Marketing Strategy in Post-E-commerce era-Hailan House's New Retail Road

DOI

10.2991/hsmet-19.2019.25How to use a DOI?

Keywords

New retail; Clothing brand; Marketing model; Hailan house.

Abstract

The Chinese clothing retail industry has experienced the traditional retail stage, the big retail stage and the online retail stage, and is in full swing to construct the new retail at present. Since 2018, China's retail industry has begun to face a deeper challenge. Consumers are pursuing high-quality goods and convenient and fast consumption patterns, and the clothing industry is also looking for new retail models. As a Chinese men's wear brand that once topped the Hurun brand list, Hailan House's new retail, which combines online and offline resources, emerged as the times require. Hand-in-hand Alibaba is the starting point for the upgrading of the business model of Hailan House and all traditional clothing enterprises in the digital age. Hailan House from the bottom of the number According to the clear grasp of the dynamic evolution of the domestic clothing consumption market, so as to achieve product development and brand innovation, open a new chapter in the clothing retail industry.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Xuran Sun
AU  - Gang Fang
PY  - 2019/07
DA  - 2019/07
TI  - Marketing Strategy in Post-E-commerce era-Hailan House's New Retail Road
BT  - Proceedings of the 4th International Conference on Humanities Science, Management and Education Technology (HSMET 2019)
PB  - Atlantis Press
SP  - 132
EP  - 138
SN  - 2352-5398
UR  - https://doi.org/10.2991/hsmet-19.2019.25
DO  - 10.2991/hsmet-19.2019.25
ID  - Sun2019/07
ER  -