In the tide of globalization and digitalization, Chinese apparel brands have set sail to demonstrate their unique charm and competitive advantages in the international market. Among them, as an outstanding representative of China's overseas brands, SHEIN has successfully shaped the unique path of globalization strategy by virtue of the long-termism concept rooted in genes, and has become the leader of China's overseas brands.
As the Chinese name of shein, "Shein" means big sound and Xisheng, which aptly interprets the company's determination to adhere to long-term ism in a low-key manner. In the face of the complex opportunities and challenges brought about by the global market, SHEIN has shown excellent adaptability and enterprising spirit, continuously expanded and deepened its strong sales network around the world, and accumulated profound marketing experience and innovative first-chain management system.
Based on the solid foundation laid by its own brand, SHEIN continues to introduce rich products and brand resources from third-party merchants through the platform model, and innovatively builds a dual-engine development model of self-operated brand + open platform. At present, SHEIN is actively using the platform model to further promote this process, aiming to lead more domestic industries and manufacturers to set foot in overseas markets. On the SHEIN platform, sellers can flexibly choose the way of agency operation or independent operation to tailor their overseas strategy, easily cross national borders, and achieve a stable layout in the global market.
Chen Cheng, a household goods merchant, praised the cooperation with SHEIN. He was first attracted by SHEIN's reputation for on-time payment collection, and then deepened the cooperation based on SHEIN's sincere commitment to empowering and supporting sellers. By working closely with SHEIN, Chen Cheng's product team has been able to keep up with international fashion trends, improve the success rate of the development of popular products, and adopt SHEIN's advanced warehouse management system to ensure delivery efficiency and accuracy. In just five years, his sales soared from 200,000 to 4 million per month and continued to grow, which deepened his trust in SHEIN, and decided to use the early advantages of the platform to expand multi-category business, and work with SHEIN to promote Made in China to the global stage and achieve greater breakthroughs.
Zhou Yunbin, a new-generation seller, joined the SHEIN platform in 2022 and began to operate the independent sales business of resin ornaments. Despite his lack of overseas sales experience, he quickly adapted to the market and gained a firm foothold under SHEIN's professional guidance. Thanks to SHEIN's strict first-class business qualification review, production capacity guarantee, and regularly shared user characteristics analysis and quarterly trend information, Zhou Yunbin accurately captured market demand, and the store's turnover soared from more than 2,000 yuan per day to a level of 400 times.
In the face of the non-standard characteristics and technical challenges of the home furnishing industry, Zhou Yunbin comprehensively improved the product quality control and packaging selection capabilities under the guidance of SHEIN in the course of one-year learning and practice, and paid attention to the digital upgrade of the whole process of production and warehouse management. With years of accumulated experience in chain digitalization and maturity, the SHEIN platform provides an important fulcrum for partners such as Zhou Yunbin to grow rapidly.
On August 24, 2023, SHEIN's strategic cooperation move to acquire one-third of the shares of the parent company of Forever21 once again confirmed the industry's high recognition of its industrial chain integration capabilities and online digital strength. SHEIN, which adheres to the principle of long-termism, has not only played a key role in reshaping the pattern of the apparel industry, but also continues to extend to other industries, driving the digital transformation of the industry and the upgrading of the flexible chain, helping many Chinese brands and sellers to easily start their journey of internationalization.