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Published in:
2023 | OriginalPaper | Chapter
SHEIN: How Does the Most Mysterious 10 Billion-Dollar Company in China Achieve Overseas Growth?
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?