Popular Taobao footwear retailer Shéii has opened its second brick-and-mortar store, located on the fifth floor of Nanjing’s high-end Deji Plaza Phase II. The move follows its first offline location launched in Guangzhou’s Grandview Mall in late 2024. Deji Plaza is known for housing luxury flagships, making Shéii’s entry notable given the brand’s positioning as an affordable alternative to big-name designs. While Shéii has long dominated Taobao’s women’s footwear category — with sales surpassing 800 million RMB ($112 million) in 2022 and retaining the platform’s No. 1 spot in 2024 — its reliance on “big brand lookalikes” has sparked debate.