Study On E-Commerce Operation Mode Of The Garment Enterprises

The e-commerce refers to business activities conducted by the enterprises with the help of the internet technology. It is with functions as product information releasing, consulting and negotiating, online ordering, and online payment and so on, which could reduce the intermediate links in circulation of commodity, as well as operating cost. As a kind of new marketing channel, Garment e-commerce is the inevitable choice for selling of garment enterprises’ products in future. Currently, as a leading power in garment industry in economic transition, in the mean time achieving rapid development in garment e-commerce, to investigate e-commerce operation mode in garment enterprise and recognize development direction of garment e-commerce appears particularly important for China.With the concept of e-commerce as a starting point, this paper firstly analyzes the development status and trends of garment e-commerce; then describes in detail the four most commonly used garment e-commerce mode, that is, B2B business transactions between enterprises, C2C business transactions between individuals, B2C and020business transactions between enterprises and individuals. Then, combining with the reality of domestic garment industry, it builds B2C+020mode, which is more suitable for the e-commerce development of garment enterprises. What’s more, through analyzing to the VANCL operation mode, it further verifies the feasibility of the B2C+O2O mode for domestic garment enterprises e-commerce; finally, it puts forward policy suggestions on the promotion of e-commerce mode for the domestic garment enterprises.The research conclusion of the paper is that according to conditions of garment industry in China, the best e-commerce mode for garment enterprises is B2C+O2O. As B2C mode has certain advantages to branding garment enterprises; however, for these small-scale intermediate and small enterprises, as they have no advantage on delivery,020mode is their ideal choice. This research conclusion also affords lessons to the development of other domestic industries’ e-commerce.