Research On The Clothing New Retail From The Service Level Perspective

In the recent years,the online apparel market has become saturated with the competition among similar apparel brands becoming increasingly fierce,and the profits in the apparel industry have declined.The traditional apparel companies' sales models are in urgent need of a breakthrough in transformation.New retail takes the consumer experience as the core,combining the advantages of online shopping with unlimited space and time,and also the advantages of offline physical store service experience.The new retail model is highly compatible with the needs of clothing consumers.In future,the new retail clothing brands that will integrate online and offline will become a winner in the competition of similar brands.The first part of the thesis mainly investigates the impact of offline service levels,from the consumers perspective.With the theory of utility and combining the characteristics of clothing,the utility functions of clothing consumers are designed respectively under the dual-channel model and the new retail model.And the needs of clothing consumers are quantitatively described,and the profit models of clothing retailer are set up.The calculation example analysis are carried out with the software of MATLAB R2016 a.The second part of the thesis uses the mathematical models and the game theory to explore and compare the offline behavior of competing clothing brands under the clothing new retail direct-operated stores and collective stores,respectively.The changes of the services,the commission rates and the profits of all parties in the supply chain are quantitatively discussed through the numerical simulation and the sensitivity analysis.The research results show that when the online trust level reaches a certain threshold,it is more advantageous for apparel retailers in the dual-channel model to implement the same price strategy online and offline.And in the new retail model,the BOPS inconvenience has the principal impact on apparel retailers' profits,and the experience service level is the second impact.The implementation of the new retail model greatly increases the profits of clothing retailers.The clothing consumers are more sensitive to services,and the consumers have higher requirements on the offline services of the new retail.which leads to higher commission rate and higher profit of clothing brand.The consumers have more stringent requirements on the offline services of the clothing brand stores with higher prices.Any higher of BOPS service convenience,offline service cost coefficient and BOPS service cost coefficient leads to lower offline service level,commission rate and the profit of the clothing supply chain.In the new model of direct retail stores,the profit of each clothing brand can be maximized by the complete cooperative game.And in the new retail collection store model,the cooperation of clothing brand companies is beneficial to the higher-priced clothing brand and the whole clothing supply chain.The profit of the low-priced brand increases in the independent decision-making process under the new retail collection store model.The clothing brand merchants with higher prices choose the direct store model,while the others with lower prices tend to choose the collective store model.Compared with the new retail collection stores,the new retail direct-operated stores are obliged to provide a higher level of offline services.The thesis provides theoretical guidance for the transformation from the traditional dual-channel model to the new retail model of apparel companies,and the use of offline services enhances their new retail competitiveness in the competition of similar apparel brands.