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White paperD2C business model, opening the digital first era of distribution

Due to the online e-commerce craze, traditional brands such as Nike are also establishing their own shopping malls and selling products through them. However, unlike D2C-oriented brands that have introduced a model of selling products online from the beginning, in the case of existing traditional brands, it is necessary to convert offline distribution channels and supply chains configured appropriately for the D2C model.

In this White Paper, we will examine the strengths and limitations of the D2C model, and consider the strategic innovation direction required to build a successful D2C model.

Professor Sanghwa Song  l  Incheon National University Graduate School of Logistics

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