An Analysis of Management Strategies in Emerging Startups

Abstract

Emerging Asian startups have become influential actors in the global economy, yet existing research has primarily emphasized Western firms, leaving gaps in understanding their unique strategies. This study addresses that gap by examining SHEIN, a China-founded digital-first fast-fashion company that has rapidly expanded to more than 150 countries. Using a qualitative case study method supported by comparative analysis with ByteDance and Grab, the research draws on secondary data, industry reports, and sustainability disclosures from 2021 to 2025. The findings show that SHEIN's growth is driven by an agile supply chain capable of releasing over 1.5 million new items annually, a platform-based model with more than 250 million monthly active users by 2024, and a flexible workforce exceeding 10,000 employees worldwide. Revenue increased from USD 15.7 billion in 2021 to an estimated USD 56 billion in 2025, while its U.S. market share peaked at 50 percent in 2022 before stabilizing above 40 percent in 2025. These results illustrate how digital integration, small-batch production, and global-local balance allow emerging startups to sustain international competitiveness. The study contributes to scholarship on entrepreneurship and offers practical lessons for managing agility, digital platforms, and global expansion in resource-constrained contexts.