The filing offers a rare glimpse into the life of the Zibo-born entrepreneur, whose background remains largely a mystery to the public. While Shein has previously relied on high-profile executives like Donald Tang to manage its international expansion and public relations, the prospectus anchors the company’s governance firmly to Xu. This shift comes as the firm faces mounting pressure from Western regulators and investors, who have frequently cited the lack of transparency regarding Shein’s leadership as a hurdle for its previous, failed attempts to go public in New York and London.

Despite the push for corporate clarity, Xu remains a figure of intense privacy. He avoids public events and maintains no significant online footprint, a strategy some observers suggest is designed to minimize the risk of the type of regulatory scrutiny that has curtailed other Chinese tech giants. Internally, however, he is described as a pragmatic, hands-on leader who remains deeply involved in daily operations, from supply chain logistics in Guangzhou to the strategic branding decisions that transformed Shein from a small startup into a global retail force.