近日，SHEIN全球公关总监Charlene Lee在一场活动中，揭秘SHEIN快时尚扩张与数字营销。 "我们的快闪店催生用户生成内容UGC。"Charlene Lee表示，SHEIN不在快闪现场提供折扣，而是引导 消费者回到官网完成购买。 而SHEIN最大的杀手锏，是其"网红战略"。 Charlene Lee强调，SHEIN较少依赖"头部网红"，更倾向于纳米级（nano）和微型（micro）网红合 作，"微网红往往更具亲和力，更值得信赖。粉丝往往更认可其推荐，因为他们的生活方式真实可信。 这些网红的互动率也是头部网红的三倍。" 第二，SHEIN的纯线上运营模式，节省了实体店相关的运营成本。 Charlene Lee举例，在新加坡开设一家实体店，基于位置、面积和装修等因素，成本可能高达5万至10万 美元。 而在数字营销方面，SHEIN也有两大秘诀。 首先是"快闪店"，SHEIN的快闪店遍布全球，因为限时特性，常常引发排队热潮。 Charlene Lee表示，SHEIN的快速增长源于其能够保持低成本的商业模式。而SHEIN能保持低成本主要 有两大原因： 第一，SHEIN运用实时数据洞察指导服装款式开发，即小单快 ...

Core Viewpoint - The article highlights the significant impact of recent tariff increases on various industries, particularly the fashion and apparel sector, emphasizing that the consequences of these tariffs may outweigh the political drama surrounding them [1]. Group 1: Tariff Impacts - On February 1, Trump signed an executive order imposing tariffs on imports from China, Mexico, and Canada, eliminating the $800 tax exemption for low-value goods, which significantly affects daily consumer goods like clothing and toys [1]. - As of March 4, an additional 10% tariff on imports from major Asian countries was announced, bringing the total tariff to 20%, severely undermining the cost advantages previously enjoyed by businesses [1]. - For the fashion industry, the cumulative tax burden has increased from 0% to 42% for certain products, threatening the viability of fast-fashion platforms that rely on competitive pricing [1]. Group 2: Industry Dynamics - The domestic apparel industry has historically benefited from cross-border e-commerce, allowing factories to sell excess capacity overseas, but this advantage is diminishing due to increased competition and shrinking profit margins [3]. - By the second half of 2022, the average monthly production of popular items dropped significantly, from 500,000 units to below 300,000 units, indicating a decline in business performance [3]. - Fast-fashion platforms are experiencing a revenue increase of less than 20% in 2024, while profits have plummeted by 40%, leading to increased penalties for factories due to rising return rates [3]. Group 3: Supply Chain Shifts - The article discusses the potential shift of supply chains to Vietnam as a response to tariff pressures, with platforms attempting to redirect orders to manufacturers in Vietnam, which currently faces no additional tariffs [6]. - However, the article argues that this strategy may be shortsighted, as future tariff policies could expand to include Vietnam, and the existing supply chain infrastructure in regions like Guangdong is not easily replicable [6]. - Domestic initiatives, such as the development plans in Qingyuan, are aimed at upgrading the textile and apparel industry, offering incentives for businesses to remain and grow within China rather than relocating [6][7]. Group 4: Long-term Strategy - The article suggests that businesses should focus on leveraging China's established supply chain advantages rather than blindly following platforms to Vietnam, as this could jeopardize their long-term competitiveness [7].