Abstract: Cross-border E-commerce is a core force in the global economy and an emerging field in the development of international trade in recent years. This paper takes cross-border E-commerce giant SHEIN as the research subject, using the 4P model, competitor analysis, and Porter’s Five Forces analysis to explore the core competitiveness and innovative model of SHEIN’s marketing strategies. It finds that SHEIN leverages positioning innovation, supply chain innovation, core technology innovation, value innovation, brand strategy, and continuous innovation, and seizes overseas markets with advantages in high cost performance and rapid product launches. These strategies have enabled SHEIN to achieve remarkable results in the global market and provide valuable experience for other cross-border e-commerce enterprises to draw upon in the fierce market competition.
Keywords: Cross-border E-commerce; Marketing Strategies; Innovative Model.
Title: The Innovative Models of Cross-Border E-commerce —Taking SHEIN as an Example
Author: Dr. Lifen Tsai, Guoshuai Wang
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
Vol. 13, Issue 4, October 2025 - December 2025
Page No: 594-600
Research Publish Journals
Website: www.researchpublish.com
Published Date: 18-December-2025
