中国时尚服装品牌出海策略研究--以SHEIN为例

Research on the Overseas Strategy of Chinese Fashion Apparel Brands:Take SHEIN as an Example

跨境电子商务作为对外贸易的新业态,近十年快速发展。疫情期间,我国跨境电商交易额不断创新高。机遇与挑战并存背景下,一个来自中国的快时尚品牌SHEIN走出国门,2020年以近100亿美元营业额的成绩轰动跨境电商行业,超越腾讯、大疆等国人知名品牌,位列全球中国品牌榜第11位。从SHEIN的跨境销售策略、供应链打造、网络营销策略等方面进行分析,揭示数字经济对我国纺织服装外贸行业转型的推动作用,给予具有品牌出海意识的中国跨境电商企业以启示。

As a new type of foreign trade,cross-border e-commerce has developed rapidly in the past decade.During the coronavirus pandemic,China's cross-border e-commerce trading volume continued to hit a record high.With the coexistence of opportunities and challenges,a fast fashion brand from China,SHEIN,went abroad and made a sensation in the cross-border e-commerce industry with a turnover of nearly 10 billion US dollars in 2020,surpassing some well-known Chinese brands such as Tencent and DJI,and ranking China's Top 100 Most Valuable Brands the 11th.This article will analyze SHEIN's cross-border sales strategy,supply chain building and internet marketing strategy,to reveal the role of the digital economy in promoting the transformation of the foreign trade of CHINA's Apparel industry,and give inspiration to Chinese cross-border e-commerce enterprises with overseas development awareness.