The Concept and Characteristics of 1. Internet Fast Fashion Enterprises

Internet fast fashion companies refer to companies that sell through the Internet, mainly engaged in the field of women's fast fashion, and provide global consumers with cost-effective fashion products.

Typical representatives of such enterprises are SHEIN, ROMWE, Zaful, etc. The main characteristics of Internet fast fashion enterprises are as follows:

Fast product updates. Relying on the advantages of China's supply chain, Internet fast fashion enterprises continuously integrate industry resources and establish a complete supply chain system from design and development to pattern printing, from fabric procurement to garment manufacturing, from e-commerce business to after-sales service, so as to realize one-stop production, research and marketing. Internet fast fashion companies have a team of more than 100 designers. The new 200 takes only 2 weeks from design to ready-to-wear, far exceeding traditional fast fashion brands such as Zara and H & M.

Low price, high cost performance. Internet fast fashion companies save the cost of intermediate links through online sales, while using big data and algorithms to accurately price and promote sales to attract consumers' desire to buy. The price of products of Internet fast fashion enterprises is generally between 10- 50 US dollars, which is far lower than that of traditional fast fashion brands, such as Zara, H & M and so on.

The market covers a wide range of consumers. Internet fast fashion companies have entered North America, Europe, Russia, the Middle East, India and other markets through cross-border e-commerce platforms, with hundreds of millions of consumers. The consumers of Internet fast fashion enterprises are mainly young women aged 18- 35. They have a strong pursuit of fashion, like to try different styles and collocation, and are more sensitive to price.

Marketing methods are diverse and user interaction is strong. Internet fast fashion enterprises use social media, live broadcast, short video, net red, KOL and other ways to carry out brand promotion and product promotion, and establish close contact with consumers. Internet fast fashion enterprises also provide online fitting, store delivery, store self-service and other services through APP or small programs to enhance user experience. Internet fast fashion enterprises also through the establishment of membership system, collection and analysis of user data, personalized recommend and precision marketing, improve user loyalty and repurchase rate.

Concept and Purpose of 2. Consumer Research

Consumer research refers to the use of various market research techniques and methods on the basis of the study of the basic characteristics of the market environment (politics, law, society, culture, technology), demographic characteristics, lifestyle, economic level and other basic characteristics. The study of realizing one's own wishes and needs through the stages of cognition, attitude, motivation, choice, decision-making, purchase and use.

The purpose of consumer research mainly has the following aspects:

Understand consumer needs and preferences and provide products and services that meet consumer expectations. Consumer research can help companies understand consumer basic information, consumption habits, purchase motivation, purchase behavior, post-purchase evaluation, etc., so as to determine consumer needs and preferences, as well as the factors that affect consumer needs and preferences. Through consumer research, enterprises can design and develop products and services suitable for consumers according to their needs and preferences, improve the quality and satisfaction of products and services, and increase consumers' willingness to buy and loyalty.

Grasp the behavior and psychology of consumers and establish trust and loyalty with consumers. Consumer research can help companies grasp the behavior and psychology of consumers, including consumers' cognition, attitude, emotion, values, lifestyle, etc., so as to understand the psychological needs and expectations of consumers, as well as the factors that affect consumer behavior and psychology. Through consumer research, companies can formulate and implement effective marketing strategies based on consumer behavior and psychology, including product positioning, price positioning, channel selection, promotion methods, brand image, etc., to enhance consumer awareness and trust in the company, Enhance the emotional and value resonance between consumers and enterprises, and establish a long-term and stable relationship with consumers.

Discover the potential and future needs of consumers, innovate products and services, and enhance brand image and influence. Consumer research can help companies discover the potential and future needs of consumers, including their hidden needs, potential needs, and future needs, so as to predict consumer trends and changes, as well as factors that affect their potential and future needs. Through consumer research, enterprises can innovate products and services according to the potential and future needs of consumers, provide new value and experience, enhance brand image and influence, seize market opportunities and increase competitive advantage.

Evaluate consumer satisfaction and loyalty, optimize products and services, and improve consumer repurchase and recommendation rates. Consumer research can help companies assess consumer satisfaction and loyalty, including consumer satisfaction with products and services, loyalty, willingness to recommend, etc., so as to measure the performance and effectiveness of the company, as well as the factors that affect consumer satisfaction and loyalty. Through consumer research, companies can optimize products and services based on consumer satisfaction and loyalty, improve deficiencies and problems, increase consumer repurchase rates and recommendation rates, and increase corporate revenue and profits.

3.SHEIN Company's Consumer Research Case Analysis

SHEIN is an Internet fast fashion company established in 2008, mainly engaged in the field of women's fast fashion, providing global consumers with cost-effective fashion products. SHEIN is a leader in Internet fast fashion companies. It has entered the market in more than 220 countries and regions, has more than 0.2 billion registered users, and annual sales exceed US $10 billion. How does SHEIN improve the competitiveness of Internet fast fashion enterprises through consumer research? The following is a specific case analysis of SHEIN's consumer research:

Understand consumer needs and preferences and provide products and services that meet consumer expectations. SHEIN collects and analyzes basic consumer information, consumption habits, purchase motivation, purchase behavior, post-purchase evaluation and other data through a variety of methods, such as questionnaires, interviews, observations, experiments, etc., to understand consumer needs and preferences, as well as the factors that affect consumer needs and preferences. According to the needs and preferences of consumers, SHEIN company designs and develops products and services suitable for consumers, improves the quality and satisfaction of products and services, and increases consumers' purchase intention and loyalty. For example, according to the needs and preferences of consumers, SHEIN divides products into different categories, such as top, bottom, dress, coat, shoes, accessories, etc. Each category is subdivided into different styles, such as leisure, elegance, sexy, sports, retro, etc. Each style has different colors, patterns, materials, sizes and other choices, so that consumers can choose according to their own preferences, easily find the right product for you. SHEIN also provides services that meet consumers' expectations according to their needs and preferences, such as free or low-cost fast logistics, free or low-cost returns and exchanges, multiple payment methods, multilingual customer service, etc., so that consumers can enjoy a convenient and safe shopping experience.

Grasp the behavior and psychology of consumers and establish trust and loyalty with consumers. SHEIN collects and analyzes consumer behavior and psychology, including consumer cognition, attitude, emotion, values, lifestyle and other data, through a variety of ways, such as social media, live broadcast, short video, online celebrity, KOL, etc., so as to understand the psychological needs and expectations of consumers, as well as the factors that affect consumer behavior and psychology. According to the behavior and psychology of consumers, SHEIN company formulates and implements effective marketing strategies, including product positioning, price positioning, channel selection, promotion methods, brand image, etc., to enhance consumers' cognition and trust in enterprises, enhance consumers' emotional and value resonance with enterprises, and establish long-term and stable relations with consumers. For example, according to the behavior and psychology of consumers, SHEIN company positions itself as a young, fashionable, diversified and inclusive brand. It displays its products and services through social media, live broadcast, short video, online celebrity, KOL and other ways, and interacts and communicates with consumers, so that consumers can feel SHEIN's brand culture and values, Increase consumers' favor and trust in SHEIN. SHEIN also provides online fitting, store delivery, store self-promotion and other services through APP or small programs according to the behavior and psychology of consumers to enhance the user experience. SHEIN also improves user loyalty and repurchase rate by establishing a membership system, collecting and analyzing user data, and conducting personalized recommend and precision marketing.

Discover the potential and future needs of consumers, innovate products and services, and enhance brand image and influence. SHEIN collects and analyzes consumers' potential and future needs, including consumers' hidden needs, potential needs, future needs and other data, through various methods, such as trend analysis, competition analysis, and innovation experiments, so as to predict consumers' consumption trends and changes, as well as factors that affect consumers' potential and future needs. According to the potential and future needs of consumers, SHEIN innovates products and services, provides new value and experience, enhances brand image and influence, seizes market opportunities and increases competitive advantage. For example, SHEIN Company has launched a series of innovative products and services according to the potential and future needs of consumers, such as SHEINX series, which is a platform for cooperation with emerging designers and provides consumers with unique design and style; SHEINLIVE series, It is a live broadcast platform that cooperates with stars, Internet celebrities, KOL, etc., providing consumers with real-time interaction and shopping; SHEINFESTIVAL series, it is a festival platform for cooperation with music, art and culture, providing consumers with joy and surprise. These innovative products and services not only provide consumers with new value and experience, but also enhance SHEIN's brand image and influence, making SHEIN a leader in Internet fast fashion enterprises.

Evaluate consumer satisfaction and loyalty, optimize products and services, and improve consumer repurchase and recommendation rates. SHEIN collects and analyzes consumer satisfaction and loyalty in a variety of ways, such as evaluation, feedback, complaints, suggestions, etc., including consumer satisfaction with products and services, loyalty, willingness to recommend and other data, so as to measure the performance and effectiveness of enterprises, as well as the factors that affect consumer satisfaction and loyalty. According to the satisfaction and loyalty of consumers, SHEIN company optimizes products and services, improves deficiencies and problems, improves the re-purchase rate and recommendation rate of consumers, and increases the income and profit of enterprises. For example, SHEIN Company constantly improves its products and services according to the satisfaction and loyalty of consumers, such as improving the quality and design of products, improving the speed and safety of logistics, improving the convenience and efficiency of return and exchange, and improving the professionalism and friendliness of customer service. SHEIN also takes various measures according to the satisfaction and loyalty of consumers, such as providing points, coupons, gifts, lucky draw, etc., to encourage consumers to buy again and recommend to others, so as to improve the re purchase rate and recommendation rate of consumers.

4. Conclusion

Taking SHEIN company as an example, this paper analyzes how to improve the competitiveness of Internet fast fashion enterprises through consumer research. This paper argues that consumer research can help Internet fast fashion companies achieve the following goals: first, to understand consumer needs and preferences and provide products and services that meet consumer expectations; second, to grasp consumer behavior and psychology and build trust and loyalty with consumers; third, to discover consumer potential and future needs, to innovate products and services, and to enhance brand image and influence; the fourth is to evaluate the satisfaction and loyalty of consumers, optimize products and services, and improve the re-purchase rate and recommendation rate of consumers. This paper holds that consumer research is an important means for Internet fast fashion enterprises to enhance their competitiveness, and it is also the basis for Internet fast fashion enterprises to establish long-term and stable relations with consumers.