Shein, one of the leading global online stores, aims to maintain a sustainable and strong development by focusing on the need of the market and user experience and enhancing its customer service, said the Head of the Indian arm of the company. It started business in India in July 2017 and has invested `250 cr for marketing in the country.

“Last year, we established and localised efficient logistics, customer service and a dedicated marketing team. With `250 cr invested in marketing, we have attracted more than 3 mn followers on social media and collaborated with about 2,000 influencers. We now receive about 20,000 orders every day,” said Malcolm Yam, General Manager, Shein India. While talking about the Indian e-commerce market, Yam said, “E-commerce has helped customers find and shop products faster and more conveniently than ever. We pride ourselves as a fashion retailing brand, instead of a pure e-commerce company. Therefore, we are more concerned and excited about the increasing demand for fashion apparel of the new generation in India.” Shein handles about 20,000 orders every day. Most of its customers are located in metros like Delhi, Mumbai and Bangalore, and it is witnessing a rapid growth in tier 2 and tier 3 cities.