E-Commerce

Germany is the largest European trading partner of the People's Republic of China. The main exports are chemical products, machinery, motor vehicles and electrical engineering. However, German companies are finding it difficult to gain access to the Chinese B2C-market. E-commerce, which has been expanded in recent years, can enable German companies to enter the Chinese custom- er market. The article presents the situation of e-commerce in China and shows relevant support offers of the platform operators, which, however, can lead to economic dependency. For German companies, it seems advantageous to deal with the principles of success of Chinese e-commerce in order to implement them in their traditional markets.

In the tire replacement business, customers increasingly recognize and use e-Commerce as a sales and distribution channel. A survey of the ETH Zurich indicates that up to now tire producers hardly operate online platforms - even though the future growth potential of online distribution is substantial. The tire producers should react quickly and with a thought-through approach to the challenges of online trading in order to take advantage of this distribution channel. An intensive cooperation with local tire assemblers is decisive for making the online distribution channel work, because customers still require a professional tire fitting.

During the last years, marketing of products via the Internet became more and more important for both customers and manufacturers. However, most products sold today cannot be customised to satisfy the buyer’s individual requirements. Configuration functionality incorporated in current ERP systems as well as industrial product development software addresses the problem of fully automated design of products according to specification. However such extensive functionality is difficult to implement, requires extensive resources to run and a large part of its costly features offers no added value in an e-commerce context. E-commerce and the Internet in general pose a number of specific requirements as e.g. lightweight simple design, good scalability, interactivity, user friendliness etc. In order to meet these demands, a new method of configuration has been developed. This method focuses on non-automatic, interactive, user-friendly configuration of product variants based on a simple yet ...