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Fubon Multimedia Technology Co., Ltd.(momo) is the leader in Taiwan's online retail industry, which includes momoshop, momomall, momo TV and momo catalog shop. Adhering to the corporate mission of "providing many good and cheap products and quality services to improve people's lives" and the four operating values of "integrity, kindness, professionalism, and innovation". momo provide consumers with endless and diversified shopping services throughout the year. momo's main legal shareholders are taiwanmobile (45%), 東安投資(10%), WOORI HOME SHOPPING (10%), LOTTE SHOPPING CO (5%), Fubon Life Insurance (4.75%), etc. The revenue sources are B2C online shopping revenue (87.6%), TV shopping (10.3%), and catalog shopping (1.7%). Among them, B2C online shopping revenue is the highest among all e-commerce platforms in Taiwan.
By analyzing the Taiwan e-commerce platform industry, this study summarizes the recent trends of the Taiwan e-commerce platform industry by analyzing PChome, Shopee, Yahoo Shopping Group and the main research object momo of this study, which are cross-border e-commerce and credit cards, E-commerce ecosystem, big brand strategy, fast logistics, combined with Porter's Five Forces analysis, respectively from the perspective of suppliers, buyers, potential entrants, substitutes, existing competitors.The conclusion of Five Forces analysis are big-brand have strong bargaining power and buyers have strong bargaining power on individual platforms, fierce competition from existing competitors and they have high exit barriers. Through competitor analysis and five-force analysis, this study found that logistics warehousing, product heterogeneity, platform ecosystem, marketing and brand awareness are the key factors in Taiwan's e-commerce platform industry today.
This study also explored momo shopping companies with case studies, combined with momo’s core resources and capabilities, and explored its innovations in the establishment of operating and consumer ecosystems, and found momo’s logistics warehousing resources, group ecosystem resources, business development capabilities, marketing ability is momo's continuous competitive advantage, and analyzes momo's current business profile with BCG matrix, and obtains B2C's 3C home appliances, home life, beauty and health care as the momo stars business, while B2C's popular boutique and healthy leisure are momo's question marks businesses, while TV shopping is cash cow business, and catalog shopping is dog business. Finally, supplemented by the industry's latest development direction challenges, give momo shopping suggestions on the future development direction.
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