Study On The Domestic Current Situation Of The Traditional Small And Medium-sized Apparel Retail Stores And Future Development Model

Chinese economic level unceasing enhancement, the fierce competition in themarket in various industries, garment industry competition is given priority to withterminal competition of retail stores, retail store competition between brands at thesame time, there is another important traditional competition in the development ofsmall and medium-sized retail shops can not be ignored, occupies the importantposition of the apparel market development. Apparel stores the effectiveness of themanagement mode of the development of the main "profits", can promote salesmarketing model is successful, and not a short time, but is conducive to the store for along time of the marketing mode of sustainable development, the marketing modelneeds to adapt to the changing market economic environment, which requires themarketing mode constantly change and innovation. The development of small andmedium-sized retail shops, traditional from the traditional single model for thedevelopment of diversified marketing mode, today some of these patterns to thedevelopment of the stores, some are not suitable for store operations, which requiresthe constant practice, the diversification of the advanced management mode accordingto the characteristics of the traditional small and medium-sized retail shopsaccordingly innovation and application. In a variety of operating mode, O2O, SPA,the development of the fast fashion mode in the development of brand monopoly storeoperation is good, these successful operations impact the domestic clothing market,the professional business model for the development of traditional small andmedium-sized retail shops have certain reference significance.Combined theory with practice, this paper for market research and data analysis,and the traditional small and medium-sized retail shops entity stores operating, carries on the analysis and research, through the study of experts and scholars researchliterature, diversity comparison analysis. In this paper, the authors have any workexperience in the practice of H&M, understanding the fast fashion terminal storesoperating model, on the basis of XiaoXiu fashion shop store development, forexample, transformation and upgrading of XiaoXiu fashion store to store.The research of this paper mainly based on Guilin road business circle ofChangchun city of Jilin province in northeast China, because Guilin road businesscircle is given priority to with traditional small and medium-sized retail shops, iscertain representativeness in the domestic business circles, Guilin Road shoppingdistrict Based on the traditional investigation and development of Small andMedium-oriented retail shops, fashion shop on the dawn of the main analysis research,as well as several other traditional women’s typical retail data analysis, to illustrate thedirection of development of small and medium domestic traditional retail outlets aswell as trends in research, with certain representation and practicality.Today’s social and economic environment, the demand increasingly high degreeof apparel, from the initial heat preservation function to vogue to change, and thedevelopment of garment industry in China is in the stage of transformation andupgrading, from the traditional clothing towards the integration of marketing, theauthor’s purpose is through the study of Chinese traditional clothing the reform anddevelopment of small and medium-sized retail shops put forward a new managementpattern to adapt to the changing market, hoping to provide some help to thedevelopment of relevant traditional small and medium-sized retail stores, and canadapt to the development of apparel industry in China.