The Study Of E-commerce Channel Strategy For The M Apparel Company

The study of the B2C channel strategy for M apparel company is based on the theories of strategic management, marketing, electronic commerce and retail business, then adds the researches of the macroscopical and industrial environment, the competitor, the best practice, the consumer, and the enterprise ability. However, B2C as a new channel strategy for the company could get more opportunities and face more challenges. Therefore, the company needs to find the channel balance between the traditional retail channel and the B2C channel, and finally integrate both channels. In this way, the M apparel company could increase the probability of success of the B2C project and decrease various risks. Based on the analysis and research, the conclusion is that the B2C business is the significant development strategy for the M apparel company. To build the owned website is the main strategic choice for the M apparel company long-term development; even it may face more embarrassment. The TMALL shop and the PAIPAI shop are additional channels, which needs to retain for the comprehensive consideration. Within the large offline resource, the M apparel company needs to balance the online and offline channels then to get integration. There are three aspects for the channels balance strategy, the unification price in the price strategy, the different goods for the different channels in the product strategy, and the communication between online and offline channels in the management functions. In addition, the integration is also can divided into 3 parts, offering the service of picking up and returning goods in stores, the online and offline number resource sharing, and the integration in online and off-line's spread and promotion for the cost saving.