The Research Of Direct Import Product From Over Sea Of One Retail

Under the global economic integration and the diversification of consumer demand, hyper market enterprises are facing fierce competitions; there are strong desires for these retail enterprises to go globe. At the same time, traditional retail industries are facing pressure from fast growth overseas shopping and E-Commence. Retailers changed their sourcing strategies, converting sourcing strategies for imported product from local agents to direct import from oversea suppliers. Direct import being one of the innovative sourcing strategies based on vitally changing market. This strategy can improve enterprise’competitiveness and profit line. However, there are also huge risks come with it. And most retailers are still in the exploring stages handling with direct import strategies.This article is based on studying a well-known retailer in China, whom is undergoing the process of sourcing import product directly from oversea suppliers. Using real case studies and the theoretical studies, to define the key factors of retailers’ direct import strategies. Based on the situations of W-club facing during the go direct import strategies, demonstrates the necessity and feasibility of W-club’s direct import sourcing strategies. The 3 key elements for direct import transition processes:including suppliers’identification, merchandise selection and inventory speculation. Based on above 3 elements, the following article will demonstrate detailed studies and writer’s suggestions on W-club’s direct import strategies process. For examples, how to be the market leader on sourcing trending imported items, and how to balance across the profit line made from direct import and desires to build the trust and long-term relationship for its own customers.This article analyzes both the outside and internal environment for direct import and consumer behaviors; summarizes both the theoretical direct import strategies and the practical experience based on real world retailer. It can be reference for retailer in China whom switching to direct import strategies for building a superior brand image and market leadership.