SHEIN has won the brand popularity championship for three consecutive years and has become the most "hot" fashion brand in the United States

Recently, market consulting agency LEK Consulting released the "2024 LEK Footwear and Apparel Brand Popularity Index". The well-known fashion brand SHEIN once again won the first place in the popularity of American casual women's clothing brands, ranking first for three consecutive years. This also means that in the three years since the launch of the index, SHEIN has been the most popular casual women's clothing brand in the United States; in the casual men's clothing field, SHEIN ranks third. Prior to this, according to data from market analysis agency data.ai, SHEIN won the championship in the global shopping APP download list in 2023. Against the background of the continued rapid development of cross-border e-commerce, SHEIN's business continued to accelerate under the dual engine of "own brand + platform", helping more high-quality Chinese manufacturing and cross-border merchants to go overseas.

SHEIN has won the top spot in the US casual women's clothing brand popularity list for three consecutive years

It is understood that LEK Consulting's Brand Heat Index, which has entered its third year this year, is based on a survey of nearly 4,000 American consumers aged 14 to 55. It tracks the popularity of men's and women's footwear and apparel brands in different age groups ( Generation Z, Millennials and Generation X ) and product categories (sports, leisure, outdoor and formal wear), revealing which brands are gaining popularity .

Although brand preferences for footwear and apparel vary by generation and product category, SHEIN ranks in the top two in the popularity rankings of casual women's wear brands for the three age groups of Generation Z, Millennials, and Generation X , surpassing brands such as SKIMS, Fashion Nova, Levi's, and ZARA to remain in the first place in the overall ranking, and has been the most popular casual women's wear brand in the United States for three consecutive years; in casual men's wear, the SHEIN brand ranks in the top ten of the three age groups and ranks third overall, ahead of brands such as Polo Ralph Lauren, UNIQLO, and Dickies.

SHEIN ranked third in the US casual menswear brand popularity list

As a fashion and lifestyle online retailer loved by consumers around the world, SHEIN started by building its own brand. For more than a decade, its own brand has continued to promote the industrial Internet upgrade of the traditional clothing manufacturing industry through a digital on-demand supply chain model. This model has effectively solved the problem of high inventory of clothing brands, greatly reduced waste from the source, and achieved the unity of product fashion richness and high cost performance. It is reported that compared with the inventory level of other clothing brands as high as 30%-40%, the SHEIN brand can reduce unsold inventory to a very low single digit.

It is precisely because of the innovation that has established an industry-leading digital on-demand supply model that the product and brand power of the SHEIN brand has been continuously improved. In the "Top 10 Fastest Growing Brands in the United States" survey report released by Morning Consult, a well-known authoritative consulting firm in the United States, SHEIN also became the fourth in the "Top 10 Fastest Growing Brands in 2023", ranking alongside many internationally renowned brands such as ChatGPT, OpenAI, Facebook, CocaCola, etc., becoming the only Chinese brand selected in the above list and the only fashion brand selected worldwide.

While its own brands are rising rapidly, SHEIN has also expanded its platform strategy to form a dual-mode development model of "own brand + platform". Based on SHEIN's extensive global sales network, mature marketing experience and innovative supply chain, SHEIN has expanded its platform model to help more third-party sellers and brands expand into the international market. The SHEIN platform model provides various forms of cooperation according to the situations and needs of different merchants. For small and medium-sized sellers who have no experience in sales and operation on overseas third-party platforms, the SHEIN platform model can provide them with agency operation services, allowing these sellers to focus on the product aspects they are good at. SHEIN provides services including product operation, warehousing, logistics, customer service, and after-sales service; for sellers and brands that can operate independently, SHEIN provides an independent operation model, through platform resources and brand building experience, to help merchants expand the market and enhance brand influence.

In order to maximize the assistance to domestic third-party sellers in easily expanding into the international market, the SHEIN platform presents the characteristics of "clear" and "low", and achieves the effects of "capable" and "stable" - that is, creating a fair and transparent business environment with clear rules and guidelines. Sellers can not only enter at zero cost, but also do not need subsequent promotion and marketing costs; the SHEIN platform provides sellers with training courses covering all stages of their growth, helping them to improve their comprehensive capabilities and achieve stable and continuous growth in orders.

With the help of the "Xiyou Gravity" million sellers plan under the platform model , SHEIN plans to help 10,000 merchants exceed annual sales of one million US dollars within three years, and through the national 500-city industrial belt overseas expansion plan, it will help more industrial belts to go overseas for cross-border e-commerce and realize flexible upgrades of industrial Internet.

According to the "2024 Mobile Market Report" released by market analysis agency data.ai, SHEIN will once again be the global champion in shopping app downloads in 2023. Temu, Amazon, and Aliexpress will rank second, third, and ninth in shopping app downloads in 2023, respectively.

In recent years, China's cross-border e-commerce has maintained rapid growth. In 2023, China's cross-border e-commerce imports and exports reached 2.38 trillion yuan, an increase of 15.6%, 15.4 percentage points higher than the national import and export growth rate . Among them, exports were 1.83 trillion yuan, a year-on-year increase of 19.6%. In 2024, the import and export volume of cross-border e-commerce in Guangdong, a major cross-border e-commerce center in China, reached 155.3 billion yuan in January-February, a year-on-year increase of 107%, and the development has accelerated again. Against this background, more and more merchants continue to increase their cross-border tracks through cross-border e-commerce platforms such as SHEIN, continue to deepen their understanding of global markets, and enhance their international competitiveness, bringing high-quality Chinese-made products and brands to consumers around the world.

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