Research On Pricing Decision And Pre-sale Strategy Of Apparel Enterprises Based On Online And Offline Dual Channel Sales

Affected by the increasingly mature development of e-commerce and the outbreak of the COVID-19,many garment enterprises’ physical retail market has been squeezed.Enterprises expect to reduce the corresponding losses by increasing the proportion of franchisees and opening up online direct sales channels,forming an online and offline dual channel sales operation model.Due to the fact that the clothing industry has long relied on physical retail as the main channel for selling goods,consumers often purchase clothing offline,and online channels may not necessarily have an advantage in competing with physical channels.However,the current offline shopping behavior of consumers is constrained,with a surge in online shopping behavior,leading to channel competition issues.At the same time,a large number of out of season products are also not conducive to the development of clothing enterprises.Therefore,clothing companies adopt a pre-sale model in their online direct sales channels to improve their competitiveness and expect to develop appropriate and reasonable new product production based on pre-sale sales during the pre-sale period,in order to reduce the risk of inventory backlog.Channel competition is becoming increasingly fierce in this scenario,and consumer price comparison and free riding behavior are becoming more common.The following are the main research and conclusions of this article:(1)Against the background of considering the reference price effect caused by channel competition in simple dual channel sales,the consumption utility function is used to derive demand functions for different channels based on the principle of maximum utility.Then,the Stackelberg game method is used to obtain the optimal decision variables of all parties.Finally,numerical simulation analysis is conducted using Mathematica software to explore the influence of the reference price effect coefficient,consumer channel preference,sales time and time-sensitive coefficient of demand on pricing decision.The results indicate that clothing companies can increase their selling prices and revenue levels under the reference price effect,but have a negative impact on franchisees.The development level of direct sales channels is positively correlated with their preference.Sales time is negatively correlated with pricing across various channels.The greater the sensitivity coefficient of demand to time,the more favorable it is for clothing companies to profit,but it has little impact on the expected profits of franchisees.(2)Against the background of dual channel sales using pre-sales in online channels,this study analyzes the impact of product pre-sales on consumer behavior.Strategic consumers are divided into timely hedonic and risk averse types,and reference prices resulting from two-stage pricing and channel competition are obtained.Based on the consumer utility at each stage and channel,a decision-making model for all parties is constructed.The results indicate that the reference price effect helps to reduce consumers’ delayed purchasing behavior,increase the number of consumers who purchase products during the pre-sale period,and facilitate pre-sale promotion through online channels.The existence of risk averse consumers in the market has a negative impact on the optimal prices of various channels and stages,which helps to expand the offline sales market and profits.However,it has a inhibitory effect on increasing online market share,but pre-sale strategies can alleviate its inhibitory effect.Clothing companies should attach importance to the existence of risk averse consumers in the market,and adopt a deposit pre-sale strategy with lower deposits and higher value-added coefficient to increase the market share of online direct sales channels.The service compensation mechanism is conducive to the development of both parties and achieves an increase in profits for both parties.(3)Based on consumer service free riding behavior,explore how dual channel sales should develop pre-sale strategies under service spillover effects.The results indicate that the adverse impact of the reference price effect on channel development will be weakened by the services provided by franchisees,and can make clothing enterprises profitable.However,high service levels are actually not conducive to the development of franchisees,and franchisees will lose their enthusiasm to provide high-quality services due to the increase in service costs.Implementing a service compensation mechanism in clothing enterprises can effectively achieve coordinated development of dual channel sales and increase revenue for both parties.