Digital Marketing Strategy of Cross-border E-commerce Enterprises: A Case Study of SHEIN

Abstract

Against the backdrop of global trade digital transformation, digital marketing has become the core tool for corporate competition. This article takes SHEIN, a benchmark fast fashion cross-border e-commerce enterprise, as the research object, focusing on its core digital marketing strategies, the logic of integration system construction, the synergistic impact on brand building and user conversion, and the inspiration for similar companies. Through literature research method, case study method, data analysis method and comparison analysis method, the research found that SHEIN uses social media as the traffic core, data driver as the engine, and App as the base to integrate Search Engine Optimization (SEO), User Created Content (UGC), localization and other strategies to form a collaborative system. Its success is due to the ultimate cost-effectiveness, flexible supply chain and global execution capabilities, but it also faces risks such as brand trust and compliance. The research provides theoretical supplements and practical references for its digital marketing.