The present study aims to understand consumer attitudes toward the brand Shein compared to its main competitors. To conduct this analysis, the most important attributes for consumers when shopping on Chinese e-commerce brands were identified. The study focused on Brazilian consumers who have made at least one purchase in this segment. Additionally, the companies chosen were Shein, Shopee, and AliExpress. The research used was exploratory and descriptive in nature to best map consumer attitudes. Initially, secondary data was gathered and compared with qualitative research to identify the primary attributes of the Chinese platforms. Subsequently, quantitative research was conducted in two stages: one to understand the weighting of attributes and another to assess the degree of association of these attributes with the brands.