Traditional businesses experience e-market rebirth

Since 2011, CAMEL has a combined three years of Single's Day shopping sprees. 2012 marked CAMEL's first year to reach the top sales of men's shoes and outdoor clothing on Tmall. According to a CAMEL press release, during the 2013 Single's Day, the turnover of the brand reached 380 million yuan (about $62.8 million), ranking third on Tmall, right after mobile phone seller Xiaomi and traditional giant electric producer Haier.

To leverage by local government

In 1993, Glorious Sun, a Hong Kong based company, entered the retail market on the Chinese mainland with Jeanswest (or Zhen Weisi, in Chinese). Through 20 years of expansion and development, with more than 2,800 outlets in 300 cities across the nation, Jeanswest has become a famous casual apparel brand.

In response to China's online shopping cyclone, Jeanswest's online store opened in September 2009, and an independent e-commerce sales department was established July 2010. As a result of its e-commerce department, Jeanswest products became more convenient to purchase. Since then Jeanswest has opened official online stores on most of China's popular online sales marketplaces, such as Taobao, Tmall, JD, Yihaodian, Vancl and Dangdang.

According to Ray W.M. Lau, director and deputy general manager of Jeanswest International (HK), in October 2012, since the first month of the market promotional activity "Shopping online for Guangzhou manufactured products," which was supported by Guangdong Province's Commission of Economy and Information Technology, the visitor traffic for Jeanswest's online stores reached 8.56 million, up 26 percent month-on-month and 82 percent year-on-year.

As of June 2013, the online turnover of Jeanswest reached 110 million yuan, up 64 percent from the previous year. The number is expected to exceed 300 million yuan, added Lau.