International Journal of Frontiers in Sociology, 2021, 3(20); doi: 10.25236/IJFS.2021.032016.
Linglin Zhang, Yunlan Gou
Shanghai University, Shanghai, China
As a unicorn enterprise of cross-border e-commerce in China, SHEIN has been established for 10 years and has maintained a rapid growth of 100% turnover for several years. As a natural international enterprise, the success of SHEIN in the international market can attribute to the implementation of its value creation strategy. Based on this, this paper focuses on the analysis of the low cost and differentiation strategies used by SHEIN during its international expansion, and then evaluates from the positive and negative dimensions according to the effect of strategic implementation. Lastly, this paper puts forward some recommendations and their possible impact on financial performance of the company.
Low cost strategy, Differentiation strategy, Supply chain
Linglin Zhang, Yunlan Gou. Value-Creation Strategy of Nanjing SHEIN. International Journal of Frontiers in Sociology (2021), Vol. 3, Issue 20: 89-94. https://doi.org/10.25236/IJFS.2021.032016.
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