Company History (Past)
• How can a Chinese player quickly emerge from this competitive space?
• What is the role of digitization in its business model?
• issues related to product quality, potential environmental impact, and sustainability
• What should SHEIN’s next step be to maintain its competitive advantages and continue its future growth?
• Create a timeline of product offerings and revenue
SHEIN Vs Zara (Current)
• Product Offerings
• Fast + Fashion
• Price
• Marketing and Branding
• Data, Design, and Experiments
• Supply Chain
• Challenges
• Looking Forward
Questions to answer (Future)
• the potential of a physical presence and become a player in both online and offline?
• Should SHEIN start penetrating the Chinese market?
• Should SHEIN expand to other new lifestyle areas, such as furniture or home decoration?
• Should SHEIN launch high-end products to capture higher-profit businesses?
• not being environmentally friendly
• Should it further consolidate and strengthen its ecosystem, or vertically integrate and invest in smart manufacturing?
Reports to read:
• Daxue Consulting, “SheIn’s market strategy: How the Chinese fashion brand is conquering the West.”
• Daxue Consulting, “SheIn’s market strategy: How the Chinese fashion brand is conquering the West,” 26 July 2021, https://daxueconsulting.com/shein-market-strategy/, accessed 20 November 2021
• China’s turbo-charged online fashion takes on Zara and H&M | Reuters
• SHEIN’s daily sales exceed $7000 million, and it aims to exceed Tencent News in ZARA_ sales within 2 years (qq.com)
Group Project Guidelines
• Based on the case each group will have to submit a POWER POINT report that presents a strategic analysis for the assigned case
• The reports should clearly show your strategic analysis capabilities to apply frameworks of analysis we have addressed in the area in order to provide the basis for your assumptions and strategic recommendations.
• This is the structure:
1) Analysis: 20-22 slides
2) Assumptions: 1-2 slides
3) Recommendations: 2-3 slides.
• Feel free to use 1-2 videos per case if you think they can be relevant (no more than 2-3 minutes aprox.)
• It is limited to 28-32 slides total.
• The point of the restriction is that you focus on what is essential
• You must use a PPT template with a “White Background”…so it will be easier for you to compare when having all of them available
Analysis Requirements:
Compulsory: YOU NEED TO CHOOSE THE THREE ELEMENTS THAT BETTER FIT YOUR COMPANY-ANALYSIS (Be selective, use your criteria)
• Competitive Strategy (Low Cost, Differentiation…please explain)
• SWOT,
• PEST,
