Study On Quick Response Capability Of Female Brand Clothing Under Business-to-Customer Mode

China is a big apparel country and has strong consumer groups. With the increasing number of online shopping, clothing online sales is the inevitable trend of market development. In recent years, China’s B2C market growth rate is much higher than the C2C market, then B2C market will continue to be the main driving force for the development of China’s online shopping market. Female clothing consumer is a huge consumer groups in clothing online market. Women’s shopping instincts and online shopping enthusiasm makes the rapid development of B2C women’s clothing online shopping. With the improvement of women’s social status and level of consumption, the clothing is no longer used to wrap himself in refuge from the cold, but women show personality, to show a way of self. For apparel e-commerce, the low price is the most important factor to attract consumers, but due to poor sales and consumer behavior online sellers becoming more rational, so that consumers are starting to shift attention to the quality of the clothing, and a high degree of quality is the brand assurance. So Women’s apparel consumer desire for the brand and personalized requirements increasingly strong.Clothing is innovative products, which through the novel design, product diversification, and brand effect and so on to satisfy the needs of consumers, and this kind of product requires companies need strong product development ability and the ability to respond to market, so the delivery cycle is shorter. At the same time, the clothing has obvious seasonal trend and randomness, so the market demand is uncertain. Therefore, how to meet the individual needs of consumers, to respond quickly changes in consumer demand, is the key to winnin for the B2C female brand clothing enterprise.Because clothing online shopping can not try on, clothing has been considered not suitable for online sales, but the clothing has been first major product categories in online shopping, while the women’s market is the largest segment of the clothing online shopping. Discussing from the female point of view of network clothing consumer behavior shares the cause of women’s strong sales in the market, in order to truly grasp the needs of female consumers, and provides a theoretical basis for the developing strategies of B2C women’s brand enterprises to respond quickly to customer requirements.Based on women’s clothing online shopping behavior and the characteristics of female clothing, quick response to the importance of the development of B2C women’s brand enterprises is analysed and problems of quick response in B2C women’s brand enterprises are described in this paper,such as product delivery cycle is long; product delivery cycle of emergency order reaction is not agile enough; serious backlog of inventory;slow logistics and distribution;customer satisfaction is low and so on,bringing out a serious impact on the rapid development of the apparel supply chain. In view of these problems,the thesis puts forward to predict consumer demand accurately, improve the production of flexible, with high quality and efficiency of logistics system, establishing supply chain partnership and the use of modern information technology five aspects of the relevant countermeasures. Finally,by analyzing the Hstyle’s quick response ability, its own aim to bring some reference to B2C women’s brand enterprise through the "fast""change" business philosophy.