Research On The Sustainable Profit Model Of Clothing Retail Industry

With the advent of Internet information age,consumers' attitudes and lifestyles have changed fundamentally,it is urgent for clothing retailers to keep pace with the time in operation.Before the oversupply market trends,clothing retail enterprises with the demographic dividend continues to grow,in face with today's foreign fast fashion brands continue to stay and changes in consumer demand and behavior,the traditional clothing retail enterprises becoming more and more difficult to get the sustainable profit in China,the road of transformation is imminent.The traditional clothing retail enterprises have to layout O2 O model,but the death of unprofitable businesses accounted for the majority,even some of use "net" as expand sales channels simply,or as marketing means to increase profit opportunities,the profit model of nature and thinking has not changed,sustained profitability is still "difficult",the ultimate reason is the positioning of O2 O business model at present.Therefore,this paper analyzes the sustainable profit model of enterprises from the perspective of business model,and makes the development of O2 O model for garment retailers to further improvement and achieve sustainable profitability.First of all,the mechanism of the maintainable profit model lies in the innovation of the business model,and the profit model is included in the business model.The sustainable profit of retail industry influence conditions mainly from business model in 5 perspectives:elements perspective,system perspective,strategic planning perspective,value chain perspective and knowledge management perspective for factors to realize collaborative innovation of the 3 dimension value which are enterprise value,customer value and external support environment,based on the balanced scorecard theory to find performance evaluation index of sustainable profit in retail industry,to realize the combination ofsustainable development and financial profitability.Secondly,based on the grounded theory,by means of qualitative data analysis software NVIVO8,the clothing retailer O2 O sustainable profits based on enterprise value,consumer value and external supporting environment in 3 dimensions to collect data from various sources of factors in-depth online and offline mining,coding analysis of the data,formed of 89 preliminary concepts,29 concepts,9 sub category,3 main categories and 1core areas of the system.Thirdly,based on the initial conceptual model,the basic descriptive analysis,reliability and factor analysis of the scale are carried out through SPSS survey data analysis,which is consistent with the expected indicators.Model identification,offending estimates test,the path weight test,normality test,reliability,goodness-of-fit and modify test by AMOS structural equation software.The conclusion includes standardized regression weight of 5 measurement models and the structural effects between 3 predictive variables,1 intermediate variables and 1 result variables.10 hypotheses have 8 hypotheses establish.Then the performance index set of O2 O sustainable profit evaluation model of garment retailing industry is established based on the balanced scorecard principle,the objective weight of the model standardized regression weight combined with the subjective weight of the expert scoring and normalization and then the mean is taken as the final weight.Finally,based on the fuzzy comprehensive evaluation method,the evaluation of O2 O sustainable profit evaluation system for U Enterprises and M Enterprises.The discussion on the advantages and disadvantages of each enterprise is compared,to propose the operation strategy of O2 O inferior indexes,and finally puts forward the sustainable profit mechanism of O2 O in the clothing retail industry which based on empirical analysis.The conclusion is useful for factors improvement of clothing retailing O2 O to achieve sustainable profitability and provides theoretical support for the sustainable development of enterprises.It can also enlighten other enterprises to explore the O2 O model.