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The Impact of E-Commerce on the Clothing Retailers: Studies on Chinese Companies

The Impact of E-Commerce on the Clothing Retailers: Studies on Chinese Companies
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Author(s): Tianlong Ge (Xi'an Jiaotong-Liverpool University, China), Zheng Liu (Xi'an Jiaotong-Liverpool University, China)and Lei Ma (Nanjing University of Science & Technology, China)
Copyright: 2018
Pages: 30
Source title: Mobile Commerce: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-2599-8.ch048

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Abstract

In the past 10 years, e-commerce has developed rapidly in the clothing industry. Many companies seek strategies to expand, innovate, and restructure, and the traditional impact from manufacturing is gradually replaced by customer relationship. E-commerce provides opportunities for both large clothing companies and small retailers. In China, the largest emerging country, there is also a trend for clothing companies to market and establish customer relationship online. This chapter focuses on how Chinese clothing retailers compete through e-commerce platform. It starts with an introduction of clothing industry, supply chain and e-commerce practice from literature perspectives. Then, there are industry review and cases studies into five Chinese clothing companies with a highlight on their management in the context of e-commerce and customer relationship. Discussion will be made to address the critical issues, followed by a summary of the chapter.

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