Research On The New Mode Of Garment Marketing Under The Mobile Internet

The clothing industry belongs to the traditional retail industry.The market is fully competitive and the limited profits are dominated by developed countries in Europe and the United States.Most of the domestic garment enterprises are engaged in the manufacturing process which has the lowest additional value.With the rapid development of the economy,some excellent enterprises have gradually established the brand and developed to process of the designing and marketing.However,due to the impact of international competitors,rapid turnover of marketing channels,and the cross-competition of offline and online,many enterprises have caused capital fracture because of the vigorous increase in inventory.Under the situation of the disruptive change brought by the Internet and mobile terminals,consumer demand for clothing consumption is also changing,which brings opportunities of upgrading the marketing mode of apparel enterprises.Clothing items can be sold online like electronic goods,offering benefit to customers through electronic channels.However it is different from the marketing of electronic goods,because online parameters cannot accurately describe the sense of clothing.The 'scanning group' experiences clothing in offline stores,gets the information of goods online and then purchases online,which is the true portrayal of consumers' demand for clothing consumption under the impact of e-commerce.To study the new mode of clothing marketing,by focusing on meeting customer needs and improving value of channels,can be conductive to the reference for the exploration of 'new retail' which is a marketing mode integrating online and offline.The paper firstly analyses the operation of offline and online channels and the channel conflicts of different periods from the aspects of participation,composition and sales terminals.It demonstrates that multiple channel development brings channel conflict and the passive selection of resolving channel conflicts includes channel isolation and channel integration.Secondly,the paper discusses the change of marketing and consumption mode brought by mobile O2 O model,briefly introduces the role of mobile terminal,QR code,experience store and other new marketing elements.It is pointed out that mobile O2 O is the active change to face the market competition and also,the benign interaction of offline and online can bring a new no-slot joint consumption experience to consumers.Through the case diagnosis of Metersbonwe,the paper advocates that mobile O2 O model should not innovate for innovation but actives to be customer-oriented,solving the questions like what to experience,who to experience and how to experience.Finally,the paper points out the clothing consumption demand and corresponding marketing strategies and emphasizes on demonstrating the new mode of clothing marketing,which requires to establishing the experience store with no inventory,customizes the platform mobile terminal and build up the lean operation centre.On this basis,the marketing process needs to be reengineered and the organization structure needs to be optimized.And it also required to establish the distribution system of channels profit linked to indicator,making the participants of channels able to obtain the corresponding value.In addition,it is advised to carry out various forms of channel interaction and incline to experience store,which resulted in realization of the value chain.