Author(s)

Yifei Ma ¹

Affiliation(s)

¹ Georgetown University Law Center, Washington DC, 20001, United States

Corresponding Author

Yifei Ma

ABSTRACT

This study examines the critical challenges and prospective strategies for SHEIN, a prominent Chinese cross-border fast fashion e-commerce enterprise, in navigating the complexities of the global market. Key issues identified include inconsistencies in product quality, deficiencies in environmental sustainability, labor rights controversies, and intellectual property disputes. Through a comprehensive analysis of these challenges, the research evaluates SHEIN's current efforts to enhance supply chain transparency, ensure compliance with Environmental, Social, and Governance (ESG) standards, and mitigate reputational risks. The paper further proposes a systematic framework for addressing these challenges, including the optimization of quality assurance mechanisms, the integration of sustainable supply chain practices, the enforcement of robust intellectual property protections, and the implementation of strategic public relations initiatives. The findings suggest that by adopting these measures, SHEIN can achieve sustainable growth, enhance social responsibility, and maintain its competitive edge in the global fast fashion industry.

KEYWORDS

Intellectual property, Labor rights, SHEIN, Cross-border e-commerce, Fast fashion, Sustainability, ESG compliance, Environmental responsibility, Corporate strategy

CITE THIS PAPER

Yifei Ma, Analysis of Future Dilemma and Breakthrough of SHEIN. Accounting and Corporate Management (2025) Vol. 7: 134-140. DOI: http://dx.doi.org/10.23977/acccm.2025.070216.

REFERENCES

[1] Yuanyuan Guan. Taking SHEIN as an example, focusing on ESG compliance issues of cross-border e-commerce enterprises. Marketing industry, No. 01, PP. 89-91, 2023.
[2] Ping Ye, Qi An. Analysis and Optimization Strategy of Cross border E-commerce Supply Chain Management for Chinese Fast Fashion Clothing Brands - Taking SHEIN as an Example. West Leather, Vol.45, No.10, PP. 15-17, 75, 2023.
[3] Tingzheng Liu. Weilong Continuously Promotes the "Rest assured Strategy" to Lead the Healthy Development of the Industry. China Food Safety News, PP. 2, 2022.
[4] Xiexin Shi. Promoting public welfare: Weilong, the leader of spicy food, is always on the road. China’s food industry, No. 02, PP. 88-89, 2022.
[5] The SHEIN "juxingguang project" continues to empower supplier communities and families, [online] Available: https://www.sohu.com/a/680496216_120546417
[6] China Development Network, SHEIN initiated the Sunflower Public Welfare Project, which has recycled over 269 kilograms of clothing waste materials, [online] Available: https://baijiahao.baidu.com/s?id=1761870405438118 596&wfr=spider&for=pc.

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