Donald Tang: SHEIN Operates as a Grassroots Movement via Micro-Influencers
Donald Tang · Donald Tang: How SHEIN Got So Big So Fast - The Fastest Growing Company in History | E1208 · 20VC with Harry Stebbings · Sep 30, 2024 · at 23:03
Donald Tang is the Executive Chairman of SHEIN. He explains how SHEIN approaches social media marketing and customer acquisition by partnering with niche micro-influencers rather than traditional corporate marketing.
0:00 / 0:28exact quote · 28.8s
▶ Watch the full episode on YouTube → 720p mp4 · rendered on demand · StarZero watermark
“I think we are a grassroots business or you can call it grassroots movement company. And you know, every time you have grassroots and you would like to have some grass tops you know, that's what we've got. And they have intimate relationship with The group of like-minded people. So that makes, makes them very, very engaging and powerful. And if we work through that, that's very, that's quite effective.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Donald Tang
Tang: SHEIN survey data shows only 10% throw away clothes after one use
“We have the data to, the survey to say that's incorrect. But that doesn't mean that people don't throw it away. There are still that 10% of people, they still do.”
Tang: SHEIN is pursuing an IPO to embrace public diligence and oversight
“We wanted to embrace public diligence.”
Tang: Harris Poll shows SHEIN customers wear products longer than competitors'
“The Harris poll that we commissioned recently, the UK and the US, came back exactly that. You know, our customers wear our products longer and more often than others, other brands.”
Tang: SHEIN made a mistake by neglecting regulators when entering US
“Well, in the very beginning of the time that we paid more attention to the consumers, and I think to paying attention to stakeholders is a very important thing to do, and we should do it earlier and more often, and we still haven't done enough.”