The Study Of Developing Takeaway Service For Fashion Products in China

1. The Study Of Developing Takeaway Service For Fashion
Products In China
1. Rationale
Takeaway service has grown to be a very common convenience service in
China. According to statistics, 521 million Chinese consumers ordered takeaway
online by December 2022, with the majority of these users being young adults
between the ages of 18 and 35 (Nengpei, 2023). Takeaway applications from
third-party platforms, like Ele.me, Meituan, etc., are currently the major way that
takeaway services are provided in China (Chan, 2021). These apps help physical
stores increase their online traffic and offer customers a more comfortable way to
place orders (Liu and Chen, 2021).
However, takeaway services have not yet entered the fashion sector and
instead predominantly focused on food and beverages, covering daily essentials,
medical supplies, digital equipment, etc., in the Chinese market (163.com, 2023).
Even with their large number of physical stores, fashion businesses still mostly
depend on mall visitors to guarantee sales. In contrast, takeout-oriented businesses,
restaurants particularly, are still expanding steadily. Fashion businesses have launched
private domains to stabilise shop sales (Sohu, 2023), but customers remain skeptical
about the promises of the official brands, in light of their personal interactions with
shoppers on social media.
In general, the system of takeaway services has developed, opening up internet

2. markets for physical stores of fashion companies. In addition to being more
convenient than traditional online shopping, consumers can place orders based on
their needs, and platform regulation also offers some degree of consumer protection.
Delivery times for orders are only 20–40 minutes. Thus, the purpose of this paper is to
research and strategize the establishment of takeaway services for fashion brands in
China.
2. Aim and Objectives
2.1. Aim
This paper attempts to offer useful recommendations for fashion businesses in
China to start takeout services through a thorough analysis of the Chinese takeaway
market and the modernization of offline sales strategies.
2.2. Objectives
(1) To comprehend the key development status of takeaway platforms and the
development system regarding Chinese takeaway market.
(2) To examine the fashion industry's development status in China's physical
economy.
(3) To research the potential for Chinese fashion companies to launch takeaway
services and to organise the procedures for brand entrance, servicing, and
post-purchase.
(4) To research young Chinese consumers' attitudes and needs around the launch of

3. takeaway services in the fashion sector.
(5) To research Chinese physical offline retail fashion firms' perspectives and
apprehensions regarding the introduction of takeaway services.
(6) To offer logical recommendations for fashion firms looking to launch takeaway
services in China.
3. Research Methodology
This paper focuses on the demands and attitudes of offline retailers and
consumers. In order to fully utilise the benefits of both qualitative and quantitative
research, this work employs the mixed methods of praxis and quantitative research
(Rahman, 2020).
3.1. Qualitative Research
In-depth conversations were conducted with the retail side heads or brand
shop managers of five to six Chinese fashion labels via emails, phone calls, and
in-person interviews. These were utilised to get precise brand insights, a thorough
grasp of the industry's existing situation, and perceptions and apprehensions over
using a takeaway service.
3.2. Quantitative Research
A comprehensive questionnaire survey targeting Chinese customers between
the ages of 18 and 35 was created based on the findings of the qualitative research.
Customers' opinions regarding takeaway services offered by the fashion industry, as

4. well as their individual needs and acceptance of the full takeout service process
(including online presentation, takeaway riders' delivery requirements, after-sales
services, etc.), will all be covered in the questionnaire.

5. Reference
163.com, (2023). China Takeaway Industry Panorama: The Rapid Development of
the Takeaway Industry. [online] Available at:
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2023].
Chan, J. (2021). Hunger for profit: How food delivery platforms manage couriers in
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https://doi.org/10.1590/15174522-112308 [Accessed 25 Nov. 2023].
Liu, C. and Chen, J. (2021). Consuming takeaway food: Convenience, waste and
Chinese young people’s urban lifestyle. Journal of Consumer Culture, 21(4), pp.
848-866. [online] Available at: https://doi.org/10.1177/1469540519882487 [Accessed
25 Nov. 2023].
Nengpei, M. (2023). China Online Takeaway Industry Analysis to 2022, Industry
Scale Steadily Expanding, Market Accelerating Sinking. [online] Huaon.com.
Available at: https://www.huaon.com/channel/trend/904313.html [Accessed 25 Nov.
2023].
Rahman, M. S. (2020). The advantages and disadvantages of using qualitative and

6. quantitative approaches and methods in language “testing and assessment” research:
A literature review. Journal of Education and Learning, 6(1), pp. 101-102. [online]
Available at: https://doi.org/10.5539/jel.v6n1p102 [Accessed 10 Dec. 2023].
Sohu.com, (2023). Clothing brand private domain play case. [online] Available at:
https://www.sohu.com/a/673152114_723902 [Accessed 27 Nov. 2023].