A Case Study On W Department Store’s E-commerce Business

It is said that the traditional merchandise industry suffered a "chilly winter" since the beginning of history. The impact and test mainly come from the E-commerce since it grabs market shares from the traditional merchandise industry, which causes falling sales and profit space for the traditional merchandise industry. As a fundamental and urgently need to be solved problem, it must be confronted before the operators engaged in the traditional merchandise industry.This situation is both a challenge and opportunity. Operators engaged in traditional merchandise industry need to change their management thoughts to achieve the unity of opposites between the traditional merchandise industry and new merchandise business model-E-commerce. The operators should take their own strengths and violate and improve their own weaknesses so as to achieve mutual development between traditional merchandise industry and E-commerce.W department store has a history of nearly70years and develops from a state-owned department store initially into a merchandise industry leader by merging and reorganization in recently years. However, facing the common threat-the rapid development of online shopping, and this new model brings W department store many problems and confusion, it has to start its own exploration.Since W department store has a high representativeness in the traditional merchandise industry, the author of this paper intends to probe into the management strategy implementation of E-commerce in traditional department stores through case study of W company. This paper focus on the case study of online mall operated by W department store and the problems encountered so as to propose suggestions for the E-commerce operation in traditional department stores, and tries to popularize the conclusion obtained from the case study to the whole traditional merchandise industry and provide a reference for E-commerce operated in traditional merchandise industry.