目前传统零售行业的销售创新乏力，曾经蓬勃发展的线上电子商务也早已 渡过了快速发展时期，竞争日趋激烈。最近，融合了线上服务、线下体验以及 现代物流的新零售概念被提出和关注。它能充分发挥低成本传递数据的优势， 将商品、客户、交易等信息通过网络实时传递，打破消费者体验障碍、优化库 存管理，拓宽销售渠道。这不但为互联时代消费者提供更大便利，也显著降低 生产和运营成本，有效实施库存管理，展现很大的社会效益。 我国家纺行业经历二十余年的发展，一直稳健增长，但是市场巨大，还有 很多发展空间，以罗莱、富安娜等优秀自主品牌为先驱，目前市场占有率总计 不到 10%；国外品牌多采用从家纺到家居的一体化经营模式，行业集中度较高， 并且有在中国市场快速扩张的意图。未来优秀家纺品牌市场占有率会有进一步 提高、行业集中度的提升也值得期待。 “有物”是自主创立的崭新家纺零售品牌，顺应国内纺织品产业升级，着 力打造自主设计、环保优质的中高端自有品牌，以新零售为品牌发展的基本营 销模式。本文深入该实践，探讨传统行业中的新创品牌如何在前所未有的零售 模式创新大潮中寻得一条适合自己的营销道路。 本文通过分析比较国内外家居市场发展现状，运用 PEST 外部宏观环境分析 方法，研究“有物”品牌的产品特性，明确了研究对象的竞争优势和发展合理 性。根据五力模型分析了内部环境，进一步论述了制约“有物”快速崛起的内 部障碍。 本文逐一解析了品牌当前面临的价格体系混乱、线下扩张过于保守、品牌 定位与实际呈现不符、线上品牌营销不健全等问题，提出了适合新时代零售的 改进措施和营销管理方案。 关键词，新零售、消费体验、家纺、互联网、线上线下融合III Abstract At present, the sales innovation in the traditional retail industry is weak, and the online e-commerce that has flourished has already passed the period of rapid development, and the competition is becoming increasingly fierce. Recently, new retail concepts that incorporate online services, offline experiences, and modern logistics have been raised and focused. It can give full play to the advantages of low- cost delivery of information data such as commodities, customers, transactions, etc. While breaking the consumer experience barrier, optimizing inventory management, and expanding sales channels. This not only provides greater convenience for consumers in the connected era, but also significantly reduces marketing costs and facilitates inventory management. It is a new retail model that can be realized under the development of the latest electronic and network technologies, and will show great social benefits. Chinese textile industry has experienced more than 20 years of development, and the growth trend is steady. Most of them take the road of specialization as the development direction. They are pioneers of outstanding independent brands such as Luolai and Fuanna. But the total market share of these brand is less than 10%. And the international market adopts more, from the home textile to the home's integrated business model, the industry is highly concentrated and has the intention of rapid expansion in the Chinese market. In the future, the market share of outstanding home textile brands will be further improved, and the increase in industry concentration is also worth looking forward to. “YOWO” is a new retail brand of Home Textiles. It is in line with the upgrading of domestic textile industry, and strives to build a medium-to-high-end private brand with independent design, environmental protection and high quality, and a basic marketing model of brand development with new retail. This article goes deep into this practice and explores how new brands in traditional industries can find a marketing path that suits them in an unprecedented wave of retail model innovation. This paper analyzes and compares the development status of domestic and international home furnishing market, and uses PEST external macro-environmental analysis method to study the product characteristics of “YOWO” brand, and clarifies the competitive advantage and rationality of research objects. According to the five-IV force model, the internal environment is analyzed, and the internal obstacles that restrict the rapid rise of “things” are further discussed. This paper analyzes the problem of the price system confusion, the offline expansion is too conservative, the brand positioning is not consistent with the actual presentation, the online brand marketing is not perfect, and the improvement measures and marketing management solutions suitable for the new era of retail are proposed. KEY WORDS: New retail,Consumer experience, Home textiles, Online and offline integration目录 致谢 ......................................................................................................................I 摘要 ..................................................................................................................... II Abstract .............................................................................................................. III 第 1 章 绪论......................................................................................................... 1 1.1 选题的背景及意义 ..................................................................................................... 1 1.2 国内外研究现状 ......................................................................................................... 3 1.3 研究方法 ..................................................................................................................... 5 1.4 研究思路与结构 ......................................................................................................... 5 第 2 章 理论基础.................................................................................................. 7 2.1 传统营销理论 ........................................................................................................ 7 2.2.1 几大模型理论 .......................................................................................................... 7 2.2 新零售理论 ............................................................................................................ 8 2.2.1 新零售理论的提出 .................................................................................................. 9 2.2.2 新零售的理论基础 .................................................................................................. 9 2.2.3 “新零售时代”商业模式与传统零售的区别.........................................................11 第 3 章“有物”品牌外部环境分析................................................................... 13 3.1 宏观环境分析——PEST 分析模型 ........................................................................ 13 3.1.1 政治环境因素 ........................................................................................................ 14 3.1.2 经济环境因素 ........................................................................................................ 14 3.1.3 社会环境因素 ........................................................................................................ 16 3.1.4 科技环境因素 ........................................................................................................ 17 3.2 行业环境的机遇与威胁分析——五力模型 .......................................................... 18 3.2.1 行业内的竞争 ........................................................................................................ 19 3.2.2 潜在竞争对手 ........................................................................................................ 19 3.2.3 供应商讨价还价的能力 ........................................................................................ 20 3.2.4 客户讨价还价的能力 ............................................................................................ 20 3.2.5 替代品的威胁 ........................................................................................................ 21 3.3 行业面临的突破................................................................................................... 21 3.3.1 融入跨界思维 ........................................................................................................ 21 3.3.2 依靠大数据 ............................................................................................................ 22 3.3.3 资源整合理念 ........................................................................................................ 22 3.3.4 重视原创设计 ........................................................................................................ 22 第 4 章“有物”品牌发展现状与问题............................................................... 24 4.1“有物”品牌的概况以及产品结构 ...................................................................... 24 4.2“有物”品牌在原有新零售模式下的发展 ........................................................... 25 4.3“有物”品牌新零售营销模式下的不足............................................................... 25 4.3.1 价格体系混乱 ........................................................................................................ 26 4.3.2 线下零售店铺扩张缓慢 ........................................................................................ 27 4.3.3 品牌包装及宣传与定位不符 ................................................................................ 28 4.3.4 品牌宣传没有合适方法 ........................................................................................ 284.3.5 线下配送以及系统化管理不完善 ....................................................................... 30 4.3.6 人员结构不合理 .................................................................................................... 30 第 5 章 新零售模式下的营销模式研究 .............................................................. 31 5.1 现有新零售营销模式.................................................................................... 31 5.1.1 新零售的营销模式之一，线上购买，线下体验 ................................................ 31 5.1.2 新零售的营销模式之二，线上下单，线下提货............................................... 32 5.1.3 新零售的营销模式之三，线下购买，线上推广运营......................................... 33 5.2 适用“有物”品牌营销模式的方案探讨.............................................................. 34 5.2.1 明确其品牌定位 .................................................................................................... 35 5.2.2 放缓其线下门店的开店进程 ................................................................................ 36 5.2.3 拓张电商的广度和深度 ........................................................................................ 37 5.2.4 深耕线上推广 ........................................................................................................ 39 第 6 章 “有物”品牌营销模式的实施与保障................................................... 41 6.1 营销模式的实施................................................................................................... 41 6.1.1 营销模式需要的数据收集与整理......................................................................... 41 6.1.2 营销模式需要构建“场景”模式......................................................................... 42 6.1.3 营销模式所对应的人员配合及职能划分............................................................. 43 6.1.4 营销模式所需的技术支持以及外部资源配置..................................................... 45 6.1.5 营销模式执行后可能出现的效果......................................................................... 46 6.2 营销模式更换后的可能隐患及解决方案 .............................................................. 47 6.2.1 执行的隐患 ............................................................................................................ 47 6.2.2 针对隐患的解决方案 ............................................................................................ 48 第 7 章 结论与展望............................................................................................ 49