Xuemei Liu

Shanghai Customs University

Abstract：

In the current era of accelerating globalization, the cross-border e-commerce industry is thriving, and SHEIN, as a leading player in China's cross-border e-commerce sector, has garnered significant attention. This thesis takes SHEIN as its research subject, conducting an in-depth analysis of its internationalization strategy in the context of globalization. The paper first discusses the theoretical foundations of corporate internationalization, then delves into the series of internationalization strategies implemented by SHEIN, and through case studies of the European and American markets, demonstrates the effectiveness of these strategies, providing valuable insights for cross-border e-commerce enterprises.

Key Words：

SHEIN; cross-border e-commerce; globalization; internationalization strategy