shein跨境電商平臺(tái)市場(chǎng)前景及投資研究報(bào)告-培訓(xùn)課件外文版2024.4

COMPANIES

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PRODUCTSSheinCHAPTER

01OverviewEstimatedannualrevenueofSheinfrom2016to2022(inbillionU.S.dollars)EstimatedannualrevenueofShein2016-20222520151022.715.79.8153.151.991.550.61020162017201820192020202120223Description:EstimationsrevealedthatthefastfashiongiantSheingeneratedanannualrevenueof22.7billionU.S.dollarsin2022.Thisisasignificantincreasesince2016,whenthecompanysupposedlyreachedarevenueof610millionU.S.dollars.

ReadmoreNote(s):Worldwide;2016to2022Source(s):BusinessofApps;DaxueConsulting;ForbesLeadingunicornsworldwideasofApril2023(inbillionU.S.dollars)Highestvaluedunicorncompaniesworldwide2023ValuationinbillionU.S.dollars050100150200200250ByteDance(China)SpaceX(U.S.)137ANTGroup(China)Shein(China)12065Stripe(U.S.)50WeBank(China)Databricks(U.S.)Telegram(UAE)Revolut(UK)3331302827Cainiao(China)4Description:AsofApril2023,ByteDance,theChinesetechcompanywhichownsTikTok,wasvaluedatabout200billionU.S.dollars,whichmadeitthehighestvaluedunicornglobally.AunicornisaprivatelyheldcompanywithamarketvaluationofonebillionU.S.dollarsormore.Asof2021,therewereover590unicornsglobally,withthemajoritybasedintheUnitedStatesandChina.ReadmoreNote(s):Worldwide;April2023Source(s):HurunResearchInstituteHighest-valuede-commerceanddirect-to-consumerunicornsworldwideasofDecember2023(inbillionU.S.dollars)Highestvaluede-commercestartupcompaniesglobally2023ValuationinbillionU.S.dollars010203040506070SHEIN(Singapore)Fanatics(U.S.)6631Yuanfudao(China)Gopuff(U.S.YuanqiSenlin(China)Faire(U.S.)15.5151512.5912JUULLabs(U.S.)XingshengSelected(China)BYJU's(India)1211.5Chehaoduo(China)Thrasio(U.S.)1010HEYTEA(China)9.28OYORooms(India)Getir(Turkey)98.8Swiggy(India)85Description:Sixoutofthetenmostvaluede-commerceanddirect-to-consumerunicornsworldwideareChinesebusinesses.SHEIN,aChinesefashione-commerceplatformheadquarteredinSingapore,isthee-commercestartupwiththehighestvaluationworldwide,atnolessthan66billionU.S.dollarsasofDecember2023.SHEINovertookXiaohongshu,alsoknownas"Red"or"LittleRedBook",asociale-commerceplatformheadquarteredinShanghai,whichwasthemostvaluede-commerce[...]

ReadmoreNote(s):Worldwide;December2023Source(s):CBInsightsOnlineretailersfromwhichglobalshoppersmadetheirmostrecentcross-borderpurchasein2023Merchantswhereglobalshoppersmadetheirlatestcross-borderpurchase2023Amazon24%Other31%Zalando2%Wish3%Alibaba/AliExpress16%eBay7%Temu7%Shein9%6Description:AccordingtoasurveyconductedinSeptember2023,atotal24percentofonlineshopperssurveyedin41countriesmadetheirmostrecentcross-borderpurchaseviaAmazon.Alibaba/AliExpresscameinsecond,as16percentofe-commerceusersplacedtheirlatestorderfromabroadthere.ReadmoreNote(s):Worldwide;September2023;32,510respondentsin41countries*;*Australia,Austria,Belgium,Brazil,Canada,Chile,China,Croatia,Cyprus,CzechRepublic,Denmark,Estonia,Finland,France,Germany,Greece,Hungary,Iceland,[...]

ReadmoreSource(s):Dynata;IPCEstimatedgrossmerchandisevalueofSheingloballyfrom2018to1sthalfof2022(inbillionU.S.dollars)EstimatedglobalGMVofS2018-2022252015201610104.45501.352018201920202021H120227Description:In2021,theonlinefashionretailerSheinwasestimatedtogenerateaGMVofexceeding20billionU.S.dollars,soaringfromonly1.35billionU.S.dollarsin2018.Foundedin2008inNanjing,China,Sheinisoneoftheworld'slargestonlinefashionretailersandaleadingunicorn.ReadmoreNote(s):China;2018toH12022Source(s):36KrMostvaluede-commerceanddirect-to-consumerunicornsinChinaasofOctober2022(inbillionU.S.dollars)Highestvaluede-commercestartupcompaniesinChina2022ValuationinbillionU.S.dollars40

6002080100100120SHEINXiaohongshuXingshengSelectedChehaoduo201210Ziroom6.6Lianjia5.77MiaoshouDoctorSouCheHoldingsTHuiMin4.253228Description:SHEIN,anonlinefashionplatformfoundedinNanjingin2008,isthehighestvaluede-commerceanddirect-to-consumerunicorninChina.AsofOctober2022,thecompany'svaluewasestimatedat100billionU.S.dollars.AlongwithXiaohongshu,XingshengSelected,andChehaoduo,theyaretheonlyChinesee-commercestartupsthathaveachieved'decacorn'status,i.e.unicornsworth10billiondollarsormore.

ReadmoreNote(s):China;October2022Source(s):CBInsightsCHAPTER

02CompetitorsLeadingonlinestoresworldwideinthefashionsegmentin2022,bye-commercenetsales(inmillionU.S.dollars)Topfashiononlinestoresworldwidein2022,bynetsalesE-commercerevenueinmillionU.S.dollar05,00010,00015,00020,00025,00030,00035,00040,00036,02611,50811,4649,9559,70710Description:In2022,wastheleadingonlinefashionstoreworldwide,totallingover36billionU.S.dollarsine-commercenetsales.Rankedsecondwasthefast-fashionsite,whichgenerated11.5billionU.S.dollarsinsales.Sheinwasfollowedcloselybywith11.4billionU.S.dollarsinnetsales.ReadmoreNote(s):Worldwide;2022Source(s):ecommerceDB.comLeadingonlinestoresinthefashionsegmentintheUnitedStatesin2023,bye-commercenetsales(inmillionU.S.dollars)TopfashiononlinestoresintheU.S.in2023E-commercerevenueinmillionU.S.dollars02,0004,0006,0008,00010,00012,00011,0438,9518,0826,526.34,7564,4994,4394,1912,7112,60311Description:Wisleadingthefashione-commercemarketintheU.S.in2023,withe-commercenetsalesof11millionU.S.dollarsgeneratedinthecountry.Walmartwasfollowedbywith8.9million,andthirdplaceistakenbywithnetsalesof8.1millionU.S.dollars.ReadmoreNote(s):2023Source(s):ecommerceDB.com;NumberofuniquevisitorstoAmazon,Temu,Shein,andAliExpressintheUnitedStatesfromSeptember2022toMarch2023(inmillions)UniquevisitorstoAmazon,Temu,Shein,andAliExpressintheU.S.2022-2023Amazon217.1TemuShein228AliExpress25020015010050223.1217.6214.8210.9205.670.770.565.244.541.122.93378.

535.116.735.617.436.217.434.330.317.15.117.715.813.90Sep'22Oct'22Nov'22Dec'22Jan'23Feb'23Mar'2312Description:Thelong-standinge-commercegiantAmazonhasrecentlyfacedcompetitionfromemergingChineserivals.Whilethefast-fashiononlineretailerSHEINhassteadilygainedtractionamongU.S.consumersoverthepastyears,TemuhasexperiencedameteoricriseinpopularityinNorthAmerica.Injustafewmonths,TemuwentfromhavingslightlyoverfivemillionregisteredusersinSeptember2022toapproximately70.5millionbyMarch2023.ReadmoreNote(s):UnitedStates;September2022toMarch2023Source(s):comScore;eMarketer;InsiderIntelligenceQuarterlysalesgrowthofthefastfashionindustryandSheinintheUnitedStatesfrom2ndquarter2020to2ndquarter2023FastfashionmarketandSheinquarterlysalesgrowthintheU.S.Q22020-Q22023FastfashionShein400%350%300%250%200%150%100%50%341.9%284.6%211.4%167.3%147.7%123.5%118.4%119.4%64.9%61.2%Q1'2145.2%9.5%32.4%Q4'215.9%6.2%0.2%-4.6%-4.7%-2.8%-7.8%-8.4%-13.1%-14.1%-11.2%-15.1%0%-30.6%Q2'20-50%Q3'20Q4'20Q2'21Q3'21Q1'22Q2'22Q3'22Q4'22Q1'23Q2'2313Description:Accordingtothesource,Sheinhasbeenaleadingforceinthefastfashionindustryintermsofsalesgrowth.TheonlinefastfashionretailerfromChinahadapeakinsalesgrowthinthefirstquarterof2021withanincreaseof341.9percent.Incomparison,thefastfashionmarket,excludingShein,sawa61.2percentsalesincreaseinthatsamequarter.InQ22023,Shein'ssalesgrowthhasdecreasedto-2.8percent,whilethefastfashionmarketreportedlysawa15.1percentdecreasein[...]

ReadmoreNote(s):NorthAmerica,UnitedStatesSource(s):Earnest;InsiderIntelligenceMarketshareoftheleadingfastfashioncompaniesintheUnitedStatesinselectmonthsfromMarch2020toNovember2022MarketshareoftheleadingfastfashioncompaniesU.S.2022-2022SheinZaraH&MFashionNovaForever21120%100%80%60%40%20%0%9%6%6%14%15%11%27%17%16%13%37%15%50%40%18%March2020March2022November202214Description:Shein'smarketshareintheUnitedStatesmorethandoubledbetweenMarch2020andMarch2022,goingfromapproximately18to40percent.ThismarketsharegainoccurredattheexpenseofnearlyallotherfastfashioncompaniesintheUnitedStates,asallexceptZarasawtheirmarketsharedwindleduringthattimeperiod.Mostnotably,H&M'smarketshareintheU.S.decreasedtenpercentagepointsbetweenMarch2020andMarch2022.ByNovember2022,Sheinheld50percentof[...]

ReadmoreNote(s):UnitedStates;2022Source(s):SecondMeasureCHAPTER

03OnlinetrafficMostpopularfashionandapparelwebsitesworldwideinDecember2023,basedonshareofvisitsLeadingfashionandapparelwebsitesworldwide2023,basedonvisitshareShareofvisits1.5%0.0%0.5%1.0%2.0%2.5%3.0%2.63%1.93%1.84%1.54%1.32%16/statistics/1255963/most-visited-fashion-and-apparel-websitesInDecember2023,thefast-fashione-commercesitewasthemostvisitedinthefashionandapparelcategoryworldwide,accountingforover2.6percentofdesktoptraffic.TheonlinesiteforNikerankedsecond,with1.93percentofvisits.

ReadmoreNote(s):Worldwide;December2023;desktoponly;category:FashionandapparelSource(s):SimilarWebNumberofvisitstofromOctober2023toDecember2023(inmillions)Monthlywebtraffictoin2023225215205195185175165Oct'23Nov'23Dec'2317Description:Inthelastthreemonthsof2023,Octobersawthehighestfiguresforonlinetraffictothefastfashionmarketplace.Accordingtothedata,desktopandmobilevisitstoreachedover218millionvisitsthatmonth.ReadmoreNote(s):Worldwide;desktop&mobileweb,excludingappsSource(s):SimilarWebDistributionofglobalvisitorstoinDecember2023,byageShareofglobalSheinwebsitevisitors2023,byage35%30.65%30%25%20.92%20%17.84%14.6%15%10%5%10.38%55-645.61%65+0%18-2425-3435-4445-5418Description:InDecember2023,globalvisitorstothewebsiteweremostlikelyaged25to34yearsold,withover30percentofvisitorstothesitebeingfromthisagegroup.Rankedsecondwere35to44yearolds,whomadeupnearly21percentofwebsitetraffic.ReadmoreNote(s):Worldwide;December2023;18yearsandolder;desktopvisitsSource(s):SimilarWebDistributionofglobalvisitorstoinDecember2023,bygenderShareofglobalSheinwebsitevisitors2023,bygenderMale36.15%Female63.85%19Description:InDecember2023,globalvisitorstothewebsiteweremostlywomen.About64percentofvisitorstowerewomen,whiletheremaining36percentweremen.

ReadmoreNote(s):Worldwide;December2023;18yearsandolder;desktopvisitsSource(s):SimilarWebE-commercewebsiteswithhighestonlinetrafficgrowthworldwidein2022Fastestgrowinge-commercewebsitesworldwide2022Year-on-yeartrafficgrowth0%50%100%150%200%250%300%ozon.ru262.06%75.43%65.91%allegro.pl18.79%17.85%16.28%amazon.es11.58%3.72%amazon.fr

0.09%20Description:Awasthefastestgrowinge-commercewebsitein2022.Theglobaldomainofthebigtechcompanysawitsaverageannualtrafficgrowbyover262percent,outdoingeventhefashionmarketplaceatabout75percent.Ozon.rurankedthirdwithatrafficgrowthofnearly66percent.ReadmoreNote(s):Worldwide;2022Source(s):SemrushCHAPTER

04MobileusageLeadingshoppingappsworldwidein2023,bynumberofdownloads(inmillions)Mostdownloadedshoppingappsworldwide2023Numberofdownloadsinmillions0Temu:ShopLikeaBillionaireSHEIN-ShoppingOnline50100150200250300350400337.72261.94AmazonShopping188.12Shopee9.9SuperShoppingDayMeesho:OnlineShoppingAppFlipkartOnlineShoppingAppAliExpress160.67147.45142.68101.0895.8591.9MercadoLibre:ComprasonlineA-B2BmarketplaceLazada-OnlineShoppingApp!65.4122Description:ChineseonlineretailerTemuwasthemostdownloadedshoppingappworldwidein2023.Theapplicationcountedalmost338milliondownloadsfromtheAppleAppandGooglePlaystore.Temu'smainrival,Shein,wasthesecond-mostdownloadedshoppingappthatyear,withroughly262milliondownloads.ReadmoreNote(s):2023;freeappsfromtheAppleAppStoreandGooglePlayStoreSource(s):AppMagicLeadingshoppingappsintheUnitedStatesin2023,bynumberofdownloads(inmillions)MostdownloadedshoppingappsintheU.S.2023NumberofdownloadsinmillionsAppleAppStore40GooglePlayStore6002080100120140Temu:ShopLikeaBillionaireSHEIN-ShoppingOnlineAmazonShoppingWalmart:Shopping&SavingsNike:Shoes,Apparel,StoriesEtsy:Home,Style&GiftsTargeteBaySelling&ShoppingOnlineOfferUp-Buy.Sell.Letgo.A-B2BmarketplaceFetch:HaveFun,SaveMoneyPoshmark:Buy&SellFashion23Description:In2023,theTemushoppingappwasthemostdownloadede-commerceappintheUnitedStatesonbothiOSandAndroiddevices,accumulatingagrandtotalofover122milliondownloadsthatyear.FastfashionretailerSHEIN'sappwasthesecondmostpopularonmobiledevices,withnearly21milliondownloadsontheAppleAppStoreandover15millionontheGooglePlayStore.ReadmoreNote(s):UnitedStates;2023Source(s):AppMagicLeadingshoppingappsintheUnitedKingdom(UK)in2023,bynumberofdownloads(inmillions)MostdownloadedshoppingappsintheUK2023Numberofdownloadsinmillions1005152025Temu:ShopLikeaBillionaireVinted:SellvintageclothesSHEIN-ShoppingOnlineAmazonShopping20.768.877.364.97TooGoodToGo:EndFoodWasteNectar:Shop&CollectPointsCIDER-Clothing&FashionLidlPlus3.53.392.982.78Etsy:Home,Style&GiftseBaySelling&ShoppingOnlineGreggs2.732.592.512.5BootsMorrisonsMoreCo-op:MembershipRewardsM&S-Fashion,Food&Homeware2.282.181.8824Description:In2023,theChineseshoppingappTemuwasthemostpopularmobileshoppingappintheUnitedKingdom,amassingover20milliondownloadsthatyear.TheVinted-Second-handclothingappwasthesecondmostpopularwith8.87millionappdownloads,whilethefastfashionretailerSHEIN'sapplicationreachedabout7.36milliondownloadsthatyear.ReadmoreNote(s):UnitedKingdom;2023;includesAppleAppStoreandGooglePlayStoreSource(s):AppMagicCountrieswiththehighestnumberofShein-FashionShoppingOnlineappdownloadsin2023(inmillions)CountrieswithmostSheinappdownloads2023Numberofdownloadsinmillions20

30010405060BrazilUnitedStatesMexicoPhilippinesSaudiArabiaSpainFranceJapanUnitedKingdomItaly25Description:Withover53milliondownloadsacrossallappstores,mostdownloadsofthefastfashionappSHEIN-FashionShoppingOnlinein2023camefromuserslocatedinBrazil.TheUnitedStatesrankedsecond,withatotalofover36milliondownloadsthatyear.InMexico,theappwasdownloadedover27milliontimesinthesameperiod.ReadmoreNote(s):Worldwide;2023;60marketswereanalyzedSource(s):AppMagicNumberofappdownloadsofSHEIN-FashionShoppingOnlineworldwidefrom2015toYTD2024(inmillions)GlobaldownloadsofSHEINshoppingapp2015-2024300250200150100261.94195.84177.49123.4368.2659.06201844.5350018.66201710.2320162.71201520192020202120222023YTD202426Description:TheChinesefashione-commercegiantSHEINGrouphassurgedtoprominence.Foundedin2008asZZKKO,itquicklyevolvedintotheworld'slargestfashionretailerby2022.Itsappboastedaround262millionappdownloadsworldwideinthefollowingyear.ReadmoreNote(s):Worldwide,China;2015toYTD2024;theendofDecember31eachyearSource(s):AppMagicMonthlydownloadsoftheSheinapponiOSandAndroiddevicesinBrazilfromJanuary2019toDecember2023SheinappmonthlydownloadsinBrazil2019-2023,bydeviceiPhonesandiPadsAndroiddevices7,000,0006,000,0005,000,0004,000,0003,000,0002,000,0001,000,0000Jan

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'2327Description:InBrazil,mostdownloadsofShein'smobileappoccuronAndroiddevices.InDecember2023,thefashionappregisteredover4.5milliondownloadsfromdeviceswiththeAndroidoperatingsystem,whileiPhonesandiPadsaccountedforaboutalmost800,000downloadsthatmonth.Asof2022,Brazilisthe?countryinwhichtheSheinapphasaccumulatedthemostdownloadsoverall.ReadmoreNote(s):Brazil;January2019toDecember2023Source(s):AppMagicMonthlydownloadsoftheSheinapponiOSandAndroiddevicesintheUnitedStatesfromJanuary2017toDecember2023Sheinapp:monthlydownloadsintheU.S.2017-2023,bydeviceiPhonesandiPadsAndroiddevices4,000,0003,500,0003,000,0002,500,0002,000,0001,500,0001,000,000500,000028Description:MostdownloadsofShein'smobileappoccuroniOSdevices.InDecember2023,thefashionappregisteredroughly1.5milliondownloadsfromiPhonesandiPads,whileAndroiddevicesaccountedforabout1.2milliondownloadsthatmonth.Shein'sonlinestoreisamongthefastestgrowingfashionretailerwebsitesintheUnitedStates.ReadmoreNote(s):UnitedStates;January2017toDecember2022Source(s):AppMagicMostpopularshoppingappsamongGenZusersintheUnitedStatesasofJuly2023LeadingshoppingappsforGenZintheU.S.2023100%88%90%80%70%60%50%40%30%20%10%0%71%35%32%19%16%15%14%EtsyAppStoreAmazonTemuSHEINWalmartTargeteBay29Description:AccordingtoastudyofiOSusersintheUnitedStates,88percentofGenZusersusedtheAppleAppStore.Amazonfollowedasthesecond-mostusedshoppingapp,withausagerateof71percentamongGenZmobilecommerceshoppers.

ReadmoreNote(s):UnitedStates;July2023;dataconcerningiOSdeviceusers,basedonbehavioraldataandnot-selfreportedsurveydataSource(s):MeasureProtocolMostpopularshoppingappsamongmillennialsintheUnitedStatesasofJuly2023LeadingshoppingappsformillennialsintheU.S.2023Shareofrespondents40%

50%0%10%20%30%28%60%70%80%90%90%100%AppStoreAmazonWalmartSHEINTargetTemu82%16%20%30%Etsy18%eBay21%30Description:AccordingtoastudyofiOSusersintheUnitedStates,90percentofmillennialsusedtheAppleAppStore.Amazonfollowedasthesecond-mostusedshoppingapp,withausagerateof82percentamongmobilecommerceshoppersofthemillennialgeneration.ReadmoreNote(s):UnitedStates;July2023;dataconcerningiOSdeviceusers,basedonbehavioraldataandnot-selfreportedsurveydataSource(s):MeasureProtocolCHAPTER

05BrandawarenessSHEINbrandawareness,usage,popularity,loyalty,andbuzzamongfashiononlineshopusersintheUnitedStatesin2023SHEINbrandprofileintheUnitedStates202370%70%60%50%40%30%20%10%0%31%30%28%24%SHEINawarenessSHEINpopularitySHEINusageSHEINloyaltySHEINbuzz32Description:HowhighisthebrandawarenessofSHEINintheUnitedStates?Whenitcomestofashiononlineshopusers,brandawarenessofSHEINisat70percentintheUnitedStates.Thesurveywasconductedusingtheconceptofaidedbrandrecognition,showingrespondentsboththebrand'slogoandthewrittenname.HowpopularisSHEINintheUnitedStates?Intotal,31percentofU.S.fashiononlineshopuserssaytheylikeSHEIN.However,inactuality,amongthe70?percentofU.S.[...]

ReadmoreNote(s):UnitedStates;AugusttoSeptember2023;1010respondents;18-64years;respondentswhousefashiononlineshopsSource(s):ConsumerInsightsSHEINbrandawareness,usage,popularity,loyalty,andbuzzamongfashiononlineshopusersintheUKin2023SHEINbrandprofileintheUK202378%80%70%60%50%40%30%20%10%0%28%26%22%21%SHEINawarenessSHEINpopularitySHEINusageSHEINloyaltySHEINbuzz33Description:HowhighisthebrandawarenessofSHEINintheUK?Whenitcomestofashiononlineshopusers,brandawarenessofSHEINisat78percentintheUK.Thesurveywasconductedusingtheconceptofaidedbrandrecognition,showingrespondentsboththebrand'slogoandthewrittenbrandname.HowpopularisSHEINintheUK?Intotal,28percentofUKfashiononlineshopuserssaytheylikeSHEIN.However,inactuality,amongthe78percentofUKrespondentswhoknowSHEIN,36[...]

ReadmoreNote(s):UnitedKingdom;AugusttoSeptember2023;1089respondents;18-64years;respondentswhousefashiononlineshopsSource(s):ConsumerInsightsSHEINbrandawareness,usage,popularity,loyalty,andbuzzamongfashiononlineshopusersinGermanyin2023SHEINbrandprofileinGermany202370%66%60%50%40%30%20%10%0%22%18%16%16%SHEINawarenessSHEINpopularitySHEINusageSHEINloyaltySHEINbuzz34Description:HowhighisthebrandawarenessofSHEINinGermany?Whenitcomestofashiononlineshopusers,brandawarenessofSHEINisat66percentinGermany.Thesurveywasconductedusingtheconceptofaidedbrandrecognition,showingrespondentsboththebrand'slogoandthewrittenbrandname.Howpopu