S ky Xu, also known as Xu Yangtian, is a secretive Chinese entrepreneur who is the founder and CEO of Shein, the fast-fashion e-commerce behemoth that has taken the global retail world by storm. An American-born Chinese who moved to China in his youth, Xu is notoriously private and has built one of the world's most valuable private companies while remaining almost completely out of the public eye. He began his career in search engine optimization before venturing into e-commerce.

Shein's astronomical success is built on a revolutionary 'real-time' retail model. The company uses sophisticated data analytics to track fashion trends instantly and works with a vast network of suppliers in China to produce small batches of new clothing styles in a matter of days. This agile supply chain allows Shein to offer thousands of new and trendy items on its website daily at extremely low prices. The model has proven incredibly popular with Gen Z consumers globally, who are drawn to the company's vast selection and affordability. Xu's innovative approach to supply chain management and digital marketing has made Shein a dominant and highly disruptive force in global fashion.