1. Online retail model options
Companies have three major options to retail online; a single brand flagship store, a multi-brand store, or an online retail portal.
In a single brand flagship store, the company may either own and manage the store itself or commission a third party to manage the store. Sell on a multi-brand store specialising in a country or product category: the multi-brand store is usually owned and managed by a third party or consolidator, and the store will usually either specialise in a country or product category.
Finally, Australian businesses exporting to China can opt to sell to an online retail portal, which works like a distributor plus retailer. This final option is the easiest model for foreign companies while the flagship store route provides the best control by the brand owner. Businesses need to look at their resources and capabilities when selecting the optimal online retail model.