Alibaba wants to topple Shein, launches allyLikes, its new fast fashion store

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  • allyLikes will compete directly with fast fashion player Shein, which also features fast iteration of styles and affordable prices.
  • allyLikes sells everything from dresses to earrings, with prices ranging from a few dollars for a T-shirt to more than $30 for a leather jacket.

Chinese eCommerce giant Alibaba Group Holding recently launched a fast-fashion e-commerce ally: allyLikes targeting North American and European markets, in a bid to compete with Chinese shopping site Shein , which has taken the world by storm. amid booming cross-border eCommerce.

The allyLikes app shows that the fashion site sells everything from dresses to earrings, with prices ranging from a few dollars for a T-shirt to more than $30 for a leather jacket. It currently supplies European countries, including France and Italy, as well as Canada and the US, according to its website.

Like other fast fashion players, allyLikes touts the speed with which it can list new styles and has more than 500 new products every week , according to its Apple App Store page which listed Alibaba as a developer. The platform is also recruiting influencers to promote the brand with perks including sponsored giveaways and 50 percent commissions .

Hangzhou-based giant AllyLikes will compete directly with fast-fashion player Shein from eastern China city Nanjing, which also features rapid iteration of styles, affordable prices and influencer campaigns. Little-known just a few years ago, Shein has enjoyed an insane rise to success among Gen Z consumers around the world.

China’s cross-border eCommerce sector, which sells “made in China” products to consumers around the world, has seen a boom in the aftermath of the COVID-19 pandemic , as Chinese merchants flock to foreign platforms like Amazon and China. eBay, or create their own websites known as “independent stores” .

Shein, which adds nearly 5,000 new items to its website every day , overtook as the most popular app in the shopping category of the Apple and Google app stores in the US in May, s outperforming renowned competitors such as Zara and H&M . The 13-year-old company doubled its sales in 2020 to reach $10 billion , according to Chinese tech media outlet Latepost, narrowing the gap with Zara, whose offline stores have been hit hard by the effects of the pandemic. in 2020.

AllyLikes is still in the early stages of commercial development, with app downloads of fewer than 10,000 worldwide on the iOS App Store and Google Play last month, according to data from Sensor Tower. By comparison, Shein’s app had 5 million downloads from the iOS store and 9 million from Google last month.

Kenndy Li, a clothing supplier for Shein, said competition in the fast fashion eCommerce sector will likely prove too tough for newcomers like allyLikes. “There are hundreds of ‘independent stores’ in this industry, and Alibaba’s money and resources will not be the determining factor in this competition. Deep knowledge and experience in the industry, including supply chain and design, will not be easily challenged ,” Li said.