A Comparative Study Of The Strategic Transformation Of Traditional Retailers

After ten years of development, E-commerce types in China has developed intovarious types, B2B, C2C, B2C, O2O. There have been various types of e-commerce sites inChina with the market expanding. Different from the monopoly state for Alibaba in B2Bmarket, Taobao in C2C market, the competition in independent B2C sales market is moreintensely. Since2006, the overall strategic layout of the Chinese e-commerce market beganto tilt toward self-type B2C model, traditional retailers are also seeking strategictransformation. Parallel development of online and offline mode has become a new trend.sothis paper mainly focus on studing the strategic transformation of traditionalretailers.Through using charts,analysising the data,policy and strategy of Suning andGome,this paper aims to summarize the problems in the transition，and hope to offer somereference recommendations to other traditional retailers who are going to make a transition.