Research On B2C Quality E-Commerce Competitive Strategy Of Company Y

Company Y's quality e-commerce platform was launched in April 2016 and is the first quality e-commerce player using ODM(original design manufacturer)model in China.Unlike Tmall and JD.com,which are well-established e-commerce companies,Company Y,as a quality e-commerce company,designs and develops its own original products by directly cooperating with big-name manufacturers,focusing on costeffective and quality,and catering to the consumption upgrade.While the new middle class with higher quality of life and the online shopping generation with rational consumption concept have sprung up in the B2 C market,Company Y achieved rapid growth in the number of users and transactions.On the other hand,Xiaomi,Alibaba,Jingdong and other groups are also aware of the market opportunity of quality e-commerce business.In 2017,they launched their own quality e-commerce platforms,aiming to fill their own shortcomings and cater to the needs of consumers.In addition,independent companies such as Biyao have entered the quality e-commerce market.Company Y's business currently has a large share in the quality e-commerce industry,but there has been problems of the number of users and sales growth slowing down.Meanwhile,the rapid growth of other quality e-commerce platforms has also brought a certain degree of challenge to Company Y.This paper attempts to analyze Company Y's external environment and internal resources,and compares them with the main quality E-commerce competitors.Through the expert group scoring method,three alternative strategies are evaluated using the quantitative strategic planning matrix,and differentiation strategy is the most appropriate strategy as a conclusion.Some strategies for implementing the differentiation strategy are also proposed.