O2O Marketing Strategy Research For R Clothing Brand

In recent years,with the rapid development of Internet and mobile Internet,e-commerce in China is forming a deeply integrated development momentum with real economy.Therefore,O2O(online to offline)mode which is integrated of online and offline business and based on a physical store,with the Internet as a platform,not only can provide consumers with thoughtful and convenient shopping experience,also can achieve the profit of the enterprise.R clothing brand,founded in 2003,has focused on the high-end women's clothing design,production and sales,basically in a state of steady development.But by the influence of overcapacity and homogenized competition in whole clothing industry,and the electrical business development rapidly,the development of the enterprise is becoming more and more difficult.So in the new Internet environment,in order to get rid of the predicament,its adjustment of development strategy in next step is imminent.This paper mainly studies the traditional clothing retail brand � R brand,how to seize the opportunity in a new Internet competition environment,relying on its own more than 200 stores,adjusted with O2O mode.In the new business model,R brand will expand shop's virtual space,reduce the cost of customer,enhance the rate of customers to the shop,and consolidate its competitive advantage in the increasingly fierce in the clothing retail industry.In the competitive environment of Internet rapidly development,through the analysis of R clothing brand industry macro environment,internal resources,competitors and the consumption behavior of target consumer groups,from four aspects that of product,price,place,promotion(4P),we will formulate an O2O marketing strategy which is suitable for R brand,and provide safeguard measures to implement it.For R brand,this paper laid a certain theoretical basis of gaining competitive advantages in the fierce market competition in the future,and also provided a reference for the same type clothing retail enterprises when making O2O marketing strategy.