Competing Through Logistics Management: Studies on E-Retailing in China

In the past 10 years, e-commerce and e-retailing have developed rapidly in China, the largest emerging country. Due to the increasingly more competition in this industry, a fast and reliably delivery is important to win customer satisfaction. Despite of the fact that many e-retailing companies are running virtual network by outsourcing logistics to third parties, there is also a trend for companies to establish their own logistics channels. In fact, self-owned logistics can be an effective approach of marketing and customer relationship development, and thus provide competitive advantage. This chapter focuses on how Chinese e-retailing companies compete through logistics management. It starts with an introduction of e-retailing and logistics management from practice and literature perspectives. Then, there are cases studies into successful Chinese re-retailing companies with a highlight on their logistics management models and customer satisfaction based on initial survey. Further discussion will address the critical issues of logistics management in e-retailing.