The paper presents a critical discussion of the market entry strategy into the greater area of Europe through Chinese multinational companies of online shopping platforms from an evolutionary perspective.
E-commerce plays a major role in the modern age in the sense of globalization. Online shopping is increasingly dominating the retail market and hardly anyone can think away from shopping anywhere and anything in the world. What many do not know: Where do the strikingly cheap clothes of the originally unknown and dubious websites "She-In", "Romwe" and Co. come from?
Inhaltsverzeichnis (Table of Contents)
- E-commerce plays a major role in the modern age in the sense of globalization.
- The waist trainer - an almost common word among the young, everyone knows it: a corset which promises a thigh-thin waist, without doing sports.
- Another market leader,,Wish', offers a wide range of products to customers on a B to C level compared to a mom-and-pop store.
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This text aims to shed light on the impact of Chinese online shopping platforms on the European market, particularly in terms of globalization and the rise of e-commerce. It explores the various strategies employed by these platforms, including their use of social media, influencer marketing, and replica products, and analyzes their effects on consumers and businesses.
- The growing influence of Chinese online shopping platforms on the global retail market
- The role of social media and influencer marketing in promoting Chinese products
- The emergence of replica products and their implications for brands and consumers
- The impact of Chinese online shopping on traditional retail businesses
- The ethical and quality concerns surrounding Chinese online shopping platforms
Zusammenfassung der Kapitel (Chapter Summaries)
- The first chapter introduces the topic of Chinese online shopping platforms and their increasing dominance in the global retail market. It highlights the low prices and questionable quality of products sold on these platforms, particularly those involving fashion and beauty items.
- The second chapter focuses on the impact of social media platforms such as Instagram, Facebook, and YouTube in promoting Chinese online stores and their products. It also examines the role of influencers in this process and the ethical concerns associated with their promotion of potentially harmful products.
- The third chapter explores the business model of platforms like 'Wish' and how they differ from those of Alibaba and Aliexpress. It also discusses the challenges faced by Chinese online shopping platforms in penetrating the European market, particularly regarding perceptions of low quality.
Schlüsselwörter (Keywords)
The primary terms and concepts explored in this text include: Chinese online shopping platforms, globalization, e-commerce, social media marketing, influencer marketing, replica products, product quality, ethical concerns, consumer behavior, and market entry strategies.
Frequently Asked Questions
What is the market entry strategy of Chinese online platforms in Europe?
Chinese platforms often use an evolutionary perspective, focusing on extremely low prices, aggressive social media marketing, and influencer partnerships to penetrate the European retail market.
How do platforms like She-In and Romwe gain popularity?
They leverage social media platforms like Instagram and YouTube, utilizing influencers to promote trendy, low-cost fashion to young consumers.
What are the main quality and ethical concerns?
Concerns include the questionable quality of strikingly cheap clothes, the emergence of replica products, and the ethical implications of promoting potentially harmful or low-standard goods.
How does the 'Wish' business model differ from Alibaba?
While Alibaba often functions as a B2B or broad marketplace, Wish focuses heavily on a direct-to-consumer (B2C) mobile-first approach with a high volume of unbranded, low-price items.
What impact does Chinese e-commerce have on traditional European retail?
It creates intense price competition and shifts consumer behavior toward digital-first shopping, forcing traditional retailers to adapt their digital strategies or face declining market shares.
- Quote paper
- Jennifer Shojai (Author), 2018, Market entry strategy into Europe through Chinese multinational companies of online shopping platforms, Munich, GRIN Verlag, https://www.grin.com/document/584066
