Managing Demand and Supply Networks of the Chinese Fashion Apparel Industry under the Complexity of the New Economy Transition

TitleManaging Demand and Supply Networks of the Chinese Fashion Apparel Industry under the Complexity of the New Economy Transition
Publication TypeConference Paper
Year of Publication2014
AuthorsYe, NYing, Lau, KHung
EditorBlecker, T, Kersten, W, Ringle, CM
Title of ProceedingsInnovative Methods in Logistics and Supply Chain Management
Conference LocationHamburg
ISBN Number978-3-8442-9878-9; 978-3-8442-9880-2
ISSN NumberISSN (print) 2365-4430, ISSN (online) 2365-5070
Keywordsalignment practice, demand and supply chain management, dynamic network, external marketing demand innovatives, internal supply chain capabilities

Purpose: The purpose of this study is to explore the impacts of the latest
Chinese economy transition, which commenced in 2010, on the local Fashion
Apparel (FA) industry. It investigates the current supply chain practices of the
FA firms in responding and adapting to the economic changes. A dynamic
supply chain alignment approach (Gattorna 2012), which stresses the inclusive
concept of marketing, supply chain management and business administration,
has been adopted in the investigation.
Research Problem: Based on (Chorn 1991) alignment theory and (Gattorna
1998) dynamic network alignment practice, this study investigated how the new
economy transition in China had impacted on its FA industry in market
management, organizational adjustment and supply chain operation.
Research Methodology: Qualitative multiple case study with semi-structured
interview was chosen to adopt due to the nature of the study.
Working-in-process Findings: Results of the case studies suggest that
optimal trade-off between supply chain efficiency and effectiveness could be
achieved through proper alignment of marketing demand management, supply
network building, and organizational culture reconfiguration. Chinese FA
industry is confronting the need for specialized supply chain innovations and
business ideology review based on the new economy environment in China.
Originality/Value: Demand and supply management of the Chinese fashion
industry in the post-Mao era under local dualist economy is a field, which has
not been investigated in research academia. By summarizing the Chinese
economy transformation chronologically and investigating the impact of the
current forth economy transition on the local FA market, this study sheds new
lights on both the local and the global FA industry.