Exploring Critical Success Factors for Apparel E-Commerce Business–A Case Study of Lativ
|關鍵字:||電子商務;成衣服飾;藍海策略;E-Commerce;Apparel Online Shop;Blue Ocean Strategy;ECFA;Lativ|
In the fierce competition of e-commerce, Lativ - an apparel online brand – has broken through the bottleneck of the mature industry in Taiwan. It only took five years to reach 4 billion annual turnover, far beyond the well-known apparel online brand – Tokyo clothes, that was founded nine years ago in Taiwan. A lot of competitors have joined the online market replicating the Lativ’s successful model, but Lativ’s annual turnover is still far ahead of the others in 2012. This study analyzed what new value curve had Lativ created, and explored the critical success factors through the four actions framework of the blue ocean strategy. Combining with the analysis of the industry, environment and government policies, the study describes the opportunities and challenges that Lativ has faced. The sustainable strategies to Lativ and the industry development policies to the government are suggested. This study concludes the key success factors of Lativ as bellow. 1.Stabilize product, information, system and service qualities 2.Compete with price and effective marketing to stimulate website traffics 3.Continue to create demand, attract new customers and increase the repurchase rate 4.Continue to reduce costs From products, marketing, logistics and information, Lativ has ability to maintain the qualities. Embracing the challenges from the green policy trends, ECFA and the new competitors, Lativ has to create the future core competitive advantages that the competitors hard to imitate as soon as possible, and has to build the ability to become a resource integrator to create the next blue ocean opportunities.