Analysis of Successful Marketing Mode in the Background of E-commerce——Taking SHEIN as an Example

Abstract

Economic globalization is an inevitable result of world economic development and an important feature of global economic development. It can promote the rational allocation of resources and production factors, and help achieve effective flow of global capital and products. In the context of economic globalization, cross-border e-commerce has achieved leapfrog development and has become a new global economic breakthrough, which has attracted extensive attention from all sectors of society. SHEIN, a cross-border e-commerce enterprise, successfully captured the dividend of the times and became a typical representative. This paper makes a comprehensive and specific study of the successful rise of SHEIN brand from four aspects: the overall situation of SHEIN, the market environment, the marketing strategy, and the inspiration for reference, and takes SHEIN as a case to analyze the successful marketing model under the e-commerce background. This paper first gives a brief overview of SHEIN, and then analyzes SHEIN's advantages, disadvantages, development opportunities and threats. It is concluded that SHEIN has successfully formulated a market positioning strategy and has made good use of product strategy, price strategy, communication strategy and channel strategy. Finally, taking SHEIN as an example, it gives inspiration to other cross-border e-commerce enterprises in China: to formulate an overall strategy for brand going to sea, Strengthen product R&D and design capabilities, and improve the operation of the linkage e-commerce platform. Chinese cross-border e-commerce enterprises should also fully learn from experience, make unremitting exploration and efforts to develop, so as to drive the development of China's cross-border e-commerce.