AI助力户外服装电商：技术赋能与商业模式创新——基于户外服装电商应用人工智能技术的实证研究

AI Empowers Outdoor Apparel E-Commerce: Technological Enablement and Business Model Innovation—An Empirical Study on AI Applications in Outdoor Apparel E-Commerce

摘要: 随着户外运动热潮的兴起与数字技术的快速发展，户外服装电商面临消费需求多元化、库存结构复杂和私域流量构建难等多重挑战。本文聚焦人工智能技术在户外服装电商中的应用，提出生产端、营销端、数据端三端融合的数字化转型方式，系统分析虚拟试衣、智能推荐、内容生成与库存优化等关键环节的AI赋能机制。同时，本文针对数据安全、算法公平性与技术实施成本等风险提出了具体应对策略，为户外服装行业的智能化、可持续发展提供了理论框架与实践路径。研究表明，AI技术不仅显著提升了采购效率与用户体验，还降低了物流与运营成本。

Abstract: With the rise of outdoor sports and the rapid development of digital technologies, the outdoor apparel e-commerce industry faces multiple challenges, including diversified consumer demands, complex inventory structures, and difficulties in building private traffic channels. This paper focuses on the application of artificial intelligence (AI) in outdoor apparel e-commerce, proposing a digital transformation strategy that integrates production, marketing, and data operations. It systematically analyzes the AI empowerment mechanisms in key areas such as virtual try-on, intelligent recommendation, content generation, and inventory optimization. In addition, the paper puts forward specific strategies to address risks related to data security, algorithmic fairness, and the cost of technology implementation, providing both a theoretical framework and a practical path for the intelligent and sustainable development of the outdoor apparel industry. The study shows that AI technologies significantly improve procurement efficiency and user experience while reducing logistics and operational costs.