5m App downloads add a Shein to Chinese e-fashion’s India foray

Original: ET Rise, September 6

Analysis: “Fashion is like eating, you shouldn’t stick to the same menu” – Kenzo Takada.

Chinese companies are going head to head with their American counterparts in the Indian consumer internet market. Numerous Chinese companies either have invested in Indian companies or have launched their products in India. Out of the various sectors for Chinese involvement, fashion is one of the largest one.

Indians are turning towards online for purchasing more and more fashion items. For long, the Indian fashion market was dominated by Indian platforms such as Flipkart, Jabong, Myntra and Snapdeal, which is gradually shifting towards Chinese platforms such as Club Factory and Shein.

Shein is one of the emerging e-commerce apps in India that recently touched the 5 million downloads mark. They are currently serving 1 million daily active users at 15,000 pin codes in tier 1 and tier 2 cities. They are handling around 10,000 orders with an average order cost of INR 1,000-1,500.

The company has witnessed a stellar growth in the Indian market due to the wide variety of styles available on the platform. Shein aims to provide fashion beyond western. They have designers who offer Fusion and Indo-western fashion. This has created a new demand and Shein is catering to those demands. The Chinese brands in the fashion industry work on a simple concept of trendy, cheap and easy to carry fashion. This is the reason that most of the products listed on the platform are non-branded and hence cheap. Shein also conducts competitions from time to time as a part of its branding and public relations. The most recent competition was SheinGal.

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