Sales strategy of famous apparel enterprises in e-commerce

摘要

For the purpose of finding strategies for famous apparel enterprises to keep and expand their market shares and brand images, this paper uses the statistics of China Internet Network Information Center (CNNIC) to do an empirical study of the behavior patterns of potential buyers. This paper finds that famous apparel enterprises may take strategies of parallel sales channel, offline trial and online purchase, online stores run by specialized operators, new brands for online sales, and websites of their own to further their business. Such strategies each have their pros and cons. Apparel enterprises may choose one or more suitable strategies.