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allyLikes: Alibaba's answer to fast-fashion upstart Shein - PingWest

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allyLikes: Alibaba's answer to fast-fashion upstart Shein

allyLikes: Alibaba's answer to fast-fashion upstart Shein

Aron Chen

posted on October 22, 2021 6:22 pmEditor : Wang Boyuan

Aiming at North American and European markets, Alibaba's newly-launched fast fashion brand has an ambitious plan.

Chinese e-commerce giant Alibaba launched a Shein-like fast-fashion shopping site called allyLikes to expand to North American and European markets.

Alibaba positions allyLikes as an online shopping store for women's clothing and apparel. Like Shein, allyLikes keeps pace with the latest fashion trend by listing hundreds of new styles each week on its website and app.

allyLikes dost not have to make predictions about consumer taste. Instead, it can respond to fashion trends in real-time and quickly adapt to rapidly changing female consumer tastes based on user data.

According to its website, allyLikes currently ships to the United States, Canada, and European countries, including fashion leaders France and Italy. After orders are placed, items are sent from Allylike's warehouses to users in less than 14 days.

Like Shein, allyLikes recruits Instagram influencers and TikTok key opinion leaders (KOL) to advertise a tremendous amount of discount tag for trendy and low-cost styles. A browse on allyLike's website shows that prices of women's apparel range from a few bucks for a shirt to more than 30 dollars for a jacket.

Allylikes is designed to help female shoppers to discover latest fashion trends with appealing prices, selling everything from clothes to necklace.  Credit: AllylikesAllylikes is designed to help female shoppers to discover latest fashion trends with appealing prices, selling everything from clothes to necklace.  Credit: Allylikes

AllyLikes is designed to help female shoppers discover the latest fashion trends at attractive prices, selling everything from clothes to necklaces. Credit: allyLikes

Unlike rival Shein, which overtakes Amazon in May as the top shopping app on the US iOS and Android stores, allyLikes just got started with only 1000 downloads worldwide both from the iOS app store and Google Play, according to app analytic firm Sensor Tower.

Allylike also competes directly with other Chinese fast fashion upstarts for market shares in North America and Europe besides Shein.

Zaful, a Shenzhen-based fashion e-commerce company founded in 2014, sells trendy apparel online, mainly in the US and Europe. The company initially sold swimming clothes to enter the market and then expanded into trendy clothes, mainly for female shoppers.

Zaful unveiled the concept of ultra-fast fashion, claiming it shipped even faster than Shein. Zaful claimed it could shorten the process from product design to production within seven days.

The COVID-19 pandemic has boosted online sales at retailers, giving online-only players like Shein a competitive advantage over old fast-fashion retailers with a large number of brick and motor stores.

In June 2020, Shein declared at an internal meeting that its sales more than doubled year-over-year to exceed CNY 40 billion. Meanwhile, Zara said that it would be closing over 1,000 stores after the company announced its global revenues between February and April 2020 had nearly halved.

With the help of allyLikes, Alibaba is able to expand its global footprints into European and North American Market. The Chinese e-commerce has already built up its Russian and South East Asia with Aliexpress and Lazada.

AliExpress Russia, a joint venture launched in 2019 between Alibaba and Russian partners, revealed in a half-year financial report that the platform booked total revenue of 133.3 billion roubles for the first half of 2021, representing year-over-year growth of 126%.

According to CEO Dmitry Sergeev, an IPO is imminent as the company is considering going public in 2022.

After fully acquiring Lazada in 2016, Alibaba had continued its push into Southeast Asia in 2017 when it led to $1.1 billion in investment in Indonesia's Tokopedia. Alibaba has also spread its wings into South Asia, particularly Pakistan, Bangladesh, Myanmar, Sri Lanka, and Nepal, after buying e-commerce and logistic company Daraz from Rocket Internet.

Alibaba also held 86.5% in Turkey's largest e-commerce platform Trendyol after raising its position in the company with an investment of $350 million in April 2021.


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