Shein will “remain firmly rooted in Guangdong and build a world-class fashion industry cluster,” Xu said.
His live-streamed remarks, made to provincial officials and other company chiefs, has been widely circulated on Chinese social media and covered by local news.
The speech marked an unusual public appearance for the Shein founder, who has largely stayed out of the public eye even as the firm expanded globally to reach customers in more than 160 countries.
Shein has faced a number of challenges in recent years as tensions between Beijing and the West has led to increased scrutiny of Chinese firms.
Exporters across Asia have been rocked by US President Donald Trump’s trade policies, including the removal of a tax loophole for low‑value parcels – a measure that struck at the core of Shein’s export business.
Concerns have also been raised about the environmental impact of the fast-fashion industry and labour conditions in its supply chain.
Shein is being investigated by the European Union over the potential breaches of digital law, including the sale of childlike sex dolls that had been reported on its website.
The company has said it has removed the listings, banned the sellers and that it is working to tighten its platform’s rules.
The sale of the dolls drew backlash in Europe, especially in Paris, where shoppers protested the opening of Shein’s first concession in France.
Shein is set to open additional shops in French cities this week after the stores’ launch in December was delayed.