Research On Supply Pricing Decision-making And Coordination Of Fast-fashion Green Supply Chain Focusing On Consumer Surplus

With the emergence of environmental awareness and the transformation of consumption awareness,the country,the fast fashion industry and consumers have a strong demand for the green transformation of the fast fashion supply chain.As the world’s second largest source of industrial pollution,the fashion industry is a key industry to achieve sustainable development goals.The fast fashion industry has become the culprit of pollution in the fashion industry due to its fast product update and low greenness.In the fast fashion industry,incidents of endangering consumers’ rights and interests and environmental pollution frequently broke out,and they were subject to administrative penalties for many times and were once boycotted by consumers,reflecting the urgent need for the fast fashion industry to pay attention to consumer surplus and carry out green transformation.Considering the different decision-making objects of product design,production and sales in the fast fashion supply chain,the three outsourcing models of OBM,OEM and ODM will all have an impact on the green transformation of the supply chain.Therefore,it is of great significance to analyze the impact of the three models on the green transformation of the fast fashion supply chain when the leading enterprise retailers focusing on consumer surplus.Based on the systematic review and theoretical analysis of the research status of fast fashion green supply chain all over the world,this paper takes the two-stage fast fashion green supply chain composed of green fast fashion manufacturers and green fast fashion brand retailers as the research object.Introduced the Stackelberg game theory to describe the dominant position of fast fashion brand retailers in the supply chain,combined with the characteristics of fast fashion product fashion decreasing with time,and constructed Stackelberg game model under OBM,OEM and ODM outsourcing model of fast fashion green supply chain.The optimal pricing and greenness decision-making under different outsourcing modes are respectively studied when retailers focus on consumer surplus.Secondly,through the method of numerical analysis,the influence of relevant parameters on the greenness level and profit of the product is analyzed.Then,the theory of supply chain contract is introduced,and the supply chain under the mode of contract coordination OEM and ODM is constructed.Finally,the validity of the fast fashion green supply chain coordination contract under the leadership of M Group is verified,and corresponding management countermeasures and suggestions are put forward.The conclusions of this study are as follows:(1)For the manufacturer,the retailer’s focus on consumer surplus can not only significantly improve the greenness level of the product,but also have a positive impact on the manufacturer’s profit.Under the ODM model,manufacturers can obtain higher profits from the retailer’s focus on consumer surplus.Therefore,OEM model manufacturers should seek to cooperate with retailers who pay more attention to consumer surplus,and at the same time improve design capabilities through cooperation,gradually transform to ODM model,and finally form OBM model.(2)When the fast fashion brand retailer has a large scale and more resources,the OBM model is the best choice.Otherwise,the fast fashion brand retailer should fully consider its own position and choose an appropriate outsourcing model when entering the market.When the product is positioned to be updated frequently,the retailer’s focus on consumer surplus behavior has no effect on the choice of outsourcing model,and the ODM model is better.When fast-fashion brand retailers are highly focused on consumer surplus and the product is positioned as a slower update frequency,higher net profit is obtained under the OEM model.(3)Higher initial product fashion degree,product sales cycle and lower product fashion degree decay rate make products have higher greenness level,product wholesale price and product sales price.Therefore,when the fast fashion supply chain undergoes green transformation,different parameters can be adjusted step by step to affect product prices and greenness levels.At the same time,the fast fashion industry should actively promote the concept of sustainable development,cultivate consumers’ living habits of green consumption,and form a benign interaction of green production and life.(4)When consumers buy green fast fashion products,because the green performance price under OBM mode is the highest,it is always the best to choose green products under OBM mode,followed by ODM mode,and finally OEM mode.At the same time,consumers can also judge the greenness level of a product according to the fashion level of the product,the length of its life cycle,and the level of fashion decay rate.(5)The fast fashion green supply chain using the OEM model and the ODM model can achieve perfect coordination by building contracts.A higher retailer’s attention to consumption surplus will reduce the coordination scope of the revenue sharing contract and increase the coordination scope of the two pricing contracts.When the revenue-sharing contract coordinates the supply chain,the manufacturer prefers a higher sharing ratio in the OEM mode,while the retailer prefers a lower sharing ratio,and the opposite is true in the ODM mode.When two-part pricing contracts are adopted,when the fixed transfer payment of fast fashion retailers is small,the manufacturer prefers the ODM model,and vice versa.When the fixed transfer payments of fast fashion retailers are small,manufacturers prefer the OEM model.