Research On The Influencing Factors Of Entrepreneurial Performance Under DTC Mode

The DTC model,Direct To Consumer,is to sell products through all-owned channels,providing consumers with an end-to-end brand experience through low-cost access to social media,including consumer big data and Internet technology.Thanks to the rise of personalized,diverse consumer needs,a group of storytelling brands,using the DTC model,through social media,community and offline experience stores,direct communication with consumers,direct control of channels,low-cost access.DTC’s advantage over traditional brands is mainly reflected in closer to consumers,more attention to consumer behavior,more attention to consumer life patterns.The world’s premier DTC brand has elements in common,including high-level product design,a state-of-the-art user experience,exceptional modern aesthetics,and clear and differentiated positioning.Adapting to changing consumer preferences is key to the survival of the DTC brand.In the United States,the DTC market has become very mature,and has formed a relatively complete ecosystem,financing growth is rapid.Some upstring brands have gained market share with the rise of the DTC model.In China,the DTC brand is still a new species,although there are a large number of new consumer brands in the rise,but strictly speaking,it is not a DTC brand.Therefore,what is the key factor affecting the business performance of these DTC start-ups is the focus of this paper.In this paper,most DTC companies focus on the retail and FMCG industries,selected a representative three enterprises A,B,C.Combined with high-order theory,dynamic ability theory is analyzed.In this paper,the classical rooting theory commonly used in qualitative analysis is used to analyze the collected data step by step through open coding,spindle coding and selective coding.From the results of the study,this paper draws four key factors that affect the business performance of DTC start-ups.They are:the founder’s personality traits,the strategic choice of investment institutions,the marketing ability of enterprises,corporate brand values.In order to build the impact factor model that affects the business performance of DTC enterprises.It is concluded that in order to improve the business performance of DTC brand,it is necessary to constantly develop the enterprise’s own marketing and advertising model,including learning to master new marketing channels,change brand creativity,try new business models,choose those investment institutions that match the values of the enterprise,the founder needs to continue to learn or choose more suitable for the development of the enterprise’s professional managers to guide the development of the enterprise.