Research On Associated Sales Of Shopping Mall Clothing Brands Based On Social Network Analysis

As the basic survival requirement of people-"clothing,food,housing and transportation",clothing is one of the fastest growing industries in China in recent years.However,with the increasingly fierce competition and the rise of online sales,the status of department stores as one of the main retail channels of clothing has been seriously threatened.With the proposition of the concept of "new retail",various retail brands have begun to use big data and artificial intelligence technology to achieve intelligent marketing,as are clothing brands.Although the apparel brand industry uses big data,artificial intelligence and other means to promote sales growth,it pays little attention to the association between brands.This article uses social network analysis methods,based on structural holes and strong-weak relationship theory as the theoretical basis,and uses big data mining to study the associations between clothing brands in shopping malls.By sorting out the location data and 3713 sales data of 276 clothing brands in a shopping mall,UCINET is used to analyze the overall network of clothing brands,identify brand clusters and structural holes,and the impact of the number of structural holes on brand sales;analysis The influence of repulsion and absorption among the brands in the brand cluster,as well as the strong or weak correlation in the absorption,on the sales of the brand portfolio.This study proposes and confirms the existence of brand clusters based on sales associations;the in-depth analysis of the characteristics of the structural holes and strong and weak relationships of brand clusters based on sales association;the exploration of the relationship between the brand cluster of the brands' sales associations and the spatially associated brand cluster.And on this basis,put forward related sales strategies and marketing recommendations for shopping mall brand sales.Brand cluster analysis based on location and sales associations can enable retail brands to more precisely and accurately grasp the competition and cooperation between brands.It also helps shopping malls to more rationally plan offline retail store space locations and further leverage offline retail channels.Advantage,and then improve corporate performance.