Digital Marketing Transformation of Down Clothing Brand Under “New Retail+Live Broadcast”

Guxian Miao
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Guxian Miao: Shaoxing Vocational and Technical College

A chapter in Innovation of Digital Economy, 2023, pp 105-116 from Springer

Abstract: Abstract With the application of digital technologies such as Internet, big data and cloud computing, as well as the rise of live delivery and short video marketing, textile and garment e-commerce has undergone great changes. The industry presents the integration of outgoing lines, online and offline. The “social+content+e-commerce” model has become a breakthrough, and the market has sunk to third and fourth tier cities and digital transformation. Textile and clothing has become the largest category of e-commerce live broadcast, which can effectively alleviate the pain point of online shopping through multi-dimensional display and strong interaction of live broadcast. The essence of digital transformation and upgrading is to comprehensively digitize the industrial chain by using digital technology driven by end consumer demand. Digital marketing is the first step of enterprise digital transformation. Through the precipitation analysis of a large number of sales data, it can guide the business links such as enterprise R & D and production. How to promote the digital transformation and upgrading of down brand enterprises under the trend of new retail and e-commerce live broadcasting?

Keywords: New retail; E-commerce live broadcast; Down clothing; Brand; Digital marketing (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/978-981-99-1741-9_7

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