Abstract
The US has the largest economy in the world and possesses one of the largest e-commerce markets in the world. Many Chinese companies that are searching for greater space for development target the US market as new chances, derived from many successful digital marketing platforms like Tiktok, Temu, Shein, and so on. Among them, Shein has surpassed the local brand Amazon more than once for being the most downloaded App in the US. Shein has now been recognized as the top 1 fast-fashion digital marketing platform in the US market and its capital market validation has reached 300 billion RMB in 2021. This research selects Shein as a case study to analyze the key factors of Shein's successful market plan in order to expand the advanced strategy into other Chinese companies, through the perspective of Shein's brand positioning, C2M model, targeted audiences choice, DTC platform, SEO development, digital marketing strategy-influencer marketing (micro-influencer.
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