Localization and Global Standardization Strategies in Cross-Border E-Commerce: A Case Study of SHEIN’s Internationalization
DOI:
https://doi.org/10.54097/dm062786Keywords:
Localization, Global Standardization Strategies, E-Commerce, SHEIN.Abstract
SHEIN is a global online fashion and lifestyle retailer established in 2008, focusing on customer needs, providing products ranging from fast fashion women's wear to home. The company meets the needs of global consumers with data-driven design and personalized recommendation, and has entered many international markets. SHEIN's internationalization has developed rapidly. Instead of following the traditional progressive mode, it has adopted a leap-forward internationalization strategy, relying on China's supply chain foundation to rapidly grow into a large enterprise. The company adopts the dual-engine mode of "self-operated brand+platform" to provide different entry modes to meet the needs of various businesses. SHEIN implements localization strategy, emphasizes global localization, and adapts to and meets the diverse needs of the global market through global layout of independent stations, localization of logistics and supply chain, internationalization and localization of management team and localization of marketing. At the same time, SHEIN also achieved rapid market expansion and brand consistency through the global standardization strategy. In addition, the organizational structure and market entry of SHEIN are also discussed accordingly.
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