SHEIN's "爆单计划" and Supply Chain Expansion: Fueling Cross-Border E-commerce Growth

SHEIN has launched its 2025 “爆单计划” (Exploding Orders Plan), a comprehensive initiative to support cross-border sellers with over 10 billion in traffic and resources. This plan offers a full-process support system, covering platform tools, traffic, training, and supply chain development. The program helps sellers identify trending products, target specific markets based on seasonal events and consumer preferences, and leverages both on-site and off-site marketing to maximize sales. A key element is providing guidance on product selection, allowing sellers to tap into global consumer demand across diverse markets like Europe, the Middle East, and Asia. One participating clothing brand saw a remarkable single-day sales increase of \(1.8 million during Ramadan. Another home décor business experienced growth from \)2300 in 2023 to $33 million in 2024, largely attributed to SHEIN’s guidance on seasonal trends and marketing strategies. The “爆单计划” offers a tiered growth path for sellers, starting from seed merchants and progressing to star brands.

Simultaneously, SHEIN is significantly expanding its domestic supply chain infrastructure. The recently completed “SHEIN Bay Area Smart Industrial Park” in Zhaoqing, Guangdong, represents a substantial investment, along with other ongoing projects in Zhaoqing and Guangzhou. These investments aim to create a more efficient and integrated supply chain, further supporting SHEIN’s global sales and bolstering the competitiveness of its brands and products. The total investment in these projects reaches hundreds of millions of dollars, creating thousands of jobs and driving significant economic growth in the region. SHEIN’s comprehensive approach, combining robust marketing support with advanced supply chain development, is playing a major role in facilitating the growth of Chinese businesses in the international e-commerce market.