Shein, which once surpassed Amazon in e -commerce mobile apps and may be listed against the market, from China, was established in 2008.At first, the company mainly operated the enterprise (B2B) model and provided clothing wholesale production services.Over time, Greek Sound gradually transformed into an online retail platform that is based on enterprises to consumers (B2C).
In the English world, Greek is challenging Zalora and Amazon; in the Chinese world, competitors include Taobao and Tmall.Herchi has catered to fashion through extremely cheap money and extremely fast, and successfully attracted the attention of young consumers around the world.Low -priced, diverse product selection and global market strategies have made it successful in the international market.The company uses social media, fashion blogs and celebrity endorsements to actively promote it, and adopts advanced supply chain management and data analysis technology to improve production efficiency and meet market demand.
Although Higin has won a large number of users around the world, it also faces some controversy, including hard -sweat factories, using Xinjiang cotton and other issues.However, the company still has made significant development in the field of fiercely competitive fashion e -commerce and has become one of the world's largest fashion e -commerce.
The success of Xiyin has three outstanding factors:
1. Logistics draws the world
The factory is located in strategic locations such as Guangzhou, Jiangxi, Hunan, etc., and they are extremely close to various types of raw material suppliers. It can be supplied within 10 minutes of exaggeration.In addition to the geographical advantages of site selection, automated, segmented transportation, and intelligent control of the whole process are used to draw the world with high -efficiency logistics, push the shipping supply speed to the extreme, and lead the peers.
2. Reduce the quality requirements of the main offensive to plunder the market
Fast Fashion has become the mainstream in the past 20 years, and it is the most important thing for the quality and durability of the clothing. As long as it is cheap, new, and fast enough, it is favored by consumers.Ji new models go to buy.Between the brand and the brand, in order to competition to snatch the largest market and reduce brand stories and concepts, otherwise, we must continue to fight for new and new, with the trend, and abandon product differentiation.
Of course, it is not advisable to use a marketing perspective and environmental protection perspective, but under the torrent, Hipin uses artificial intelligence to detect the trend early, and uses small batches of products nearly different styles to conduct market tests, and then use terminal sales data feedback.Know what design should be the main design.This cycle is only one or two weeks, and it is really fast.
Three, websites and applications use long -stay mode
The e -commerce platform has taken a period of time. In design, the Western / English world, and the Chinese / Chinese world have each styling style. It is not easy to change the user experience.In recent years, many websites and mobile applications have tried the governor to stay.This is a marketing strategy that changes the user experience and guides users to perform certain operations on the website or app, so that they can stay longer, especially the young people in the core target group of Higin.Through continuously issuing notifications (reminding users to use discounts), customers who have rewarded multiple logins (provided personalized discounts), related personalized recommendations, gift discounts, etc., so that parents can quickly roll the website and applications for a while to increase the viscosityEssence
Saying so many reasons for the rise of Higo, focusing on the outlook of 2024.When the world is concerned about the depression of the economic recession, Singapore's development in 2023 is good, but it is also necessary to take precautions and face the market change brought about by the economic deterioration of the economy.
First of all, the city is poor. The first is the middle class and a professional / stable person with a certain consumption power (the rich people are not affected and the poverty -stricken mass consumption habits cannot be changed).But the worse the economy, the more human psychology, the desire to prove itself and fill the mind.Shopping behavior, especially in the middle class, will not increase, and under the fear of unknown and fundamental financial resources, it will be converted from high -quality durable products to buying affordable and basically no quality.Fast and fashionable low -cost and fast distribution models will only become more and more popular.
Secondly, a large number of layoffs, people float in things, more time to kill time online.When all online shopping platforms use the long -stay model strategy on the website and application, more people will be like brushing Douyin / IG short film.
Furthermore, reducing quality requirements, affordable, and differentiation has become a general trend.
When a company saw Chinese manufacturers come to e -commerce, it was successful to differentiation, low quality, and profitable sales. In addition, the economic recession must be reduced.In Asia and Singapore markets.In Europe, it has always focused on brand stories; in the United States and Canada, it has focused on ideas in recent years; in Asia, Pingliang is the king.Over the years, the marketing, advertising and design of the local market have not focused on the connotation of beauty, not focusing on stories, emotional associations, no emphasis on creativity, no emphasis on humor, focusing on discounts and trends in the field, and they can earn a lot of money.In the environment, these basic quality and de -differentiated cheap sales will only become more obvious.
The author is a digital technology practitioner
