DATLAG, RICHELLE ANN A.

BSHM 603

1. What type of offensive tactic is being used by Shein?

 Since Shein has consistently stayed up to date with social media trends, carefully
positioned itself in the worldwide market, and amassed a sizable staff of
designers committed to expanding their collection, I believe that Shein is
employing the encirclement attack as an offensive strategy. Shein's omnipresent
online presence on TikTok, Instagram, and YouTube led to the creation of a
massive quick fashion business that now exports more than 600,000 items to
over 220 nations. Shein became the most downloaded shopping app in the US
this year, surpassing Amazon. They employ pop-up and flash sales, which clients
frequent to earn tempting discounts. Over 30 languages are now available on
Shein, which receives over 50% of its website traffic from overseas markets.

2. What is the most appropriate offensive/defensive tactic Shein should employ to retain
its market share?
 I believe that raising structural barriers is the best offensive/defensive strategy
Shein should use to keep its market share. Entrance restrictions are used in this
approach to hinder a challenger's logical routes of attack. Instead of boosting
competitive advantage per se, raising structural barriers makes a company's or
business unit's competitive advantage more sustainable by making a challenger
think that an attack is unappealing. Where in Shein sells constrained tiny batches
of only 100 goods, which are only expanded if necessary to keep up with
escalating demand. Shein is able to identify the products that will make the most
money when manufactured in large quantities and sold online thanks to this
clever marketing approach, which also lowers their carbon footprint.