| dc.description.abstract | In the last decade, China has undergone tremendous changes in the economy. It delivered astonishing growth to trigger the attention of the world on the awakening lion, and the 1.4 billion China people boosted their purchasing power continuously. Meanwhile, the eco-system of widespread land policy, aggressive evolution, expanding urbanization, and sequential industry development resulted in the booming role of large-scale commercial real estate, to lead the fast moving development in China economy.
With the turnaround of living quality and consuming behavior, 3C commodities presented highly innovative trend in respond to technology advancement, and aligned closely with upward tendency of China retail industry. It’s obviously that e-commerce has caused huge impact recently to offline business in real estate territory, and the increasing shopping mall also diversified consumption type. Hence, the future direction of shopping mall and 3C retail channel will be noteworthy.
This Case Study picked ＂Buynow (China) Investment Co., Ltd.＂ , a subsidiary company under Taiwan Clevo group, as pilot to China retail channel of 3C commodities. Started from the first retail mall at Shanghai in 1998, Buynow has built up unique model and flexible strategy in past 16 years, and established its leading role in China computer retail channel.
The survey is conducted in non-4P marketing method, using the four elements in commercial real estate instead: “Location” selection for strategy adjustment, “Business type” solution for sales stimulation, “Merchant” requirement for profit generation, and “Management” strategy for market differentiation. These dimension provided a comprehensive angle to deep dive the strategic thinking of China large-scale real estate development, as well as China 3C mall operated by Taiwan subsidiary company. There are many brutal facts ahead: oversupply of China large-scale real estate market, consuming trend from e-commerce business, cheating and untrusted issues in 3C mall model, dilemma of going to online or offline.
Our key objective is to find out how can we increase both merchant supply and buyer demand? How can we leverage with big data to bring in traffic and profit? How can we optimize the rental profit and stay on top of China 3C mall channel? Lastly, how we can communicate with internet generation effectively through the O2O(Online to offline) tools? We would like to provide solid suggestion for all objectives above.
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