2024-12-08-牛津经济研究院-SHEIN在波兰的经济影响（英）_17页_7mb

Summary of "THE ECONOMIC IMPACT OF SHEIN IN POLAND"

Core Content

This report, published by Oxford Economics in November 2024, examines the economic impact of SHEIN in Poland and its broader influence on the EU's retail and design sectors. It outlines SHEIN's contribution to the Polish economy in terms of GDP and employment, while also highlighting its role in supporting emerging designers and entrepreneurs through its SHEIN X initiative.

Main Points

SHEIN's Economic Impact in Poland

• Total Economic Contribution: In 2023, SHEIN's operations in Poland contributed €119 million to the country's GDP.
• Employment Impact: The company supported 2,060 jobs, with the majority being indirect and induced impacts.
• GDP Multiplier Effect: For every €10 of GDP generated by SHEIN's sales in Poland, an additional €19 of GDP was supported in other parts of the Polish economy.

Breakdown of Impact Channels

1. Direct Impact:

   • SHEIN's own sales and distribution hub operations contributed €23 million to Polish GDP in 2023.
   • This accounted for around 20% of the total economic impact.

2. Indirect Impact:

   • SHEIN's spending with local service providers contributed €80 million to the Polish GDP.
   • The logistics and distribution sectors, along with business and professional services and real estate, were the primary beneficiaries.
   • This channel supported 1,571 jobs.

3. Induced Impact:

   • The wage spending of SHEIN employees and local service providers generated an additional €16 million in GDP and supported 340 jobs.
   • This impact is driven by the circulation of wages within the local economy.

SHEIN X and the Design Community

• Supporting Young Designers and Artists:

  • SHEIN X, launched in 2021, provides a platform for designers and artists to launch their products, build their portfolios, and gain exposure.
  • It helps them integrate technology and real-time insights into their end-to-end processes, from design to sales.
  • Over 60% of surveyed SHEIN X designers felt the initiative encouraged them to pursue their creative ambitions.

• Survey Results:

  • Customer Access and Visibility: 80% of SHEIN X designers felt their presence on the platform helped expand their reach and visibility.
  • Technology Integration: Over half of the designers and artists felt SHEIN X significantly enabled them to use technology in their work.
  • Cross-Platform Revenue: 30% of those with revenue streams outside SHEIN reported that their presence on SHEIN helped them generate income on other platforms.
  • EU Representation: Artists and designers from the EU accounted for nearly 15% of the over 4,500 contracts signed with SHEIN X globally.

SHEIN's Role in the EU's Digital Retail Transformation

• Digitalisation and Competitiveness:

  • The EU's retail sector is increasingly adopting digital tools to remain competitive.
  • SHEIN, as a leading online retailer, plays a key role in this transformation by leveraging real-time insights and a flexible supply chain.
  • Its on-demand, small-batch manufacturing system significantly reduces inventory issues compared to industry standards.

• Expansion in the EU:

  • SHEIN has established a strong presence in the EU, including offices in Poland, France, Germany, Italy, Spain, and Belgium.
  • The company has also opened distribution and fulfillment centers in Wroclaw, Poland, and Stradella, Italy.
  • SHEIN organises pop-up events across the EU to increase brand visibility and customer interaction.

Key Information

• SHEIN's Global Reach: SHEIN operates in over 150 countries and has an average of over 100 million active monthly users in the EU.
• Economic Impact Framework: Oxford Economics uses a three-channel model to assess SHEIN's economic impact:
  • Direct Impact: Activities directly generated by SHEIN's operations.
  • Indirect Impact: Activities stimulated by SHEIN's spending with local service providers.
  • Induced Impact: Activities driven by wage spending by SHEIN employees and their local partners.
• SHEIN X's Mission: SHEIN X aims to support the next generation of designers and artists by providing them with tools, mentorship, and exposure to help them succeed in the global fashion and lifestyle market.

Conclusion

SHEIN's presence in Poland and the broader EU contributes significantly to the local economy through direct, indirect, and induced economic impacts. The company's operations not only support employment and GDP growth but also empower young designers and artists to build successful careers in the fashion industry. By fostering digital innovation and providing a platform for emerging talent, SHEIN plays a crucial role in the transformation of the EU's retail sector.