SHEIN如何成为2024年三季度全球访问量最大的时尚品牌？深度解析其成功秘诀
根据Similarweb最新数据显示，中国快时尚电商平台SHEIN在2024年9月及第三季度成为全球访问量最大的服装与时尚品牌，市场份额达到2.68%。这一成绩超越了Nike、H&M和Zara等国际知名品牌。
According to the latest data from Similarweb, Chinese fast-fashion e-commerce platform SHEIN became the most visited apparel and fashion brand globally in September and Q3 2024, capturing 2.68% market share. This achievement surpasses internationally renowned brands like Nike, H&M and Zara.
用户增长数据同样亮眼：Earnest报告显示，SHEIN平台8月份交易用户数较1月份增长近40%。在法国市场，SHEIN已跃居第二大服装品牌，2023年销售额几乎追平Zara。
The user growth data is equally impressive: Earnest reports SHEIN's transacting users in August increased by nearly 40% compared to January. In the French market, SHEIN has risen to become the second largest apparel brand, with 2023 sales nearly catching up to Zara.
供应链创新是SHEIN成功的核心因素。其"以销定产"的柔性供应链模式，通过大数据分析预测市场需求，实现了近乎零库存的高效运营，彻底改变了传统服装行业"以产定销"的高库存痛点。
Supply chain innovation is the core factor in SHEIN's success. Its "on-demand production" flexible supply chain model uses big data analytics to predict market demand, achieving near-zero inventory operations, completely transforming the traditional apparel industry's "production-first" high inventory pain point.
对外经济贸易大学陈进教授指出："柔性供应链是打造出海新质生产力和品牌力的重要途径。在出海背景下，这种模式能帮助企业更好地适应海外市场的多变需求。"
Professor Chen Jin from University of International Business and Economics noted: "Flexible supply chains are crucial for building new quality productive forces and brand power in overseas expansion. In the context of going global, this model helps companies better adapt to the changing demands of foreign markets."
随着SHEIN在德国等欧洲市场的持续扩张（目前已是德国第四大服装品牌），分析师预测其全球领先地位将进一步巩固。这家中国企业的成功，为其他出海品牌提供了宝贵的数字化转型经验。
With SHEIN's continued expansion in European markets like Germany (currently the fourth largest apparel brand there), analysts predict its global leadership will further solidify. This Chinese company's success provides valuable digital transformation lessons for other brands going global.
