Invertia Shein, the Chinese store that follows the steps of Tiktok and puts in check the 'online' strategy of Inditex

Following the same online strategy of Aliexpress or Tiktok, Shein has been consolidating in digital trade and today their website and application lead all rankings.He is a specialist in selling very cheap garments and his main focus are young people.

Shein follows the steps of his maximum reference, Tiktok.The Chinese app seems invincible and that, after being the most downloaded worldwide during 2020, seeks to get the same this 2021.The well -known application has been growing two consecutive years.

And like Tiktok, Shein's director is of Chinese origin.The brand was created in 2008 with the name of She Inside, but its current director Chris Xu entered the scene in 2012 when he bought the Sheinside domain.com.In 2015, he changed the name for the current one, Shein, and began working to consolidate the firm beyond the Chinese borders.Since then, growth has been unstoppable.

According to Bloomberg, Shein invoiced 10.000 million dollars in 2020 (8.250 million euros), thus surpassing the digital part of Inditex (6.612 millones de euros en ventas online) y H&M (3.895 million euros in digital).

Actualmente, es la web de su categoría más visitada de todo el mundo -152 millones de visitas en mayo, según datos de Similar Web-, por encima de titanes de la moda como Zara, la sueca H&M o los grandes almacenes estadounidenses Macys.

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As a curious fact, the firm is based in China, but does not sell there: instead, it sells in 220 countries around the world, and although delivery times are longer than those that giants such as Inditex, their inditex, theirLow prices enhance the growth of their sales.

Regarding its business model, it emphasizes that the company uses Google's trends to find out what colors, fabrics and styles are more popular.Through these trends they seek to reflect in their garments the style of each country, in real time, based solely on data.

'Fast fashion'

The immediacy and the one known as Fast Fashion is another of the badges that characterizes Shein.For example, from production tests only seven days pass, if compared to Zara 14.Also the absence of physical stores to put on sale those garments is more dynamic.

Almost all their products cost less than 20 euros and, based on coupons, flash offers and other aggressive collection techniques (in the first order they do not charge shipping costs, the return is free and give you points to leave comments) has managed to makeA hole in the global textile industry.

But if something must be highlighted from your business model, it is undoubtedly its digital marketing strategy.In social networks such as Tik Tok or Instagram it is common for microinfluencers with less than 10.000 followers do hauls - Clothing Prop.

They are not paid collaborations.These young people publish those videos for free because they hope to take advantage of high commissions for affiliates: between 10% and 20% of the purchases that others make through their links end up in their pockets.

'App' with the highest market share

Thanks to following the patterns of the one known as fast fashion, very low sales prices and the great use of social networks The Chinese store has managed to lead the ranking of the five fashion mobile apps with the highest market share during the first quarterof 2021, according to the data of the Mobile General Report (Igmobile), prepared by Smartme Analytics.

Shein leads a quarter more after reaching half of the market share (50.3%), thanks to the 6.1% increase with respect to the closing of 2020.Behind the online fashion store, Vinned is located, the second -hand fashion purchase and sale application.

Completa el podio la aplicación de la firma sueca H&M (14,9%), que ocupa el tercer puesto y sigue por delante de Zara, buque insignia del Grupo Inditex, cuya cuota de mercado se sitúa en 13,6%, seguida muy de cerca por Zalando (13,3%), Bershka (11,3%) y Pull&Bear (11,1%).

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