Foreign Retailing Enterprise O2O Study – A Case Analysis of Carrefour China
Date Issued
2015
Date
2015
Author(s)
Dai, Wei
Abstract
Traditional retailers are facing challenging economic environment. The biggest competition is not from retailing industry competitors, but from the Internet. The emerging of Internet like a hurricane flattens all industries and enables everyone to stand on the same level to compete. Anyone who has a good solution could start from scratch, and make it into practice with the help of Internet. The “Internet+” concept offers as a practical methodology that all industries could consider as a useful tool for revitalization via the seamless connections between the on-line and the off-line - O2O. Carrefour, the European 1st, and 2nd largest chain retailer in the world has been pivoting China market for 20 years. Today, Carrefour’s development and operation face the same challenge in China as other fellows. Some retailers in China have enabled their solutions via e-commerce operations, or set up its own e-commerce platform. These fore-runners, somehow, illustrate good case studies for Carrefour China to analyze, compare and learn lessons. This thesis will focus on internet economy and study its logics behind it. This thesis will then compare and find out why O2O could be a good way out for traditional retailing, why Carrefour selects and builds O2O channels but the other models, and what Carrefour China should do in the Internet economic era.
Subjects
Retailing
Business transform
E-commerce
Carrefour
Type
thesis