以SHEIN为例分析跨境电商品牌的出海战略

Take SHEIN as an Example to Analyze the Overseas Strategy of Cross-Border E-Commerce Brands

摘要: 随着互联网的普及与广泛应用，电子商务逐渐成为新的发展模式，同样，在国际贸易上，跨境电商也逐渐成为行业新态势。在跨境电商这个赛道，国内企业除了关注向海外输出具有竞争力的产品，也越来越关注自身品牌在海外的口碑建设，以期做到真正的品牌出海。面对复杂的海外市场环境与更加复杂个性的消费需求，将互联网与传统贸易结合起来的跨境电商成为企业品牌出海的重要途经。本文采用理论分析法和案例分析法，首先介绍品牌出海的相关概念，同时阐述了中国跨境电商的发展现状，在此基础上引出SHEIN作为案例分析其品牌出海所面对的客观环境，与此同时，分析SHEIN成功出海所具有的优势和存在的问题，并对其他跨境电商品牌出海提供经验。

Abstract: With the popularization and wide application of the internet, e-commerce has gradually become a new development model, and similarly, in international trade, cross-border e-commerce has gradually become a new trend in the industry. In the track of cross-border e-commerce, domestic enterprises not only pay attention to the export of competitive products overseas, but also pay more and more attention to the word-of-mouth construction of their own brands overseas, in order to achieve real brand going abroad. In the face of complex overseas market environment and more complex consumer demand, cross-border e-commerce that combines the internet with traditional trade has become an important way for corporate brands to go global. This paper adopts theoretical analysis method and case analysis method, first introduces the relevant concepts of brand going overseas, and expounds the development status of cross-border e-commerce in China, on the basis of which SHEIN is used as a case study to analyze the objective environment faced by its brand going overseas, at the same time, analyzes the advantages and existing problems of SHEIN’s successful overseas expansion, and provides experience for other cross-border e-commerce brands going overseas.