Reliance brings the Chinese app that made Amazon, Zara and H&M ‘change’ their strategy, to India

信实集团引入让亚马逊、Zara和H&M “改变” 策略的中国应用程序，希音重返印度市场

Chinese fast-fashion giant Shein has re-entered the Indian market with a dedicated mobile app launched by Reliance Retail, nearly five years after its ban amid diplomatic tensions in 2020.

The Shein India Fast Fashion app, available on both Android and iOS platforms, initially serves major cities including New Delhi, Mumbai, and Bengaluru, with plans for nationwide expansion.

Prices start at Rs 199 for dresses, with all products designed and manufactured within India by local manufacturers.

中国快时尚巨头希音（Shein）在2020年因外交紧张局势在印度被禁近五年后，借由信实零售推出的专属移动应用程序，再度重返印度市场。

希音印度快时尚应用程序可在安卓和iOS平台下载，最初服务于新德里、孟买和班加罗尔等主要城市，并计划向全国推广。

连衣裙起售价为199卢比，所有产品均由印度本土制造商在印度境内设计与生产。

Under the partnership structure, Reliance maintains complete operational control and data sovereignty, with Shein serving solely as a technology partner. The Chinese brand receives a license fee for brand usage, with no equity investment involved. All customer data must be stored in India, with Shein having no access rights.

Commerce Minister Piyush Goyal confirmed that the approval process underwent extensive scrutiny from multiple ministries, including IT and Home Affairs, ensuring compliance with national security concerns.

在合作模式下，信实集团拥有完全的运营控制权和数据主权，希音仅作为技术合作伙伴。中国品牌希音收取品牌使用许可费，不涉及股权投资。所有客户数据必须存储在印度，希音没有访问权限。

印度商务部长皮尤什·戈亚尔证实，该审批过程经过了包括信息技术部和内政部等多个部委的全面严格审查，以确保符合国家安全要求。

How Shein made Amazon, Zara, H&M, and other big players 'change' their strategy

希音如何让亚马逊、Zara、H&M等行业巨头 “改变” 策略

The re-entry coincides with Shein's growing global dominance, as the company recently became the world's most visited fashion and apparel website, capturing 2.68% of global web traffic in Q3 2024 and outperforming established brands like Nike, H&M, and Zara.

Meanwhile, Amazon has launched a new low-cost storefront to tackle Chinese e-commerce platforms, and now is planning to targeting the low-cost fashion segment in the US, one of Shein's biggest market.

The move comes as Shein prepares for a potential London stock market listing in the first half of the year, having abandoned previous U.S. listing plans. The company's rapid expansion has drawn regulatory attention, particularly in Europe, where it now faces stricter oversight under the EU's Digital Services Act due to its large user base of 108 million monthly active users.

希音此次重返印度市场，正值其在全球影响力日益扩大之际。该公司近期成为全球访问量最高的时尚与服装网站，在2024年第三季度占据全球网络流量的2.68%，超越了耐克、H&M和Zara等知名品牌。

与此同时，亚马逊推出了新的低成本店面，以应对中国电商平台，目前正计划进军美国低成本时尚领域，而美国是希音最大的市场之一。

希音在放弃此前在美国上市的计划后，正筹备今年上半年在伦敦证券市场上市。该公司的快速扩张已引起监管部门关注，尤其是在欧洲，由于其拥有1.08亿月活跃用户的庞大用户群体，希音如今在欧盟《数字服务法》下正面临更严格的监管。

印度政府已经认识到中国企业对印度经济发展的重要作用，态度出现调整，但仍需警惕相关风险。

中国跨境电商平台希音正回归印度的快时尚市场。在2023年与印度大型连锁零售商Reliance Retail建立合作伙伴关系后，希音近期开始通过Reliance Retail的时尚和生活方式网站Ajio进行产品测试和发布

希音重回印度市场获得了印度有关部门的同意。该报援引印度工商部长皮尤什·戈亚尔向人民院（议会下院）提交的一份书面回复称，希音的经营将在本地零售平台上进行，全部基础设施都位于印度，希音不会访问该平台的数据，也没有访问权利。

以下是印度时报读者的评论：

poonam shivdasani
useless Gujju business men supporting China. Cheap tactics and cheap quality products

没用的古吉拉特商人支持中国。手段低劣，产品质量也差。

User Kumar
Whole world is using chinese products be it USA or Europe

全世界都在用中国产品，不管是美国还是欧洲。

User Kumar
Whole world is suing China. Go to USA or Europe and see for yourself.

全世界都在起诉中国。你自己去美国或欧洲看看就知道了。

Madan Singh
Why reliance choose a Chinese fashion company knowing full well that a large section of informed and affluent consumer won't buy China stuff!

信实集团明明很清楚，有相当一部分见识广且富裕的消费者不会购买中国货，为什么还要选择一家中国时尚公司呢！

User
Made in India by BJP. Masterstroke by Modiji. Thanks.

这是印度人民党（BJP）的 “印度制造”。莫迪吉的妙招。谢谢。

vijay thommandra
when everything is under the control of Reliance including manufacturing etc. Then why should they use the Chinese brand name Shein. Definitely something fishy

既然包括生产等一切都在信实集团的掌控之下，那他们为什么要用中国品牌希音呢？肯定有猫腻。

OEPPA Observer
Where is the need to bring a Chinese brand and promote it. What happened to Swadeshi and Made in India promise by the government.

为什么要引进并推广一个中国品牌呢？政府所承诺的 “本土制造” 和 “印度制造” 怎么了？

Naresh
Shein will bring doom to many retailers in the nation as it has forced many retailers around the world to shut its doors. Modiji you are hell bent on killing the middle class.

希音会给国内许多零售商带来厄运，就像它迫使全球很多零售商关门大吉一样。莫迪吉，你一心要搞垮中产阶级。

Guest
Why do I feel like 'Every thing will manufactured in India, would be basically putting labels 'Made in India' or importing every thing from China and doing some final stitches in India

为什么我感觉所谓的 “一切都在印度制造”，基本上就是贴上 “印度制造” 的标签，或者从中国进口所有东西，只在印度做一些最后的缝合工序呢？

N Das
may be so recent soft tone against chin by my fav bjp to give benefit of doubt in business sector for my fav bjp favored private business

也许是我最喜欢的印度人民党（BJP）最近对中国态度变软，想在商业领域给他们所青睐的私人企业一些机会，让人难免心生疑虑。

Kunal Mehta
always doubtful of everything?

总是对一切都持怀疑态度吗？

Aaaa
GModel ethical bussiness nexus political flare Indians with jumlos against China and then do dancing to hyenas..Ar top all is power n money ben play.

道德商业关系、政治作秀，印度人一边对中国大放厥词，一边又摇尾讨好

一切的背后都是权力和金钱的游戏

Sudul
Understand the chronology:
First ban it
Then the govt backed businessman relaunches the same app.
Similarly, disney hotstar was forced to sell stake with partial sale of cricket rights. Paytm was forced by RBI to close its banks and later news came Adani is interested in buying it.

看看这时间顺序：

先是禁止它。

然后政府支持的商人又重新推出同一个应用程序。

同样，迪士尼Hotstar被迫出售股份，还部分出售了板球赛事转播权。印度支付公司Paytm被印度储备银行（RBI）强制关闭其银行服务，随后就有消息称阿达尼对收购它感兴趣。

GURDEEP SINGH Bariana
Opertunist Political, unconcentative National interest, Largely dangerious.

机会主义政治，不顾国家利益，极其危险。

Peekay Shriwa
Shame on promoting Chinese clothing company in India. Why Reliance did not start its own clothes making company. It is for sure Adani is more Indian than Ambani.

在印度推广中国服装公司，真丢人。信实集团为什么不创办自己的服装制造公司呢？可以肯定的是，阿达尼比安巴尼更爱国。

gh
Please dont purchase chinese goods and garments.

请不要购买中国商品和服装。

Jay
Reliance fashion, grocery etc products are boring. Indian consumers bad luck that they no longer get variegated products from several different retail vendors. This is because of mergers and acquisitions that have happened in retail trade in the last 10 - 15 years. Big Bazaar swallowed up so many retail networks before going down itself. We're now left with mainly Reliance brands.

信实集团的时尚、食品杂货等产品都很无趣。印度消费者真倒霉，他们再也无法从众多不同的零售供应商那里买到多样的产品了。这是因为过去10 - 15年零售业发生的并购。大集市（Big Bazaar）在自己倒闭之前吞并了那么多零售网络。现在我们主要就只剩下信实集团的品牌了。

Nitin Naik
reliance shouldn't have brought Chinese company doing business in india at the cost of swadeshi, not a right move by MA

信实集团不应该以牺牲本土产业为代价，让中国公司在印度开展业务，这不是穆克什·安巴尼（MA）该做的正确之举。

Bhaaratha Naadu
It is a shame that this chinese App has been introduced by Reliance. Reliance, as the name suggests is meant to rely on Indian made stuff. Unfortunatly they have chosen to against their own supposed motto and that too to an enemy nation out to destroy us.

信实集团引入这个中国应用程序真是耻辱。信实，顾名思义，本应依赖印度制造的东西。不幸的是，他们违背了自己应有的宗旨，而且还是与一个企图毁灭我们的敌国合作。

User Testo
A big Thuuuuuuuuu on Mukesh ambani, their wealth and fortunes for choosing to wag the tongue behind the dragon derriere.

强烈唾弃穆克什·安巴尼及其家族的财富和运气，他们竟选择对 “龙” 的屁股摇尾讨好。

Sanatani Clint EW
As long as Ambanis and Adanis bring chinesse companies to Indian market, its all changa si but then Palki Sharma will start barking that Chinesse made appas are security threats and that deepseek should be banned even in the US! The same rules doesnt seem to apply as long as the community is Gujarati.

只要安巴尼家族和阿达尼家族把中国公司引进印度市场，一切都没问题，但随后帕尔基·夏尔马（Palki Sharma）就会叫嚷中国开发的应用程序存在安全威胁，甚至在美国都应该禁止Deepseek！只要涉及古吉拉特人，似乎同样的规则就不适用了。

Soulmountain
it duits reluance. SHEIN sells the worst product that u can find anywhere. what can dumb ambanis do?

这就是信实集团的作风。希音卖的是你能在任何地方找到的最差产品。愚蠢的安巴尼家族还能做什么呢？

User Mohapatra
Reliance should be penalized for that. We have enough fashion brands inside India. Only technologies not available or crucial for country's security and progress needs to be imported. Never otherwise.

信实集团应该为此受到惩罚。我们印度国内有足够多的时尚品牌。只有那些对国家的安全和发展至关重要的技术才可以进口。除此之外，绝不应进口。

MUKUNDAGIRI SADAGOPAN
India does need a low fashion outlet for the Fashion Taste Challenged. Loud, Gaudy, 100% polyester, Semi - Transparent, Quick Shrinking, Wear - and - Toss would be the 5 Star rated Favorites.

印度确实需要一个面向时尚品味欠佳人群的廉价时尚店。花哨、俗气、百分百聚酯纤维、半透明、易缩水、穿一次就扔的衣服会是他们的最爱。

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