Research On O2O Marketing Model Of SY Baby Clothing Company

In recent years,the O2O(Online To Offline)model is favored by both businesses and consumers with its unique of online trading line and offline interaction,the easy and high-speed characteristics of the mobile Internet make the development of the O2 O model more rapid.The traditional clothing enterprises a developing attention to this opportunity,but in the field of children’s wear,the O2 O mode is just the beginning.Exploration of O2 O sales model,both the flow and upstream for SY company.Science ten years ago,SY baby clothing company set up its own infant clothing brand M,to physical stores and business platform as the main sales channels,occupy a space for one person in the infant cotton clothing market.But in recent years,online shopping has a huge impact on the sale of physical stores,at the same time,the e-commerce platform is becoming more and more saturated.In practice,even have different pricing of online stores and physical stores,resulting in a negative growth of sales performance.Faced with these problems,SY hopes to connect through online O2 O platform,make online offline become an organic whole,create new shopping environment,enable consumers to get better quality of consumption experience,continuously increase the M fans’ holdings,and improve the profitability of enterprises.This paper analyzes the current marketing mode of SY company by SWOT analysis,summarizes its advantages,disadvantages,opportunities and threats.Through the analysis of marketing environment by PEST analysis,it is concluded that the marketing mode of the company is not matched with the development of the baby clothing sales market,and it is difficult to provide the sustainable development space for the company,Then,the necessity of selecting the O2 O model is obtained.Next,it puts forward the suggestions of building O2 O marketing mode from four aspects,as product,price,full channel sales and brand promotion.Finally,it puts forward the safeguard measures of implementing O2 O model by SY company.The final study shows that O2 O marketing model can help SY company break the bottleneck of sales,integrate the entity store and network channel organically,occupy a favorable position in the competition,realize the sustainable growth of the company’s sales performance and promote the healthy development of the enterprise.