摘要
在数字化浪潮不断推进的情形下,服装电商与传统零售模式融合已成为行业发展的核心方向,首先剖析服装电商的数字化优势、传统零售的体验价值以及二者之间产生的协同效应,探讨全渠道营销、供应链整合以及技术驱动的融合路径。然后借太平鸟依靠数据驱动展开的全渠道运营、衬衫老罗实现的柔性供应链转型和美特斯邦威的本地生活模式,揭示融合路径的实施机制及取得的成效。融合模式借助数据共享、供应链优化以及技术创新,提升了企业的市场竞争力和消费者体验,为服装行业的可持续发展提供了有效的路径,同时,区块链、5G等新技术推动了融合模式的深入发展,有助于企业在动态变化的市场中达成长期发展。
With the continuous advancement of the digital wave,the integration of clothing e-commerce and traditional retail models has become a key core direction for the development of the industry.All the digital advantages of clothing ecommerce,the experience value of traditional retail and the synergy between the two are analyzed.It also explores the integration path of omni-channel marketing,supply chain integration and technology-driven.With the help of PEACEBIRD’s data-driven omni-channel operation,Luo Shirt’s flexible supply chain transformation and Metersbonwe’s local life model,the implementation mechanism and results of the integration path are revealed.The integration model has improved the market competitiveness and consumer experience of enterprises through data sharing,supply chain optimization and technological innovation,and has provided an effective path for the sustainable development of the clothing industry.New technologies such as blockchain and 5G will promote the in-depth development of the integration model and help enterprises achieve long-term development in a dynamically changing market.
作者
王红红
王东娟
马汉波
徐利云
傅磊
WANG Honghong;WANG Dongjuan;MA Hanbo;XU Liyun;FU Lei(Weifang Business Vocational College,Weifang 262200,China;Weifang Institute of Economics,Weifang 262200,China)
出处
《染整技术》
2025年第8期140-142,共3页
Textile Dyeing and Finishing Journal
关键词
服装电商
传统零售
融合路径
全渠道营销
供应链整合
数字化转型
clothing e-commerce
traditional retail
integration path
omni-channel marketing
supply chain integration
digital transformation
