Shein CEO Chris Xu Speaks at Guangzhou Manufacturing Conference

Shein’s founder, Chris Xu, publicly reaffirmed the Chinese origins of the fast-fashion giant and announced a significant investment in its Guangdong-based supply chain at the Guangdong High-Quality Development Conference in Guangzhou on February 24, 2026. Xu, who is also chairman of the Singapore-based company, pledged to invest more than CNY10 billion (USD1.46 billion) over the next three years to strengthen the company’s operations in the southern Chinese province.

The appearance marked Xu’s first public address, signaling a shift in Shein’s narrative, according to Hu Jianlong, founder and chief executive of e-commerce advisory Brands Factory. In recent years, Shein had deliberately downplayed its Chinese roots, presenting itself primarily as a global brand headquartered in Singapore. “By openly embracing his identity as a Chinese entrepreneur, he is signaling that Shein is no longer concealing its Chinese roots, but actively embracing them,” Hu noted.

Xu emphasized the crucial role of Guangdong province in Shein’s success. “Guangdong is where Shein’s roots are, and where our journey began,” he stated. He credited the province’s “complete industrial ecosystem and first-class business environment” as being instrumental in the company’s rapid growth. Shein was established in Guangzhou in 2014 and, last year, exported more than CNY100 billion (USD14.5 billion) worth of goods to over 160 countries and regions, Xu revealed.

The company’s operational model, characterized by “small-batch, rapid replenishment,” relies heavily on Guangdong’s established apparel industry supply chain, cross-border e-commerce ecosystem, and logistics network, enabling a design-to-delivery cycle of just two to three weeks. Shein currently supports nearly 10,000 partner suppliers in Guangdong, generating hundreds of thousands of jobs, Xu said.

Xu highlighted three key lessons learned during Shein’s growth. First, he stressed the importance of robust industrial ecosystems and a supportive business environment. Second, he emphasized the role of digitalization in integrating manufacturing and services, using data to drive production and optimize manufacturing processes. Third, he underscored Shein’s commitment to social responsibility by empowering Guangdong’s manufacturing sector to expand globally with improved quality.

The Guangdong Provincial Party Committee and provincial government were specifically acknowledged by Xu for their “long-standing support.” The conference itself was organized by the Guangdong provincial government, underscoring the strategic importance of Shein to the region’s economic development. Guangdong officials have described the business environment as one of “non-interference unless necessary, full support when needed.”