Analysis of E-commerce Platform Expansion and Brand Effect
Main Article Content
Keywords
E-commerce platform, scale expansion, brand effect, brand premium, Nike
Abstract
Against the backdrop of accelerated penetration of the digital economy,e-commerce platforms have achieved scale expansion through technological iterations such as live streaming sales and algorithm recommendations, profoundly reconstructing the transmission path of brand value. The ecological expansion of leading platforms such as JD.com is significantly correlated with the formation mechanism of brand premium, but existing research lacks quantitative verification of the dynamic interaction between platform economies of scale and brand effects. This issue holds significant practical value for understanding the evolutionary laws of the e-commerce ecosystem and adjusting brand strategies. This paper takes the sportswear category on the JD.com platform as an observation window, selects Nike, Anta, and Li-Ning as comparative samples, and constructs a ridge regression model based on monthly sales panel data from 2020 to 2025 to analyze platform scale indicators and quantify the differentiated contributions of different brands to platform scale expansion. This study reveals the transformation path of e-commerce platforms from “channel tools” to “value co-creators,” providing data support for platforms to optimize brand-tiered operation strategies, and establishing a decision-making framework for brands to formulate differentiated platform entry strategies.
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