Research on Overseas Marketing Strategies of Cross-Border E-commerce Brands

Taking SHEIN as an Example

Abstract

Against the backdrop of deep integration between globalization and the digital economy, Chinese cross-border e-commerce is transitioning from "product globalization" to a new stage of "brand globalization." As a phenomenal brand in the fast fashion sector, SHEIN’s success provides a highly valuable research model for Chinese enterprises. However, existing research shows a lack of systematic analysis regarding its cross-cultural marketing and localization adaptation strategies. This paper takes SHEIN as a case study and systematically analyzes its overseas marketing strategies based on the Network Integrated Marketing 4I Theory, combined with analytical tools such as PEST, Porter’s Five Forces, and SWOT. The research finds that SHEIN’s success does not rely on a single advantage but is the result of its pioneering dual-drive approach: integrating a data-driven "small orders with quick response" flexible supply chain with direct-to-consumer (DTC) brand operation. Its marketing strategy deeply implements the 4I Theory: attracting Generation Z users through Interesting social media content; providing diverse Interests through extreme cost-performance and community belonging; achieving deep Interaction through a KOL/KOC matrix and user-generated content (UGC); and satisfying consumers’ personalized (Individuality) needs through a massive SKU range and algorithmic recommendations.