Clothing Ordering Strategy Considering Consumer Evaluation

In the field of clothing sales,the coordination and optimization of supply chain is very valuable to the different subjects of the supply chain.The stock backlog has always been the main problem that plagued the clothing retailers and manufacturers,and the underlying cause of the backlog is the inaccurate acquisition and grasp of the demand for consumers.For the short life cycle and fast fashion products,in order to get and analyze the consumer demand more accurately,many clothing retailers and platforms have adopted presale and customization models to reduce inventory costs.In the era of experience economy,because the style of clothing is more and more and the demand for clothing style is getting higher and higher,so many platform merchants or retailers will rely on their own fashion buyers to choose the style of clothing to be sold.And the specific style depends on consumers' evaluation which also determines the quantity of the clothing to be ordered.At the same time,because the consumer demand has changed rapidly,the life cycle of the clothing will be very short,then it is also crucial how many sales cycles a kind of successful clothing should have.It is important for clothing enterprise the fashion style sold well in this period should be sold in the next sales period or not.Therefore,the main problems studied in this background are as follows:(1)After the clothing style is published,the consumers' evaluation at different times is different,and the evaluation behavior will directly affect the retailer's order decision.Therefore,the first study is how the effect of the order cycle is affected by the pre-purchase evaluation behavior of the consumer.(2)It is difficult to determine the existence cycle of a garment because the consumer demand is change rapidly and the consumer attributes are different.Therefore,on the basis of considering the behavior of consumers' post purchase evaluation and classifying the consumer to study the strategy selection conditions of the one ordering opportunity and two ordering opportunities of clothing enterprises.First,on the basis of the analysis of the related consumer behavior,this paper makes a more in-depth analysis of the consumer's evaluation behavior.Secondly,it studies the order strategy of domestic and foreign scholars in different industries and different fields,and analyzes the clothing ordering strategy under the traditional conditions.Then,putting the consumer evaluation behavior into the Bass demand model.Constructing the profit model of the clothing sales platform in a single cycle considering the consumer's pre-purchase evaluation behavior,and analyzing the factors affecting the optimal order cycle of the clothing sales platform.At the same time,building order models of one ordering opportunity and two ordering opportunities considering the different types of consumer proportion structure and the consumer's post purchase evaluation behavior of the clothing sales platform and analyzing the order conditions in different models.Finally,the actual case analysis is carried out according to the data of the 0-fashion platform to verify the conclusion of this study.The conclusions are as follows: First,the order strategy of the clothing sales platform is mainly influenced by the popularity of the fashion buyers and the factors of consumers.Second,the optimal order cycle is shortened with the increase of the popularity of clothing,and shortened with the decrease of the consumer purchase rate and the conversion rate of consumer evaluation under the condition of single sales cycle.Third,when the proportion of the avant-garde consumer is relatively large,the clothing sales platform will choose the one ordering opportunity strategy.When the proportion of the conservative consumers is relatively large,it will choose the two ordering opportunities strategy.Fourth,with the increase of the popularity of clothing and the conversion rate of consumer evaluation,that is,when the fashion buyer's choice of clothing style is more attractive to consumers,the clothing sales platform can take two ordering opportunities to reduce the loss of the shortage and increase the sales profit.The above research is based on the new era background and the new operation mode and under the traditional clothing order strategy.In the previous research,the scholars are based on certain market rules to determine the clothing requirements.However,this paper integrates the consumer evaluation into the demand model to make the demand and order more accurate.At the same time,the research of this paper is based on the practical case study,so it is of great practical significance.Therefore,this study has a great contribution to both theoretical research and practical business model.