全渠道环境中快时尚品牌商价值创造模式

The value creation model of fast fashion brand in omni-channel environment

针对渠道融合进程中存在的渠道冲突问题,对代表性企业的全渠道模式开展研究。通过案例研究,从战略模式、运营模式和盈利模式分析快时尚品牌商价值创造模式。研究发现:快时尚品牌的渠道战略布局具有差异性,网络渠道购物感知风险依然存在,在全渠道融合方面价格和库存信息线上线下不一致;跨界合作与联名产品提升了产品的独特性,科技体验与本土化促销策略的结合有助于满足消费者需求;“在线购买,线下取货”与“优惠引流,向上销售”模式有效利用了线下线上的渠道外部性,发挥了全渠道的优势。

In view of the channel conflict in the process of channel intergration,the conduct research on the omni-channel model of representation enterprises was conducted.Based on case studies and questionnaire survey methods,the fast-fashion brands′value creation model was analyzed from the strategic model,operation model and profit model.The study found that the channel strategy layout of fast fashion brands is different,the perceived risk of online channel shopping still exists,and there is an inconsistency between online and offline prices and inventory information in terms of omni-channel integration;cross-border cooperation and joint products make the product more unique.The combination of technology experience and localization promotion strategy can better serve consumer needs;“ordering online,pickup in-store”and“preferential drainage,up-sales”model effectively utilizes the externality of offline and online channels,which can better take the advantages of omni-channels.