Research On The Characteristics Of Network Clothing Products Consumption

With the rapid development of e-commerce, on the one hand, the number of online clothing stores operating on a rising, on the other hand, China’s army of online number is growing at double every year, the network consumer online clothing demand has showed the trend of the development of the diversification, differentiation, personalization. The article based on network consumer behavior research as the main content, use questionnaire star platform questionnaires and data to meet the requirements of the research of recycled aggregate, then the network consumers’ demographic characteristics, the reason for apparel online purchase, clothing type, purchase way, online store types are analyzed, and according to the results of the analysis put forward the corresponding STP strategic advice and product, price, advertising, promotion and marketing strategy. The results of this study show that the trend of consumption in the network matures, consumer behavior is often due to age, gender, income, style, brand merchandise and other factors, on the type of merchandise clothing store network development is not balanced, plus consumers only with sharp eyes and feel to buy, try inconvenient, but also touched kind, and therefore can not fully trust the quality of goods, therefore, in the face of the burgeoning online clothing consumer groups, how to make better use of the network which a platform for sellers and buyers to achieve win-win situation, to achieve the most valuable commodity trading.