The Research On The Mode Of Virtual Management Of Brand Of Medium-Sized And Small Garment Enterprises

China is the No. 1 manufacturer and exporter of garment in the world. Regarding the enterprises structure of the whole garment industry, large enterprises account for a small percentage of the total while the majority of the garment enterprises are medium-sized and small enterprises that have competitive disadvantages in capital, human resources, technology and design, etc. In the face of the upcoming market segmentation and "reshuffling" in the garment industry, the medium-sized and small garment enterprises of China should make use of brands as the magic weapon to meet the competitions bravely. However, the long cycle, high risk and capital-intensiveness of establishing brands hold back the medium-sized and small garment enterprises. The solution lies in the virtual management of brands.The paper points out the existing deficiencies and restraints of the medium-sized and small garment enterprises by analyzing their status quo, especially their current state of brands management. It would be the best policy to adopt virtual management of brands under such a situation, so the paper raises the theoretical mode of virtual management of brands through analysis of the advantages of virtual management of brands and consideration of the general situation of the medium-sized and small garment enterprises. The mode is based upon the scientific analysis of the object of study, reasonable abstraction and feasibility study. The description of the implementation procedure of the theoretical mode enhances its practicability. Through the analysis of three typical cases, the paper proves its way of thinking - solving the brands management problem of the medium-sized and small garment enterprises by virtual management, and also proves the operationality of the theoretical mode to some extent. Finally, the paper sums up through the case study some issues that need attention in the practical application of the theoretical mode.