Journal of Textile Research ›› 2021, Vol. 42 ›› Issue (10): 163-171.doi: 10.13475/j.fzxb.20201105209

• Apparel Engineering • Previous Articles     Next Articles

Research on integration and transformation of apparel sales channels under new retailing concept

HAN Shuguang1, CHEN Shuting2, HU Jueliang1()   

  1. 1. School of Science, Zhejiang Sci-Tech University, Hangzhou, Zhejiang 310018, China
    2. School of Fashion Design Engineering, Zhejiang Sci-Tech University, Hangzhou, Zhejiang 310018, China
  • Received:2020-11-23 Revised:2021-06-13 Online:2021-10-15 Published:2021-10-29
  • Contact: HU Jueliang E-mail:hujlhz@163.com

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Abstract:

In order to compare the new retailing model and the traditional duel-channel model, the theoretical basis for the transformation of the new retail model of traditional clothing companies were introduced. The similarities and differences between the new retail model and the traditional dual-channel model were explored, and the utility function of clothing consumers under dual-channel and new retail modes was designed based on utility theory combined with clothing characteristics. The corresponding clothing consumer demand and clothing retailer profit model were quantitatively described. Through numerical examples, the effects of online trust, offline experience service levels, and "buy online, pick upin store"(BOPS) inconvenience on channel integration and transformation, and the impact of apparel retailers' total profits were studied. The research shows that when the effects of online trust reaches a certain threshold, it is more advantageous for apparel companies in the dual-channel mode to implement the same price strategy online and offline. Under the new retail mode, BOPS inconvenience has the greatest impact on apparel retailers' profits, and the effects of online trust impacts on the profits of clothing retailers is minimal. The implementation of the new retail model has the potential to greatly increase the profits of clothing retailers.

Key words: new retail, clothing channel integration and transformation, order online and pick up offline, offline service experience

CLC Number: 

  • TS941

Fig.1

Apparel dual-channel structure model"

Fig.2

Apparel new retail structure model"

Tab.1

Parameter symbol and definition"

参数符号 定义
v 消费者对某类服装商品的评估价值( 0 < v ≤ v -)
注: v -为v的上限
θ 消费者线上信任程度( 0 < θ ≤ 1)
p 新零售模式下某类服装商品统一零售价
p o 双渠道模式下某类服装商品线上零售价
p s 双渠道模式下某类服装商品线下零售价
h s 消费者线下购买成本( 0 < h s ≤ h ¯ s)
注: h ¯ s为 h s的上限
h o 消费者线上购买成本
s 服装零售商线下体验服务水平( s ≥ 1)
b 线下渠道相对于BOPS的不便利程度( 0 < b < 1)
h BOPS服务单位处理成本
r 交叉销售单位利润
η 线下体验服务成本系数[19]
U ij i零售模式下 j渠道的消费者效用
D ij i零售模式下 j渠道的消费者需求
∏ i i零售模式下服装零售商的总利润

Fig.3

Apparel consumers' channel choice under dual channel mode"

Fig.4

Utility distribution of clothing consumers under new retail model"

Fig.5

Apparel consumers' channel choice under new retail model"

Fig.6

Changes in total profit of apparel retailers under dual-channel mode"

Fig.7

Influence of effect of onlinetrust and offline experience service levels on retailers total profit"

Fig.8

Inflence of BOPS inconvenience and effect of online trust on retailers total profit"

Fig.9

Inflence of BOPS inconvenience and offline experience service level on retailers total profit"

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[1] 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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