Drawing from the attention-based view, this paper examines the impact of subsidiary coordination complexity on firm digital attention. Utilizing theoretical analysis and empirical evidence from Chinese listed companies, it is found that: (1) Digitalization emerges as a legitimate, valuable, and relevant strategy to navigate the challenges posed by subsidiary coordination complexity, thereby augmenting firm digital attention. (2) An industry’s digital focus enhances the legitimacy of digital solutions within the industry, strengthening the positive impact of subsidiary coordination complexity on digital attention. (3) An increase in managerial ownership and a decrease in managerial myopia elevate the perceived value of digital solutions for executives, thereby enhancing the positive impact of subsidiary coordination complexity on digital attention. (4) CEOs’ technical background enhances the relevance of digital solutions, further amplifying the positive impact of subsidiary coordination complexity on digital attention. Subsequent analysis indicates that subsidiary coordination complexity exerts a more pronounced impact on digital attention in private firms and those with a higher level of innovativeness, and digital attention positively affects firm digital investment. The findings broaden the antecedents of firm digitalization and offer significant insights for both corporations and policymakers aiming to promote digitalization.