Shein's elusive boss hails Chinese roots in rare public appearance
Source: BBC Technology
Public Appearance in Guangdong
Speaking at a business conference in Guangdong – a hub for China’s garment factories – Xu highlighted the province’s “world‑class business environment” and “complete industrial ecosystem” as key reasons for Shein’s success. He described Guangdong as “fertile ground” for development and pledged to bring more digital services to the region to make factories even more efficient.
Investment in Guangdong Province
- Amount: 10 billion yuan (≈ £1.08 bn; $1.45 bn)
- Purpose: Create a high‑tech fashion hub and improve supply‑chain efficiency.
- Timeline: The plan was first announced in 2023 and is now being implemented.
Xu said the investment will help Shein remain “firmly rooted in Guangdong” and build a world‑class fashion industry cluster. He noted that local support has already helped the firm support more than 600 000 jobs in the area.
Significance for Shein
The speech marks an unusual public appearance for the founder, who has largely stayed out of the spotlight even as Shein expands globally to more than 160 countries. The live‑streamed remarks were widely circulated on Chinese social media and covered by local news outlets.
Challenges and Controversies
Shein has faced heightened scrutiny amid rising tensions between Beijing and the West. Concerns include:
- Environmental impact of fast‑fashion.
- Labour conditions in its supply chain – see BBC coverage on labour conditions.
The company has responded by tightening platform rules, removing certain listings, and banning problematic sellers.
In Europe, the sale of controversial dolls sparked backlash, notably in Paris, where shoppers protested the opening of Shein’s first concession in France.