SHEIN、爱马仕和香奈儿成2024时尚市场最大赢家

Core Insights - SHEIN has emerged as the fastest-growing fashion retailer globally in 2024, leveraging its digital on-demand flexible supply chain, surpassing ZARA, H&M, and Uniqlo to become the third-largest fashion retailer with a market share of 1.53% [1][2] - Nike remains the largest retailer with a market share of 2.85%, but it experienced a decline of 0.15 percentage points in 2024, while SHEIN's market share increased by 0.24 percentage points [1][2] - SHEIN is the only Chinese brand among the top ten global fashion retailers, with significant investments in smart supply chain infrastructure centered in Guangzhou [2] Market Position - In the 2024 fashion retailer rankings, SHEIN, Nike, and Adidas occupy the top three positions, with Zara and Uniqlo also showing positive growth [2] - SHEIN's growth is attributed to its dual-driven model of "own brand + platform," which has led to increased technological innovation and supply chain investments [1][2] Investment and Infrastructure - SHEIN has invested over 10 billion in building a smart supply chain centered in Guangzhou, with projects like the "SHEIN Bay Area Smart Industrial Park" expected to generate an annual service trade export of 3.5 billion [2] - The first phase of the Guangzhou SHEIN Bay Area supply chain project has already commenced, with the entire project projected to exceed 100 billion RMB in annual export value upon completion [2] E-commerce Trends - According to McKinsey, e-commerce is set to reshape the global economy, with cross-border e-commerce gaining importance as a new form of foreign trade [3] - In 2024, China's cross-border e-commerce imports and exports are expected to reach 2.63 trillion, marking a 10.8% year-on-year growth [3] Strategic Initiatives - SHEIN plans to launch over 150 industry connection activities in 2025, utilizing both online and offline methods to support domestic businesses in expanding internationally [3] - The company has already conducted multiple empowerment training sessions in various industry hubs across China to facilitate international market entry [3][4]