speed, probability of damaged and missing goods, regional
coverage, service, price, and complaint management. Online
platform and online retailers also creates standardized
selection criteria, like secret spontaneous control on logistic
companies to provide better online experience for customers.
Furthermore, the service of delivery to neighboring
convenience stores has been tested in certain cities. In the
service areas, customers are able to pick up their parcels in
nearby convenience stores. This provides more delivery
choices and convenience to online customers. It is expected
that the more delicate services will be offered and related
logistic problem will be improved in the future.
Online sellers need to assure the balance between cost and
quality. It is crucial to cooperate with several logistic
providers and reach a full coverage of target customer groups.
Firms with larger delivery quantities, like UNIQLO, can set
high partner selection standards and reach mutually agreed
contracts with delivery companies.
E. Build strong brand credibility
Fast fashion consumption can be also reckoned as spiritual
consumption, core spirit of which is embodied in the brand.
Customer loyalty will be established afterwards once the
brand is established [12]. Otherwise, it is impossible for
consumers to trust the brand. PPG's failure lies in the facts
that it paid attention to innovative business models, while
ignoring to form strong barriers for its rivals using brand and
the real core competitiveness relying on brands. Vancl
definitely should learn the lesson and enhance its brand
management in the future, paying every effort and operate
carefully in the market research, product positioning and
design, advertising and so on. Only through this way could
Vancl build strong brand credibility.