Network-based Garment Enterprise Business Model

Today, with the acceleration of economic globalization and the rapid development in IT, especially the design and application with Internet-related technology, bring a significant change to the external business environment, more and more enterprises realize that the business model based on network technology has unique advantages in the face of rapidly changing market demand and increasing competition. Garment industry as one of the most representative industry, also can not avoid the impact of network tide, so, some of the new network enterprises came into being, these new network enterprises are constantly changing the apparel industry the original pattern through unique technological advantages. In addition, some traditional enterprises began to obtain new business opportunities and competitives advantage through the application of network technologies. No matter chose which access to reach the success of network operation, its behind a unique and sustainable business model, business model which set of enterprise survival and development of effective, Through the study of these business models, We are able to in-depth understanding of business activities, profit model, in order to determine the key resources and core competitiveness of enterprises, to provide a good reference for the subsequent development of enterprises.The article use the network garment industry as a observation point, Many networks existing garment enterprises to be divided according to their position in the industry value chain, forms four business types, namely, the traditional, network branded apparel companies, Taobao branded apparel, network channels, Network channel brand companies. And then through a large number of case collection and screening, Select a good momentum of development and future trends of each type of enterprise, business model analys, and using grounded theory to analysis the business model of these cases, after three steps of open coding, axial coding and selective, eventually build a business model of network garment enterprises in the theoretical structure framework. During axial coding, with the use of correlation analysis, abstract two main areas, namely, technology and innovation, from a deep sense, technology is the guiding force to the enterprises’ mode of development and profit model, innovation is the core source to promote enterprise development. On this basis, the theory is rooted in reality, combined with the garment industry and network technology trends, to explore the ways how to innovate the business model for network garment enterprise.