服装跨境电子商务平台型企业供应链运营比较研究——以SHEIN与ASOS为例

Comparative Study on the Supply Chain Operations of Cross-border E-commerce Platform for Clothing Enterprises--A Case Study of SHEIN and ASOS

供应链运营对服装跨境电子商务企业的发展十分重要。通过分析当前国内外代表性服装跨境电子商务企业的供应链运营现状,从供应链结构、供应链决策、产品组合、快速反应、供应链合作、数字化技术方面分析平台型服装企业供应链运营特点,进而以我国SHEIN和英国ASOS的供应链运营模式为例,应用供应链运营参考模型(SCOR)对其计划、采购、生产、配送和退货等环节进行分析,并结合平台型服装企业供应链运营特点对二者进行比较研究。最后从企业发展定位和目标、品牌一致性和质量控制、企业核心竞争力、供应链伙伴关系、数字化技术的运用等五个方面,为服装跨境电子商务企业的供应链运营与管理提供启示。

Supply chain operation is crucial for the development of cross-border e-commerce enterprises in clothing industry.By analyzing the current status of supply chain operations of representative domestic and international cross-border e-commerce business in clothing industry,this paper examines the characteristics of supply chain oper-ations from the aspects of supply chain structure,supply chain decision-making,product mix,quick response,sup-ply chain cooperation,and digital technology.Taking the supply chain operation models of SHEIN in China and ASOS in the UK as examples,the supply chain operation reference model(SCOR)is applied to analyze their plan-ning,procurement,production,distribution,and return processes,and a comparative study is conducted on the sup-ply chain operation characteristics of platform-based clothing enterprises.Finally,from five aspects,namely corpo-rate development positioning and goals,brand consistency and quality control,core competitiveness,supply chain partnerships,and the application of digital technology,this research provides insights for the supply chain opera-tions and management of cross-border e-commerce business in clothing sector.