Research on Collaborative Innovation of Clothing Sales Channels Under the OMO Model: Based on The Integration Practice of Offline Stores and Live E-Commerce
Year: 2025
Type: article
Abstract: In the context of weak growth of traditional sales channels in the clothing industry and limitations in the development of live e-commerce, the OMO model has become the key to the transformation of the industry. This study focuses on the integration of offline stores and live e-commerce, analyzes the theoretical basis of the OMO model and its applicability in the clothing industry, and analyzes the current situation and integration issues of offline stores and live e-commerce. Taking Peacebird as an example, it summarizes the effectiveness of its OMO practice in finance, operations, organization, technology and other aspects, and points out the challenges faced in technology and interest coordination. The study confirms that the OMO model breaks data silos and reconstructs the collaborative mechanism through four-dimensional collaboration such as goods and marketing, significantly improves channel efficiency and consumer satisfaction, and is an important path for the digital transformation of the clothing industry. In the future, it can be further explored in the direction of intelligence and subdivided categories.
DOI: 10.54097/x8k9w694
Author: Yutong Zhou
Institution: Pratt Institute
Language: English
Subfield: Management of Technology and Innovation
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4413185464