Analysis O2O Clothing Business Model based on the Research of Network Consumption Behavior

E-commerce not only opens up a new channel for traditional offline business, but also shakes the original physical channel system, which is the survival of the enterprise. With the popularity of mobile Internet and intelligent terminals, many innovative e-commerce modes are gradually going into people's horizons and changing their way of life. O2O mode arises in this kind of development tide. O2O is Online to Offline, whose process is that consumer book products or services can complete payments online, and then go to the offline store to pick up and enjoy the respective products and services. This article firstly discusses and analyzes the current state and existing problems of clothing industry in terms of network marketing and behavioral characteristics of the consumers in the network consumption through the survey of copywriting and questionnaire. On the basis of this, this article concludes on some problems and the superiority existing in the fusion of two line models, and then comes up with some possible solutions for the existing problems.