Chinese e-commerce fashion booms in India
Chinese fashion etailers such as Shein and Ali Express are gaining popularity in India, due to a strong social media presence, and these Chinese e-commerce stores are now averaging 10,000 to 15,000 orders daily.
As most India-based fashion e-commerce sites have between 10,000 and 30,000 sales daily depending on their size, the fact that some Chinese etailers are clocking between 10,000 and 15,000 sales a day means that they are becoming serious competition. Some of the Chinese fashion etailers include Shein, Ali Express (by Alibaba), and Club Factory, and they specialise in fast fashion western wear in the affordable to mid- section of the market.
Chinese etailers are known for their low prices, often lower than their Indian counterparts, and also for their strong social media presence. Shein India's India-specific Facebook page has already amassed well over 400,000 likes and follows and updates multiple times daily. The brand also has a strong Instagram presence and has huge reductions available on items . For example, in their recent Black Friday sale, the brand had items starting at only 69 rupees. All of this is helping to bring in new customers in India and making Shein and other Chinese etailers strong competition for their Indian counterparts, especially as more and more Indians are tapping into fast fashion trends via social media.
According to Forrester Research, fashion is one of the driving forces behind Chinese etailer expansion. Satish Meena, a Senior Forecast Analyst at the firm said: “The India online cross-border retail market size is expected to grow to $2.8 billion [including numbers clocked by eBay and others] this year from $2.1 billion in 2016. Consumer electronics and fashion account for majority of the spending. Free delivery encourages consumers to shop cross-border from a lot of the newer sites. The buyers are divided into two categories - discount hunters opting for Chinese online retailers and those looking for brands which are not available in India. But the bulk of orders are coming from the discount hunters."
The Chinese fashion e-commerce market is continuing to grow in India and, at this rate, Indian e-commerce giants such as Myntra will have to take notice.
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