新零售时代服装品牌商的全渠道融合模式

doi:10.13475/j.fzxb.20181206208

摘要/Abstract

摘要：

在新零售时代服装品牌商面临多种挑战。为此,基于商业模式理论与服装品牌商渠道融合实践,选取休闲类和运动类服装品牌商案例,从价值发现、价值创造、价值实现3个阶段对服装品牌商全渠道融合模式进行多案例分析。研究结果表明:在实现全渠道融合前,案例企业均实现了从单渠道向双渠道模式的变革;全渠道融合是将线下渠道体验优势与线上渠道信息优势全面融合的销售实践;服装品牌商通过技术应用与机制创新可实现全渠道融合;全渠道融合模式实现了全渠道同品类、同价格、库存共享、会员数据互通;全渠道品牌商能够通过多种渠道与客户进行互动,借助网络平台、社交工具和优惠策略组织和引导顾客。

关键词: 新零售, 全渠道, 服装营销模式, 渠道融合, 服装品牌商

Abstract:

In the new retail era, clothing brands face many challenges. The purpose of this study is to explore the omnichannel integration model for clothing brands, based on the business model theory and channel integration practices. This paper focuses on casual and sports clothing brands as case study objects. The research was carried out in three stages: value discovery, value creation, and value realization. It was found that before omnichannel integration, the businesses in this study had already made the transformation from single to dual-channel mode. The study also shows that the sales practice of the omnichannel integration model integrates the advantages of the offline channel experience with those of online channel information, and that clothing brands achieve omnichannel integration through technology application and mechanism innovation. The omnichannel model has the characteristics of same category, same price, stock sharing, and member data intercommunication. The omnichannel brand can interact with customers through various channels using preferential strategies, while organizing and guiding them through network platforms and social media.

Key words: new retail, omnichannel, clothing marketing model, omnichannel integration, clothing brands

中图分类号:

F724.6

邵鹏, 梁杰. 新零售时代服装品牌商的全渠道融合模式[J]. 纺织学报, 2020, 41(01): 150-157.

SHAO Peng, LIANG Jie. Research on omnichannel integration model of clothing brands in new retail era[J]. Journal of Textile Research, 2020, 41(01): 150-157.

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品牌商	经营时间	主要产品	线下渠道	线上渠道
优衣库	2006年中国首家店于上海开业	服装及其配件、鞋、伞、箱包、床上用品等	布局一二线城市,截至2018年8月门店633家	官方网站,天猫店
海澜之家	2002年南京中山北路店正式开业	男装、配饰与相关产品	布局二三线城市,截至2018年8月门店6 097家	官方商城,天猫店,美团外卖
迪卡侬	2000年第1家直销店开张	运动服饰、装备及创意运动产品	截至2017年12月概念商场267家	官方网站,天猫店
李宁	1998年第1家设计开发中心设立	运动及休闲鞋类、服装、器材和配件	截至2018年6月门店6 898家	官方网站,天猫店

项目	传统双渠道或多渠道结合	新零售全渠道融合
运营模式	实体零售商开拓网上渠道,网络零售商布局线下渠道	实体店与网络零售数据连通,共享库存、会员、价格等信息
价格	通常线上价格低于线下价格,线上营销价格策略更加灵活和具有针对性	线上线下同价,优惠券、营销活动互通,营销价格策略灵活并具有针对性
配送	由网上商城向全国用户配送,或配送到实体店用户自取,此时实体店通常只起到了代收货的作用	品牌商预测需求并动态调整实体店库存,网上商城接收订单,当地实体店向用户配送或用户自取
渠道	线下线上彼此独立、不产生冲突,但线上线下并没有形成有效互动与协同	以用户需求为导向,线上线下融合,不区别对待线上或线下用户
典型场景	由于网上购物具有价格优势,线下店铺沦为体验店。用户受到线下店铺的冷遇后选择其他品牌	基于用户数据进行针对性营销,用户接收到网络优惠券并选择在线下单,用户前往实体店体验自取