等，除宠物PETSIN和3C电子<span style="color: black;">制品</span> JMMO，其余品牌均设有独立站。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">SHEIN开设如此之多的独立站，<span style="color: black;">亦</span>是在走品牌矩阵营销的老路子，其<span style="color: black;">基本</span>目的是为了在SHEIN放缓增长速度情形下<span style="color: black;">连续</span>的引流拉新。</span></p><strong style="color: blue;"><span style="color: black;"><span style="color: black;">怎样</span>复刻SHEIN海外营销策略</span></strong><strong style="color: blue;">0</strong><strong style="color: blue;">1</strong><strong style="color: blue;"><span style="color: black;">创立</span>品牌独立站</strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">SHEIN从一<span style="color: black;">起始</span>就<span style="color: black;">创立</span>了自己的品牌独立站，进入其网站<span style="color: black;">能够</span><span style="color: black;">发掘</span>，SHEIN的网站采用的是简洁、清晰的设计风格，<span style="color: black;">同期</span>界面简单易用，用户体验良好。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">独立站<span style="color: black;">能够</span>为跨境卖家<span style="color: black;">供给</span>更好的品牌展示和用户体验，<span style="color: black;">经过</span><span style="color: black;">创立</span>自己的独立站，<span style="color: black;">能够</span>更好地<span style="color: black;">把握</span>用户数据并<span style="color: black;">供给</span>个性化服务。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在建站方面，卖家需要注重网站结构、页面布局、<span style="color: black;">制品</span>展示和购物流程等多个方面，尽最大可能为用户<span style="color: black;">供给</span>个性化客户服务，从而深度赢得客户的信赖。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/icxeNic93mYqgwzTM67XQAY9NVBOsSYZEY0IqsmsNucfxZNmfCHEoGKqyfgG4Itr1EGW3e514L5yJzAPIAqWFzMQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p><strong style="color: blue;">0</strong><strong style="color: blue;">2</strong><strong style="color: blue;">多语言和本地化设计</strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">SHEIN注重网站的多语言和本地化设计，以满足<span style="color: black;">全世界</span>消费者的<span style="color: black;">需要</span>。<span style="color: black;">针对</span>其他跨境卖家<span style="color: black;">来讲</span>，<span style="color: black;">咱们</span><span style="color: black;">亦</span>要针对<span style="color: black;">区别</span>国家和地区的消费者，<span style="color: black;">供给</span>多语言网站和本地化设计，以满足消费者的语言和文化<span style="color: black;">需要</span>，尽可能<span style="color: black;">提高</span>用户体验和<span style="color: black;">营销</span>转化率。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/icxeNic93mYqgwzTM67XQAY9NVBOsSYZEYev36nrWxVLicIzSBiantrtdic3UBbLNb0rlAbZLQqZp4SSjWr1Tmq0YzQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><strong style="color: blue;">0</strong><strong style="color: blue;">3</strong><strong style="color: blue;">品牌推广和社交<span style="color: black;">媒介</span>营销</strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">SHEIN利用社交<span style="color: black;">媒介</span>平台扩大其品牌影响力，例如在Facebook、Instagram、Twitter等平台上发布时尚<span style="color: black;">照片</span>和推广活动，吸引<span style="color: black;">更加多</span>消费者关注和购买其<span style="color: black;">制品</span>。<span style="color: black;">同期</span>，SHEIN<span style="color: black;">亦</span><span style="color: black;">经过</span>活动、促销等方式吸引消费者，<span style="color: black;">提高</span><span style="color: black;">营销</span>业绩。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">各位跨境卖家<span style="color: black;">亦</span><span style="color: black;">能够</span>借鉴SHEIN在社交<span style="color: black;">媒介</span>上的推广策略，<span style="color: black;">供给</span>时尚内容、与用户互动，与各大时尚红人合作，吸引<span style="color: black;">更加多</span>关注和转化。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/icxeNic93mYqgwzTM67XQAY9NVBOsSYZEYHKuawDjDd645Np7GMHPpLuV2A4hiaycZykTxJ3ohAMUGuzfSsOZ5cWg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/icxeNic93mYqgwzTM67XQAY9NVBOsSYZEYWtsr8gbKbLiaCOyHYic8jun44icKBtFDW33e2oesvN4BDyCkibVd7ETxXw/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">除了以上的营销手段以外，SHEIN还积极与当地名人/博主合作，赞助时尚活动/体育赛事、鼓励用户生成内容、<span style="color: black;">地区</span>化市场活动等<span style="color: black;">措施</span>，无论哪种营销<span style="color: black;">措施</span>，都<span style="color: black;">能够</span>看出，SHEIN在强大供应链背景下，极为<span style="color: black;">注重</span>海外营销。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/icxeNic93mYqgwzTM67XQAY9NVBOsSYZEYwicF94xm9LJA62esy48xTbAdW1aYSRAGZic8iadtDQGTMHQVttgKQkKDg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></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;">针对</span>各大跨境卖家<span style="color: black;">来讲</span>，想自己做好矩阵营销确实存在<span style="color: black;">必定</span>困难，尤其是起步<span style="color: black;">周期</span>，<span style="color: black;">咱们</span><span style="color: black;">无</span><span style="color: black;">那样</span>强大的资金背景全面实现海外营销，这<span style="color: black;">寓意</span>着<span style="color: black;">咱们</span>要养一个专业的运营团队，还要进行<span style="color: black;">海量</span>的<span style="color: black;">宣传</span>投放，这些都需要花费<span style="color: black;">海量</span>的资金。<span style="color: black;">倘若</span>这个时候，能有一家<span style="color: black;">可靠</span>的服务商能够<span style="color: black;">帮忙</span><span style="color: black;">咱们</span>定制一套适合自己品牌的海外营销<span style="color: black;">方法</span>，<span style="color: black;">帮忙</span><span style="color: black;">咱们</span>从0-1，从1-5的逐步跨越，一步一步实现品牌出海，我想这是一个非常不错的<span style="color: black;">选取</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/icxeNic93mYqgwzTM67XQAY9NVBOsSYZEYkcrL8G9wScMv8PtbpVEhW5r8e1RicsOZx45p2Qk8LpO0ohqDUvHMM2w/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">蓝鲨互动从事跨境电商服务商行业<span style="color: black;">数年</span>，<span style="color: black;">持有</span>专业且经验丰富的运营团队，<span style="color: black;">能够</span>深度满足<span style="color: black;">区别</span>出海程度的客户品牌营销<span style="color: black;">需要</span>。<span style="color: black;">倘若</span>您想<span style="color: black;">认识</span><span style="color: black;">更加多</span>海外营销知识，不妨关注“蓝鲨互动”公众号，以防<span style="color: black;">错失</span>下期精彩内容。</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;">蓝鲨互动</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;">做为</span>国内专业的海外数字营销<span style="color: black;">处理</span><span style="color: black;">方法</span>服务商，致力于<span style="color: black;">作为</span>中国跨境电商扬帆出海的服务标杆；<span style="color: black;">帮忙</span>中国出海企业<span style="color: black;">处理</span>线上营销困境、<span style="color: black;">提高</span>海外影响力及<span style="color: black;">媒介</span>推广成效；是中国外贸企业在<span style="color: black;">全世界</span>开疆拓土的最佳合作伙伴。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">蓝鲨互动专注于为中国跨境商家<span style="color: black;">供给</span>从建站服务到媒介策略、<span style="color: black;">宣传</span>优化、创意策划、品牌营销的一站式跨境电商<span style="color: black;">处理</span><span style="color: black;">方法</span>，潜心为出海企业定制从营销策略咨询到项目执行落地的全流程服务，为中国跨境卖家保驾护航！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/icxeNic93mYqgSfXzFTZ0tCMVcnSdIV2tNNXG1fncaDd5m71cPWaDQ82qGw9snaGnDyeEZHkNVuGkYic2neRTuBDQ/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;"><span style="color: black;">微X</span>公众号</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/icxeNic93mYqgSfXzFTZ0tCMVcnSdIV2tN0RFOs38qa4anibK1kOL6v1QmQSGD24JfSNBpKMw4IT2icNiabsicTnK64g/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">抖音号</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/icxeNic93mYqgwzTM67XQAY9NVBOsSYZEY3ibv1eWaib5GH4icoll5Qs8OwvFXIcksm18S4tNyyKrJgFRwN3rPRY33A/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">客服<span style="color: black;">微X</span>号</span><strong style="color: blue;"><span style="color: black;">点个“在看”<span style="color: black;">每日</span>收到最新<span style="color: black;">新闻</span></span></strong>




wrjc1hod 发表于 2024-9-27 07:26:22

顶楼主，说得太好了！
页: [1]
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