Research On The Marketing Mode Of Chinese And Foreign Fashion Apparel Under The Background Of E-commerce

With the rapid development of internet information technology, Electronic commerce model have also been undergoing rapid change. The increasing number of online consumers and mobile deviceshas made every industries move closer to e-commerce One industry affected most is the apparel industry. As one of the industries with highest penetration rate of electronic commerce, the rising of the consumer perception and the particularity of apparel goods have made consumers put forward higher requirements to e-commerce model. Currently the conception of online to offline proposed by American Alex Rampell has been applied to the garment induetry, which can provide clothing with higher quality, more feeling experience, and enhance consumer satisfaction. Based on the study of electronic commerce model, this study compared the international brands GAP and UNIQLO with domestic brand Semir and Metersbonwe. Results showed that “brand and company-owned model” is more beneficial to the long-term stability and development of enterprises. In addition, the promotion relying on third-party platform is more effective than those resorting to developing APP of brands. Finally, through interviews with consumers, this study confirmed that online sale shocked the sale offline, but it can not completely replace the store offline. Therefore, for apparel enterprises, the combination of online and offline is the only way to develop and succeed. Nowadays, the internet and information technology has not been so popularized in China, so, to some extent, this situation has limited the development of e-commerce of China’s apparel industry.China needs to learn advanced information technology from developed countries. The healthy and sustainable development of China’s garment industry relys on the self-discipline and positive innovation of enterprises. At the same time, China should strengthen the training of technical personnel related to electronic commerce, and support the development of e-commerce, to continuous learning and improvement will switch our country from big supplier of e-commerce to powerful supplier of e-commerce.