疫情条件下服装企业的发展思路探索

Research on the Development of Garment Enterprises under the Epidemic Situation

疫情影响下服装企业业绩出现整体下滑,传统生产方式和营销模式已经不能给消费带来新动力,在严峻形势下企业迫切需要转型升级。通过文献查询和市场调研,总结了新形势下企业业绩提升的有效方法,旨在为服装企业提供发展思路,主要包括:紧跟直播趋势,采用个性化定制,创新营销模式。“专业知识主播+普通人主播”能提升直播水平;“半个性化定制”适合传统规模化生产企业;在集体力量下进行资源优势整合,适应新零售模式,是解决中小企业资源不足的良策。

Under the epidemic situation, the performance of garment enterprises had declined overall. Traditional production methods and marketing models had been unable to bring new impetus to consumption. Under severe circumstances, companies urgently need to transform and upgrade. Through literature inquiries and market research, the effective methods for improving performance of enterprises under the new situation were summarized, to provide development ideas for garment enterprises, mainly including: keeping up with the live broadcast trend, using personalized customization and innovating marketing models. "Professional anchor + ordinary anchor" could improve the level of live broadcasting. "Half-personalized customization" was suitable for traditional large-scale production enterprises. The integration of resource advantages under the collective force and adaptation to the new retail model were good strategies to solve the shortage of resources for small companies.