實體零售通路轉型全通路之探究 —以大中華珠寶零售品牌E公司為例

Abstract

個案E公司1934年成立於中國廣州，後遷移到香港，70年代已成為香港上市公司，至今已有80多年歷史的。1993年再度進入中國市場，接著再擴展至台灣及澳門市場，成為橫跨二岸四地的大中華珠寶品牌。過去十多年以來，中國經濟的起飛，1997年香港回歸中國，2003年七月開放港澳個人遊，香港經濟也跟著水漲船高，E公司享受了快速的成長，成為數一數二的珠寶品牌。但過去三年外在大環境的變動和電子商務的大舉搶市，為追求下一波的成長和永續經營，展開了內部的轉型計劃。 本論文的撰寫主要是針對全通路零售概念的介紹，以及E公司由傳統實體珠寶零售業轉型成為全通路珠寶零售的做一個簡單的陳述，分析研究E公司的轉型的作法與步驟，主要的研究問題有(1)探討傳統珠寶零售業在電子商務的浪潮下所面臨的困境 (2)檢視企業轉型的類型及關鍵成功因素為何? (3) 研究傳統珠寶零售業轉型為全通路的作法及策略。 研究的結論發現，E公司的轉型為運作面的轉型，轉型的內容主要在現有的營運模式下優化升級現有內部運作，在現有的市場裡，以相同的產品範疇，在相同的競爭群組內領先者競爭者，提升企業競爭力和顧客滿意度，公司的本質核心能力沒有改變，績效衡量的指標沒有大幅度的改變，營運模模式也維持在珠寶零售產業。在互聯網的浪潮下，以顧客為中心的全通路是為零售業永續發展與長期生存必需要採行的策略之一。大中華珠寶品牌特有的黃金類商品在電子商務銷售已然可行。

E Co. found in Guangzhou, China, since 1934, then moved to Hongkong and went public in early 1970 in Hong Kong, a company with 8 decades history. In 1993, it entered China market again, expanded to Taiwan and Macao later on and became a Greater China Jewelry brand。A decade, China’s economy boomed, Hong Kong reunification with China, the Individual Visit Scheme ('IVS') was introduced in July 2003. While IVS has benefited the Hong Kong economy, E Co. enjoyed rapid growth for years, became one of the biggest jewelry company in Hongkong。However, in the past 3 years, changes in external environment and the rose of E-commerce, in order to pursue future growth and sustainable developpment, a internal business transformation project is launch. This study introduces the concept of Omni-Channel retail and how E Co. transforms from a physical jewelry retail into an Omni-Channel retail and analysis its practices and step in the transformation project. The study discusses the following subjects: (1) The difficulties a traditional jewelry retail brand faces in the rose of E-Commerce (2) Types of business transformation and key success factors (3) The practices and strategies a traditional jewelry retail brand adopt to transform become an Omni-Channel retail 。 Through the analysis of the study, the report identified E Co.’s transformation is operational transformation, enhanced its existing operations, stays in the same products scope and competitive set, to improve its competitive advantage and cusomter satisfaction but remains its core competence, only small scale changes in its key performance indicators and stays in jewelry retail sector。Under the tide of Internet, cutomer centricity of Omni-Channel is one of the strategy a retail should adopt in order to be survive and for long term development。The unique 24K gold products a Greater China Jewelry has proven success in E-Commerce。