Research On The Application Of C2M Business Model In China’s Garment Industry

As a country with a large population, there has been a great demand in Chinese garment market. In recent years, however, our garment industry has been tepid whether it is Internet e-commerce mode or store mode. With the growing popularity of the Internet, the number of consumers buying clothing through the internet became more and more. But, because the differences between the clothes that the consumers buy and the clothes that online retailers show are quite a lot, the return rate is very high. Another serious problem that the garment industry is still facing with is a large backlog of inventory. These two reasons directly influence the garment enterprises’ profitability. Moreover, with the improvement of living standards, people also have higher standards in dressing. People are eager to buy clothes that made for themselves. People began to focus on c2m business model in this condition. Based on the analysis of China’s garment industry and the c2m business model, this thesis focuses on the c2m business model’s optimization.Firstly, this thesis analyzes the macro and micro environment of c2m business model in the apparel industry with PEST model and five forces model, analyzes the advantages that c2m business model has comparing with the business model of traditional clothing industry. Secondly, based on the Osterwalder model, this thesis analyzes the c2m business model in the apparel industry and optimizes.The research on how to get China’s garment industry out of predicament and achieve the long-term profitability is practical. And hopefully, it can provide reference for other industries in the establishment and exploration of c2m business model.