Predicaments and Countermeasures in the Development of China’s Retail E-Commerce

Abstract

After more than two decades of development, China has remained the world’s largest online retail market for 13 consecutive years, achieving a remarkable transformation from “the world’s factory” to “the world’s shopping center” and leading the development of the global e-commerce industry. However, the current development of China’s retail e-commerce is confronted with numerous difficulties and has entered a bottleneck. This paper identified several predicaments facing China’s retail e-commerce, such as cut-throat price wars, blind conformity, marketing myopia, celebrity livestream selling, traffic obsession, and trust crises. Corresponding countermeasures are proposed, including striving to cultivate core competitive advantages, conducting in-depth research on consumer needs, focusing on products and services rather than channels, adhering to the bottom line of operating with integrity, and continuously creating new value for customers.