{"id":8416,"date":"2022-06-18T14:00:13","date_gmt":"2022-06-18T12:00:13","guid":{"rendered":"https:\/\/www.andreoliestudio.com\/?p=8416"},"modified":"2022-06-22T10:56:45","modified_gmt":"2022-06-22T08:56:45","slug":"shein-una-startup-ejemplo-de-exito-en-branding","status":"publish","type":"post","link":"https:\/\/www.andreoliestudio.com\/en\/noticias\/shein-una-startup-ejemplo-de-exito-en-branding\/","title":{"rendered":"Shein: una startup ejemplo de \u00e9xito en branding"},"content":{"rendered":"
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Foto: Pexels.com<\/p><\/div>\n

La startup Shein se fund\u00f3 en 2008 bajo el nombre de Sheinside, desde entonces no ha dejado de ganar posici\u00f3n en el mercado onlin<\/strong>e. Es un ejemplo exitoso de branding, luego de\u00a0 hacer rebranding en 2016. Ese a\u00f1o cambi\u00f3 su nombre al actual fortaleciendo su identidad. Durante la pandemia, como muchas otras ecommerce, alcanz\u00f3 mayor popularidad. Actualmente, es la favorita de la generaci\u00f3n Z.<\/p>\n

Seg\u00fan la agencia Bloomberg, durante una reciente ronda de financiaci\u00f3n Shein logr\u00f3 posicionarse en el puesto n\u00famero tres de las marcas m\u00e1s valoradas en el mundo. Por un valor de m\u00e1s de 100.000 millones de d\u00f3lares, esta ecommerce china ha logrado superar a reconocidas marcas como Zara o H&M. Es l\u00edder en el mercado de distribuci\u00f3n de la moda r\u00e1pida a pesar de las numerosas cr\u00edticas que ha recibido.<\/strong><\/p>\n

Entre los se\u00f1alamientos contra Shein se hallan denuncias por supuestos plagios, malas condiciones laborales de sus empleados y una baja calidad de sus productos. Sin embargo, las cr\u00edticas no han impedido que Shein siga creciendo.<\/strong> Su mercanc\u00eda cambia constantemente, lo que la diferencia de la competencia retail tradicional que cambia por temporadas.<\/p>\n

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Foto: Pexels.com<\/p><\/div>\n

Entre las virtudes de Shein se encuentra que logra conectar con la audiencia<\/strong>. La startup despierta emociones en sus clientes y los hace fieles compradores. Adem\u00e1s de tener ropa en tendencia, sus atractivos precios y la rapidez con la que realiza las entregas la pone en ventaja. Sus beneficios le hacen superar a plataformas similares como AliExpress o Wish.<\/p>\n

Shein vende a m\u00e1s de 200 pa\u00edses a trav\u00e9s del comercio electr\u00f3nico y\u00a0 a otros pocos mediante escasas tiendas f\u00edsicas o temporales (Pop up store). Su mercado fuerte en ventas online es el americano.<\/strong> Pero en Europa no se queda atr\u00e1s. En el viejo continente alcanza a vender m\u00e1s de 30 mil productos por d\u00eda.<\/p>\n

El fen\u00f3meno Shein sabe c\u00f3mo llegar a su p\u00fablico.<\/strong> Destacan sus estrategias de marketing las cuales dieron un salto del mundo digital al plano f\u00edsico. Europa ha sido el lugar favorito de la ecommerce para promocionar por tiempo limitado la ropa en tendencia. En la semana de la moda en 2021 abri\u00f3 una en Francia. En Barcelona se encuentra una fija. Tambi\u00e9n, recientemente en Madrid, abri\u00f3 la primera \u201cPop up store\u201d (desde el 2 de junio hasta el 5 de junio).<\/p>\n

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Foto: Pexels.com<\/p><\/div>\n

Seg\u00fan expertos en marketing, Shein revolucion\u00f3 el mercado fast fashions del mismo modo que TickTok revolucion\u00f3 las redes sociales.<\/strong> \u201cLlega a un p\u00fablico joven, que cambia de opini\u00f3n de un d\u00eda para otro y consume por impulso. En redes se promueve que se suban fotos y v\u00eddeos con sus prendas, lo que genera un sentido de pertenencia a una comunidad\u201d. Comenta Sucharita Kodali, analista de ventas en Forrester Kodali. Adem\u00e1s, en su aplicaci\u00f3n la marca mantiene ofertas, cupones y promociones aleatorias, lo que genera experiencias emocionantes a los usuarios.<\/p>\n

Expertos en el Dise\u00f1o de tiendas online en Valencia<\/a>, como Estudio Andreoli, se adecuan a las nuevas tecnolog\u00edas. Estos especialistas en branding brindan un servicio completo para el acompa\u00f1amiento en el marketing digital de una marca.<\/p>\n","protected":false},"excerpt":{"rendered":"

La startup Shein se fund\u00f3 en 2008 bajo el nombre de Sheinside, desde entonces no ha dejado de ganar posici\u00f3n en el mercado online. Es un ejemplo exitoso de branding,…<\/p>\n","protected":false},"author":1001014,"featured_media":8419,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[276,184],"tags":[691,685,324,181,305,307,690,328,455,229,394,689,329,688,687,686,398,381],"class_list":{"0":"post-8416","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing","8":"category-tiendas-online","9":"tag-america","10":"tag-banding","11":"tag-disenodetiendasonlineenvalencia","12":"tag-ecommerce","13":"tag-espana","14":"tag-europa","15":"tag-fastfashions","16":"tag-internet","17":"tag-marcas","18":"tag-marketing","19":"tag-marketingdigital","20":"tag-moda","21":"tag-negocios","22":"tag-ropa","23":"tag-shein","24":"tag-startup","25":"tag-tiendaonline","26":"tag-ventas"},"yoast_head":"\nShein, \u00e9xito en branding | Andreoli Estudio\u2122<\/title>\n<meta name=\"description\" content=\"Shein. 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