由Judo Strategy分析網路平價休閒服飾產業 –以SOFU為例

Abstract

平價服飾品牌在 2008 年金融海嘯後席捲全球市場，隨著知名平價休閒品牌 Uniqlo 不斷進入國際市場，台灣原創的平價休閒服飾品牌 Lativ 也順勢崛起，而以 網路為發展基礎相較於傳統實體通路為主的服飾品牌，面臨新舊且競爭壓力，因 此其競爭定位的區隔、競爭策略之選擇以及其後營運模式之設計是否能帶來速度、 彈性及源源不絕的品牌能量，也就成為網路品牌生存的重要關鍵。 綜合過去學者對於柔道策略之研究及限制中發現，產業之特性及目前發展概 況與柔道策略所適用的環境背景吻合，故本研究以「SOFU 舒•服」公司作為研究 標的，並以該公司的品牌定位及經營模式做為主要的研究議題，透過個案研究法 發現，品牌發展對於非市場在位者及產業新進者而言，所運用之柔道精神使品牌 得以在不引起對手注意，甚至是即使對手發現也認為無反擊必要性的情況下，從 市場在位者手中獲取部份市場。 而本文貢獻在於以柔道策略的觀點，針對高成長性及競爭壓力的網路產業進 行品牌競爭定位及經營模式之分析，補足柔道策略過去面臨無實證研究之缺口， 此外，並提供產業新進者在資源不足的情況下，有別於過去強調大舉搶攻市占率 及銷售額第一的思維，以柔道精神切入市場並獲取市場份額之策略參考。

The trend of consuming low-price high-quality products has been popular from the 2008 financial tsunami. With Uniqlo started to entry the international market, Lativ in Taiwan also followed the trend and became popular in the industry. Compared to those brands based on physical channel, the positioning, competitive strategy and the business model design is more important for the internet brands to create speed, flexibility and brand loyalty. Using the in-depth case study to examined SOFU, and combined the research of judo strategy and their limitation. This research had found that the characteristics of the industry were suit for the analysis of judo strategy. In addition, the research took the brand positioning and business model design as the research issue. And found out that for those who are new entrants or small firms in one industry, the judo spirit can make their competitors reluctantly ignore their existence. Even more, the incumbents won’t revenge the small firm since they have no incentive to do it. And then the new entrants could grab the market and survive for the very first time. The findings of the research was based on the view of judo strategy, and given the analysis of competitive positioning and business model in high growth potential and competitive pressure industry. Besides, it also filled out the gap of case study in judo strategy. Furthermore, it’s important for those new entrants or industry incumbents to know how to grab the market and penetrating the industry with limited resources. Given them an idea to formulate the entry strategy and design the business model with the strategic thinking of judo