There are two main points of threats for new entrants. First, the possibility of access to distribution is quite low. Qualified suppliers don’t want to sell goods to new comers because they are scared of degrading of product image. Second, Business has complexity and high competition. Product has many SKUs (Stock Keeping Units). To maintain customer’s satisfaction, venders need to stock SKUs as much as they can. New comers have to pay in advance so they will be forced to embrace interest as their big burden.