Research O2O Business Model Of Apparel Brands In The Age Of Internet

In recent years, the commerce market of apparel industry has shown a steady upwardtrend in China. Most customers have adapted this new way of shopping experience(online shopping), and purchasing clothes online has become first choice for mostpeople. However, this trend has brought tremendous pressure and challenges totraditional sale method, i.e. retail store sale. On one hand, retail store has to face thechallenges from e-commerce; on the other hand, it also needs to keep its salesperformance. Nowadays, one solution has been developed to help the retailers to fixthis situation, i.e. Online to Offline model (O2O). Nevertheless, this model requeststraditional retailers to make some certain changes before it completely works.This article concentrates on the conceptions of the O2O business model on internet.Firstly, this article will analyze the question that how the thinks on internetoverwhelms the traditional business model of apparel industry. Secondly, it willexpatiate the meaning of O2O model, including its traits, and the status quo of O2Omodel applied in clothing industry. Thirdly, it will analyze how O2O model works atpresent, including its operational model, profit model and shopping guide model.Fourthly, using the case study on O2O model applied in UNIQLO, to demonstrate thatthe feasibility of the fully implementation of O2O model among clothing enterprises.At last, this article will propose some assumptions and advises on how to improve theway of applying of O2O model in clothing industry and UNIQLO, and the obstacleshave to be overcome during the process.In conclusion: Firstly, in profit model, by study the case of UNIQLO, it is better tocombine O2O with B2C, i.e., building own platform and third party platform at thesame time. At the meaning time, after expatiating the elements (people, products, andplace) in profit distribution and O2O model, this article proposes that companiesshould use off-line and on-line service together, and make VIP model, regional precision marketing, and map model in a series, and then, achieving the C2B model(off-line to on-line to off-line). Secondly, in shopping guide model, this articleproposes that companies should use the social network to build the new shoppingguide model which concentrate on consumer participation on on-line sales, and usethe scan code to provide detailed information to customers on off-line sales.