双循环背景下纺织服装企业销售渠道建设与变革

Construction and reform of sales channels in textile and garment enterprises under the background of double circulation

在以国内大循环为主体、国内国际双循环相互促进的新发展格局下,文章对我国服饰行业销售渠道变化情况进行研究。面对市场容量的增速减缓,需要重视国际化渠道建设,让跨境电商成为新的增量销售渠道,成为国际循环中的一部分;同时,以国内循环为主体,优化新型销售渠道中出现的网络空间、社群空间和终端空间,实现三位一体,建立立体营销体系,为我国纺织服装企业在双循环背景下达成销售目标保驾护航。

Under the new development pattern with domestic circulation as the main body and domestic and international circulation promoting each other,this paper studies the changes of sales channels in China’s garment industry.As the growth of market capacity slows down,we need to pay attention to international channel construction,make cross-border e-commerce become a new incremental sales channel and a part of the international cycle;Meanwhile,with domestic circulation as the main body,we need to optimize the network space,community space and terminal space in the new sales channel,realize three-in-one,establish three-dimensional marketing system,escort Chinese textile and garment enterprises to achieve sales target under the background of double circulation.