Development of Small Brands in E-commerce Environment – Case Study of Taobao ‘Double Eleven’ Phenomenon in China

Ping-xiu Li ()
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Ping-xiu Li: Neusoft Institute of Information Technology

A chapter in Proceedings of 20th International Conference on Industrial Engineering and Engineering Management, 2013, pp 953-961 from Springer

Abstract: Abstract 2012 November 11th, on the background of bleak retail industry and harsh electrical environment, Taobao and Tmall achieved 19.1 billion’s turnover within 1 day, and most of the share were contributed by those small and medium-size brands as well as Tao-brands. Why those undistinguished ordinary small brands and Tao-brand could obtain such an impressive achievement? In this paper, the author reflects on this phenomenon and finds that the reasons are mixed, including: (a) the risks of shopping online; (b) the innovation sales mode employed by Taobao and Tmall; (c) low cost interactive between businesses and customer; (d) the amplification effect of network; (e) Alibaba platform is mature and stable; (f) the platform is a combination of diversification and specialization. Furthermore, the author also points out four main problems emerge in this phenomenon.

Keywords: E-commerce environment; Problems; Reasons; Small and medium brand; Tao-brand (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-40063-6_94

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DOI: 10.1007/978-3-642-40063-6_94

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