Mukesh Ambani News / How China's Shein became a global brand, Ambani now returns to India with it

Mukesh Ambani News: Reliance Retail of Asia's richest industrialist Mukesh Ambani has relaunched fast fashion brand Shein in India. In 2020, when tensions between India and China were at their peak after the Galwan Valley incident, India banned more than 50 Chinese apps, including Shein. But today, the re-entry of Shein, which has made its mark in the world, in India shows the huge global influence of this brand. After all, how did this Chinese startup become the world's largest fashion brand? Let's know.

Founding and growth of Shein

Shein, known as She-in in China, was started in 2008 by Xu Yangtian. Initially the brand started selling wedding dresses online, but soon it made itself one of the largest fast fashion brands in the world. The main reason for Shein's growth was its data-driven model and fast supply chain, which helped it bring new clothes according to trends in a short time.

Shein's global dominance

Shein's profits grew to $2 billion (about Rs 17,000 crore) in 2023, more than big brands like Sweden's H&M and Britain's Primark. The brand, whose main identity is its cheap and fashionable clothes, is present in more than 150 countries and has annual revenue of more than $22 billion.

The popularity of fast fashion is growing rapidly in India. Tata Group's Trent company's Zudio brand and Flipkart's Myntra have now become one of the largest fashion platforms in India. Mukesh Ambani's Reliance Retail has again partnered with Shein to strengthen its hold in this segment.

Reasons for Shein's success

The biggest reason for Shein's success is its smart supply chain. The company connected its suppliers in China, Brazil and Turkey and provided fashionable clothes at low prices. Along with this, Shein used social media platforms like TikTok and Instagram properly. It used influencers and university students to promote its products, which rapidly increased its reach.

Shein's data-driven supply chain helped it understand market trends and manage its inventory well. The average price of clothes on its platform is around Rs 850, and more than 60,000 items are available, which is more than brands like Zara.

Shein's re-entry in India

Mukesh Ambani's Reliance Retail had launched a separate platform for Shein and kept it separate from its Ajio brand. The government had also clarified in Parliament that Shein would get its clothes manufactured from Indian manufacturers in the Indian market. Along with this, there was a lot of speculation in India about this brand, including the talk of bringing British brand Primark, but that deal could not happen.

Shein's global success and marketing

Shein also did a great job in marketing. It took advantage of the popularity of TikTok and marketed itself through influencers. The #Shein hashtag has received over 84.4 billion views, and by 2023, the Shein app had over 260 million downloads. Today, Shein has become one of the world's largest fast fashion brands, making its mark in the global fashion industry.

Conclusion

Shein's re-entry into India shows that the brand has become an important part of the global fashion industry. The partnership with Mukesh Ambani's Reliance Retail will pave the way for the brand to achieve even more success in India. Shein's amazing growth in just a decade has proved that with data, the right marketing and affordable prices for fashionable clothes, any brand can achieve global success.