SHEIN conquers Europe

Shein conquers Europe

The Digital Marketing Strategy

Like Tiktok or Alibababa, Chinese digital, ecommerce and new media players are playing an increasing role in the marketing strategies of European companies.
At the same time, the European success of Chinese brands comes from marketing strategies that hinge on social media and digital channels.

An example is Shein, the Chinese fast fashion retailer that’s enjoyed global success in the past couple of years thanks in part to frequent viral successes on (another Chinese platform) TikTok.

Shein vs H&M vs Zara

The output on the market vs Zara and H&M is extraordinary. Shein has eaten a great peice of the Market shares within last 3 years

Targeting Z Generation

On the surface, Shein presents a paradox: we’re constantly told that gen Z cares about ethical consumption and the environment above all else, but the brand’s been wildly popular with that demographic despite well-known environmental issues.

The answer is that they’ve got the basics right, while deploying intelligently on the right platforms: “Really good pricing, really good quality and a whole bunch of reviews that tell me whether it’s good or not.” says Shein CMO In attached extracts , a case study on Shein brand Marketing and the output on the market vs Zara and H&M 

Social Media Strategy

Chinese brands are localizing their products and defining their brand image through social media. They are localizing products with branding strategies to align with the target audience’s culture by employing social media tactics and influencers to increase brand exposure to their target demographics.The cross-border e-commerce industry has seen an explosion in platforms offering a full suite of digital infrastructure and logistics support.

Shein Influence Marketing

While established fashion retailers typically use Instagram to engage with their consumers, SHEIN partnered with countless micro-celebrities on TikTok through its SHEIN Official Affiliate Program. This mutually beneficial partnership allows the brand to expose itself to new audiences, while giving many small influencers a chance to receive free clothes and other products from SHEIN.
The program also allows its affiliates to post TikTok videos of their #SHEINhaul, which parades an array of trendy outfits to their online fans. The hashtag went viral, especially among Gen Z consumers, who look to the TikTok hashtag trend as a source of fashion inspiration. Some even participate to express their pride in finding low-cost items that replicate high-end looks. As a result, SHEIN created an environment that allowed shoppers to feel smart and savvy in finding,purchasing and owning the “perfect” outfit.

SHEIN user-generated content

SHEIN uses user-generated content for its promotional activities. In blogs, articles and videos, the idea is to connect with content creators and real-time users to make convincing stories about their products. Younger consumers have trust issues with celebrity endorsements, as people know that celebrities are paid to do the promotion. With real-time users, they have a higher level of reliability. Highly rated products sell out faster.

SHEIN gamification

SHEIN has implemented gamification into its app, rewarding customers with points for frequent cumulative logins, playing its in-app minigames and leaving reviews as younger shoppers spend more time on mobile devices. In May 2021, it surpassed Amazon to become the most downloaded shopping app in the United States

Shein Case Study

Viral Marketing / ABM / Ecommerce / SHEIN Marketing strategy and practice / Internationalization and Localization Marketing / Chinese Digital Players and Brands in Europe

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