中国零售：实体电商的竞争竞合 = Competition and cooperation between China’s E-commerce and merchandise retailing
Date of Issue2017-03-30
Wee Kim Wee School of Communication and Information
China has become the largest eCommerce market in the world with total number of 468 million digital shoppers. According to the report, over 40% total global eCommerce spend came from China. On 11 November 2016, taobao‘s digital shopping day, approximately $14.3 billion was spent on its platform within 24 hours. Aided by emerging technology, online shopping not only brings convenience into people’s lives but also shapes consumer’s shopping behaviour and habits. On the other side, this eCommerce frenzy has left retails industry with a nightmare. As people are benefited from the low price and good quality products on platform like taobao and JD.com, chances for them to visit retail shops declined, it affects sales drop tremendously. Cases of department stores and shopping centers closed down in the past three years increased. The threat posed by eCommerce forced traditional retail to make a change and many have started launched their online service or seeking for new business models. In the war between e-Commerce and retailing, both parties reveal their strengths and weaknesses. Our feature aims to document this exciting on-going competition in China. Through reflecting on current trends we hope to unveil some insights on the industry. This paper consists of 5 chapters ranging from the growing of e-Commerce, retail crisis, to glass ceiling of e-Commerce and opportunities in retail, and finally concluded with the keywords for new retailing in the future. At the interview stage, our team conducted a 2-week field trip to China and visited places like Shanghai, Hangzhou, rural villages in Henan and attended a retail conference in Guangzhou. We interviewed professionals in different areas such as CEOs from e-Commerce startups, eShop owners, retail store managers, customers, scholars and governors. Supported by secondary research on statistics, journals and books, presented with infographics and photos, we hope this feature writing will provide a holistic view on the research topic and provide valuable insights for our readers.
Final Year Project (FYP)
Nanyang Technological University