Reconstruction Of O2O Business Model Of Zhejiang Apparel Brands From The Perspective Of Internet

In recent years, with the rapid development of Internet and mobile Internet, Internet thinking affects various industries. The rapid development of electronic commerce has caused tremendous impact on the traditional clothing brand. Currently, the sales and profitability of clothing brand in Zhejiang Province are at the stage of slow growth,and even some brands appear declining and have a huge pressure on the stock.The rapid development of e-commerce is not only hinder the development of traditional clothing brand, but also constantly changing consumer habits and buying habits. Life is full of entrances of mobile Internet, consumers are becoming increasingly accustomed to shopping online, so the traditional clothing brand must transition to the Internet to obtain self-help.The rapid development of the Internet promotes e-commerce model such as B2 C, C2 C evolving to O2 O development.O2 O with its unique characteristics such as online and offline interaction and promoting consumer transactions online and experience offline is loved by businesses and consumers.O2O is the best mode of traditional clothing enterprises in transition. But for traditional businesses O2 O are both opportunities and challenges. The traditional problems of their own would be the most difficult hindered. In this paper, Internet thinking as a research perspective, the full text is divided into five chapters: The first chapter describes the background, purpose and innovation; The second chapter study domestic and foreign literature, analysis O2 O pattern features, analyze situation of O2 O operations of clothing brand in Zhejiang;The third chapter analyzes the clothing brand online sales business model and explores the particularity of its online sales model, including platform selection, trade, prices, distribution of benefits, shopping guide, membership and other links with the present situation of garment industry in Zhejiang. Research conducive to comparing the differences of sales between online and offline and find points of conflict to promote better coordination and cooperation,which in favor of remodeling O2 O business model;The fourth chapter reaches on the clothing brand organization, profit model, commodity mode, shopping guide mode,and members of remodeling and gives remodeling recommendations of O2 O tocompanies; The fifth chapter propose ideas and suggestions on O2 O of clothing brand business model remodeling in Zhejiang and remodeling some problems to be solved.In practice, the study subjects with holly, Tianshan textiles as an example, analyzes the current situation of the brand and lists the remodeling program of O2 O model and find the feasibility and inadequate in practice.