STIGA’s Integrated Multiple Selling Channels in China’s Table Tennis Market

Abstract: Rapid technological advancements and fast developing economy have completely changed Chinese people’s lifestyle. Based on internet technology, a new revolution is also renewing the conception in the business world today. When e-tailing and sports consumption have become fashionable life-styles in China in the beginning of new century, the discussion for sports equipment multi-channel selling will follow the tendency of business developing in China. The purpose of this thesis is discovering an appropriate model of integrated multiple selling channels system which integrated internet B2C channel and traditional channel for STIGA in China through our investigation. This thesis has sought to find out some common rules for doing multi-channel retailing in China through analysis the case of STIGA in the niche market as China’s table tennis equipment market. In this research, authors have focused on the questions such as how to develop a customerized B2C selling channel and how to integrate the internet retailing channel with its traditional channel in China’s market. The authors carry through the discussion starting from the literature review of multi-channel retailing (MCR), e-tailing and customer behavior theories etc. Basing on these theories, the questionnaire investigating in the consumer buying habits and attitudes toward personalized services through internet channel and other channels were carried out. Then by the empirical study of the questionnaire results and information from interview, STIGA’s marketing performance and the tendency of on-line selling and services have been evaluated for our research purpose—STIGA’s integrated multiple selling channels with appropriate multi-channel strategy. Based on academic research and empirical, authors shaped a model of multiple selling channels system which integrated the effectiveness of internet channel and the flexible of traditional channels for STIGA. In the analysis of thesis, researchers also explained how the multiple selling channels system works and how can it cater to Chinese customers’ buying habit. Moreover, the steps of executing multi-channel strategy and other advises for supporting this strategy were suggested by authors. The results of this research are following: Multiple channels selling based on internet B2C channel in China is positive for personalized service and DIY. And a appropriate multi-channel strategy will could be a good solution link up faultage between the pure traditional selling and pure on-line direct selling in China’s transformation from traditional business to e-business.