ITAA - KSCT Joint Symposium

Survival Dynamics of Small Offline Apparel Businesses in China: Exploring Business Strategies and Consumer Perceptions

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Abstract

This study explores how small offline apparel stores in rural China continue to survive despite rapid e-commerce expansion and the disruption of the pandemic. Grounded in qualitative inquiry and guided by grounded theory, the research draws on in-depth interviews with ten store owners and twelve customers, along with field observations conducted in a small city in Sichuan Province. Analysis shows that retailers adapt through resilient inventory strategies, demographic-based product assortments, trust-building practices, and personalized customer relationships. Customers value the reliability of long-term purchasing relationships and the ability to touch, try on, and seek advice—benefits that online channels often cannot provide. The findings also reveal important social roles, including serving elderly shoppers and left-behind children and preserving traditional retail culture. Overall, this study highlights the continued relevance of small offline stores and suggests that supportive policies may help strengthen their competitiveness in an increasingly digital retail environment.

Keywords: offline retailing, small business, business strategy, consumer value

How to Cite:

Liu, S. & Lang, C., (2025) “Survival Dynamics of Small Offline Apparel Businesses in China: Exploring Business Strategies and Consumer Perceptions”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21388