Merchandising/Marketing/Retailing: Management

Surviving the Double Pressure: Strategies for Small Traditional Fashion Businesses in China amidst E-commerce and Covid-19 Challenges

---

Abstract

Traditional small fashion businesses are widely rooted in China's small cities and rural areas and play a vital role in distributing fashion products to every corner of the country. The rise of electronic commerce and the outbreak of Covid-19 has caused severe damage to small traditional businesses. Understanding the survival conditions and feasible practical strategies for these small fashion businesses to survive in this challenging environment is crucial. The semi-structured interview was used to collect data from six business owners via WeChat. The findings indicate that wholesale customers loss and revenue decrease are significant challenges facing small traditional fashion businesses in China under E-commerce. Covid-19 has caused supply chain disruption and inventory shortage. This study contributed to the literature on the state of small traditional fashion businesses in China. It offered insights for offline businesses to enhance their future strategies.

Keywords: small traditional fashion business, E-commerce, Covid-19, China

How to Cite:

Liu, S. & Lang, C., (2023) “Surviving the Double Pressure: Strategies for Small Traditional Fashion Businesses in China amidst E-commerce and Covid-19 Challenges”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17066