SHEIN: How Does the Most Mysterious 10 Billion-Dollar Company in China Achieve Overseas Growth?

Yu Jin
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Yu Jin: Wenzhou Business College

A chapter in Innovation of Digital Economy, 2023, pp 361-373 from Springer

Abstract: Abstract Founded in 2008, the company established its own brand SHEIN in 2014, focusing on fast fashion women’s apparel and gradually expanding the category. As a global cross-border e-commerce stealth giant, it brings consumers a perfect shopping experience through the extreme cost performance of its products and real-time flexible supply chain advantages and refined operations. It has achieved high growth under the catalyst of the epidemic and become the largest independent station model fast fashion B2C cross-border e-commerce enterprise in the country, second only to Amazon Shopping in the global shopping center app download list. From 2017 to 2020, GMV grew from 1 billion to 65 billion, and exceeded 100 billion in 2021, and how did it subvert traditional fast fashion companies to achieve overseas growth?

Keywords: SHEIN; Cost Performance; Supply Chain (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/978-981-99-1741-9_29

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