数字化转型下服装零售业的电商机遇与挑战——以李宁品牌为例

E-commerce Opportunities and Challenges in the Apparel Retail Industry Under Digital Transformation--A Case Study of the Li-Ning Brand

本文使用PEST模型分析揭示了李宁品牌的电子商务领域发展背景,包括“一带一路”倡议、消费者在各年龄层的占比中变化、消费者偏好、供应链管理等要素。在数字化转型浪潮中,以李宁为代表的服装零售品牌面临着显著的机遇与挑战。这一转型为品牌提供了扩大市场覆盖、增强消费者洞察、实现个性化营销的机会,同时也引入了激烈的市场竞争、消费者期望提高、技术投资压力、数据安全挑战和供应链管理的复杂性等挑战。李宁等服装品牌需全面拥抱数字化,实现从产品研发到客户服务的全方位转型升级。同时,积极应对技术迅速变化、消费者期望提升和供应链管理日益复杂等变化。通过持续地技术投资、创新和优化供应链管理等变革,以期在竞争激烈的市场中保持领先地位,进而满足日益变化的市场需求,实现可持续发展。

This paper utilizes the PEST model to analyze and reveal the development background of the Li-Ning brand in the e-commerce fi eld,including factors such as the"Belt and Road"Initiative,changes in consumer age demographics,consumer preferences,and supply chain management.In the wave of digital transformation,apparel retail brands represented by Li-Ning face signifi cant opportunities and challenges.This transformation provides opportunities for brands to expand market coverage,enhance consumer insights,and achieve personalized marketing.However,it also introduces challenges such as intense market competition,increasing consumer expectations,pressure for technological investment,data security challenges,and the complexity of supply chain management.Brands like Li-Ning need to fully embrace digitalization and undergo comprehensive transformation and upgrading from product development to customer service.At the same time,they should actively respond to rapid technological changes,rising consumer expectations,and increasingly complex supply chain management.By continuously investing in technology,innovating,and optimizing supply chain management,they aim to maintain a leading position in the fiercely competitive market,meet evolving market demands,and achieve sustainable development.