Choice Research About Development Model Of Small To Medium Clothing Online Shops

The electronic commerce is the product sales’ mainstream choice for the clothing enterprises to open up a new marketing channel in recent years. Electronic commerce is the business activity which relies on the network with the development of internet technology. It can complete commodity information, consulting business, online ordering, online payment etc by the network of virtual trade platform. E-commerce can greatly reduce the intermediate links of commodity circulation and the operation cost of the enterprises. Our country is in economic transition period, and the location of the garment industry country is also determined by lots of consumers. Meanwhile the garment enterprises have achieved great development in e-commerce; it is also facing a series of new problems. So it is essential to research and discuss the operation mode of clothing enterprises and understand the development direction of garment enterprises’ operation mode.This paper focuses on the study of the transformation of enterprises, the development of electronic commerce and the research of the transformation of e-commerce enterprises. It researches the development trend of garment enterprises’ operation mode in the increasingly fierce market competition environment combining with the real operation of garment enterprises and three mainstream e-commerce operation mode which are the transaction mode among individuals, among enterprises and between the individuals and enterprises.The paper establishes the operation modes which are "online store+physical store". This mode avoids the disadvantages which the traditional clothing stores adopt B2B, B2C and C2C (B2B is the operation mode among the enterprises, B2C is the operation mode between enterprise and individuals, and C2C is the operation mode among the individuals.) The author carries on the analysis to Vipshop business model, furthers to sum up the operation mode experience of online store and physical store and puts forward corresponding suggestions for the development of the small and medium-sized clothing stores’ and individual operators’ online stores.