The mail-order brand “Shein” has reached 1 trillion yen in sales worldwide. It has also become a topic of conversation in Japan, including its participation in the Tokyo Girls Collection (from the official website). Shein, a mail-order brand whose worldwide sales have reached 1 trillion yen. There is another low-priced online shopping brand “Shein” that is currently attracting attention in the economic media and textile industry media, and is reported daily. Unlike the previous two brands, this is a low-priced fast fashion brand exclusively for online shopping, but it has achieved rapid growth, with global sales reaching 1 trillion yen despite having only been established in 2018. “There are many students and young people in Japan who are buying this brand because of its low price, but there are also many students who are buying it without knowing the brand name or its home country. Although the brand is inexpensive, the designs are not badly made. I was shown a number of products purchased by students, and they have an atmosphere similar to that of low-priced Japanese brands.” The same low-priced global brands such as ZARA and H&M are well-known, but these brands have “crudeness” peculiar to Western countries in their sewing specifications and materials used, while See-in’s products have no “crudeness” and look just like Japanese low-priced brands if one does not look at the brand tags. This could be said to be the result of the know-how that China has accumulated over the past 20 years as a production site for clothing for countries around the world. And yet, the regular price of the products is as low as g.u.’s, and the reduced price items are less than g.u.’s reduced price items, so it is understandable why they are so popular. Pakuri products and inferior low-priced products are still rampant. The appearance of these new types of Chinese brands tends to make Japanese people lose confidence, but this does not mean that all Chinese clothing has changed in terms of sensitivity. However, not all Chinese clothing has become highly sensitive. There are still many Pakuri products and inferior, low-priced products as before. The situation is that new highly-sensitive brands have grown up, whereas before they were all over the place. It is the same as in Japan, where there are still old-fashioned, bulky clothes for middle-aged and older people and inferior, low-priced clothes. There is no need to underestimate the value of these brands, but there is also no need to fear them more than necessary.   “The likelihood of more high-priced brands from China and big brands like Sealy in the future is likely to increase, but the heavy blow to the economy from the lockdown based on China’s excessive zero-corona policy this spring makes me wonder if the cloud is getting a bit cloudier. There is a possibility that the economy will recover sooner or later, but the optimism about China’s economy with open arms as it was before 2020 is no longer applicable. I personally see the situation becoming unpredictable as to what will happen to the highly sensitive fashion from China that has begun to grow.”