Research On New Retail Strategy Of Transformation Of YM Female Clothing E-commerce Brand

Since the rise of Internet shopping in China,an upsurge of online shopping has been set off,which has led to the rise of a number of e-commerce enterprises from the online market.Meanwhile,it has also brought an impact on the physical retail industry.The competition between online and offline is getting increasingly fierce.With the development of e-commerce in China entering a period of steady growth,traditional offline brands are also expanding online channels,the size of e-commerce platforms is gradually increasing,and the online costs are also increasing.In this period,the flow dividend have faded,and the brand influence and resource advantages of traditional brands gradually emerged in the e-commerce market,many female clothing e-commerce brands have been encountered "reshuffle" of market,and their development entered a "bottleneck" period.With the rising tide of consumption upgrading,the concept of "new retail" and the national strategy of "Internet +" promote the transformation of China’s consumption structure from "seller side" to "buyer side",which points out the direction for the development of female clothing e-commerce brand.This paper takes YM female clothing e-commerce brand as a case study.Firstly,it analyzes the development status of apparel e-commerce industry,the macro environment,competition environment of industry and existing strategic resources of YM brand under the new retail environment.And then analyzes the difficulties and reasons encountered by YM brand on the e-commerce platform.YM seized the opportunity to adapt to the changing situation,and implemented the new retail strategic transformation for the long-term development of the brand.The innovation of this paper lies in: By outlining the content and implementation effect of YM brand new retail strategy,make the SWOT analysis,and obtain the conclusion that the new retail strategy transformation of YM has more opportunities than challenges for the expansion and development of the brand,as well as the remaining disadvantages of the brand itself.Combined with the analysis of the strategic environment and difficulties of YM brand,this paper puts forward optimization Suggestions and safeguard measures,which can pave the way for the advance of strategic transformation of the brand,and provide reference for development of other female clothing brands.