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E-commerce and Logistics strategies in China for fashion industry
E-commerce represents a promising yet relatively small share of the overall fashion business. Yet the statistics show that Apparel is the most popular category for Online Shopping in China. Aiming to capture as much a possible of the projected growth in this segment, the Brands have to consider multi-channel strategies to cover Brand Awareness, Transaction Media, Delivery Channels and Management of after sales including everybody’s black beast : “Returns”. All these elements are connected and should be consistent with the Digital Strategy, resulting in a mix of delivery means ranging from Home delivery or In store Picking to Click and Collect, whether managed internally, via partners or outsourced ; likely a mix of all.
While evaluating the right mix of the various options it is important to understand how each choice can impact the Distribution set up. Laurent proposes a pragmatic overview of the most popular options and the associated Supply Chain organization impact.
Laurent Cochet, Partner, Ecosource
Laurent has built his 23 years career in Hi Tech Industries with 3 keywords: “Multicultural+B2B+Technical”. He has been involved in several Warehouse set up projects in China over the past 5 years. His Track record includes large and automated logistics centers such as Nike DC in Taicang. He worked recently for VF Corporation DC. Laurent now works as an independent consultant based in Shanghai and he is also an entrepreneur, setting up a portfolio of Energy Efficiency services with a company named Ecosource.
Presentation delivered at Cahina Live 2014, Shanghai