Shein is a leading D2C e-commerce company that has transformed its business model through data-driven digital marketing, efficient supply chain management, and rapid production cycles. The company faces challenges related to sustainability, competitive pressures, and regulatory scrutiny, which it aims to address through sustainable practices, strategic partnerships, and legal compliance. By leveraging user data and optimizing user experience, Shein continues to solidify its position in the fast fashion industry.

1. DTMS Case
Analysis –
SHEIN
sunlee

2. Background
Source: https://www.tnet.org.tw/Article/Detail/37883

3. Source: https://ee.ckgsb.com/chuang/content/news_detail/912
SHEIN History
SHEIN has launched for 16 years. With strong technology, data analysis and capability of vendor
chain integration, SHEIN become a leading e-commerce globally.

4. SHEIN’s business model:
1. D2C cross-border
ecommerce: SHEIN
integrate the
manufactures from
Guanzhou to make clothes
and deliver direct to
customers.
2. Digital marketing: Data
driven online marketing for
user acquisition.
3. Digital transforming vendor
chain: the most core of the
revolution to shorten the
innovation and lead time.
4. Outstanding user
experience: International
delivery in high efficiency
SHEIN Business Model

5. SHEIN was a trade company, which only
focused on DTC sales.
After the CEO transformed into a digital
genetic company by assigning digital-
driven leaders in divisions.
We can easily find all functions are with
digital driven scopes. In their leading, the
transformation and progress are stunning.
SHEIN management structure

6. • SHEIN is the leading on the
digital marketing field. They
integrate all the international
online marketing platform and
got good bonus from the
platform such as Tiktok.
• KOL marketing is another system
they build and got many
followers of the competitors.
• In the digital marketing part,
they develop their own strategy
and system from the open
resource.
User acquisition by digital marketing

7. Source:
https://www.stcn.com/article/detail/1129197.html#:~:text=%E5%85%B6%E4%BE%9D%E6%89%98%E7
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88%E3%80%82
SHEIN integrated interval vendor chain - Production and delivery cycle
Comparing traditional brand, Zara and
SHEIN, we can easily find SHEIN has
significant shorter producing cycle.
1. Faster testing time(yellow mark):
SHEIN upload the design online first
and test which one will be hot
selling. Hot selling products go to
manufacturer. None hot selling go
to redesign.
2. Smaller MOQ: Instead of
traditional over 500 or 1000 pcs, in
SHEIN’s system MOQ is about 100
below. If if sell good, produce
more. Cancel, if bad sales.
3. Data driven: In the process, all
decided by users' data feedback.
Nothing from anyone’s personal
decision.

8. Source: https://www.growthhk.cn/quan/77683.html
Let’s go deeper for the production process. We can see they reinvent it by associating design with data.
Secondly, they do photo shooting after the clothe sampling, which is for online testing. After the testing,
they quick do the production in a week. After the production step, the products go online, instead of
delivering to channels.
SHEIN integrated interval supply chain - Production and delivery cycle

9. SHEIN integrated interval supply chain - Production and delivery cycle
Sum it up, SHEIN try to keep its production and delivery in a super quick, very short and small
MOQ to fulfill user’s satisfaction in high speed. At the same time, SHEIN got the advantage of
the scalability.

10. SHEIN user experience optimizing
strategy
1. Data-Driven Personalization: Everyone see different pages according to their preference analyzed from data.
2. User Interface (UI) and User Experience (UX) Design: Optimizing per day, per week for users.
3. Engaging Marketing and Community Building: Advocaats program for users that user can be brands ambassador.
4. Efficient Supply Chain and Inventory Management
5. Enhanced Customer Service

11. Summary: SHEIN Growth Wheel
• Leverage four parts of the user
satisfaction process and integrate
related resource and information
flow, which making SHEIN an
international leading D2C
ecommerce company.
• Keeping utilizing data in all process is
another core capability. From the
page click, sales metrics, fabric
sourcing to manufacturing time, all
data is integrated for decision making,
leading an upward customer
preference and much efficient
business decision making process.
Source: https://www.growthhk.cn/quan/77683.html

12. Challenge & solutions
1. Sustainability and Environmental Impact
SHEIN faces growing scrutiny over its environmental
footprint. Fast fashion is associated with significant
waste generation, resource depletion, and
pollution.
2. Competitive Pressure
SHEIN faces intense competition from both
established fast fashion retailers and new entrants,
like Temu.
3. Regulatory and Legal Issues
SHEIN could face increasing regulatory scrutiny
and legal challenges, particularly regarding data
privacy, intellectual property, and compliance
with international trade regulations.
Source: Fobes, Vohue business, Business insider
For sustainability and environment impact
Implement Sustainable Practices: Adopt more
sustainable materials and production methods.
Circular Fashion Initiatives: Introduce recycling
programs for used clothing and encourage consumers
to return old garments
Transparency: Increase transparency in supply chains to
ensure environmental standards are met.
For competitive pressure
Strategic Partnerships: Form partnerships with influencers,
designers, and other brands to create unique, co-
branded collections that differentiate SHEIN from
competitors.
For regulatory and legal issues
Legal Partnerships: Work closely with legal experts and
firms to navigate regulatory landscapes in different
regions, ensuring that SHEIN’s operations comply with
local laws.

13. Thank you