The CEO of the Chinese online retailer Shein, Donald Tang, explains his business model. He calls it on-demand fashion. “First of all, it is important for me to emphasize that our business model is significantly different from that of other industry players who distribute their products in Europe. Shein is a global on-demand online retailer that sells directly to end customers and offers products in the areas of beauty, fashion, and lifestyle. We operate in more than 150 countries and are based in Singapore. We produce the designs that our customers want from us in small quantities, i.e. in micro-production, as opposed to traditional fashion companies that implement fewer designer trends in mass production. Our business model is demand-driven, which is why we call it on-demand fashion.” – Donald Tang, the CEO of the Chinese online retailer Shein, in “We want the competition to be fair”, Handelsblatt from 6., 7., 8. September 2024, page 22, No. 173
approach strategic pricing with a changed mindset and better assess the contribution of professional pricing to results.
