SHEIN의 혁신 경쟁력 분석 -인공지능 기반 통합적 가치 네트워크 민첩성을 통한 글로벌화-

초록

In an increasingly competitive global environment, emerging firms face various challenges when expanding into overseas markets. SHEIN, which has recently emerged as a major player in the global fast-fashion market, achieved rapid globalization in a short period by building a proprietary production and supply chain system and leveraging rapid product turnover, diverse designs, and competitive pricing strategies. This study conducts an in-depth case analysis of SHEIN’s value chain structure based on value network theory to identify the sources of its competitiveness. The findings reveal that SHEIN’s innovative competitive advantage stems from its reconstruction and expansion of the traditional value chain through smart technologies such as artificial intelligence, big data, and the Internet of Things, thereby creating a network ecosystem in which diverse value actors jointly participate in value creation. Within this value network, smart technologies not only enhance the efficiency of individual stages―including marketing, design, manufacturing, logistics, and warehouse management―but also facilitate effective collaboration across organizations, functions, and regions. The findings highlight that in the digital transformation era, sustainable competitive advantage increasingly depends on the flexibility and agility of the entire value network system rather than on excellence in individual functional areas.

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