| Chinese women's shoes brand has formed "Belle" model as the representative of the brand operation and marketing model in the past few decades.However,with the changing of market structure and consumer upgradation recent years,the department store retail channels that the shoes brands relied on in the past are now facing great unprecedented pressure.A group of new channels which can attractive consumers more have seized the market quickly,for the rapid decline in the flow of department store channels' consumer.So many women's shoes brand have no choice but to think again their brand retail channels and business models.Therefore,the study of productions' commercial operation model is becoming an important issue of gaining operating income for these kind of companies.This paper introduces in detail the profile of the related research and development of the Omni-channel retail reform firstly,especially the concept and the goal of it;Secondly,it makes a conclusion about the current situation and problems of the women's shoes brand retail channel and also analyses the reasons behind them according to the combination of interview and practical work experience;Thirdly,according to the Omni-channel retail's reform practice of Tianchuang fashion group's "tigrisso" brand,this paper builds a new Omni-channel retail business model for women's shoes brand,and also puts forward bold ideas about how to rebuild its core system and completes the construction of corresponding system in the reform of Omni-channel retail;Finally,this paper also proposes the key issues which should be focused on in the process of transform,such as the changes of time and rhythm,talent and other core issues.The main conclusion of this study is that the Omni-channel retail model is suitable for the industry with standardized and systematic characteristics;The channel retail model is advanced;The Omni-channel retail mode can not only improve the organizational performance,but also optimize the organizational structure. |
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