Small And Medium-sized Clothing Enterprise Electronic Commerce Development, The Influential Factors And Policy Analysis

With the development of information technology, e-commerce are affecting business operation of enterprises around the world for its advantage of no physical and time constraints and global sharing of information. Compared with the traditional business model, which greatly increased the business opportunities, reduced transaction costs and improve trade efficiency, Thus increasing the competitiveness and adaptability of enterprises, which is not only a new means of competitive advantage, but also the future the main form of business operations.China's apparel production and export is very important in world, apparel industry plays an important role in China's national economy, and most companies are small and medium company in all the country's 80,000 apparel company. In 2008, the global financial crisis triggered by the US's subprime mortgage crisis has great impact on China's traditional clothing industry, in this case, many apparel companies started to look for intensive business model and enter the e-commerce field. Starting from the PPG, under the impetus of Taobao, China apparel network, PT37 Web sites etc, the development speed of the domestic apparel e-commerce are increasing, more and more traditional clothing have become a member of e-commerce companies, such as the Younger, Li Ning, Metersbonwe and so on. According to the relevant data, the fast-growing apparel fashion products now has become the largest categories of goods on online shopping. According to the telephone survey and online retail analysis by Zhengwang Consulting company (E-Tailing Trends), online retail apparel has grew by 97% in2009, apparel online shopping scale has reached 640 billion yuan with the overall online retail market size of 267 billion yuan.But the application of the domestic apparel e-commerce is still at a lower level, especially for small and medium enterprises. This paper focus on the analysis of current influence and strategy of developing e-commerce faced by small and medium apparel business. First, from the analysis of development status, characteristics, trend of small and medium apparel electronic commerce, we identify the influence factors in the development process of small and medium apparel e-commerce; Finally, with the use of SWOT analysis tool, we summarizes the opportunities and challenges, the advantages and disadvantages of small and medium apparel business, and then propose the strategies. We hoped that this paper will help small and medium sized apparel companies to cope with the grim situation at this stage, and provide reference of developing e-business models for small and medium sized apparel companies based on their own situationThe innovation of this paper:At present, the research on the development of electronic commerce is quite good, but specific to the apparel business,Especially small and medium apparel companies, research is still very limited, so there are two innovations of this paperFirst, this paper summarize the development status of small clothing enterprises' e-commerce in China, Second, combining the case studies and theoretical research, thinking about the actual and features of small and medium enterprises, this paper made a detailed analysis of influence and strategy the small and medium clothing enterprises should be taken in the process of developing e-commerce.We hoped that this paper will help small and medium sized apparel companies to cope with the grim situation at this stage, and provide reference of developing e-business models for small and medium sized apparel companies based on their own situation.