基于大码健身泳装创业实践的跨境服装产业新丝路

New Silk Road for the Cross-Border Garment Industry Research on Entrepreneurship Practice of Plus Size Fitness Swimsuit

基于美国特体人群的服装号型、消费支出数据,以新型健身方式衍生出的服装需求为切入点,锁定大码健身泳装为创业实践的核心产品。通过对中美服装产业贸易差、美国消费市场倾斜度、目标消费群体体型、中国资源优势4个方面的分析,结合中美跨境服装产业的特征和优势,对大码泳装创业项目的设计定位、经营模式,以及运营中的问题、经验等进行剖析,客观分析项目前景与发展规划,以个案经验探索跨境电商的运作流程,为服装产业新丝路的发展路径提供参考。

Based on the analysis of the size and consumption expenditure data of Americans with special body type,and the clothing demand derived from the new fitness way of this group,the plus size fitness swimsuits were targeted as the core products of entrepreneurial practice.The design positioning,business model,problems and experience of the plus size swimsuit entrepreneurial project were discussed deeply,by analyzing the trade gap between China and the United States,the slant of American consumer market,the body shape analysis of target consumer groups,and China’s resource advantage.Besides,the project prospects and development plans were analyzed objectively.This research explored the operation process of cross-border e-commerce with case experience,and can provide reference for the development path of new silk road in the garment industry.