Digital Management of Enterprises Across Boundaries:A Case Study Based on SHEIN
Two significant indicators of a successful digital transformation in a company are a genuine customer-centric approach and being data-driven.Effective management of the supply chain,other related enterprises,and consumers is crucial for achieving digital transformation.Focusing on management strategies that enable enterprises to cross organizational boundaries and enhance value creation,this paper investigates the boundaries and value creation mechanisms of enterprises within the context of the digital economy.SHEIN,a cross-border B2C internet enterprise established in 2008 in Guangzhou,ranks among the top ten in Global Unicorn Index 2023.Its success is attributed to its innovative flexible supply chain system,which adapts to the rapid consumption trends of personalization,fashion,customization,and diversification in the retail industry.Additionally,it has established a digital ecosystem involving supply chain members and consumers based on its own needs.Therefore,using SHEIN as a case study,this paper employs grounded theory coding methods and draws on both primary and secondary data sources from field research.The findings reveal that in digital economy,the integrated application of technology,models,and management,along with the comprehensive use of data management throughout the entire process and all stages,forms a boundary-crossing digital management model that is key to enterprise success.Within this model,enterprises,their supply chain members,consumers,and data form a digital ecosystem,the value creation by each entity within this ecosystem constitutes the source of enterprise value.Additionally,the production of supply chain members,long-tail market customer demands,and the force of data elements become new sources of value for the enterprise.SHEIN has developed a cross-border digital value management model by leveraging modern information technology,integrating the production capabilities of small and medium-sized enterprises(SMEs),an efficient logistics system,and data connectivity to provide comprehensive support and integrated applications for consumer involvement.The company employs a digital management model characterized by distributed production and centralized management to manage the value of supply chain members;the full-link digital management of data connectivity is used to conduct value management on the production side and the market side;market demand value and consumer value are managed through full product digital management of rapid production and sales.The value management of enterprises,supply chain members,consumers,and data is realized through data management of the whole process and all links,forming a unique cross-border digital value management model.It is apparent that digital technology extends enterprise capabilities and expands enterprise boundaries by transforming production and management structures as well as market outcomes.Data elements have profoundly impacted the supply ecosystem.The innovative model of digitally integrating and managing the supply chain offers a potential reference for other cross-border e-commerce enterprises.
enterprise digital managemententerprise boundaryenterprise valuedigital ecosystemdata elementgrounded theory codingdigital transformationdigital economycase studySHEIN
NETL
NSTL
万方数据
