Improving Digital Marketing Strategies Based on SICAS Mode: A Case Study of SHEIN in China

In recent years, cross-border e-commerce has emerged as a primary choice for international consumers, with China's export cross-border e-commerce industry experiencing significant growth. This paper focuses on SHEIN, a prominent Chinese cross-border e-commerce enterprise, using it as a case study to analyze its global digital marketing strategy through the SICAS model. By examining SHEIN's approach, this study offered actionable insights and strategic recommendations for other Chinese cross-border e-commerce enterprises aiming to expand globally. These findings aim to contribute to the advancement of China's cross-border e-commerce industry.