Analyzing on the Going Global Marketing Strategy–Taking Shein as an Example

Abstract

This paper focuses on analyzing the Going Global marketing strategy and takes Shein as an example. The research is based on 4P and STP models. These two models are fundamental marketing analytics tools and also the key to analyzing Shein's marketing strategy. This paper discusses one of Shein's successful marketing strategies: growth marketing strategies as well, including micro-influencer marketing, social media marketing and C2M business model.