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Flexible Supply Chain Innovation – Take Shein as an Example

Qiao Kang


The most obvious feature of a flexible supply chain is the ability to respond quickly to customer needs. As an FMCG online retailer, Shein's success can be attributed to supply chain innovation. Shein uses mobile apps and websites to sell products, relies on big data and algorithms to quickly respond to global markets and accurately serves users around the world. Shein's market front-end system supported by big data and back-end production system with cloud factory platform as the core are closely integrated, and jointly build the competitive advantages of choice variety, price affordability, and high customer retention. Based on Shein's development, this paper first analyzes the positive innovation of relying on big data in attracting consumers and discovering consumers' true hobbies at the front end of the supply chain, then studies the active exploration of digital factory participation and strategic alliance expansion at the back end of the supply chain, then discusses the supply chain integration and learning mode, and finally analyzes the potential risks and uncertainties of brand development.


Supply Chain; Shein; Innovation; FMCG Companies

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Included Database


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DOI: http://dx.doi.org/10.18686/fm.v8i4.9481