A Study on the Differentiation Strategy of Cross-Border E-Commerce - Taking SHEIN as an Example

Abstract

The fast fashion brand SHEIN was founded in Nanjing, China, in 2008. The business covers categories such as clothing, footwear, jewellry, home, beauty, home textiles and electronic accessories, with a community set up on the site to provide services such as experience exchange, dating, and shopping. The aim of this research is to analyse the development status, overall overview and development strategy of SHEIN. The significance of studying SHEIN is that it can provide experience and lessons for other cross-border e-commerce companies, as well as promote the development of China's e-commerce industry. This paper analyses and compares the operational model and supply chain management by citing literature and comparative argumentation. SHEIN has achieved a significant market share and user base through its fast fashion operating model and price advantage. In conclusion, SHEIN's successes and problems faced in the cross-border e-commerce sector are instructive for other e-commerce companies.