A brief analysis of SHEIN's digital transformation. SHEIN’s business model: 1. D2C cross-border ecommerce: SHEIN integrate the manufactures from Guanzhou to make clothes and deliver direct to customers. 2. Digital marketing: Data driven online marketing for user acquisition. 3. Digital transforming vendor chain: the most core of the revolution to shorten the innovation and lead time. 4. Outstanding user experience: International delivery in high efficiency Leverage four parts of the user satisfaction process and integrate related resource and information flow, which making SHEIN an international leading D2C ecommerce company. • Keeping utilizing data in all process is another core capability. From the page click, sales metrics, fabric sourcing to manufacturing time, all data is integrated for decision making, leading an upward customer preference and much efficient business decision making process.