Research On The Marketing Strategy Of Zhuo Duo-zi Brand Under The Model Of “O2O”

With the rapid development of mobile Internet,online clothing shopping has become one of the most important consumption channels.Online shopping brings convenience of procurement time and space,which makes the traditional physical stores limited operating space,high operating costs,time cost occupancy and other shortcomings increasingly prominent.At the same time,the online clothing sales disadvantages of pure e-commerce business are also constantly highlighted,such as frequent returns and exchanges and rising dissatisfaction.In addition,due to the macroeconomic downward pressure,obvious overcapacity of the overall garment industry,homogeneous competition incentives and other issues,the garment industry is facing the dilemma of shrinking profit space,and new business and marketing models are urgently needed to improve efficiency and achieve sustainable growth of the industry.Thus,pure online and offline separated marketing brings different negative effects and resource competition,resulting in inefficient marketing and sales performance decline,so how can we avoid the negative effects of separated marketing and customer competition?Zhuo Duo-zi brand is one of the representative enterprises of the traditional fast fashion operation mode.It mainly focuses on the operation of physical stores.It has nearly 2000 retail outlet terminals,and has formed a fixed customer group and marketing network.The target customer group of the brand is located in the middle and high-end female consumers.Because it has not kept up with the changing pace of consumer shopping mode in time,it is also facing the difficulties of competing for customer resources online and offline marketing,inefficient marketing management and continuous decline in sales performance in recent years.It is urgent to adopt new marketing mode to break through the existing bottleneck.The O2 O marketing model can effectively improve the dilemma of weakening brand online and declining offline performance,and meet the new demand of consumers' individualization.Online and offline marketing interconnection can timely reflect the new demand.Therefore,it is necessary to implement the marketing strategy of the integration of online and offline development of O2 O,realize the integration of offline and offline resources,promote product information and brand culture online,complete entity consumption experience offline,and promote the innovation and development of brand marketing management.Based on this background,it is necessary to conduct in-depth research on the marketing strategy of Zhuo Duo-zi brand O2 O,in order to further expand its influence and market share,and realize the successful transformation of brand marketing mode,in order to provide some reference for similar garment enterprises to implement O2 O marketing.This paper mainly studies the development status and realistic dilemma of Zhuo Duo-zi brand,puts forward the importance and necessity of implementing the marketing model of O2O;constructs the brand marketing model of AHP,and draws a conclusion that the weight of optimizing product strategy and channel strategy is relatively large;based on the 4P theory,the theory and model of O2 O marketing,puts forward the conclusion that Zhuo Duo-zi brand carries out O2 O from channel,price,promotion,product and other aspects.The O2 O marketing of information construction,member preference,inventory optimization and logistics distribution,will give successful experience to Zhuo Duo-Qi brand.