Research On Customer-centered Operation And Management In Electronic Business Of Garment Industry

Thanks to the continuous development and innovation of science and technology,Internet technology has gradually integrated into all aspects of society in last decade,and people's daily life is becoming more and more convenient and diverse. With this wave of reform, the electronic commence of our country has already reached the mature stage after the gestation period, starting period and development period, while clothing e-business enterprises play an important role in this development process.According to the current market demand and related data, we can see that the clothing e-business enterprises take a large share in the sales market and keep the rapid growth.However, opportunities are always accompanied by challenges.Today, clothing e-business enterprises are confronted with various problems and challenges of sharply dropping dividend, changing spending habit and upgrading consumption of Chinese consumers, and moreover, insufficient supply chains. Especially since 2014, H&M,ZARA, UNIQLO and other international famous fashion brands are expanding the Chinese market vigorously; many local brands like Semir, Metersbonwe, ochirly who originally focused on offline sales have adjusted their business model and begin to increase online sales continuously on the major e-business platforms; more and more independent designers begin to sell their designs of personalized and high-grade clothes by the e-business platforms. All this shows the survival will be more difficult.In order to maintain a healthy and sustainable development in the fierce competition, clothing e-business enterprises need to build a customer centric management model. In this paper, we describe the theory of customer centric modelthrough analysis of the difficulties encountered by enterprises at the present stage,with revealing to enterprises the importance and necessity of the management mode based on customer. We choose Handu Group, the leader of clothing e-business enterprises, as an analysis example, and explore a series of strategies for the healthy and sustainable development of clothing e-business enterprise, hoping to be helpful to existing enterprises and those who are about to enter this field.