新零售電商時代下之C2M、DTC、KOC即時時尚商業模式組合研究-以SHEIN爲例

Abstract

近年來由於網際網路的健全，零售市場逐漸由線下轉往線上發展，電子商務隨之興起盛行，再加上自2020年開始的新冠肺炎疫情，更是加速了品牌往電商發展的轉型之路。傳統上多數品牌皆是藉由經銷商、代理商、貿易商等層層通路銷售產品，然而在網路、交通、與科技發達等基礎下，品牌得以自己掌控所有的銷售渠道，不需依靠中間廠商的協助，直接與消費者溝通，獲取偏好等行為數據，為日後研發產品提供莫大助益，並保留更多利潤，而這也是直接面對消費者模式（Direct To Consumer，以下簡稱DTC）漸漸成為趨勢的原因。疫情下各個零售商都苦不堪言，然而SHEIN卻橫空出世，2021年5月更是一躍成為全世界應用程式商店中下載量第一名的App，開啟即時時尚的新時代。 因此在綜合前述各項背景下，本研究鎖定SHEIN，利用個案研究法、次級資料分析等研究方法深入探討SHEIN之DTC商業模式、競爭優勢、與核心能力，並從中提出其未來之發展隱憂與建議。 本研究透過文獻探討了解DTC、顧客對工廠（Consumer To Manufacturer，以下簡稱C2M）模式與關鍵意見消費者（Key Opinion Consumer，以下簡稱KOC）模式，利用五力分析研究全世界快時尚產業之競爭概況，藉由商業模式九宮格分析SHEIN之DTC商業模式，最後再詳細分析其如何架構數據推動的C2M柔性供應鏈，每周快速研發上架近萬件新品，並使用KOC和使用者生成內容（User Generated Content，以下簡稱UGC）等行銷手法，在社群媒體上形成高熱度，讓眾多消費者趨之若鶩。本研究認為SHEIN的成功關鍵因素除了有外在疫情大環境的驅使外，也是因其綜合數據C2M的供應鏈、KOC行銷手法、及DTC的銷售通路所致。

In recent years, due to the internet's robustness, the retail market has gradually shifted from offline to online development, and e-commerce has become popular. Traditionally, most brands sell their products through distributors, agents, and traders. However, with the development of the internet, transportation, and advanced technology, brands can control all sales channels independently. Moreover, they do not need to rely on the assistance of intermediaries. They can communicate directly with consumers and obtain behavioral data such as preferences, which provides excellent benefits for future product development and retains more profits. That is why the DTC（Direct To Consumer） model is becoming a trend. While retailers are suffering under the epidemic, SHEIN has emerged as the number one downloaded app in the world's app stores in May 2021, launching a new era of real-time fashion. Therefore, with the backgrounds mentioned above, this study focuses on SHEIN and implements the method of case study and secondary data analysis to investigate SHEIN's DTC business model, competitive advantages, and core competencies and to propose potential problems and suggestions for its future development. This study uses literature review to understand the DTC, C2M（Consumer To Manufacturer）, and KOC（Key Opinion Consumer） models and Porter’s five forces analysis to study the competitive situation of the fast fashion industry worldwide. SHEIN also uses KOC and UGC（User Generated Content） marketing techniques to create a high buzz on social media, which has attracted many consumers. The study concluded that SHEIN's success is not only driven by the external epidemic environment but also by its integrated data driven C2M supply chain, KOC marketing techniques, and DTC sales channels.