Analysis of Future Dilemma and Breakthrough of SHEIN

This study examines the critical challenges and prospective strategies for SHEIN, a prominent Chinese cross-border fast fashion e-commerce enterprise, in navigating the complexities of the global market. Key issues identified include inconsistencies in product quality, deficiencies in environmental sustainability, labor rights controversies, and intellectual property disputes. Through a comprehensive analysis of these challenges, the research evaluates SHEIN's current efforts to enhance supply chain transparency, ensure compliance with Environmental, Social, and Governance (ESG) standards, and mitigate reputational risks. The paper further proposes a systematic framework for addressing these challenges, including the optimization of quality assurance mechanisms, the integration of sustainable supply chain practices, the enforcement of robust intellectual property protections, and the implementation of strategic public relations initiatives. The findings suggest that by adopting these measures, SHEIN can achieve sustainable growth, enhance social responsibility, and maintain its competitive edge in the global fast fashion industry.