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

Research Article
Open access

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

Zijing Yang 1 , Haolin Li 2* , Hongyang Gong 3
  • 1 Chongqing NO.7 High School    
  • 2 Shanghai Normal University    
  • 3 Shanghai United International School Jiaoke Campus    
  • *corresponding author 1000504100@smail.shnu.edu.cn
Published on 10 November 2023 | https://doi.org/10.54254/2754-1169/37/20231861
AEMPS Vol.37
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-83558-095-0
ISBN (Online): 978-1-83558-096-7

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.

Keywords:

SHEIN, differentiation strategy, cross-border e-commerce

Yang,Z.;Li,H.;Gong,H. (2023). A Study on the Differentiation Strategy of Cross-Border E-Commerce - Taking SHEIN as an Example. Advances in Economics, Management and Political Sciences,37,185-194.
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References

[1]. Yang,Y.: Why the repeated defeat of fast fashion, but still will be e-commerce platform bullish. Read financial information, https://www.cbndata.com/information/272801, last accessed 2023/05/06.

[2]. Du,Z.: On Overseas Development Innovation Strategy and Experience Reference for China Fast Fashion Cross-border E-commerce---take SHEIN as an example. Journal of Tianjin College of Commerce 8(06), 69-74(2020).

[3]. Deng,L.: SHEIN builds fast fashion cross-border e-commerce brand. Enterprise Management 486(02), 80-84(2022).

[4]. Gui,Q.: Valuation shrinks by nearly a third, who are SHIEN's enemies. Value Planet. https://www.cbndata.com/information/268858, last accessed 2023/05/06.

[5]. Xue,Y.,Xiang,Y.: Study on C2M Business Model of Cross-border E-Commerce---Take SHEIN as an Example. Market Modernization 964(07),24-26(2022).

[6]. Li,B.: E-commerce C2M model development status, obstacles and breakthroughs. Journal of Commercial Economics 751(12),100-102(2018).

[7]. Ma,R.,Yang,Z.,Li,C.: New retail supply chain agility in the context of the new development pattern of double cycle. Journal of Commercial Economics 846(11),18-20(2022).

[8]. Du,Y.,Gu Z.: Three reasons why fast-fashion brands are among the world's top "unicorns. Global Brand Insight 27,36-39(2022).

[9]. Zhang,X.,Sun,H.,Chen,Y.: Fast Fashion Brand SHIEN Marketing Strategy and Experience. Economic Research Guide 533(03),72-74(2023).

[10]. Zhao,C.: The development status of international fast fashion brands in China and its revelation---take ZARA and UNIQLO as examples. Enterprise Reform and Management 407(18),60-61(2021).

[11]. Hou,Y.: What makes SHEIN an Amazon. Ignite subgenre. https://baijiahao.baidu.com/s?id=1753518401104283107&wfr=spider&for=pc, last accessed 2023/05/06.

Cite this article

Yang,Z.;Li,H.;Gong,H. (2023). A Study on the Differentiation Strategy of Cross-Border E-Commerce - Taking SHEIN as an Example. Advances in Economics, Management and Political Sciences,37,185-194.

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About volume

Volume title: Proceedings of the 7th International Conference on Economic Management and Green Development

ISBN：978-1-83558-095-0(Print) / 978-1-83558-096-7(Online)
Editor：Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.37
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Yang,Y.: Why the repeated defeat of fast fashion, but still will be e-commerce platform bullish. Read financial information, https://www.cbndata.com/information/272801, last accessed 2023/05/06.

[2]. Du,Z.: On Overseas Development Innovation Strategy and Experience Reference for China Fast Fashion Cross-border E-commerce---take SHEIN as an example. Journal of Tianjin College of Commerce 8(06), 69-74(2020).

[3]. Deng,L.: SHEIN builds fast fashion cross-border e-commerce brand. Enterprise Management 486(02), 80-84(2022).

[4]. Gui,Q.: Valuation shrinks by nearly a third, who are SHIEN's enemies. Value Planet. https://www.cbndata.com/information/268858, last accessed 2023/05/06.

[5]. Xue,Y.,Xiang,Y.: Study on C2M Business Model of Cross-border E-Commerce---Take SHEIN as an Example. Market Modernization 964(07),24-26(2022).

[6]. Li,B.: E-commerce C2M model development status, obstacles and breakthroughs. Journal of Commercial Economics 751(12),100-102(2018).

[7]. Ma,R.,Yang,Z.,Li,C.: New retail supply chain agility in the context of the new development pattern of double cycle. Journal of Commercial Economics 846(11),18-20(2022).

[8]. Du,Y.,Gu Z.: Three reasons why fast-fashion brands are among the world's top "unicorns. Global Brand Insight 27,36-39(2022).

[9]. Zhang,X.,Sun,H.,Chen,Y.: Fast Fashion Brand SHIEN Marketing Strategy and Experience. Economic Research Guide 533(03),72-74(2023).

[10]. Zhao,C.: The development status of international fast fashion brands in China and its revelation---take ZARA and UNIQLO as examples. Enterprise Reform and Management 407(18),60-61(2021).

[11]. Hou,Y.: What makes SHEIN an Amazon. Ignite subgenre. https://baijiahao.baidu.com/s?id=1753518401104283107&wfr=spider&for=pc, last accessed 2023/05/06.

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