十月妈咪：线上突围

One day in May 2012, Ms. TU Wenhong, Founder of O.C.T. Mami, a maternity wear brand, browsed the company’s official website as usual. She felt great when she saw the transaction records in the website backend. Since early 2011, the company’s e-commerce business had been growing by leaps and bounds and enjoying handsome profits. Nevertheless, Ms. TU had some concerns: O.C.T. Mami, which had previously relied on offline channels, now pursued online and offline business side by side. How would the company adjust to avert conflicts in resource allocation, positioning and pricing? Most of the online revenues were derived from third-party platforms like Taobao.com, but depending on an external channel wasn't a long-term solution. Would the company need to tap more resources to create its own platform? Thanks to its rapid expansion, the company expected to go public, yet its basic strategic principles, such as its mission and values, still weren't clearly defined. Ms. TU wondered what to do.