The Research Of Xiamen C Company's Garment Export Strategy

With the 20 years of tremendous development since the Reform and Opening, China has become a big country of garment produce and export.Especially the accession to the WTO in 2001 has greatly improved the foreign trade environment and attracted foreign merchants to China one after another,therefore integrating Chinese economy into the mainstream of the world economy and enabling "Chinese Factor" to become the main part of the world economic development.Along with the prosperity of the market economy,the medium and small private garment export enterprise shows their vitality continuously by occupying more and more portions in the garment export market.However,it still faces challenges of multiple pressure from the complicated and changeable global market,the constant RMB appreciation, export rebate rate reduction and the raising production cost at present,before Chinese could enjoy the delight of eliminating quotas since the deadline of textile global quotas set by WTO is due,they encounter the new restriction on Chinese textile and clothing export from American and European countries.With the deep influence of the exacerbated American subprime crisis in 2008 and the sharp decline of American economy upon the global economy and in the face of the fierce competition from the authorized factories with import and export right,the state-owned foreign trade enterprises,foreign enterprises in the complicated and changeable global market,how the private foreign trade enterprises would survive and develop continuously has become the main focus of many experts,scholars and private enterprises.Taking a medium and small private garment export enterprise——Xiamen C Company as an example,this paper aims at providing referable competition strategic model and thought for medium and small private garment export enterprises by applying the strategic theory on the discussion of how the company faced the challenge,seized the opportunity and changed the managing strategy and mode to upgrade the core competition under current circumstances. In this paper,the private garment export enterprises,as the main force of Chinese garment industry,are supposed to undertake the enormous task of strengthening the research and development ability,promoting product upgrade and avoiding malignant competition.Especially those better qualified enterprises should gradually take part in the oversea terminal channel actively and change the unfavorable situation of being controlled on both sides by building self-owned brand so as to ensure the sound development of Chinese textile and clothing industry.Meanwhile,under the severe situation of the deepened influence of American subprime crisis upon the global economy and successively receded international trade prospect,it is suggested that the government and the garment association shall give more guidance,optimize the trade environment actively,adjust the trade,finance and currency policy,so as to select the superior and eliminate the inferior in the market competition,raise the quality instead of quantity of the profession,and improve the overall strength of the domestic clothing industry.