Ngati ndinu Gen Z shopper, mwina mudamvapo ndikugulapo kuchokera ku SHEIN. Ngakhale idachita bwino kwambiri, SHEIN ikadali kampani yodabwitsa komanso yotsika mtengo. Munkhaniyi, tifufuza mozama momwe kampaniyi imagwirira ntchito komanso zomwe dropshippers angaphunzire pakuchita bwino kwake.
SHEIN ndi chiyani
SHEIN ndi kampani yomwe ikukula mwachangu kwambiri padziko lonse lapansi. Malinga ndi lipoti la kampaniyo, idachita ndalama pafupifupi $10 biliyoni mu 2020 ndipo yakula kupitilira 100% pazaka zisanu ndi zitatu zapitazi. Kampaniyo idakhazikitsidwa ku China, komabe imakana msika wawo wam'deralo mokomera kugulitsa kunja. Shein amagulitsa pafupifupi msika wina uliwonse waukulu padziko lonse lapansi, wokhudza mayiko ndi zigawo 224 padziko lonse lapansi.
SHEIN anayamba ndi madiresi aukwati pamene ankatchedwabe SheInside. Kalelo madiresi aukwati anali achiwiri omwe ankafunidwa kwambiri pa malonda a malire. SHEIN ankayesa kutengera chipambano cha kampani ya Lightinthebox, yomwe idapeza phindu lalikulu chifukwa chochita zinthu mopanda tsankho. Pamodzi ndi madiresi aukwati, SHEIN anali kugulitsanso mafashoni achikazi, omwe pambuyo pake adakhala chinsinsi cha kupambana kwake.
Kuchokera kwa wopanga kavalidwe kakang'ono kaukwati, SHEIN wakula kukhala chinthu chachikulu. Ipambana mafashoni apadziko lonse lapansi. Koma ichi ndi chiyambi chabe.
Mafashoni enieni
Tonse tikudziwa kuti Zara ndi H&M adachita upainiya wanthawi ya "fast fashion" m'zaka za m'ma 1990, njira yopindulitsa kwambiri yamabizinesi yotengera kubwereza mayendedwe a catwalk ndi mapangidwe apamwamba kwambiri ndikuzipanga mwachangu pamtengo wotsika. Komabe, ndi kutchuka kwa kugula pa intaneti, komanso kukhathamiritsa kwa ma aligorivimu, mafashoni othamanga achikhalidwe ataya mpikisano wake, m'malo ndi mafashoni anthawi yeniyeni.
Mafashoni anthawi yeniyeni amafufuza pa intaneti mokhazikika kuti atulutse mayendedwe. Monga m'modzi mwamakasitomala akuluakulu aku China ku Google, SHEIN ali ndi mwayi wopeza zinthu za Google Trend Finder, zomwe zimalola kuti munthu azitha kuyang'anira nthawi yeniyeni mawu osakira okhudzana ndi zovala m'maiko osiyanasiyana.
Kuphatikiza izi ndi kuchuluka kwakukulu kwa data ya SHEIN kudzera pa pulogalamu yake yochokera padziko lonse lapansi ndi magulu awo omwe amafufuza masamba a omwe akupikisana nawo, SHEIN imathandizidwa kumvetsetsa zomwe ogula amafuna kwenikweni kuposa aliyense.
Kenako kampaniyo imadyetsa zidziwitsozo ku gulu lake lalikulu lamkati ndi opanga ma prototyping omwe atha kupeza chinthu kuchokera pagulu lojambulira mpaka kupanga ndikukhala pa intaneti m'masiku ochepa atatu. Chogulitsa chikatuluka, SHEIN imapanga zambiri zoyamba, zomwe zitha kugwiritsidwa ntchito kusintha zokha kuchuluka kwa zomwe amapanga.
Kuchuluka kwa madongosolo a mtundu uliwonse watsopano sikudutsa 200, ndipo zinthu zomwe zikugulitsidwa zikangowoneka, zimangochulukitsira kupanga pang'onopang'ono. Magulu awiri atsopano amawonjezeredwa sabata iliyonse, ma SKU 200 nthawi iliyonse, chaka chonse SHEIN imatha kupanga ma SKU 30,000.
SHEIN wapanga bwanji?
Mubizinesi iliyonse, yayikulu kapena yaying'ono, nthawi zonse pamakhala magawo awiri akulu, kupereka, ndi kutsatsa. Chinsinsi chomwe chili pansi pakuchita bwino kwa SHEIN chimaphatikizidwanso pamakina ake othandizira komanso njira zotsatsira.
1. Kayang'aniridwe kazogulula
SHEIN adatenga maudindo ndiudindo womwe mwamwambo umasamalidwa ndi mafakitale monga prototyping, gawo lokwera mtengo koma lofunikira pakupanga zovala. SHEIN adatenga zochitikazo m'nyumba, ndikuchepetsa ubalewo ndikuchepetsa chiopsezo ndi mtengo wamafakitala anzawo. Panali chofunikira chimodzi pobwezera: mafakitale amayenera kugwiritsa ntchito pulogalamu ya SHEIN's chain chain management (SCM). Kugwira ntchito ndi SHEIN kunatanthawuza kuwonekera kocheperako poyambirira: dzilowetseni nokha kukhala mayi ndikulola kuti izitsatira chilichonse. Mwadzidzidzi, mafakitale mazana omwe anali asanayimitsidwe tsopano adalumikizidwa muubongo umodzi, pulogalamu imodzi yamtambo.
2. Kutsatsa Kwama digito
Chifukwa chomwe SHEIN adapangira komanso opanga mafashoni aakazi ena sanatero, osati chifukwa cha kusiyana kwakukulu kwamitengo pakati pa China ndi misika ina komanso chifukwa SHEIN adapanga njira zogwirira ntchito zogulitsa zovala pa intaneti.
SHEIN anali m'modzi mwa makampani oyamba ovala omwe amagwiritsa ntchito anthu ochezera pazama TV kuyambira 2011. Iwo anali m'modzi mwa oyamba kutengera Pinterest, yomwe idakhala gwero lawo lalikulu la magalimoto kuyambira 2013 mpaka 2014. Posachedwapa, SHEIN anali koyambirira kwa TikTok. kutsatsa, kukhala mtundu womwe umakambidwa kwambiri pa TikTok mu 2020.
Chinsinsi chakuchita bwino kwa SHEIN kwakhala olimbikitsa komanso UGC. Apa ndipamene wheelwheel ya SHEIN imawoneka yochititsa chidwi kwambiri. SHEIN imachita upainiya pamapulatifomu ambiri ochezera omwe amatchedwa "hauls", momwe ogwiritsa ntchito amatha kugula zinthu zambiri chifukwa mitengo yake ndi yotsika kwambiri. TikTok ndi njira ina yayikulu, pa TikTok yokha, hashtag ya #shein yatulutsa mawonedwe mabiliyoni 6.2, ndipo mtunduwo umapezeka muma hashtag ena opitilira 70.
Kampaniyo imadaliranso kwambiri ku KOL (Key Opinion Leaders) ndi otchuka, povomereza kampaniyo. Malinga ndi Jing Daily, Katy Perry, Lil Nas X, Rita Ora, Hailey Bieber, ndi Yara Shahidi onse adayimilira Shein chaka chatha. Nyenyezi yayikulu kwambiri ya TikTok, a Addison Rae, amalimbikitsanso kampani pamawayilesi ake.
Omwe akuponya maphunziro atha kuphunzira kuchokera ku SHEIN'kupambana
Mphamvu za SHEIN zimachokera pakutenga zabwino zaku China ndikuzigwiritsa ntchito pamsika wapadziko lonse. Malingaliro ake osakhazikika pamalonda ndi chitsanzo kwa mabizinesi onse a eCommerce, ndipo ukwati wake wamatsenga ndi malo onse ochezera, makamaka TikTok, ndi njira yabwino yophunzirira.
Ngakhale palibe wotsika aliyense amene angakwanitse kuchita bwino kwambiri popanda kuthandizidwa ndi capital capital, palinso malingaliro ambiri ofunikira omwe SHEIN amagwiritsa ntchito omwe mungatengere mu bizinesi yanu yotsika.
