Abstract:

In order to promote the development of O2O (online to offline) business in the buying industry, combined with the applicatio status of apparel O2O channels, a Showroom (a large area in which goods for sale are displayed) platform mode was explored for the designer brands selecting shops. According to enterprise practice and desk data, the O2O operating environment of selecting shops was analyzed and the basic framework of a showroom platform mode was summed up. Through interviews and questionnaires, the intention of designer brands selecting shops was defined and the O2O marketing mode development apth was researched. With the project of enterprise D, an O2O service platform and a profit mode were put forward including order commission, retail profit, advertising revenue, consulting service charge, etc. Meanwhile, taking the joint operation between enterprise D and enterprise Z, the planning scheme of designer brand store was analyzed to pdrovide new ideas for the innovative Showroom service platform mode.

Key words: designer brand, selecting shop, O2O marketing mode, service platform