Shein is on fire! Although most Chinese have never heard of this cross-border e-commerce brand headquartered in Nanjing, China, it has become the second favorite e-commerce among American teenagers in the United States, second only to Amazon. On May 11, fast fashion cross-border e-commerce Shein successfully won the shopping app with the highest download volume on Google platform in the United States. On May 17, Shein even surpassed giant Amazon on the IOS platform in the United States and became the shopping app with the highest download volume of the day. The founder of Shein is Xu Yangtian, born in 1984. In 2020, Sheen's revenue was close to US $10 billion, with revenue growth of more than 100% for eight consecutive years, becoming the cross-border clothing e-commerce with the highest sales in China, with more than 20 million active users per year. Some media reported that Shein's latest round of financing valuation has exceeded 300 billion yuan. The company has begun to prepare for IPO and is expected to submit a listing prospectus in the near future. Shein's popularity also ignited the share price of TEDA shares, a listed company. Although TEDA shares only held a small number of shares of Shein through indirect shareholding, it still rose the limit word by word on May 26. As of the closing, there were still more than 190000 hand sealed orders. According to tianyancha data, TEDA shares holds 2.91% equity of Beijing harmonious growth investment center, and the subscribed capital contribution is 105 million yuan; Beijing harmonious growth investment center holds a 7.3% stake in Nanjing Lingtian, which focuses on cross-border B2C Internet enterprises with fast fashion for women and owns its own brand Shein. Surpassing Amazon, Shein has become the shopping app with the most downloads. According to foreign media reports, APP Annie, an application tracking company, successfully won the shopping app with the highest downloads on Google platform in the United States on May 11. Six days later, on May 17, Shein even surpassed giant Amazon on the IOS platform in the United States and became the shopping app with the highest download volume of the day. As of May 17, Shein has ranked first among IOS shopping apps in 54 countries and Android devices in 13 countries. At present, it is impossible to see how many people become active users after downloading. Despite the valuation of tens of billions of dollars, Shein has maintained a low profile. Established in 2008, this fast fashion cross-border e-commerce platform is a cross-border e-commerce platform focusing on the integration of women's fast fashion R & D, production and sales. It is mainly aimed at Europe, America, Australia, the Middle East and other consumer markets, and its business covers 220 countries and regions. At present, Shein has Nanjing headquarters, Guangzhou, Shenzhen, Changshu, the United States, Belgium, Dubai and other branches. It is the largest cross-border fast fashion company in China, with more than 20 million annual active users. According to late post, Shein has grown up silently in the past 12 years. Its true valuation is only quietly spread among a small group of venture capitalists. A self media person wrote a financing news of Shen at the end of last year, but she soon came to the door and asked the whole network to delete it. "They said to keep a low profile. I have hardly encountered this kind of situation. It's not negative news." The self media person said. In the United States, Shein's largest market, Google has more than three times as many users as Zara, but no media organization has reported the sudden rise of the Chinese company. Last October, Piper Sandler surveyed 9800 teenagers with an average age of 15.8 in 48 states and found that Chinese fast fashion retailer Shein has become the second favorite e-commerce for American teenagers, surpassing Nike, pacsun and Urban Outfitters, second only to Amazon. Recently, in the "top 50 global brands of brandz in China in 2021" jointly released by Google and Kaidu, Shen ranked 11th, up two places from last year, surpassing Tencent, Tsingtao beer, Dajiang and TCL. At the same time, it is also the brand with the highest growth rate of brand strength in the developed market, with a year-on-year increase of 40%. It is said that Shein's valuation has exceeded 300 billion and began to prepare for IPO. According to Tianyan survey data, since its establishment, Shein has experienced at least five rounds of financing, and IDG capital, Jinglin investment, Sequoia China, tiger global, Shunwei capital and other well-known VC / PE institutions have invested in shares. In August 2020, Shein completed round e financing with a valuation of more than $15 billion. Some media reported that Shein's latest round of financing valuation has exceeded 300 billion yuan. The company has begun to prepare for IPO and is expected to submit a listing prospectus in the near future. In recent years, Shein's performance has grown rapidly. In 2016, the sales volume of Shein was about 4 billion yuan. By 2019, its sales volume had increased to more than 20 billion yuan. The global spread of the COVID-19 has led to the rapid development of cross-border e-commerce business. In 2020, Shein's performance continued to soar, with annual revenue of nearly US $10billion (about RMB 60billion), which is about to catch up with the Spanish clothing brand Zara. In 2021, Shein's revenue is expected to hit 100 billion yuan. The $6 T-shirt and $7 pants make consumers addicted to sheen. Sheen's website is mainly attractive at a low price, similar to "pinduoduo". After the newcomer registers, the discount coupon for a limited time of seven days pops up directly, and up to 70% of the price deduction also makes people wonder whether the seller still makes money? Women's sandals for $2, tops for $3, T-shirts for $6, pants for $7, dresses for $12... Young American consumers marvel at the low prices created by Shein. According to latepost later, cheap, multiple choices and addiction are the key words that consumers refer to sheen. "I can't stop buying, lol. I'm addicted to Shein." Georgia College Student shegren plancent posted his shopping list on Facebook. 16 items, total $108. Including six sets of large size plastic suits, the unit price is between $6-18; One yoga ball, one yoga belt and one Yoga pedal stretcher, with an average price of about $5; Seven trinkets, the cheapest is only about $1.38. In addition to low prices, Shein also has an absolute advantage, which is the response speed of the supply chain. Shein designs, proofs and mass produces clothes with two to three times faster than Zara. According to the official website, Shein has the ability to add 1000 new products in a single day. This ability is the level of British ultrafast fashion brands in a week. The overseas sales price of Shein's clothes is only a fraction of Zara. Shein's marketing promotion model is also amazing. Shein settled in TikTok, pinterest, instagram, Facebook and other platforms, and also made advertising. However, unlike other brands, Shein does not use KOL in online social networking, but chooses Koc. These Kocs can get free product distribution or promotion commission every month by posting on tiktok, instagram and Youtube. The post-80s boys sell women's clothes with an annual sales of more than 60 billion yuan. The founder of fast fashion cross-border e-commerce Shein is Xu Yangtian, born in 1984. In 2007, Xu Yangtian graduated from Qingdao University of science and technology; In 2008, Xu Yangtian and two partners founded Nanjing Dianwei Information Technology Co., Ltd., which is the predecessor of Shein; In 2009, Xu Yangtian began to turn to cross-border e-commerce and started the cross-border business of selling wedding dresses. And acquired sheninside the following year COM domain name, focusing on the overseas fashion item market. According to public information, Shein's main business is fast fashion clothing, mainly for consumer markets such as Europe, America, the Middle East and India. In 2012, Xu Yangtian's vision extended to more extensive and high-frequency women's clothing categories, so he gave up the wedding dress business and sold women's clothing overseas. At the same time, the red man economy is in the tide. In order to quickly open the market, Xu Yangtian has established the marketing mode recommended by online red from KOL as early as 2011, publicized and promoted on international social platforms such as Facebook, twitter and instagram, reached in-depth cooperation with these social platforms, and worked with well-known designers to create joint cooperation funds for global users. In 2015, sheen moved from Nanjing to Guangzhou and began to build its own supply chain center. The center's business includes the whole process supply chain system of fabric development, sample clothing development, mass production, quality management, warehouse management and logistics distribution. In 2020, the total revenue of Shein was close to US $10 billion (about RMB 60 billion), which was the eighth consecutive year that the revenue of Shein increased by more than 100%. It has become the cross-border clothing e-commerce with the highest sales in China, with an annual active user of more than 20 million

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