摘要
在品牌出海的时代,数字赋能供应链体系已经成为跨境电商企业的重要发展路径。本文基于物理-事理-人理(WSR)的时空案例法,对中国时尚品牌SHEIN的数字赋能跨境电商供应链发展路径进行深入研究。基于时间顺序对SHEIN的发展历史进行了三个阶段的分类,研究表明,SHEIN在客户积累阶段,数字技术聚焦海外仓储系统,数字赋能推动退货服务质量提升,以数字化管理构建用户品牌忠诚度;在系统协作阶段,持续深化数字技术应用于供应链的各环节,数字赋能保障“小单快反”生产模式并增强物流仓储协调性,数字平台连通、整合、管理上下游供应商;在生态完善阶段,逐步调整数字化运营模式和持续优化数字供应链,数字化技术与平台助力可持续发展,人工智能技术优化消费体验。本文构建的数字化跨境电商供应链发展路径为中国品牌出海提供启示。
In the era of brand globalization,the digitization of supply chain systems has played a crucial role for cross⁃border e⁃commerce enterprises.This paper conducts an in⁃depth study on the digital⁃en⁃abled cross⁃border e⁃commerce supply chain development path of the Chinese fashion brand SHEIN based on the temporal and spatial case study method of the Wuli⁃Shili⁃Renli system approach.Catego⁃rizing the history of SHEIN’s development in three phases based on chronological order,the research findings indicate that during the customer accumulation stage,SHEIN focused on the overseas ware⁃housing system with digital technology and promoted the quality of return service with digital empow⁃erment,building consumers’brand loyalty with digital management.During the system collaboration stage,SHEIN continued to deepen the application of digital technology in all aspects of the supply chain.It ensures the“small order and quick reaction”production mode with digital empowerment and enhances the coordination of logistics and warehousing.Simultaneously,the digital platform con⁃nects,integrates,and manages upstream suppliers.During the ecological improvement stage,SHEIN gradually adjusted the digital operating model and continued to refine the digital supply chain process.Digital technology and platform promote sustainable development and artificial intelligence technology optimizes the consumer experience.The digital cross⁃border e⁃commerce supply chain de⁃velopment path constructed in this paper inspires other domestic brands to go overseas.
作者
沈滨
柳雪雅
SHEN Bin;LIU Xueya(Glorious Sun School of Business and Management,Donghua University,Shanghai 200050,China)
出处
《上海管理科学》
2025年第3期59-71,共13页
Shanghai Management Science
基金
研究阐释党的二十大精神国家社科基金重点项目(23AZD030)。
