— With nearly 50 million people still living in poverty, Mexico has a vast number of lower- and middle-class consumers. That statistic has not been lost on Shein, the inexpensive Chinese online portal that is now attracting Mexicans with fashion selling for as little as 99 pesos, or $6.
“They have really hurt Liverpool,” which had been dominating online sales for several years amid big investments to improve customer service and hasten deliveries. With more than 120 stores, Liverpool is bolstering online promotions and providing easier credit through its store card as well as launching new omnichannel strategies to counter Shein. “But they are not as dynamic or fast,” Quiroga noted.
Cuidadoconelperro.com has a wide selection of unisex merchandise. One of its latest capsule collections was inspired by Pokemon video game characters and offered jogging suits and T-shirts for $10 to $20. The brand’s merchandise has become so popular that street sellers have also began reselling it in Mexico’s tianguis, taking on Shein.
Asked if anything could dent Shein’s rapid growth, he noted the firm has recently suffered from fraud scandals allegedly related to its payments system. “People are confused about this game,” Andreu claimed. “Psychologically, it makes them unwilling to trust.”