SHEIN, founded in 2008, is an international B2C fast fashion e-commerce company specializing in women's fashion. The company has expanded its offerings to include men's clothing, children's wear, accessories, footwear, and bags. Positioned as a global fashion brand, SHEIN primarily targets overseas markets.

According to the Hurun Research Institute's "2024 Global Unicorn List," SHEIN ranks third among China's top unicorns with a valuation of 460 billion RMB.

What sets SHEIN apart from other cross-border e-commerce platforms is its autonomous brand strategy. By leveraging technological innovation, SHEIN has developed a flexible, on-demand supply chain model.

The company's design sources are threefold: global buyers' teams, its own design team, and third-party suppliers. Designs are typically finalized in about two weeks, followed by small-batch production for market testing. Potential bestsellers are then produced on a larger scale and sold online, with global cross-border logistics distributing them worldwide.

This flexible supply chain model has helped SHEIN become one of the world's top four fashion brands. As a leading cross-border e-commerce platform, SHEIN's performance in the "Silk Road E-commerce" cooperation project is particularly noteworthy. At the 2024 China (Guangzhou) Cross-Border E-commerce Fair, SHEIN showcased its unique dual-model approach—combining "self-owned brands + platform." This attracted numerous high-quality suppliers and brand merchants. On one hand, SHEIN continues to build its fashion brand's recognition and reputation.

On the other hand, its platform model offers two types of collaboration: for smaller sellers without overseas experience, SHEIN provides comprehensive services including product operations, warehousing, logistics, customer service, and after-sales support. For brands with independent operational experience, SHEIN's platform offers resources and brand-building expertise to further develop and expand their market presence.

Through the "Silk Road E-commerce" cooperation project, SHEIN not only enhances the influence of its own brands but also supports a broader range of suppliers and sellers, contributing to the ongoing growth of the cross-border e-commerce industry.