Abstract: Based on the essence of "new retail = online + offline + logistics", with the goal of maximizing profit, an order pricing decision model based on accounts receivable financing is constructed, and the order pricing problem of fast fashion brand retailers is studied. The research results show that the logistics service level of fast fashion retailers will affect retailers' order pricing decisions. When the commodity update frequency remains unchanged, for retailers with low logistics service levels, the profit under centralized decision-making is greater than that under decentralized decision-making; while for retailers with higher logistics service level, the profit under centralized decision-making is less than that under decentralized decision-making. When the logistics service level is fixed, with the acceleration of the update frequency, the profit of retailers under decentralized decision-making will decrease, and the profit under centralized decision-making will increase. Finally, relevant suggestions are put forward for the good development of fast fashion retailers.

Key words: fast fashion brands, new retail, accounts receivable financing, logistics services, update frequency