网红经济下服装企业核心竞争力策略研究

Research on the Strategy of Core Competitiveness of Clothing Enterprises Under Internet Celebrity Economy

从网红经济入手,通过分析网红经济下服装企业的运营模式,揭示服装行业的发展困境:服装年销售量不升反降;线上服装零售业销售规模不断增长,但增长速度快速下滑;传统服装生产企业产销运营模式日渐式微;网红运营模式发展瓶颈。针对上述困境,提出优化供应链,增强核心竞争力策略:强强联合、专业化运作;量身定做,满足个性化需求;开发设计功能面料服装,占领服装细分市场;网红经济颠覆了市场的原有基本逻辑——网红是消费者的代言人。

Starting with the internet celebrity economy,this paper analyzes the operation mode of clothing enterprises under the internet celebrity economy and reveals the following development dilemmas of the clothing industry.The annual sales volume of clothing is not rising but falling.The scale of online clothing retail sales is increasing but the growth rate is declining rapidly.The production and marketing operation mode of traditional clothing production enterprises is declining day by day.The development of online celebrity operation mode has encountered bottleneck.In view of the above difficulties,the paper puts forward the strategies to optimize the supply chain and enhance the core competitiveness.Strong alliance carries out the professional operation.Tailor-made clothing helps to meet the individual needs.Functional fabric clothing is developed and designed to occupy the clothing market segments.The internet celebrity economy subverts the basic logic that the online celebrity is the voice of the consumers.