This case study looks at how O.C.T. Mami, China's leading maternity wear brand, has to balance online and offline sales, so that they complement each other rather than compete. The authors are Li Shanyou, Adjunct Professor of Entrepreneurship; S. Ramakrishna Velamuri, Professor of Entrepreneurship; Dong Liang, Case Writer; and Xu Leiping, Research Fellow.

China's leading maternity wear brand, O.C.T. Mami, took advantage of the rising affluence of the country's consumers and their growing affinity towards consumption for fashionable goods, to build a sizeable business, selling quality products tailored for pregnant women. Then it went online through third-party e-commerce platforms. Very quickly, online sales shot up taking advantage of the medium's inherent strengths, particularly convenience of shopping for pregnant women. Eventually, the online business outstripped the traditional offline sales numbers. The big challenge facing O.C.T. Mami now is to balance online and offline sales, so that they complement each other rather than compete. There is a host of other questions, too, that needs answering. Read the full case study in Business Today.