Strategy Research On Embry Underwear At Shenzhen Market

Marketing theory has been for a long time, but research to china's clothing marketing has just started and there is few relevant data, especially for lady underwear market. For those famous domestic and international brands, they just begun to pay attention to China's market terminal image and conducted marketing activities in 2003.In this article, the author deepens understanding to the Embry Shenzhen marketing strategy, collects retail market data, and on the base of use of Embry's survey data about lady underwear brand consumer opinion examines market information.This paper describes the overall situation and development trend of the retail market in Shenzhen underwear industry. By using Embry 10 years' sales information of Embry brand in Shenzhen market, the author use the SWOT Model to analyze Embry brand, and use the 4 Ps theory to elaboration further.With the foreign lady underwear brands entering to domestic market, we soon experienced price war. In past two years many underwear manufacturers recognized the importance of marketing, and wanted to build local underwear brand. But because of lack of experience, ,these are few successful local lady underwear brands in China. So Embry's successful experience in strategic planning and market development in Shenzhen can be learned by other brands.