SHEIN Founder Xu Yangtian Rarely Makes Public Appearance, Announces Over 10 Billion Yuan Additional Investment in Guangdong

On February 24th, SHEIN Founder and Chairman Xu Yantian appeared at the Guangdong High-Quality Development Conference and announced that SHEIN plans to invest over 10 billion yuan in Guangdong over the next three years to build a smart supply chain.

Xu Yantian also stated that by 2025, SHEIN aims to achieve over 100 billion yuan in platform export volume, with operations covering more than 160 countries and regions.

During his appearance, Xu Yantian also “expressed his love” for Guangdong, mentioning that Guangdong “is the root of SHEIN.” Since relocating to Guangzhou in 2014, SHEIN has partnered with nearly tens of thousands of suppliers and has driven employment for over 600,000 local residents.

SHEIN operates a digital, flexible supply chain model that enables real-time “small orders, quick delivery” to overseas consumers. Currently, SHEIN can reduce the cycle from design draft to delivery to 2-3 weeks.

This was a rare public appearance by Xu Yantian since the founding of SHEIN. Over the 18 years since its establishment, Xu Yantian, as the founder, has rarely publicly shared or responded to rumors about SHEIN’s supply chain model, international expansion, overseas listing, or regulatory challenges in Europe and America, nor has he often participated in domestic official events.

Regarding his public appearance this time, SHEIN did not respond to Jiemian News. This may reflect a shift in Xu Yantian’s approach amid recent multiple pressures: in recent years, SHEIN’s global expansion and overseas listing efforts have faced new challenges.

In November 2025, media reported that SHEIN expected to reach a net profit of $2 billion in 2025, nearly doubling the figure from 2024. Later, LatePost reported that SHEIN’s GMV in the first half of 2025 had already reached $27 billion, with a year-over-year growth rate of 15-20%. This reflects SHEIN’s business coverage across more than 100 countries and regions worldwide.

As the company expands into different global markets, it also faces compliance risks. In 2025 alone, SHEIN encountered stricter regulatory scrutiny in Europe and America, involving data security, disputes over platform sales of controversial products, taxation, and environmental issues.

SHEIN has responded and clarified these issues. However, frequent regulatory reviews or penalties in various markets inevitably increase operational pressures and risks, complicating its path to going public.

In September 2025, after media reports alleged SHEIN’s tax avoidance in the UK, SHEIN responded that the company complies with local laws and regulations in all markets, pays taxes accordingly, and that internal and external independent auditors regularly conduct audits to ensure compliance. These accusations are seriously false.

SHEIN continues to develop the European market. For example, in December 2025, SHEIN officially launched a new e-commerce logistics center in Poland, which will become a major logistics hub within the EU.

There have been ongoing rumors about SHEIN’s IPO, with proposed locations changing multiple times—New York, London, and Hong Kong have all been mentioned as potential listing sites.

(Article source: Jiemian News)