Kana iwe uri Gen Z shopper, iwe unogona kunge wakambonzwa uye wakatenga kubva kuSHEIN kare. Kunyangwe kubudirira kwayo kukuru, SHEIN ichiri isinganzwisisike uye yakaderera-kiyi kambani. Muchikamu chino, tichachera zvakadzika mumashandiro anoita kambani iyi uye kuti chii chinogona kudzidza madonhwe kubva mukubudirira kwayo.
Chii chinonzi SHEIN
SHEIN ndiyo inokurumidza kukura e-commerce kambani munyika. Sekureva kwemushumo wekambani, yakaita mabhiriyoni gumi emadhora mumari muna 10 uye yakakura kupfuura zana muzana kune rimwe nerimwe remakore masere apfuura. Kambani iyi yakavakirwa kuChina, asi inoramba musika wayo wemuno ichifarira kutengesa kunze kwenyika. Shein inotengesa munenge mimwe misika mikuru pasi rose, inofukidza nyika dze2020 nematunhu kutenderera pasirese.
SHEIN akatanga nemarokwe emuchato achiri kunzi SheInside. Kare ikako madhirezi emuchato aive echipiri aidiwa zvakanyanya mukutengeserana kwepamuganhu. SHEIN aiedza kutevedzera budiriro yeLightinthebox, kambani yakaita purofiti yakakura kubva muhumbimbindoga hwemapfekero emuchato. Padivi pezvipfeko zvemuchato, SHEIN aitengesawo fashoni yevakadzi, iyo yakazove kiyi yekubudirira kwayo.
Kubva kune mudiki wedhirezi mugadziri, SHEIN yakura ikaita hombe dhiri. Iri kukunda fashoni yepasirese-yenguva. Asi anongova mavambo.
Chaiye-wenguva fashoni
Tese tinoziva Zara naH&M vakapayona iyo "yekukurumidza fashoni" nguva mu1990s, ine mari yakawanda yebhizinesi modhi yakavakirwa pakudzokorora maitiro emakaturu uye madhizaini emhando yepamusoro uye kuvagadzira-zhinji nemutengo wakaderera. Nekudaro, nemukurumbira wekutenga online, uye optimization yealgorithms, yechinyakare inokurumidza fashoni yakarasa kukwikwidza, yakatsiviwa neitsva chaiyo-nguva fashoni.
Chaiyo-nguva fashoni inokwesha iyo internet algorithmically kuti ibudise fashoni mafambiro. Semumwe wevatengi vakuru veGoogle-based China, SHEIN inokwanisa kuwana chigadzirwa cheGoogle Trend Finder, iyo inobvumira chaiyo-nguva granular yekutevera yezvipfeko zvine chekuita nekutsvaga mazwi munyika dzakasiyana siyana.
Kubatanidza izvo neSHEIN yakakura yedhata rekutanga-ruoko kuburikidza neapp yayo kubva pasirese uye zvikwata zvavo zvinotsvaga nzvimbo dzevanokwikwidza, SHEIN inogoneswa kunzwisisa izvo chaizvo izvo vatengi vembatya vanoda izvozvi kupfuura chero munhu.
Ipapo kambani inodyisa iyo data kune yakakura-mu-mumba dhizaini uye prototyping timu inogona kuwana chigadzirwa kubva kudhirowa bhodhi kusvika kugadzira uye kugara online mukati memazuva matatu mashoma. Kana chigadzirwa chabuda, SHEIN inogadzira data rekutanga-ruoko, iro rinogona kushandiswa kugadzirisa otomatiki huwandu hwekugadzira.
Huwandu hweodha yemuenzaniso mutsva wega wega haupfuure mazana maviri, uye kana zvigadzirwa zvinotengeswa zvinopisa zvaonekwa, zvinongowanza zviri nyore kugadzira mufiripi. Mabhendi maviri matsva anowedzerwa svondo rega rega, mazana maviri SKUs nguva yega yega, mukati megore SHEIN inogona kugadzira zviuru makumi matatu zveSKU.
SHEIN akazviita sei?
Mubhizimisi ripi neripi, guru kana diki, panogara paine zvikamu zviviri zvikuru, kupa, uye kushambadzira. Chakavanzika chiri pasi pekubudirira kweSHEIN zvakare chakapetwa mune yayo yekugovera sisitimu uye yekushambadzira zano.
1. Supply Chain Management
SHEIN akatora madanho uye nemabasa echinyakare anobatwa nemafekitori senge prototyping, danho rinodhura asi rinodiwa mukugadzira mbatya. SHEIN akatora iyo prototype basa mumba, kurerutsa hukama ichideredza njodzi uye mutengo kune ayo mafekitori ayo. Paive nechimwe chidimbu mukudzoka: mafekitori aifanira kushandisa SHEIN's supply chain management (SCM) software. Kushanda naSHEIN kwaireva danho rekutanga rakanyanyisa rekubuda pachena: zvivhare iwe muna amai uye rega itore zvese. Pakarepo, mazana emafekitori akange asina kutsigisirwa aive zvino asungirirwa muhuropi humwe, rimwe gore software system.
2. Kushambadzira kweDhijitari
Chikonzero chakaita kuti SHEIN aite uye mamwe mafashoni emhando yevakadzi haana kuita, hazvisi chete nekuda kwekusiyana kwemutengo wezvipfeko pakati peChina nemimwe misika asiwo nekuti SHEIN akange agadzira nzira dzinoshanda dzekutengesa mbatya online.
SHEIN yaive imwe yemakambani ekutanga embatya kushandisa social media influencers kare 2011. Vaive vekutanga kutora Pinterest, yakave yavo yepamusoro sosi yetraffic kubva 2013 kusvika 2014. Kunyangwe nguva pfupi yadarika, SHEIN yaive kutanga muTikTok. kushambadzira, ichiva inonyanya kutaurwa-nezve mhando paTikTok muna 2020.
Kiyi yekubudirira kweSHEIN yanga iri vatsigiri uye UGC. Apa ndipo paSHEIN's flywheel inotaridzika zvakanyanya kushamisa. SHEIN inopayona maitiro pane akawanda masocial media mapuratifomu anonzi "hauls", umo vashandisi vanogona kutenga tani yezvinhu nekuti mitengo yakadzikira. TikTok imwe chiteshi chikuru, paTikTok chete, #shein hashtag yakaburitsa 6.2 bhiriyoni maonero, uye mhando inoonekwa mune anopfuura makumi manomwe mamwe hashtag.
Iyo kambani zvakare inotsamira zvakanyanya muKOL (Key Opinion Vatungamiriri) uye vane mukurumbira, vachiita ivo vatsigire kambani. Sekureva kwa Jing Mazuva ese, Katy Perry, Lil Nas X, Rita Ora, Hailey Bieber, uye Yara Shahidi vese vakamiririra Shein mugore rapfuura. Nyeredzi huru yeTikTok, Addison Rae, inosimudzirawo kambani munzira dzayo dzese.
Zvidzidzo vanodonhedza vanogona kudzidza kubva kuSHEIN'kubudirira
Simba raSHEIN rinobva mukutora zvakanakira China nekuzvishandisa kumusika wepasi rose. Yayo yakashata yekushambadzira zano ndiyo chaiyo muenzaniso kune ese eCommerce mabhizinesi, uye yavo yemashiripiti kuroora neese enhau enhau, kunyanya TikTok, zvirokwazvo iri yakanaka yekumaka nzira yekudzidza kubva.
Kunyangwe pasina munhu anodonhedza pasi anogona kugona kuwana budiriro yakakura zvakadaro pasina rutsigiro rwemari hombe, kuchine akawanda mazano akakosha ayo SHEIN anoshandisa iwe aunogona kutora mune rako rekudonha bhizinesi.
