A transformation of a garment company from offline to online - an analysis with solutions based on SWOT and Enterprise Modeling : A case study on a small traditional enterprise

Abstract: Chinese traditional garment enterprises not only have to face inventory and channel problems left over by history, but also encounter the influx of new online companies into the market, resulting in a significant decline in the turnover of the traditional garment industry. With the promotion of e-commerce, the economic development of the garment industry presents a new trend. In order to find new opportunities in the environment of increasingly fierce competition, traditional garment enterprises have embarked on the road of strategic transformation.This study takes a garment company DLD as the research subject and displays the primary information through the Business Model Canvas. A case study, therefore, is the research strategy applied in this study, and data are collected through interviews and questionnaires. The primary method of analyzing data is a combination of qualitative and quantitative analysis. The purpose of this study is to provide a useful reference for the enterprise in the transformation of e-commerce. SWOT analysis is conducted under the background information based on the Business Model Canvas, which demonstrates the strengths, weaknesses, opportunities, and threats encountered in the transformation process of its sales channel from offline to online. Combined with the Enterprise Modeling, this study summarizes the strategic transformation of the DLD company and proposes corresponding strategies and recommendations. Implementing the O2O e-commerce mode and the C2B business mode effectively reduces the product backlog and improves the company's competitiveness in the market. In the process of implementing these two modes, establishing a consumer database, unifying product prices, and establishing online and offline coordination teams are some practical methods for adjusting conflicts between sales channels and increasing product update rates. Besides, through the questionnaire, the recommendations proposed in this study are evaluated, two of which required further investigation and design.