Research On The O2O (Online To Offline) Business Model Of Clothing Brand

With the development of the O2O business models,e-commerce in China has moved from PCs to mobile terminals.It focuses more on business model innovation rather than technology.As the first category of e-commerce,apparel industry has been facing fierce competition.Clothing brands are gradually adopting the O2O business models to adapt to the change of new business environment and consumer demands.By analyzing the differences and strengths of four major O2O models in well-known clothing brands,it is found that innovation holds the key to successful application of such models.Factors that might affect the innovation of O2O models based on those findings will be evaluated in this paper,so as to provide suggestions to clothing brands of realizing sustainable model innovation.Firstly,a survey was conducted on influencing factors of the O2O business models of major clothing brands.Then,the purchasing habits and decision-making process were evaluated through the frequency analysis.Five factors which influencerd the innovation of 020 model mostly were identified,including omni-channel shopping expectations,purchasing decision-making,purchasing demands,interactive experience and shopping experience.Secondly,the theoretical hypothesis model between the five factors and the model innovation is proposed.The one-way variance method is used to analyze whether the background of consumers has significant impact on the O2O model innovation of Uniqlo.The results show as follows:(1)There are no significant differences among the five factors of consumer gender,age,occupation and monthly income.(2)The impact of education level of consumers on the interactive activity experience has no significant difference,but its impact on the omni-channel shopping expectation,purchase decision,shopping demand satisfaction shopping experience has significant difference.(3)The impact of annual expenditure on the clothes on omni-channel shopping expectation and shopping experience demand has significant difference,but its impact on purchase decision,shopping demand satisfaction,interactive activity experience has no significant difference.Based on the above research,the Pearson correlation coefficient is used to analyze the close degree between each factor of theoretical hypothesis.The results show that there is significant positive impact among the omni-channel shopping expectation,purchase decision influence,shopping demand satisfaction,interactive experience and shopping experience demand and model imovation.Finally,four suggestions on the innovation of 020 business mode were proposed,including keeping innovating O2O model,choosing 020 marketing strategies suitable for brand development along with the times,enlarging brand influence based on consumers' requirements and enhancing brand sales advantages.The results can provide a reference basis for clothing enterprises to innovate their 020 business models.