SHEIN surpasses TikTok to become the most downloaded app in the United States

SHEIN tops the list for the first time, becoming the most downloaded app in the United States

According to Marketplace   Pulse data shows that during the just-concluded May Day holiday, SHEIN was on the iPhone   App   In 2021 , SHEIN ranked first in the U.S. shopping category app download rankings, surpassing social apps such as TikTok, Instagram and Twitter , and far ahead of Amazon. SHEIN topped the U.S. shopping category app download rankings for the first time in May 2021 and became the second most popular shopping APP in the world in 2021 .

Data shows that throughout 2021 , Amazon ranked first in downloads among shopping apps in the United States , but globally, SHEIN 's downloads have surpassed Amazon . As of now, SHEIN ranks first among shopping category apps in dozens of countries .

Sensor Tower data shows that SHEIN's app download ranking has been rising since the beginning of this year (app downloads do not indicate usage, but they can show a certain trend). Among US clothing retailers, SHEIN's online traffic is second only to Macy's. In addition, according to Google Trends data, SHEIN's popularity on Google has also reached an all-time high, surpassing other clothing retailers.

Image source: Sensor Tower

As the world's largest pure e-commerce clothing retailer, SHEIN has become a link between domestic clothing factories and Western Generation Z customers. Its unique advantages have enabled the brand to usher in rapid development in recent years.

SHEIN is a typical representative of the domestic DTC cross-border e-commerce model. Looking at other third-party e-commerce platforms, Wish started earlier, but has major shortcomings in logistics, with chaotic transportation and too long time. Amazon's FBA provides consumers with a better delivery and return experience, so many domestic sellers flock to Amazon. But SHEIN also has something that Wish and Amazon can hardly replicate.

The key lies in the brand's clothing supply chain advantages. From market analysis to design to manufacturing to logistics, SHEIN controls every aspect of its products. In the eyes of foreign consumers, SHEIN is not just an ordinary fast fashion brand, it is more like a brand store that provides a wide variety of products, but unlike Wish and Amazon , the product variety is complicated .

Although Amazon is currently the largest apparel retailer in the U.S., both online and offline, according to Wells Fargo analyst Ike Boruchow, it is foreseeable that Amazon will lose to SHEIN given its rise . Although SHEIN is known for its apparel , it has expanded into home goods and beauty , with increasing overlap between the two businesses.

Amazon also lags behind SHEIN in terms of social media . Data shows that on Instagram and TikTok, SHEIN has ten times more followers than Amazon.

In addition, the rapid product update frequency is also an important source of SHEIN's competitiveness. According to foreign media reports, during peak periods, SHEIN will launch 5,000-6,000 new SKUs every day.

At present, SHEIN seems to combine the advantages of all platforms such as Amazon, Wish, Zara and social media . Although it started late , it has a unique and strong influence in the market .

However, SHEIN has also encountered some problems in its development, such as insufficient customer loyalty. Customers attracted by low prices are easily attracted by new brands and products. This is why the number of app downloads and social media fans is very important to SHEIN: only by continuously attracting new customers and reducing customer churn can SHEIN maintain rapid development.

At present, many cross-border e-commerce fast fashion clothing brands have emerged in China. Although there is no brand that can compete with SHEIN , these brands will also seize market share from the global fast fashion clothing market and will also have an impact on SHEIN's global market expansion.

Therefore, while downloads were topping the charts, SHEIN also began launching new product lines.

SHEIN launches new product line

Recently, foreign media reported that SHEIN launched a new product series - evolu SHEIN . The series has inclusive sizes and uses environmentally friendly materials . Its materials and packaging have been certified by Textile   Certified by the Global Recycling Standard (GRS) managed by Exchange, evolu SHEIN aims to provide "affordable options for customers seeking products that have a positive impact on the environment."

It is understood that the series of products has been launched to SHEIN customers around the world since April 29. The first product released is clothing made of recycled polyester fiber, a fiber obtained from plastic waste. Compared with fibers made of pure polyester, this material significantly reduces the amount of water, energy and raw materials required in the manufacturing process.

It is said that the products of the evolu SHEIN series will include women's tops, dresses and bottoms. SHEIN plans to expand the product line of this series to more than 1,500 SKUs by the end of September this year , and future styles will use environmentally friendly viscose and recycled fibers. SHEIN said that evolu SHEIN will serve as a testing ground for its innovation drive , and the products and technologies launched in this series may be promoted to other series of products in the future .

“We are committed to building a more responsible fashion ecosystem,” said Adam , Global Head of Environmental, Social and Governance at SHEIN.   Whinston said: “The launch of evolu SHEIN is an important step in our sustainability commitment this year and we invite all our partners and customers to join us in this effort . ”

According to foreign media reports, over the past decade, SHEIN has advocated a fashion revolution and developed tools to help suppliers implement environmental protection strategies . " SHEIN 's small-batch production strategy and digital retail model have helped the brand avoid the negative impact on the environment like traditional retail . " "These efforts, including transforming traditional factories into agile and flexible supply chains with collaborative technology systems," can "substantially reduce inventory waste" while "helping to protect natural resources during the production process."

In Europe and the United States, the fast fashion industry is a controversial industry. On the one hand, fast fashion allows consumers to enjoy fashion at low prices through low prices and fast product development cycles, and is called "affordable fashion" by ordinary consumers. However, fast fashion is also criticized for encouraging overconsumption and having quality and environmental problems . For example, many consumers regard fast fashion as "disposable clothing." As a leading fast fashion brand, SHEIN cannot avoid related doubts.

Shein is already the largest company in the U.S. fast-fashion industry, according to Morgan Stanley, but it is often criticized for its opaque policies, and some regulators and environmentalists believe it should be slowed down.

In addition, in March, the European Commission proposed a proposal to address the environmental harm of fast fashion, setting standards for the durability and reusability of clothes and requiring companies to include information about sustainability on labels. Although the policy is still under evaluation, it also proves that the environmental protection issues of the fast fashion industry have attracted the attention of relevant government agencies .

Some foreign media believe that SHEIN’s launch of the environmentally friendly product line may be in response to pressure from public opinion and relevant policies.

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