为什么中国的希音能在快时尚领域击败欧美品牌?
正文翻译
Shein is a Chinese fashion e-commerce company that’s outperforming many of its competitors. Its reported valuation in April 2022 was $100 billion – more than H&M and Zara combined.
希音是一家中国时尚领域的电子商务公司，其表现优于许多竞争对手。2022年4月，其被报告的估值为1000亿美元，超过了H&M和Zara的总和。
Shein is a Chinese fashion e-commerce company that’s outperforming many of its competitors. Its reported valuation in April 2022 was $100 billion – more than H&M and Zara combined.
希音是一家中国时尚领域的电子商务公司，其表现优于许多竞争对手。2022年4月，其被报告的估值为1000亿美元，超过了H&M和Zara的总和。
Chinese e-commerce company Shein took the top spot as the most downloaded app in the United States in May, according to a report from intelligence firm Marketplace Pulse. The fashion giant outperformed TikTok and Instagram on the Apple App store and was far ahead of Amazon.
中国电子商务公司的希音应用程序在5月份成为美国下载量榜首，数据援引情报公司“市场脉博”的一份报告。这家时尚巨头在苹果应用商店的表现超过了抖音国际版和Instagram，遥遥领先亚马逊。
原创翻译：龙腾网 https://www.ltaaa.cn 转载请注明出处
中国电子商务公司的希音应用程序在5月份成为美国下载量榜首，数据援引情报公司“市场脉博”的一份报告。这家时尚巨头在苹果应用商店的表现超过了抖音国际版和Instagram，遥遥领先亚马逊。
原创翻译：龙腾网 https://www.ltaaa.cn 转载请注明出处
Since 2015, Shein has become a leader in its industry, initiating a new era of fashion experts call “real-time retail.”
打2015年起，希音就已经成为该行业的执牛耳者，开创了一个时尚专家称作“实时零售”的新时代。
原创翻译：龙腾网 https://www.ltaaa.cn 转载请注明出处
打2015年起，希音就已经成为该行业的执牛耳者，开创了一个时尚专家称作“实时零售”的新时代。
原创翻译：龙腾网 https://www.ltaaa.cn 转载请注明出处
“What Shein has done is, it has established a new norm, which is real time,” Allison Malmsten of Daxue Consulting told CNBC in an interview.
希音建立了一种新的标准，即实时标准。大雪咨询公司的艾莉森·马尔姆丝滕在接受CNBC的采访时说。
希音建立了一种新的标准，即实时标准。大雪咨询公司的艾莉森·马尔姆丝滕在接受CNBC的采访时说。
“It is very fast, and the products are upxed much more frequently and at a higher volume than any other fast fashion brand.”
希音的反应非常快，新产品上架的频率比其他的快时尚品牌更高，新产品上架的数量比其他的快时尚品牌更多。
原创翻译：龙腾网 https://www.ltaaa.cn 转载请注明出处
希音的反应非常快，新产品上架的频率比其他的快时尚品牌更高，新产品上架的数量比其他的快时尚品牌更多。
原创翻译：龙腾网 https://www.ltaaa.cn 转载请注明出处
But its name has also been marred by trademark infringement allegations and questions about the sustainability of its manufacturing process — controversies some experts say could threaten the startup’s investment prospects.
但它的大名受损于商品外观设计侵权指控和制造工艺能否持续保障的质疑。——有些专家声称这些争议可能不利于这家初创公司的投资前景
但它的大名受损于商品外观设计侵权指控和制造工艺能否持续保障的质疑。——有些专家声称这些争议可能不利于这家初创公司的投资前景
“If it wants to IPO and if it wants to gather investments, then it really has to come clear and people really need to have peace of mind about what is happening at the company,” Malmsten said.
马尔默斯滕表示：如果希音想上市，想筹集资金，那么它真的必须甩明朗化（摆平争议），让投资人对公司业态放心。
马尔默斯滕表示：如果希音想上市，想筹集资金，那么它真的必须甩明朗化（摆平争议），让投资人对公司业态放心。
评论翻译
Luz M
If we are honest stores like Forever 21, Rue 21, and a lot of the time H&M too, all carry the same quality that Shein does for about 3x the Shein price. Everyone is using the same flimsy/delicate fabrics that fall apart after a handful of washes. That’s why Shein is winning against everyone else, they actually charge a reasonable price for the mediocre quality. Brands need to spend some of the money they spend in marketing on their raw materials and increase the quality to match the prices
如果我们的品牌能诚实一点，Forever21(美国服饰品牌),Rue21（美国服饰品牌）、H&M（创办于1947年的瑞典）这些牌子的质量很多时候都和希音一样，价钱却是希音的3倍。每家都在使用同样或脆弱或精致的面料，水洗几次就会散架。这就是希音打败别的品牌的原因，平庸的质量收取合理的价钱。老牌子们需要把花在营销上的钱花在原料上，并提高质量以匹配价钱。
原创翻译：龙腾网 https://www.ltaaa.cn 转载请注明出处
If we are honest stores like Forever 21, Rue 21, and a lot of the time H&M too, all carry the same quality that Shein does for about 3x the Shein price. Everyone is using the same flimsy/delicate fabrics that fall apart after a handful of washes. That’s why Shein is winning against everyone else, they actually charge a reasonable price for the mediocre quality. Brands need to spend some of the money they spend in marketing on their raw materials and increase the quality to match the prices
如果我们的品牌能诚实一点，Forever21(美国服饰品牌),Rue21（美国服饰品牌）、H&M（创办于1947年的瑞典）这些牌子的质量很多时候都和希音一样，价钱却是希音的3倍。每家都在使用同样或脆弱或精致的面料，水洗几次就会散架。这就是希音打败别的品牌的原因，平庸的质量收取合理的价钱。老牌子们需要把花在营销上的钱花在原料上，并提高质量以匹配价钱。
原创翻译：龙腾网 https://www.ltaaa.cn 转载请注明出处
Ty Ty
I have no issues with the items I've purchased from Shein. They've been washed several times and still holding up.
我从希音那里买的东西没有任何问题。他们被洗了好几次，依旧坚挺。
I have no issues with the items I've purchased from Shein. They've been washed several times and still holding up.
我从希音那里买的东西没有任何问题。他们被洗了好几次，依旧坚挺。
Meagan Yvonne TV
Shein-you can only expect so much for quality due to its pricing. H&M- while better than Shein- has shown an uptick in pricing but their quality isn’t what it used to be.
希音——你只能对质量寄予厚望，由于它的定价过低。H&M虽然比希音好——价格上涨但质量已经不如以前的了。
Shein-you can only expect so much for quality due to its pricing. H&M- while better than Shein- has shown an uptick in pricing but their quality isn’t what it used to be.
希音——你只能对质量寄予厚望，由于它的定价过低。H&M虽然比希音好——价格上涨但质量已经不如以前的了。
Luz M
@Meagan Yvonne TV yeah their quality is definitely not what it used to be, and sadly it keeps declining while the prices seem to keep increasing
是的，能肯定他们的质量水平不如以前，可悲的是质量一直在下降，而价格似乎一直在上涨
@Meagan Yvonne TV yeah their quality is definitely not what it used to be, and sadly it keeps declining while the prices seem to keep increasing
是的，能肯定他们的质量水平不如以前，可悲的是质量一直在下降，而价格似乎一直在上涨
Monika Mráziková
Well, maybe they pay even smaller wage and let live their employees in even worst conditions..
嗯，也许希音会支付更少的工资，让他们的员工生活在最糟糕的环境里...
原创翻译：龙腾网 https://www.ltaaa.cn 转载请注明出处
Well, maybe they pay even smaller wage and let live their employees in even worst conditions..
嗯，也许希音会支付更少的工资，让他们的员工生活在最糟糕的环境里...
原创翻译：龙腾网 https://www.ltaaa.cn 转载请注明出处
Cory Plum
Honestly, most fashion brands doesn't deserve high price, they spent more money on marketing and useless design but less money on quality. This is the true reason of SHEIN's success.
公正地说，大多数时尚品牌的产品不值这么高的价格，他们把多数的钱花在营销和无用的设计上，少量的钱花在质量上。这就是希音成功的真正原因。
Honestly, most fashion brands doesn't deserve high price, they spent more money on marketing and useless design but less money on quality. This is the true reason of SHEIN's success.
公正地说，大多数时尚品牌的产品不值这么高的价格，他们把多数的钱花在营销和无用的设计上，少量的钱花在质量上。这就是希音成功的真正原因。
syncmaster915n
Shein wins because it is honest with its customers: what you pay is what you get. You pay $5 for an outfit, you get a $5 outfit.
希音获胜是因为它对顾客诚实：一分钱一分钱。你花5美元买一套衣服，你就能得到一套价值5美元的衣服。
Shein wins because it is honest with its customers: what you pay is what you get. You pay $5 for an outfit, you get a $5 outfit.
希音获胜是因为它对顾客诚实：一分钱一分钱。你花5美元买一套衣服，你就能得到一套价值5美元的衣服。
Kelly M Taylor
You can't compare, SHEIN is the dollar store of fashion.
没法比。希音是时尚牌子里的一元店。
You can't compare, SHEIN is the dollar store of fashion.
没法比。希音是时尚牌子里的一元店。
Interior Castle
Their quality sometimes are even better than zara, h&m and even some high-end brands. they deserved the success!
他们的质量有时候甚至比zara、h&m甚至比一些高端品牌还要好。这是希音集团应得的成功！
Their quality sometimes are even better than zara, h&m and even some high-end brands. they deserved the success!
他们的质量有时候甚至比zara、h&m甚至比一些高端品牌还要好。这是希音集团应得的成功！
Esme P
I think that about Zara. 7/10 of the clothes there are junk, extremely poor quality for the price. They're the perfect example of people thinking its quality because its expensive.
我认为Zara、7/10的衣服都是垃圾，质量非常差。他们是活生生的例子，民间认为价质量好坏关乎高售价。
I think that about Zara. 7/10 of the clothes there are junk, extremely poor quality for the price. They're the perfect example of people thinking its quality because its expensive.
我认为Zara、7/10的衣服都是垃圾，质量非常差。他们是活生生的例子，民间认为价质量好坏关乎高售价。
Scarlet Lady
I worked in the corporate office of a major retailer…and I can tell you for a FACT , that some of these higher end brands are producing their products in the SAME Chinese factories as SHEIN and other cheap brands..same materials and labor are being used to make both but the only difference is they are separated at the stage when labeling is done….it’s insane
我在一家大型零售公司坐办室...我可以告诉你们一个事实，有一些高端品牌生产产品、和希音以及廉价品牌在同一家中国工厂代工。一样的原材料、劳工来生产（昂贵与廉价）两者，仅有的区别是它们打吊牌的阶段被分开了而已...太疯狂了
I worked in the corporate office of a major retailer…and I can tell you for a FACT , that some of these higher end brands are producing their products in the SAME Chinese factories as SHEIN and other cheap brands..same materials and labor are being used to make both but the only difference is they are separated at the stage when labeling is done….it’s insane
我在一家大型零售公司坐办室...我可以告诉你们一个事实，有一些高端品牌生产产品、和希音以及廉价品牌在同一家中国工厂代工。一样的原材料、劳工来生产（昂贵与廉价）两者，仅有的区别是它们打吊牌的阶段被分开了而已...太疯狂了
Snicker Doodle
Well, I've gotten more compliments wearing a Shein outfit over a Zara outfit and I shop at both.
嗯，我穿希音的套装比Zara的得到了更多的称赞，我两边都买。
Well, I've gotten more compliments wearing a Shein outfit over a Zara outfit and I shop at both.
嗯，我穿希音的套装比Zara的得到了更多的称赞，我两边都买。
Jill
Shein also has REAL customer photos of the clothes, so you can see how it looks on a not perfect model body. Super helpful in picking clothes out
希音还有顾客的真实买家秀照片，所以你可以看见衣服在不完美身材模特身上的样子。超有帮助对挑选衣服。
Shein also has REAL customer photos of the clothes, so you can see how it looks on a not perfect model body. Super helpful in picking clothes out
希音还有顾客的真实买家秀照片，所以你可以看见衣服在不完美身材模特身上的样子。超有帮助对挑选衣服。
IrpeMedia
That is my favorite part
买家秀是我最爱的环节
That is my favorite part
买家秀是我最爱的环节
Santiago Calatrava
Thrift stores + sewing machine is the best combination of fashion ever
旧货店+缝纫机才是最佳的时尚组合
Thrift stores + sewing machine is the best combination of fashion ever
旧货店+缝纫机才是最佳的时尚组合
Miguel H
The other companies are no better than Shein. They’re just mad because they’re beating them at their own game!
另外的那些公司不比希音好。他们只是生气
他们被打败了在他们主导的游戏里！
The other companies are no better than Shein. They’re just mad because they’re beating them at their own game!
另外的那些公司不比希音好。他们只是生气
他们被打败了在他们主导的游戏里！
lala loom
Shein is very clever about getting customers hooked. You get reward points which converts into money by logging on daily; by giving reviews; or by designing outfits + creating magazine style ads for it as part of a contest. Everyone can see these & buy the items if they like the outfits. Basically getting customers to do free marketing for them. Also there free trials where you can win an item for free in exchange for detailed reviews. There are probably other tactics I haven't discovered yet, i find what i've seen so far fasinating.
希音让客户上钩非常聪明。每天登陆签到，你领到的奖励积分能转化为金钱。或者发起设计服装+创建杂志风格广告的比赛。每个用户都能围观&购买物品，如果他们喜欢衣服。基本上让用户为他们做免费营销。还有一些免费的试用， 你可以用详细的评论赢得免费物品。
可能还有其他的营销策略我没有发现， 我目前为止发现的让人沉迷。
Shein is very clever about getting customers hooked. You get reward points which converts into money by logging on daily; by giving reviews; or by designing outfits + creating magazine style ads for it as part of a contest. Everyone can see these & buy the items if they like the outfits. Basically getting customers to do free marketing for them. Also there free trials where you can win an item for free in exchange for detailed reviews. There are probably other tactics I haven't discovered yet, i find what i've seen so far fasinating.
希音让客户上钩非常聪明。每天登陆签到，你领到的奖励积分能转化为金钱。或者发起设计服装+创建杂志风格广告的比赛。每个用户都能围观&购买物品，如果他们喜欢衣服。基本上让用户为他们做免费营销。还有一些免费的试用， 你可以用详细的评论赢得免费物品。
可能还有其他的营销策略我没有发现， 我目前为止发现的让人沉迷。
Papi's Home
i want to support sustainable fashion but it cost money. n nobody really nailed this issue. and no, $80 for a eco friendly shirt is still too expensive for most people
我想支持可持续时尚来着，但是要花钱的。没有人能真正解决这问题。不，80美元买一件对环境友好的衬衫对大多数人来说仍然太贵。
原创翻译：龙腾网 https://www.ltaaa.cn 转载请注明出处
i want to support sustainable fashion but it cost money. n nobody really nailed this issue. and no, $80 for a eco friendly shirt is still too expensive for most people
我想支持可持续时尚来着，但是要花钱的。没有人能真正解决这问题。不，80美元买一件对环境友好的衬衫对大多数人来说仍然太贵。
原创翻译：龙腾网 https://www.ltaaa.cn 转载请注明出处
clarissa yip
They don't only sell clothes and fashion items but also home decor and stationeries at dirt cheap prices, which is insane!
他们不仅卖衣服和时尚用品，还以非常便宜的价格出信家居装饰和文具，这太疯狂了！
They don't only sell clothes and fashion items but also home decor and stationeries at dirt cheap prices, which is insane!
他们不仅卖衣服和时尚用品，还以非常便宜的价格出信家居装饰和文具，这太疯狂了！
A.Y. Greyson
The use of artificial intelligence is why SHEIN is huge, clothes are produced upon search engine searches, rather then straight trends. They produce based on what is being searched.
人工智能的使用是希音做大的原因，衣服是根据搜索引擎搜索的数据来生产的，而不是直接的时尚趋势。他们根据被搜索的内容生产服装 。
The use of artificial intelligence is why SHEIN is huge, clothes are produced upon search engine searches, rather then straight trends. They produce based on what is being searched.
人工智能的使用是希音做大的原因，衣服是根据搜索引擎搜索的数据来生产的，而不是直接的时尚趋势。他们根据被搜索的内容生产服装 。
Asian Kitchen
SHEIN should become a business case in business schools. In just one decade they have beaten the top fashion retailers. Also clever brand name marketing. My sister used to receive SHEIN catalogue at home. I originally thought it was a German fashion retailer as the name sounds German.
希音应该成为商学院的一个商业案例。
短短十年内，他们击败了顶级时尚零售商。
还会巧妙的品牌营销。我姐姐以前经常收到希音的商品目录。
我最初以为这是一家德国时尚零售商，因为名字的发音像德语。
SHEIN should become a business case in business schools. In just one decade they have beaten the top fashion retailers. Also clever brand name marketing. My sister used to receive SHEIN catalogue at home. I originally thought it was a German fashion retailer as the name sounds German.
希音应该成为商学院的一个商业案例。
短短十年内，他们击败了顶级时尚零售商。
还会巧妙的品牌营销。我姐姐以前经常收到希音的商品目录。
我最初以为这是一家德国时尚零售商，因为名字的发音像德语。
很赞 3
收藏