Exploration of Garment Enterprise Marketing Model Based on “New Retail”

摘要

With the introduction of the new concept of retail, the retail industry in our country began to make new changes , the form of clothing retail is also changing, and the appearance of diversification is beginning to appear. Based on the new retail perspective, this paper analyzes the overstock of clothing inventory encountered by Chinese clothing brands in the process of development, the low loyalty of consumers to clothing brands, the declining profits of garment enterprises and the lack of brand precipitation. This paper puts forward the marketing strategy to solve the problem of clothing development in our country under the new retailing: using big data on line to transmit information quickly, improving the efficiency of enterprises in the supply chain system, improving the customer stickiness through perfect offline experience. This paper also puts forward the global fashion marketing model and digital and technical service marketing model for the development of garment enterprises in China under the new retailing, so as to explore a new marketing model suitable for the development of Chinese garment enterprises.