Abstract:

The key of O2O model is to integrate resources from online and offline, the integration is not only channel, but also groups of consumer and consumption demand; innovation of current O2O mode is back to the essence of developing service -- to provide user more and better consuming experience. Research under the mode of O2O fashion brand consumption experience should classify the O2O models at first. This paper chooses 1210 objects and analyses data to obtain the relationship between the fashion brands’ O2O classification and consuming experience interactively. Research shows that: fashion brands’O2O mode of experience should not be excessively complex and stylized; method of O2O model is not a procession to deal with the inventory, we cannot ignore the important part -- the users’ consuming experiences. Fashion company should choose its own O2O mode according to brand positioning, get out from theoretical framework, construct an O2O model fitting its source on the destination of consuming experience, study the elements of the consumption. Only understand consumers' real sense and specific needs, can fashion company segment the O2O market, avoiding homogenization, lead its O2O model into a new level.