Strategy Research For E-business Development Of Chinese Apparel Retail Industry

As a new business model which represents the direction of thedevelopment of trade patterns in the future, e-commerce develops on thebasis of computer technology, network technology and database.Revolutionary leap in computer and information technology in the1980sis the fundamental cause of the rise of e-commerce, and subsequentlye-commerce developed rapidly in the developed countries of Europeand the United States. With the development of economic globalization,e-business models from Europe and the United States and otherdeveloped economies quickly spread to emerging economies.In2000, China’s e-commerce started to expand from a few cities likeBeijing, Shanghai, Guangzhou and other major cities to the coastal andinland, many traditional industries of clothing enterprises have begun tostep onto the stage of the e-commerce, which opened China’s e-commerce prelude quickly from the initiation stage into the implementationphase.Apparel category has become the largest trading volume of alle-commerce platform product categories, now.As a major economic growth point of the21st century, we have nonecessity to comment on the role of e-commerce in promoting theeconomy. However, there is no doubt that e-commerce has indisputablesuperiority and progressiveness, and it represents the direction ofdevelopment of the trade in the future. With only a short ten yearsdevelopment, e-commerce has brought China’s social productivity,consumption patterns, especially traditional apparel retail with hugeimpacts. On the basis of summarizing the current development of China’se-commerce and traditional retail, this paper compares the e-commerceand traditional retails, and analyzes the relationship of e-commerce andtraditional retail. Then, we completed an in-depth analysis on the statusand existing problems of e-commerce on the traditional apparel retailmarket, and analyzed the causes of the problems. Furthermore, weanalyze the causes and impacts of e-commerce on the apparel retail industry in China, which can be seen as an evidence from the conclusionsmentioned above. Finally, we elaborated the strategies of traditionalclothing retail development of e-commerce, mainly from the marketingstrategy, IT strategy, logistics strategy, and talent strategy.I hope theseideas can be helpful to traditional apparel retail enterprises to starte-commerce and give certain theoretical reference and practical policyapplication guidance to traditional apparel retail enterprises which havealready launched e-commerce.