Shein wants to expand its influence globally and is already preparing its jump to the model marketplace. An example of this is the alliance that the company established with Amazon last July to start selling its products through the marketplace. Now, everything indicates that those responsible for Shein want to navigate alone.
Recently, the Chinese company has incorporated into its ranks Jessica Liuformer co-president of Lazada, as vice president of global brand operations. According to Shein’s publication through his LinkedIn profile, “Liu will be responsible for global brand associations”. With this incorporation, as reported Tech Crunch, Shein wants to evolve into an all-encompassing e-commerce platform with its horizontal expansion into home appliances, pet products and its most ambitious push since fashion: cosmetics, which fall under the brand sheglam.
It is projected that Shein will exceed expectations and will generate $30 billion in gross merchandise value this yearaccording to the Chinese news portal 36kr. Working with external brands could help Shein scale across product categories more quickly instead of relying on internal development. In this sense, Liu she appears to be the right candidate to build Shein’s third-party business, given her extensive experience with brands. Her e-commerce career began with Amazon China nearly two decades ago before moving on to run the fashion and luxury arm of Tmall, Alibaba’s online department store for big brands.
Over the past year, Shein has been experimenting with pop up showrooms in various countries, including Spain, but now it has gone one step further by opening the Shein offline store in JapanThis circumstance represents the omnichannel strategy that the Asian giant is testing to conquer the ultra-fast fashion market.
Roughly, Shein It has already entered the marketplace model in Brazil, allowing the entry of third-party brands and sellers who want to sell their products through this format. Till the date, Shein only worked with the brand itself in its ecommerce. This situation opens a new horizon of possibilities that is closer to the model of large marketplaces such as Amazon either aliexpress.