Research on E-commerce Operation Strategy of Apparel Enterprises — A Case study of SHANGYI Apparel Co., LTD

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Project Title: Research on E-commerce Operation Strategy of Apparel Enterprises — A Case study of SHANGYI Apparel Co., LTD
Author: Mr. Wang Senqi
Advisor: Dr. Zhang Li
Degree: Master of Business Administration
Major: International Business Management
Faculty: Graduate Schools
Academic year: 2020


Conference Proceedings
National and International Academic Conference “Innovation and Management for Sustainability” 9-10 July 2020


Senqi, Wang. (2020). Research on e-commerce operation strategy of apparel enterprises: A case study of shangyi apparel Co., Ltd. (Independent study, Master of Business Administration). Bangkok: Siam University.


With the rapid improvement of Internet technology and e-commerce theory and practice development, the e-commerce model has materialized and expanded.  It has gradually become a new marketing technique based on the Internet and achieved relatively significant application results. The apparel industry has also begun to apply e-commerce models in marketing to meet consumer demand for self-pursuit, fashion, and individualization. However, affected by various factors, apparel e-commerce is still in its infancy, and there are still deficiencies in popularity and scale. Therefore, to continuously promote their development by applying e-commerce models, apparel companies need to improve their business operations strategy constantly.

This study gathered research on e-commerce operation strategies of apparel companies as a focus. By applying the literature analysis method, this research summarized domestic and foreign e-commerce operation strategies at home and abroad, laid a solid theory for this research foundation’s development, and determined the research direction. In order to thoroughly analyze the e-commerce operation strategies of clothing enterprises, this study used SHANGYI company as a research case. For clarity, this study took the apparel enterprise as the research object to collect traffic data, visitor data, and customer service data. Then, this study made a comprehensive analysis of all the collected data and summarized the existing problems of SHANGYI company and its e-commerce operation. The results found the following: 1) The problems were mainly manifested in the uncertainty of customer target group and product positioning; 2) E-commerce store promotion cost was high, the flow source was unstable and unreasonable; 3)  Promotional activities and price wars caused overall profit reduction; 4) The sales platform of e-commerce stores was relatively simple, and the mode was single; and 5) An imperfect member management mechanism. Therefore, this study suggested: 1) The apparel company should optimize its product and target customer positioning; 2) optimize its marketing and promotion methods; 3) develop the B2C+O2O model; 4) comprehensively raise interest rates; 5) expand its online sales platform and establish a membership system. On this basis, it urges SHANGYI company to make reasonable use of the online platform and combine the online and offline sales channels based on solving the problems of e-commerce operation strategy to promote the healthy and stable development of SHANGYI company.

Keywords: Apparel enterprises; E-commerce; Operating.

Research on E-commerce Operation Strategy of Apparel Enterprises — A Case study of SHANGYI Apparel Co., LTD

Master of Business Administration (International Program), Siam University, Bangkok, Thailand


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