Xu Yangtian, the founder of the popular fast-fashion shopping app Shein, has deliberately kept a low profile, avoiding public attention as the company prepares for a significant initial public offering (IPO) in London, aiming to raise £50 billion (US$64 billion). Known as Sky Xu or Chris Xu, his avoidance of publicity is notable even among his peers in China’s tech industry, where maintaining a low profile has become a common trend.
Unlike many tech entrepreneurs, Xu has taken extraordinary measures to remain out of the public eye. Shein has never published photos of him, and he has not made any public speeches despite the company’s growing global presence. Additionally, Shein has not released an IPO prospectus or detailed its business operations, adding to the mystery surrounding its founder.
According to multiple sources who have worked with Xu, his preference for staying out of the limelight stems from his personality and a strategic decision to avoid adding scrutiny to Shein. Liu Mingguang, a supply chain adviser for Shein from 2015 to 2021, described Xu as “ordinary, quiet, humble,” but also noted his quick learning ability.
In Shein’s early days, Xu and Henry Ren Xiaoqing, the head of supply chain management, sought Liu’s expertise on sourcing clothing from Chinese wholesalers and using software to manage large orders. Liu recalls Xu as a keen listener who engaged in discussions only after thoroughly understanding the training material.
Several former and current employees at Shein describe Xu as a wiry, bespectacled figure who often goes unnoticed in the office. This unassuming demeanor contrasts sharply with the significant impact he has had on Shein’s success.
Shein’s growth under Xu’s leadership has been remarkable. The company has become an increasingly familiar name in e-commerce, offering trendy and affordable fashion to a global audience. Despite his low profile, Xu’s strategic vision and ability to adapt quickly have driven Shein’s rapid expansion and success in the competitive fast-fashion market.
As Shein moves towards its ambitious IPO in London, Xu’s decision to stay out of the spotlight continues to be a defining characteristic of his leadership style. His focus remains on steering the company through its next phase of growth while maintaining a sense of humility and discretion.
Xu’s approach highlights a different model of leadership in the tech industry, one that prioritizes strategic thinking and quiet determination over personal publicity. As Shein prepares to go public, Xu’s low-profile strategy will likely continue to play a crucial role in the company’s future success.
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