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SHEIN和兰亭集势购物流程对比
SHEIN和兰亭集势购物流程对比
行业数据
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图片大小：74KB
图片尺寸：2350*306
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所属报告：
跨境电商物流行业专题报告：顺势而起全链路串联定格未来-211230（45页）.pdf
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相关数据
SHEIN2021-2024年GMVCAGR约55.6%
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图26.SHEIN历年商品交易总额(GMV)持续增长
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行业数据
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原图定位
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Shein自营模式
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商业模式
2024-09-24
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Shein平台模式
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商业模式
2024-09-24
原图定位
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Shein仓储模式
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商业模式
2024-09-24
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图46.知名女装跨境电商平台SHEIN的“小单快返”商业模式
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商业模式
2024-08-19
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图48.SHEIN历年商品交易总额(GMV)变化情况
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行业数据
2024-08-19
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Temu、SHEIN美国用户访问量快速增长（百万次）
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其它
2024-07-12
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跨境电商平台TEMU/SHEIN/AliExpress月度访问量情况（百万）
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其它
2024-07-03
原图定位
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Amazon、Shein、Temu商业模式详细对比
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最重要的也是 SHEIN 和兰亭集势最大的区别在于，兰亭集势更看重商品的销售，将商品作为承接流量的载体并直接转化为销售额；而 SHEIN 采用精品站模式，更专注于品牌化与流量中心化，将所有流量指向 SheInside 官网，这个中心化的流量池，然后再分配给内部的不同商品。因此 SHEIN 投放广告时从不针对某一商品，而是直接链接到官方首页，并不遗余力让消费者下载 app。从 SHEIN 和兰亭集势的购物流程里不难看出 SHEIN 的长期主义，且注重品牌价值。短期来看，兰亭集势没有浪费流量，却很难在消费者心中留下印象；而 SHEIN 可能浪费了一部分流量，但却有利于打造、树立品牌，奠定了 SHEIN 的用户基础。
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