快时尚线上品牌的价值运营策略

针对近几年快时尚品牌在线下渠道发展疲软、线上渠道快速发展和在运营策略方面的问题，采用对比分析的方法，比较了依半奴、裂帛、茵曼等快时尚线上品牌的运营策略，从韩都衣舍的核心动力因素、产品上新机制、营销渠道、资金链策略和企业文化等几个方面，深入探讨韩都衣舍品牌的价值运营策略。最后，通过对快时尚品牌现状的分析，针对国内几大快时尚品牌的运营策略进行研究提炼，重点探讨了韩都衣舍的价值运营策略，从宏观、微观2个层面总结提出快时尚线上品牌在价值运营策略上的适应性操作方法，企业需根据自身的情况去实践创新策略的效果，从而帮助企业走出运营困境，为企业注入升级的活力。

Value operation strategy of fast fashion brand

Aiming at problems of the overall weak performance of the in-store sales, the rapid development of online sales and some problems found in the operation strategy of fast fashion brands in recent years, the operation strategies of the brands EMINU、LIEBO、YINMAN, etc. were compared, and the core motivation, the new product mechanism, sales channel, financial strategy and enterprise culture of the brand HSTYLE were analyzed to discuss the brand value centered operation strategy of HSTYLE. Finally, Through the analysis of the status quo of fast fashion brands, several domestic fast fashion brand operating strategies were refined. Focusing on the comprehensive value of the HSTYLE operating strategy, the rapid fashion online brand value operation strategy is summed up from the macro and imcro levels. It still needs enterprises to practice the effect of innovation strategy according to their own conditions so as to help enterprises out of operational difficulties and inject vitality into enterpeises.