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如果说更多的传统企业都是先做了线上,然后再设法实现线上线下整合,那么都市丽人的做法无疑是一步到位,直接做到了一体化。2月25日,快时尚内衣品牌都市丽人正式发布自建的电商平台。它的这一举动很自然地让人产生不少疑问:作为一个传统服饰品牌,现在才“触电”是不是晚了点?从电商历史来看,品牌商自建平台的成功率并不高,都市丽人为何逆势而行?拥有近6千家直营和加盟门店的都市丽人,如何解决传统企业“触电”后的线上线下渠道冲突?
If more traditional businesses are done online first, and then try to achieve online and offline integration, then the urban beauty of the way is undoubtedly one step, directly to achieve integration. February 25, the fast-fashion underwear brand urban beauty officially released its own e-commerce platform. It’s a move that naturally gives rise to many questions: As a traditional clothing brand, now only “touch” is not too late? From the electricity supplier’s history, the success rate of brand self-built platform and Is not high, why the urban beauty contrarian line? Has nearly 6,000 direct sales and franchise stores in the urban beauty, how to solve the traditional business “electric shock” after the online and offline channel conflicts?