Analysis of SHEIN Brand's Success in Overseas Markets Online from the Perspective of Consumer Psychology: Key Factors of Social Media Marketing

• DOI: 10.62051/ijgem.v3n3.36
• Publication Date: 2024-07-29T06:44:51Z
• Authors: Xiao Jin; Qinxin Wang
• Keywords: Realm

Established in Nanjing 2012, SHEIN has emerged as a powerhouse the global e-commerce realm, boasting sales exceeding 100 billion yuan by 2021 and dethroning Amazon most downloaded shopping app. This paper examines how SHEIN, mastering people's psychology, employs an integrated marketing strategy that combines social media, user-generated content, search engine optimization, short videos, live streaming to get consumers interested its clothing [4]. The analysis is made based on Demand Theory are sensitive price always adheres idea of buying fashionable goods at cheap prices. study distills valuable insights for Chinese brands eyeing cross-border e-commerce, advocating strategic emulation SHEIN's consumer-centric approach thrive international marketplace.