Research On Optimization Of Network Broadcast Strategy Of R Children’s Clothing Company

R Children’s Clothing Company was established in May 2008.It is a chain enterprise with children’s clothing retail as its main business.Since its establishment,it has maintained a steady growth in sales.Before the large-scale outbreak of the COVID-19 pandemic in 2020,R Children’s Clothing Company has been using the traditional offline marketing and customer acquisition model.However,due to the popularity of online consumption and the global economic recession,the performance growth of R Children’s Clothing Company has been gradually slowing down.At the beginning of 2020,an global spread of the COVID-19 pandemic caused its channel advantage to collapse and the store business to be on the verge of paralysis.The sales of R Children’s Clothing Company stopped suddenly,and the turnover in the first quarter fell by 73%.Faced with the tense situation of the market,R Children’s Clothing Company began to conduct webcasting on the most popular Douyin short video platform,but still it did not achieve the expected marketing effects,which made its operation more and more difficult.Therefore,improving the efficiency of webcasting,truly promoting product sales,and successfully adapting to new consumption patterns have become practical problems that R Children’s Clothing Company needs to solve urgently.Through a series of data analysis,this paper firstly expounds the current situation of R Children’s Clothing Company’s webcast marketing channels.Then,based on the SICAS consumer behavior model,combining with the questionnaire survey method,this paper investigates the consumers’ intuition and feelings at the five consumption touch points of the SICAS model,i.e.Sense,Interest & Interactive,Connect &Communication,Action and Share,as well as collects,organizes and quantitatively analyzes the questionnaire data.Furthermore,the paper also explores the problems and causes of webcast marketing of R Children’s Clothing Company.Finally,on the basis of the SICAS model,causes of the low efficiency of webcasting are analyzed,and marketing optimization strategies for R Children’s Clothing Company are proposed and verified.The main research results of this paper are as follows: Firstly,no matter from the perspective of webcast performance of R Children’s Clothing Company or from its webcast data,there is a problem of low marketing efficiency,which leads to great difficulties of the company’s operation.Secondly,by using the SICAS model as a framework to explore the reasons for the low webcast efficiency of R Children’s Clothing Company,it has been founded that there are deficiencies in the five consumption touch points of the SICAS model,which results in its poor marketing effects.Thirdly,in oder to improve the efficiency of the webcast marketing of R Children’s Clothing Company,this paper proposes optimization strategies for each one of the five aspects — improvement of consumer awareness,stimulation of consumer purchasing interest,strengthening of consumer contact and communication in the live broadcast room,promotion of consumer purchasing behavior,and promotion of sharing and dissemination.Finally,according to the research results,this paper provides not only an important theoretical basis and methodological support for the improvement of webcast marketing effects of R Children’s Clothing Company,but also provides relevant references for other companies in the same industry.