Focusing on the matching process of supply and demand, this paper develops a multi case study on the demand management practice of fashion enterprises. This research deeply analyzes the connotation and essence of demand chain alignment competence, and explores its effective development strategy. The study shows that the demand chain alignment competence has the characteristics of dynamic capability; based on dynamic capability theory, demand chain alignment competence is disaggregated into demand sensing capacity, demand chain seizing capacity and demand chain reconfiguring capacity, and their nature and micro-foundations are elaborated; this paper put forwards the development strategy of demand chain alignment competence and it is believed that three capabilities must be developed and applied at the same time to establish and maintain competitive advantage.