| Since the reform and opening-up in 1970 s,China has witnessed a rapid growth in its total retail sales of social consumer goods.Compared with 1978,the per capita consumption expenditure of the national residents in 2020 has increased more than 19 times.Meanwhile,China has become the world’s second largest consumer market and is expected to overtake the United States as the world’s largest consumer market in the near future.With the continuous development and application of digital technology,the traditional retail production and operation model has been unable to meet people’s ever-growing consumption needs,accelerating the digital transformation of many traditional enterprises.On the new starting point of the "normalization" in enterprises’ digital transformation,how can enterprises achieve high-quality transformation and upgrading,which path can be adopted to improve enterprise performance has become urgent issues in the course of enterprise transformation and development.In this dissertation,Chinese well-known clothing retail enterprise-Hailan Home is selected as the case object.The internal and external causes of the digital transformation of Hailan Home are summarized,and the impact path of the digital transformation on enterprise performance is combed in this dissertation.Moreover,the economic consequences of the digital transformation are analyzed by using relevant basic theories such as organization change theory,process reengineering theory and contingency theory.This study found that the digital transformation of apparel retail enterprises is mainly driven by the change of consumer needs,the pressure of industry competition and the digital economic environment.The digital transformation mostly improves the performance of enterprises by broadening the sales channels,improving the supply chain management and upgrading the consumer experience.Based on the analysis of the economic consequences and path of the digital transformation of Hailan Home,the successful experience of the transformation is summarized,which provides a reference for other clothing retail enterprises to transit into a digital form.Enterprises in the same industry could learn from the experience of Hailan Home,instead of using the obsolete business model,innovating a customer oriented digital transformation strategy that in line with their business characteristics,and exploring a in-depth integration of traditional business and digital technology such as Big data and IOT,to become more leaner and more competitive.The contributions of this dissertation embodies many new features.For example,existing researchers in the field mainly focus on the studying on the internal mechanism of enterprises digital transformation,paying little attention to their transformation path,and most of the studies focus on the construction and analysis of digitalization theory,lacking of actual case studies.This dissertation focuses on clothing retail industry,expounds the specific path of a representative enterprise’s digital transformation,explores the impact of the digital transformation on the performance of the enterprise,and enriches the practical cases of enterprise’s digital transformation,provides a certain reference for promoting the in-depth digital development of China’s retail industry and improving China’s overall level of digitalization capability as well. |
