This thesis centers on analyzing SHEIN, one of the giant technology commercial companies all over the world. It is from China but only develops business abroad. SHEIN has got an extraordinary achievement in this decade and that is inextricably linked to its unique operating model which is composed of six important parts that are the business gene of SHEIN, the supply chain, the modern digital system, the marketing methods, the logistics and the industry environment. These six different parts are interlocked and closely linked to each other. Specially, different from other leading brands in the industry such as ZARA and Amazon, SHEIN has quickly captured the fast-fashion market of the younger generation with cheaper prices and faster logistics supply chain. So far, SHEIN has its own design line of products on the website and has also expanded other categories of products like household products. However, a large part of SHEIN’s success has been brought about by this era. With the development of the Internet economy, people from the younger generation have an increasing pursuit of fashion. The rapid rise of online marketing and social media make it easier to promote the brand reputation all over the world. In conclusion, it can be said that SHEIN is in line with the trend of this era and this era has achieved SHEIN’s business model. However, one corn has two sides, there is a voice of doubt here. How far can SHEIN go in the future? Whether it is to make quick money in a few years? It is undeniable that SHEIN does have a lot of problems, and although they have been well solved so far, if the solutions are sustainable in the long run or not and SHEIN would face them positively with their young and energetic company culture
163.com
