TITLE:
Exploration of Garment Enterprise Marketing Model Based on “New Retail”
AUTHORS:
Lu Ge, Chenggang Li
KEYWORDS:
Chinese Garment Industry, Brand Building, Marketing Model, New Retail
JOURNAL NAME:
Modern Economy,
Vol.10 No.1,
January
18,
2019
ABSTRACT: With the introduction of the new concept of retail,
the retail industry in our country began to make new changes, the form of clothing retail
is also changing, and the appearance of diversification is beginning to appear. Based on the new retail
perspective, this paper analyzes the overstock of clothing inventory
encountered by Chinese clothing brands in the process of development, the low
loyalty of consumers to clothing brands, the declining profits of garment
enterprises and the lack of brand precipitation. This paper puts forward the marketing strategy to
solve the problem of clothing development in our country under the new
retailing: using big data on line to transmit information quickly, improving
the efficiency of enterprises in the supply chain system, improving the
customer stickiness through perfect offline experience. This paper also puts forward the global fashion
marketing model and digital and technical service marketing model for the
development of garment enterprises in China under the new retailing, so as to
explore a new marketing model suitable for the development of Chinese garment
enterprises.