Strategic introduction of private brand in the online retail platform

Huang, Zongsheng; Zhang, Wei; Liu, Bin

doi:10.1051/ro/2023080

Cited by 3 publications

(1 citation statement)

References 43 publications

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“…Luo et al (2022) studied the choice of quality and distribution channels on a hybrid online platform and quantity competition model. Huang et al (2023) discussed the strategic introduction and sales format selection of private brands in an online retail platform environment. Similar to traditional supply chains, logistics is an important link in e-commerce supply chains and has been widely studied by scholars.…”

Section: E-commerce Supply Chainmentioning

confidence: 99%

Manufacturer's channel strategy in live streaming E‐commerce supply chain

Ma,

Yang

2024

Manage Decis Econ

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This study investigates the manufacturer's live streaming sales strategy. Considering the vertical differences in products, we build a live streaming sales model for an e‐commerce supply chain. We examined different live streaming channel strategies for the manufacturer, with the base strategy being no live streaming sales and the manufacturer only reselling a high‐quality product on the e‐commerce platform. The manufacturer's strategies for choosing live streaming include selling a high‐ or low‐quality product on independent and e‐commerce platform channels. We solve the solutions under different scenarios, comparing the equilibrium solutions and discussing the impact of live streaming under different channel models. We find that live streaming channel encroachment by the manufacturer can achieve a win–win situation for both the manufacturer and e‐commerce platform, and the encroachment of a low‐quality product can achieve a larger win–win situation. In the independent live streaming channel, the manufacturer chooses to sell a high‐quality product under the quality and cost advantages. In the e‐commerce platform's live streaming channel, the presence of commissions further influences the manufacturer's strategy. In the extended model, we analyze the spillover effect of live streaming sales. A multi‐agent‐based simulation model is developed to validate the conclusions of the main model.

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Section: E-commerce Supply Chainmentioning

confidence: 99%

Manufacturer's channel strategy in live streaming E‐commerce supply chain

Ma,

Yang

2024

Manage Decis Econ

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Early entrant’s strategy for cooperating with a competing fourth-party platform

Xin,

Lin

2024

RAIRO-Oper. Res.

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By integrating several third-party platforms that enter the market late (later entrants), a fourth-party platform can effectively compete with the third-party platform that enters the market early (early entrant). Our research develops an analytical framework to address the platform coopetition problem that the early entrant faces, i.e., integrating its service into the fourth-party platform or not, when there is a fourth-party platform in the market. This study provides optimal conditions and platform decisions for platform coopetition and then explores the impact of the implementation of the coopetition strategy on platform prices and consumer demands. Our analytical results show that the coopetition strategy is effective only when the sum of the strengths of direct and indirect network effects is low and the quality difference between the early and later entrants is higher than a certain threshold. Moreover, the early entrant always partially integrates its service into the fourth-party platform when the coopetition strategy is adopted. Such adoption always lowers the prices of the early and later entrants. The implementation of the coopetition strategy always increases the total consumer demand of the early entrant, but it also results in a reduction in the number of consumers in the standalone application of the early entrant.

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Analysis of the Interactive Game Between Manufacturers and Retailers Considering the Free-Riding Effect on the Internet

Liu,

Zhou,

Zhu

et al. 2024

Symmetry

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Against the backdrop of an increasingly sound supply chain system and thriving e-commerce, it is becoming increasingly common for retailers to introduce their own brands of products and for manufacturers to open up direct online sales channels. The existence of these two supply chain decisions is complex and involves interactions. Moreover, the introduction of online direct sales channels will bring about differences in prices and service quality between channels, resulting in a free-riding effect on the internet. However, existing related research rarely considers the role of network free-riding effect in this supply chain system. This article integrates the network free-riding effect into the supply chain model by setting the network free-riding rate. According to whether retailers introduce their own brand products and manufacturers open up online direct sales channels, four supply chain scenarios are formed, and the reverse recursion method is used to obtain the profit functions for each of these four scenarios. Then, a Stackelberg game model is established to determine the response strategies of manufacturers and retailers based on the changes in profits of manufacturers caused by retailer decisions and the changes in profits of retailers caused by manufacturer decisions. Through analysis, it was discovered that a key factor affecting decision-making within the supply chain system is the retailer’s channel advantage. When the channel advantage of retailers is strong, manufacturers will open up online direct sales channels to weaken the channel advantage of retailers. Retailers will not introduce their own brand products but are more inclined to cooperate with manufacturers. When the channel advantage of retailers is weak, retailers will attract consumers and consolidate their channel advantage by introducing high-quality, low-priced private label products, while manufacturers will maintain cooperation with retailers and adopt a strategy of not opening up online direct sales channels. We also analyzed the Nash equilibrium state under different channel advantages of retailers.

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Strategic introduction of private brand in the online retail platform

Cited by 3 publications

References 43 publications

Manufacturer's channel strategy in live streaming E‐commerce supply chain

Manufacturer's channel strategy in live streaming E‐commerce supply chain

Early entrant’s strategy for cooperating with a competing fourth-party platform

Analysis of the Interactive Game Between Manufacturers and Retailers Considering the Free-Riding Effect on the Internet

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