為什么中國的希音能在快時尚領(lǐng)域擊敗歐美品牌?
Why China's Shein is beating ASOS, H&M and Zara at fast fashion
譯文簡介
希音是一家中國時尚領(lǐng)域的電子商務(wù)公司，其表現(xiàn)優(yōu)于許多競爭對手。2022年4月，其被報告的估值為1000億美元，超過了H&M和Zara的總和。
正文翻譯
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.
希音是一家中國時尚領(lǐng)域的電子商務(wù)公司，其表現(xiàn)優(yōu)于許多競爭對手。2022年4月，其被報告的估值為1000億美元，超過了H&M和Zara的總和。
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.
中國電子商務(wù)公司的希音應(yīng)用程序在5月份成為美國下載量榜首，數(shù)據(jù)援引情報公司“市場脈博”的一份報告。這家時尚巨頭在蘋果應(yīng)用商店的表現(xiàn)超過了抖音國際版和Instagram，遙遙領(lǐng)先亞馬遜。
中國電子商務(wù)公司的希音應(yīng)用程序在5月份成為美國下載量榜首，數(shù)據(jù)援引情報公司“市場脈博”的一份報告。這家時尚巨頭在蘋果應(yīng)用商店的表現(xiàn)超過了抖音國際版和Instagram，遙遙領(lǐng)先亞馬遜。
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，希音就已經(jīng)成為該行業(yè)的執(zhí)牛耳者，開創(chuàng)了一個時尚專家稱作“實時零售”的新時代。
打2015年起，希音就已經(jīng)成為該行業(yè)的執(zhí)牛耳者，開創(chuàng)了一個時尚專家稱作“實時零售”的新時代。
“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.
希音建立了一種新的標(biāo)準(zhǔn)，即實時標(biāo)準(zhǔn)。大雪咨詢公司的艾莉森·馬爾姆絲滕在接受CNBC的采訪時說。
希音建立了一種新的標(biāo)準(zhǔn)，即實時標(biāo)準(zhǔn)。大雪咨詢公司的艾莉森·馬爾姆絲滕在接受CNBC的采訪時說。
“It is very fast, and the products are upxed much more frequently and at a higher volume than any other fast fashion brand.”
希音的反應(yīng)非?？?，新產(chǎn)品上架的頻率比其他的快時尚品牌更高，新產(chǎn)品上架的數(shù)量比其他的快時尚品牌更多。
希音的反應(yīng)非?？?，新產(chǎn)品上架的頻率比其他的快時尚品牌更高，新產(chǎn)品上架的數(shù)量比其他的快時尚品牌更多。
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.
但它的大名受損于商品外觀設(shè)計侵權(quán)指控和制造工藝能否持續(xù)保障的質(zhì)疑?！行＜衣暦Q這些爭議可能不利于這家初創(chuàng)公司的投資前景
但它的大名受損于商品外觀設(shè)計侵權(quán)指控和制造工藝能否持續(xù)保障的質(zhì)疑?！行＜衣暦Q這些爭議可能不利于這家初創(chuàng)公司的投資前景
“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.
馬爾默斯滕表示：如果希音想上市，想籌集資金，那么它真的必須甩明朗化（擺平爭議），讓投資人對公司業(yè)態(tài)放心。
馬爾默斯滕表示：如果希音想上市，想籌集資金，那么它真的必須甩明朗化（擺平爭議），讓投資人對公司業(yè)態(tài)放心。
評論翻譯
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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
如果我們的品牌能誠實一點，F(xiàn)orever21(美國服飾品牌),Rue21（美國服飾品牌）、H&M（創(chuàng)辦于1947年的瑞典）這些牌子的質(zhì)量很多時候都和希音一樣，價錢卻是希音的3倍。每家都在使用同樣或脆弱或精致的面料，水洗幾次就會散架。這就是希音打敗別的品牌的原因，平庸的質(zhì)量收取合理的價錢。老牌子們需要把花在營銷上的錢花在原料上，并提高質(zhì)量以匹配價錢。
I have no issues with the items I've purchased from Shein. They've been washed several times and still holding up.
我從希音那里買的東西沒有任何問題。他們被洗了好幾次，依舊堅挺。
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——你只能對質(zhì)量寄予厚望，由于它的定價過低。H&M雖然比希音好——價格上漲但質(zhì)量已經(jīng)不如以前的了。
@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，能肯定他們的質(zhì)量水平不如以前，可悲的是質(zhì)量一直在下降，而價格似乎一直在上漲
Well, maybe they pay even smaller wage and let live their employees in even worst conditions..
嗯，也許希音會支付更少的工資，讓他們的員工生活在最糟糕的環(huán)境里...
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.
公正地說，大多數(shù)時尚品牌的產(chǎn)品不值這么高的價格，他們把多數(shù)的錢花在營銷和無用的設(shè)計上，少量的錢花在質(zhì)量上。這就是希音成功的真正原因。
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.
希音獲勝是因為它對顧客誠實：一分錢一分錢。你花5美元買一套衣服，你就能得到一套價值5美元的衣服。
You can't compare, SHEIN is the dollar store of fashion.
沒法比。希音是時尚牌子里的一元店。
Their quality sometimes are even better than zara, h&m and even some high-end brands. they deserved the success!
他們的質(zhì)量有時候甚至比zara、h&m甚至比一些高端品牌還要好。這是希音集團(tuán)應(yīng)得的成功！
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.
我認(rèn)為Zara、7/10的衣服都是垃圾，質(zhì)量非常差。他們是活生生的例子，民間認(rèn)為價質(zhì)量好壞關(guān)乎高售價。
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辦室...我可以告訴你們一個事實，有一些高端品牌生產(chǎn)產(chǎn)品、和希音以及廉價品牌在同一家中國工廠代工。一樣的原材料、勞工來生產(chǎn)（昂貴與廉價）兩者，僅有的區(qū)別是它們打吊牌的階段被分開了而已...太瘋狂了
Well, I've gotten more compliments wearing a Shein outfit over a Zara outfit and I shop at both.
嗯，我穿希音的套裝比Zara的得到了更多的稱贊，我兩邊都買。
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
希音還有顧客的真實買家秀照片，所以你可以看見衣服在不完美身材模特身上的樣子。超有幫助對挑選衣服。
That is my favorite part
買家秀是我最愛的環(huán)節(jié)
Thrift stores + sewing machine is the best combination of fashion ever
舊貨店+縫紉機才是最佳的時尚組合
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。他們只是生氣
他們被打敗了在他們主導(dǎo)的游戲里！
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.
希音讓客戶上鉤非常聰明。每天登陸簽到，你領(lǐng)到的獎勵積分能轉(zhuǎn)化為金錢?；蛘甙l(fā)起設(shè)計服裝+創(chuàng)建雜志風(fēng)格廣告的比賽。每個用戶都能圍觀&購買物品，如果他們喜歡衣服。基本上讓用戶為他們做免費營銷。還有一些免費的試用， 你可以用詳細(xì)的評論贏得免費物品。
可能還有其他的營銷策略我沒有發(fā)現(xiàn)， 我目前為止發(fā)現(xiàn)的讓人沉迷。
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
我想支持可持續(xù)時尚來著，但是要花錢的。沒有人能真正解決這問題。不，80美元買一件對環(huán)境友好的襯衫對大多數(shù)人來說仍然太貴。
They don't only sell clothes and fashion items but also home decor and stationeries at dirt cheap prices, which is insane!
他們不僅賣衣服和時尚用品，還以非常便宜的價格出信家居裝飾和文具，這太瘋狂了！
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，衣服是根據(jù)搜索引擎搜索的數(shù)據(jù)來生產(chǎn)的，而不是直接的時尚趨勢。他們根據(jù)被搜索的內(nèi)容生產(chǎn)服裝 。
原創(chuàng)翻譯：龍騰網(wǎng) http://www.top-shui.cn 轉(zhuǎn)載請注明出處
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.
希音應(yīng)該成為商學(xué)院的一個商業(yè)案例。
短短十年內(nèi)，他們擊敗了頂級時尚零售商。
還會巧妙的品牌營銷。我姐姐以前經(jīng)常收到希音的商品目錄。
我最初以為這是一家德國時尚零售商，因為名字的發(fā)音像德語。
原創(chuàng)翻譯：龍騰網(wǎng) http://www.top-shui.cn 轉(zhuǎn)載請注明出處