国产品牌如何营销“出海”：基于希音（SHEIN）公司的案例研究How Chinese Domestic Brands Market Overseas: A Case Study of SHEIN

Abstract

随着全球化进程的加速，中国国产品牌逐渐将视野拓展到国际市场。其中，希音（SHEIN）作为一家成功的跨境电商平台，以其独特的营销策略和快速响应机制，为国产品牌的国际营销提供了新的视角。文章首先分析了国产品牌“出海”的现状，指出尽管中国品牌在全球市场中逐渐获得认可，但仍然面临诸多挑战，包括品牌认知度不足、文化差异和激烈的市场竞争等问题。接着，以希音（SHEIN）为例，深入分析其市场策略、目标客户群体和营销手段，总结出其成功的关键因素，并为其他国产品牌提供了启示。文章还讨论了在全球化背景下，国产品牌如何利用数字化营销工具优化产品和服务，建立高效的供应链系统，从而提升国际竞争力。最后，文章指出，希音的成功为其他国产品牌提供了宝贵经验，旨在为那些意图国际化的国产品牌提供策略参考。With the acceleration of globalization, Chinese domestic brands are increasingly expanding their focus to international markets. Among them, SHEIN, as a successful cross-border e-commerce platform, leverages its unique marketing strategies and rapid response mechanisms to provide new perspectives for the international marketing of domestic brands. This article first analyzes the current state of Chinese brands “going global,” highlighting that although Chinese brands are gradually gaining recognition in the global market, they still face numerous challenges, including insufficient brand awareness, cultural differences, and intense market competition. Using SHEIN as a case study, the article delves into its market strategies, target customer groups, and marketing approaches, summarizing the key factors behind its success and offering insights for other domestic brands. Additionally, the article explores how domestic brands, in the context of globalization, can utilize digital marketing tools, optimize products and services, and establish efficient supply chain systems to enhance their international competitiveness. Finally, the article concludes that SHEIN's success provides valuable experiences for other domestic brands, aiming to offer strategic references for those seeking internationalization.