Shein Case Study: Founder, Business Model, Revenue, Marketing Strategy, Competitors & More

There’s nothing we love more than fashion products shopping. Nowadays, Online shopping is presently a solidly settled segment of current ways of life. With scarcely any ideal opportunity to shop, the feature of some clicks ordering and fast conveyance to the buyer’s doorstep is pushing the web-based business and e-commerce markets higher than ever.

As a result, fashion e-commerce business sectors are getting more competitive. Online unicorns, for example, Amazon, Flipkart, Myntra are ruling, yet small, entrepreneurs are likewise acquiring foothold as buyers are searching for more quality products and services.

Shein is one such online fashion platform that offers the best with regards to different and unique items. Shein sells fashionable and in vogue things for all genders. In this way, it stands apart from contenders that generally advertise apparel for either guys or girls. Not only that Shein extends its product offerings to kids, hefty size, home, and living, beauty as well. In this post, we cover Shein’s business model, fundings, founder, competitors, and everything you need to know.

Shein Company Profile

About Shein

SHEIN is a global B2C fast fashion brand. The company mainly focuses on women’s wear, but it also offers men’s apparel, children’s clothes, accessories, shoes, bags, and other fashion items. Clothes for children, accessories, bags, shoes, and other kinds of apparel are also available on Shein.

Shein Founder

Chris Xu is the founder and the CEO of Shein. Prior to setting up the company, Chris Xu worked in Nanjing Aodao, an exchanging premium organization. He needed to accomplish something of his own and the Shein was his shot at a business venture.

Chris Xu initially chipped away at the improvement of Shein’s platform. Continuously, he removed himself from the specialized side of things at Shein and started dealing with deals, fundings, revenue, and marketing. In the event that Shein stands apart among online business centers today, it is a direct result of Chris Xu’s vision and authority.

Shein Business Model

Shein works with provisions on ladies and men’s fashion products, magnificence, home, and other related items and targets the USA, Europe, Australia, and the Middle East and on-pattern styles taking into account both young ladies and kids. Its benefits incorporate production network the board, branding, and client support.

Shein has been proactive in building up a dynamic local fashion community. It has an audience of similar customers across different channels. The platform has also a review section by seeing that users can choose what is best for them. Shein’s officially available in both applications and websites. The shops additionally accompany a style exhibition through which customers can share their outfits and labeled items.

Shein Revenue Model

Shein, managed by ZoeTop Business Co., Ltd., is a globally engaged online store that creates e-commerce net sales basically in the United States just as in France and Italy. The U.S is presently Shein’s biggest market, while it additionally ships to around 219 nations, with apps and websites for Europe, India, the Middle East, Australia, and the U.S. Concerning the items range, Shein accomplishes the best piece of its eCommerce net deals in the “FASHION” class.

The company earns a margin of profit from each sale. Shein’s Global Rank by net sales is 46 for the year 2020. Their Global net sales for the year 2020 was US$2,764.8 million. Exact revenue is not revealed but privately assessed in overabundance of $8 billion every year and has kept on taking off all through the pandemic. It endured a misfortune in income because of the pandemic in 2020 and it is restricted in nations like the USA, UK, and India.

Shein Funding

Shein has raised a sum of $53.4M in funding in more than 3 rounds. Their most recent funding was raised on 1st January 2015 from a Series B round. There are all 3 financial backers that have supported and funded the Chinese company, Shein. JAFCO Asia subsidized Shein in the Series A round with over $5 million.

In the Series B subsidizing round, IDG Capital put an undisclosed fund in the Shein. On the other hand, Greenwood’s Asset Management additionally put CN¥300M in Shein during the Series B round.

Shein finished its Series E financing in 2020 at a valuation surpassing $15 billion, as indicated by Chinese news source LatePost. The organization purportedly desires to turn into an online form of Zara, and that fantasy may become reality.

Shein Growth

The Chinese online fashion store Shein is a wonder in the UK, soaring from 1 to 4 million visitors month to month in only a half year. Presently Shein is the 3rd most visited fashion e-commerce platform in the UK. Behind just ASOS and Next, it has additionally settled a presence in 230 worldwide business sectors.

After Shein’s dispatch in the year 2008, it has developed significantly. Shein has accomplished half YOY growth. Furthermore, in only a long time since its commencement, the company recorded over $49 million in income. It has employed style originators from various nations as a component of its development and growth methodology. Chris Xu, founder, and CEO of Shein accepts that banding together with fashion designers will give the company an edge over its rivals. He needs to develop a drawn-out relationship with them.

Shein and the many other plants that work with the organization have blended in a creative group bearing close similitudes to A Coruna in northeast Spain, where Inditex’s base camp is encircled by its upstream and downstream providers. It has  4 R&D offices in Nanjing, Shenzhen, Guangzhou, and Hangzhou, in addition to 6 coordination communities in Foshan, Nansha, Belgium, India, and on the East and West Coasts of the U.S.

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Shein Future Plan

Shein’s future plans are thought to remember the advancement of new organizations for supply chain network, online payments, publicizing, and, obviously, opening physical stores. Whatever occurs, it’s probably going to do it super quick.

In 2019, Shein sold RMB 30 billion (USD 4.6 billion) worth of dresses to customers outside of China. That is about 14% of Zara’s deals. The company’s future plan mainly focuses on more collaboration with fashion designers.

Shein Marketing Strategy

Shein.com focuses on multiple online marketing strategies. Here are some:-

Promotion Through Social Media Influencers

The brand’s prosperity comes incompletely from successfully utilizing online influencers in social media advertising campaigns. Shein runs various accounts for various nations and item categories on Instagram. Shein_Offical (for worldwide), Shein_gb (for the UK), Shein_in (for India), Shein_fr (for France), Shein_russia (for Russia), and Shein_mex (for Mexico) and many more accounts, and each of them has a huge following, which is truly stunning. Shein generally works with nearby influencers and advertises its fashion items.

 

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— SHEIN (@SHEIN_official) April 24, 2021

Online Advertising

Shein purchases a ton of traffic from advertisement networks for lead generation. The company mostly uses PopAds, Google Ads, Conversant media, Criteo, and other networks which causes grown-up content in Audience Interests. In view of SEMrush analysis, the paid organic traffic is around 3 million on Shein’s official website.

Affiliate Marketing

Shein has many partner programs which we have popularly known as Affiliate marketing on a few affiliate sales generation platforms such as CJ, Admitad, ClicksFunnel, ShareASale, Awin, etc. Shein’s own in-house associate program is more about style and fashion influencers and has a fashion blogger program also.

Public Relation Marketing

The company also takes part in activities during the “COVID-19 pandemic” and “Black Lives Matters”. In May, Shein held a 4-hour online occasion for Covid-19 over called “Shein Together” that highlighted famous influencers and singers Katy Perry and Rita Ora.

Shein Competitors

The major competitors of Shein are competitors are Zara, Amazon Fashion, H&M, AJIO, ASOS, Zalando, Macys, and more.

Conclusion

There are many companies who are working to improve their products every day and Shein is the Chinese company that is one of them. Shein champion’s latest drove garments at great value focus. The company is progressively vertically coordinated with driving in-house designs and the way that it has grown so rapidly has permitted it to quickly expand creation volumes and advantage from economies of scale. This case study is a learning lesson for our entrepreneurs and startup thinkers.

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