SHEIN's Business Model Innovation Practice and Evolution Path: From Fast Fashion to Fashion Platform

Fast fashion enterprises have been facing paradox: despite lower resource consumption per product, high-frequency up-selling may stimulate over-consumption. Based on the theory of “value proposition, value creation and value realization” of business model, the thesis re-examines the traditional theory from the perspective of sustainable and dynamic development, and adds the element of “value continuity” into the value network to form a closed network. and puts forward the theory of the four elements of business model innovation of fashion enterprises. By analyzing the business model innovation practice of SHEIN and the evolution path from fast fashion to fashion platform, the thesis aims to enrich and improve the business model theory and empirical revelation of the enterprises spanning “fast fashion and cross-border e-commerce”.