Speaking before government officials and business leaders, Xu highlighted the firm’s commitment to investing more than 10 billion yuan into Guangdong’s supply chains over the next three years, with the goal of building what he described as a world-class digitalised fashion industry cluster. According to reporting from the BBC, the investment will focus on intelligent manufacturing systems and cross-border e-commerce platforms designed to modernise the region’s vast textile production base.

In a speech that marked a notable shift from the company’s earlier efforts to present itself as a Singapore-based international brand, Xu openly affirmed Shein’s Chinese origins and longstanding institutional support from authorities in Beijing. He credited the provincial government’s leadership as a key factor in the company’s rapid rise from a domestic start-up to one of the world’s largest online fashion platforms.

“Shein’s achievements today would not have been possible without the attentive guidance” of Guangdong’s government, Xu said, praising the role of local authorities in fostering the business environment that enabled the firm’s expansion.

Describing Guangdong as “fertile ground” for development, Xu added that the company intends to deepen its involvement in digital trade initiatives across the province, particularly through participation in cross-border e-commerce pilot programmes aimed at empowering small and medium-sized manufacturers.

The retailer currently works with nearly 10,000 suppliers in Guangzhou alone, supporting more than 600,000 jobs across the province’s sprawling manufacturing ecosystem, Xu noted.

Founded in China in 2008, Shein has since grown into a global fast-fashion powerhouse, distributing low-cost apparel and accessories to consumers in more than 160 countries worldwide. The company’s extensive Guangdong-based supply network remains central to its operations, even as its corporate headquarters has shifted overseas in recent years.

Xu’s appearance comes as the firm seeks to strengthen domestic partnerships and reinforce ties with Chinese regulators amid increasing scrutiny in Western markets.