Research On Profit Model Of Peacebird Under The Background Of New Retail Transformation

With the arrival of the fourth information revolution,the continuous progress of science and technology is accompanied by constant changes in people’s consumption demand,and the development of traditional physical retail is under great pressure.However,after the rapid growth of online retail,the development of the bottleneck has been weakened.It was in this period that traditional entities and online e-commerce found the best choice,from life-and-death game to win-win cooperation,and the new retail model came into being.In this new retail background,all industries began to look for new competition points,focusing on consumer demand,sales channels and logistics supply,in order to obtain more profits for enterprises.Profit model is also a key factor for an enterprise to gain profits.However,the garment industry is not mature enough in the innovation of profit model to cope with the arrival of new retail,and can not effectively solve the problems of high inventory,low product quality and product homogeneity that are common in the garment industry.Therefore,the garment industry should be placed under the background of new retail transformation,and the combination of new retail and profit model should be explored and gradually formed into a profit model suitable for the development of enterprises and market environment,so as to promote the healthy development of the whole industry.This paper first collates relevant literature in the fields of new retail and profit model,understands the focus and missing points of existing research on new retail and profit model,and determines the research direction of this paper.Based on omnichannel retail theory,TOC management theory,supply chain theory and other relevant theories,the article framework is made as scientific and perfect as possible.Secondly,taking Peacebird Group,which has carried out the new retail transformation earlier in the clothing industry,as a typical case,the company’s general situation and the status quo of the company’s new retail model are analyzed,and then the current main profit model of Peacebird under the background of the new retail model is introduced,and the five elements of its profit model are analyzed in detail from various perspectives.Then,based on the analysis of the profit model of Peacebird from financial and non-financial perspectives,study finds that Peacebird has problems such as homogenization of profit points,emphasis on marketing over research and development,large inventory scale and slow turnover,etc.Based on the problems in its profit model,it proposed solutions such as seeking differentiation to build a moat,improving the enterprise’s research and development ability and optimizing inventory management from multiple perspectives.To enhance the market competitiveness of Peacebird within the industry in order to promote the profit model innovation of our clothing industry under the background of new retail transformation.