ABSTRACT: Since 2011, traditional retailers have been encountering a series of challenges, such as high costs, fierce competition and low profits, especially the department stores, showing obvious downward development trend. Facing these troubles, traditional retailers struggled to probe into new ways of reform, hoping that by entering commercial real estate, financial industry or other retail formats the operational risks could be reduced and then the decaying situation reversed. At the same time, some E-commerce firms such as "Alibaba" and "Tencent" began to try a new strategic mode called O2O(e.g. online to offline) as a bridge between online and offline shopping channels. Based on which consumers could enjoy the convenience of shopping search and economical prices, the high quality service and actual shopping experience at the same time simultaneously. Hence, the traditional retailers should draw lessons from the E-commerce firms and explore their own O2O mode. This case, from the perspective of Amy Department Store, mainly explored the possibility of O2O mode for traditional retailers to help them out of the development trouble and achieve sustainable development by discussing and investigating the difficulties faced by traditional retailers.
