從極速崛起到挑戰：新零售電商時代下快時尚新秀 SHEIN之個案研究

Abstract

快時尚和電商産業均擁有較長的發展歷史，目前都已成爲發展較爲成熟、競爭較爲激烈的産業，然而SHEIN作為一個成立不過十幾年的新秀，在新零售電商時代下於國際市場中取得迅猛發展，曾一定程度上超越傳統快時尚、電商巨頭，但後續發展速度又有所放緩。 在上述背景下，本研究將采用次級資料研究法和個案分析法，以SHEIN作爲個案研究對象，先對電商和快時尚産業進行概述，然後介紹SHEIN在不同階段的發展歷程，幷將其與Amazon、Zara和Temu三大競爭對手進行結合分析，以深入瞭解SHEIN發展模式獨特之處，最後結合商業模式再創新和第二曲線兩大理論，探討和總結SHEIN的商業模式及其成功和受阻的關鍵因素。 本研究發現，SHEIN能够快速成長的主要原因在于其在發展過程中不斷適應變化的市場環境，調整創新商業模式，幷探索建立不同面向的第二曲線來取得競爭優勢。具體包括：精準定位市場、採用獨立自主的運營模式、積極運用科技賦能企業的生産與管理、採取順應潮流的多元行銷策略、及時進行全球布局，並進行本地化運營、整合外部資源，透過設立規則規範關係等。然而，隨著市場環境變得更加競爭和複雜，SHEIN在商業模式和第二曲線的建立方向和速度上未能有效應對新環境中的挑戰，也未能建立新的優勢，導致其在後期發展有所受限。

The fast fashion and e-commerce industries developed over a long time and have become mature and highly competitive. However, SHEIN, a newcomer established just over 10 years ago, has achieved rapid growth in the international market under the new retail e-commerce era, which surpassed traditional fast fashion and e-commerce giants to some degree, but its growth rate also suffered a decrease in recent years. According to the background above, this thesis will apply the research method of secondary data research and case study, using SHEIN as the research object. Provide an overview of the e-commerce and fast fashion industries first, then introduce SHEIN's development at different stages, after that, the research will compare SHEIN with three major competitors: Amazon, Zara, and Temu, to gain a deeper understanding of the unique aspects of SHEIN's development model. Lastly, combining the theories of business model innovation and the second curve to explore and summarize SHEIN's business model, and the key factors behind its successes as well as obstacles. The research finds that SHEIN's rapid growth is primarily due to its continuous adaptation to changing market environments, innovative business model adjustments, and exploration of various second curves to gain competitive advantages. Including positioning the market precisely, using an independent operating platform, actively leveraging technology to empower production and management, implementing diverse marketing strategies aligned with trends, timely global expansion with localized operations, integrating external resources, and establishing rules to regulate relationships. However, as the market environment has become more competitive and complex, SHEIN's business model and second curve strategies have not effectively addressed new environmental challenges or established new advantages, leading to limitations in its subsequent development.