Research On Marketing Strategy Optimization Of JS Brand Under The Background Of New Retail

With the introduction of the concept of new retail in 2016,traditional retail enterprises have accelerated the optimization of their marketing strategies around the new retail model.The apparel industry is a pioneer in the retail industry in terms of the starting point and marketing depth of new retail-related technologies.After six years of transformation and upgrading,some top enterprises have perfectly realized the transition from traditional retail to new retail.Through the optimization of marketing strategies,the brand has shown new vitality.JS brand has a history of more than 20 years since it was founded in 2000.Although it has established a complete online and offline operation system,its marketing layout for new retail is lagging behind.Especially in the recent three years,under the impact of the COVID-19 pandemic,the disadvantages of the original marketing system are gradually exposed,and the overall sales of the brand are declining significantly.Therefore,it is imperative to optimize and adjust the JS brand marketing strategy in the new retail context.This thesis takes the JS brand marketing strategy of YC Group as the research object.Firstly,it summarizes the marketing strategy of existing domestic and foreign enterprises based on the new retail model,and summarizes the basic theory and analysis tools of marketing.Secondly,this thesis introduces the history and operation of YC Group and JS brand marketing.With the help of market demand and consumer preference survey,combining marketing theory with marketing practice of apparel enterprises,it finds the existing problems of JS brand marketing strategy,specifically,vague brand positioning,slow distribution of sales channels,uncompetitive pricing system,etc.Supply chain model backward and other aspects of the problem.Thirdly,in order to solve the problems in JS brand marketing strategy,this thesis analyzes the macro and micro marketing environment of the brand by PEST tools,and analyzes the internal advantages and disadvantages of the group,as well as external threats and opportunities based on SWOT model.Finally,according to the above analysis and research results,combined with the 4P marketing theory,the existing marketing strategies of JS brand are deeply analyzed,and optimization suggestions and safeguard measures for implementation of strategy optimization are put forward.This thesis argues that optimizing marketing strategies for the JS brand requires optimizing product category planning and design ideas for product lines to build flexible supply chain capabilities.Aiming at the price line,we need to establish a scientific pricing strategy and optimize the price according to the product life cycle.For channel lines,it is necessary to optimize the expansion and layout of offline channels,establish a standardized management system for franchisee new retail,accelerate the development of online new channels,strengthen all-channel integration,and create a DTC model.For promotion,we hope to improve the comprehensive brand power by optimizing the form and content of promotion and hiring spokespersons.It is hoped that this study on JS brand marketing strategy optimization will help the brand improve its marketing strategy and ultimately increase its sales.