Research on the Marketing Strategy of Apparel Retail Industry under Digital Transformation—Taking Li Ning Brand as an Example
Year: 2024
Type: article
Abstract: In the wave of digital transformation, apparel retail brands are facing significant opportunities and challenges. Apparel brands such as Li Ning need to fully embrace digitization to achieve all-round transformation and upgrading from product development to customer service. Meanwhile, they need to actively respond to the rapid changes in technology, rising consumer expectations and the increasing complexity of supply chain management. Through continuous technological investment, innovation and optimization of supply chain management, in order to maintain a leading position in the highly competitive market to achieve sustainable development. This paper uses Porter's Five-Forces Model to analyze the e-commerce field development background of Li Ning brand, the change in the percentage of consumers in each age group, consumer preference, supply chain management and other elements.
Author: Yixuan Li
Institution: City University of Hong Kong
Language: English
Subfield: Management of Technology and Innovation
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4404867311