Tech

The mysterious TikTok store that wanted to eat Shein… and failed

Apparently, not everything that TikTok touches, the trendy social network, turns to gold. Recently, one of the projects he was rumored to be after, a clothing and fashion store, has closed for good. The objective was to compete with another giant in the sector, the Chinese store Shein, but it seems that, finally, it has won the game. TikTok’s parent company has withdrawn from the battle and has closed immediately, and in a very mysterious way, the web. We tell you all the details.

TikTok does not stop growing and, for the moment, has not reached its limit. Everyone wants to imitate her and the Chinese social network seems incapable of doing anything wrong. Except, perhaps, launching to compete in a space other than viralizing dances and videos that are increasingly embarrassing.

On February 11, 2022, the news broke that the online fast fashion store Dmonstudio closed its virtual doors. Shortly before, there was a rumor that it belonged to the same company that brought us TikTok and, wait a bit, I’m done, very shortly before it had begun to operate.

Everything is very strange, because it has only lasted a few days.

Bytedance and the rumors that placed it behind Dmonstudio

Shein Chinese Store

Shein is a Chinese giant of online fast fashion sales (Zara-style), which is valued at over $50 billion. That’s a very appetizing bite, and apparently Bytedance, TikTok’s parent company, wanted a piece of the pie.

That is why, according to a TikTok insider, although the Dmonstudio.con website had recently launched (it officially started operations in February 2022, although the domain name is registered since November 2021), the project had been prepared internally for some time.

Said project, apparently, belonged to the so-called “Level S” within the ByteDance company, and was under the direct supervision of Kang Zeyu, in charge of the company’s electronic commerce.

However, something must have happened, because, while sites like Pandaily gave the news of its opening on February 8, only three days later the site appears closed leaving a simple note.

The dismissal of the TikTok store and the mystery of its closure

The mysterious TikTok store Dmonstudio

If you visit the website, you can only find a brief note, which does not go into the reasons why the website was closed. The aseptic farewell says this:

We regret to inform you that Dmonstudio has ceased its operations on February 11, 2022.

Thank you for visiting our store and shopping with us.

We will continue to offer after-sales service to users who have purchased on our website.

They then give an email to contact all those who have questions or concerns about their order and say goodbye sincerely.

Still, don’t worry if you’re really curious to see what the shop looked like now that it’s gone. The main page showed an advertisement for Valentine’s Day, specifically, the one that we have put above.

The truth is that it is all very strange and, in fact, although it seems clear that TikTok was behind it, the thing was still a kind of rumor. The fact is that it has only lasted a few days, although the copyright of the page begins in 2013. Given the opacity with which many Chinese companies do business, we fear that we will never know what happened Really.

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