Exploring Research On Marketing Channels For Chinese Apparel Enterprises To Expand Italian Market

Europe is one of three major experting regions for Chinese apparel. Italy is an important apparel production and export base in Europe. For years, Italy plays a significant role in European apparel industry. Along with the cancellation of the textile product quota, more and more Chinese apparel enterprises "walk out" to expand the oversea market in succession.This paper mainly studies the marketing channels for Chinese apparel enterprise to expand the Italian market, combining with theories and on-the-spot survey, discussing and analyzing from several aspects as following:First is market analysis. It analyzes the basic circumstance of the Italian apparel market, from several aspects, such as present condition, characteristics of the Italian apparel industry, changes in the past years, and the facing problems etc. It also analyzes the bilateral apparel trade of Italy and china. This chapter provides information and inspirations for Chinese apparel enterprise to better understand the Italian market from macroscopic angle.Second is consumer analysis. Questionnaire survey was conducted twice in Italy, taking university student as examples; which was also conducted twice in China, by contrasting and analyzing from the follwing aspects, such as apparel purchasing frequency, location, quantities, and yearly expenditure, price, brand etc., in order to find out the consumption characteristics of Italian consumer. This chapter provides information for Chinese apparel enterprise to further understand the characteristic of Italian consumers in purchasing apparel from microscopic angle.Third is marketing channel analysis. It analyzes the advantages and limits of traditional channels by which Chinese apparel enterprise entering the Italian market. Then it discusses the price chain in channels and suggests reducing unnecessary charges during the channels, to establish new marketing channel based on customer value, and gradually turn to flat, terminal or electronically channel modes. This chapter provides references for Chinese apparel enterprise to adjust or adopt new channels sutible for markets.Fourth is the analysis of Italian retailing channels, including department store, specialty store, multi-brand garment store, supermarket, and the adaptability analysis of different apparel products sold in these channels. Then it discusses the advantages that brought by the cooperation between apparel enterprises and retailers. Besides that, it also displays on-the-spot survey on the apparel stores set up by Chinese (immigrate). Therefore provides inspiration and realistic reference for Chinese apparel enterprises to establish retailing channels in Italy.Finally, the paper offers several suggestions. For large-sized apparel enterprises, they could set up specialty store. The paper also discusses its feasibility with hypothetic analysis based on the survey in Italy. For middle-sized apparel enterprises, they could consider into multi-brand garment store, while for small-sized apparel enterprises, they could choose the channel of "one-stop" multinational purchase group. In all, despite the size and scale, apparel enterprises could develop diversified marketing channels suggested above based on their own conditions.