In 2020, SHEIN made its mark in the cross-border e-commerce industry with a valuation of US$ 15 billion, and then its development speed and scale soared all the way, which aroused thousands of waves in the industry, and at the same time, let the sailors see another possibility of going to sea: breaking through the cross-border e-commerce track with fast fashion independent station.
Since then, SHEIN has become an industry benchmark for countless sea people to chase and emulate: Alibaba launched allyLikes, a fast fashion independent station, and ByteDance successively launched Dmonstudio, a women’s independent station, and Ifyooou, a fast fashion independent station ……
However, today, in this grand “SHEIN Imitation Show”, many imitators have failed one after another.
It is reported that recently, Alibaba’s fast fashion shopping platform “allyLikes” in official website has been inaccessible.
This led to speculation in the industry that Alibaba may be ready to shut down allyLikes.
It is understood that allyLikes was launched in the US market in June 2021. Relying on Ali’s powerful overseas market data and supply chain resources, it tries to open up overseas sales channels through market segments. On the one hand, following SHEIN’s example, she specializes in high-quality and low-cost fast fashion categories, adding more than 500 new fashion items every week, and building a social media matrix; On the other hand, it tries to differentiate itself from SHEIN’s cheap products, widen the price difference range, and put many high-end goods on the shelves.
However, the online data and consumer feedback show that allyLikes failed to successfully enter the American market as Ali expected. According to similarweb data, since the peak of 230,000 traffic in September 2021, the overall traffic of allyLikes has been declining, and by April 2022, its paid traffic has reached zero. As of June, 2023, the total number of monthly visits by allyLikes was only 41,300, and the average visit time was only 1 second. Compared with SHEIN, whose monthly traffic volume has reached 100 million, there is a huge gap between the two sides.
At the same time, allyLikes’ reputation in the American market is not as good as expected. On trustpilot, a third-party independent review platform, allyLikes only got a low star rating of 1.5 stars; The score in the Apple App Store is only 2.9 (out of 5). Many consumers complained in the comments that allyLikes’ products were of poor quality and the logistics and distribution speed was slow.
Up to now, official website of allyLikes has not resumed his visit, but Alibaba has not publicly announced the closure of the platform. The specific situation needs further investigation.
Post time: Aug-08-2023