Exploration Of The Marketing Strategy Of The Chinese Sewing Machinery Industry Challenger

Sewing machine industry, as an important part of the textile and garment industry chain, provides material foundations for the downstream. China, based on the industrial foundation, the huge domestic and international market and the abundant labor forces, takes great advantages in the industrial competition around the world. Therefor, sewing machinery industry in China has made considerable progress recent years, especially the great improvements of industry specialization and industry cluster after the entrance of a large number of private enterprises as follower. Although the industry followers who have entered the industry and accumulated a certain brand equity, mostly located in the middle-end markets, their competitive advantage is not very obvious, being difficult to compete with traditional strong company in the profitable market. What's more, the large amount of homogenized low-end products gave certain shocks to the middle-end market by the low price strategy.This article focuses on the marketing strategy of the sewing machine industry in the background of great fluctuations, serious homogeneity and fierce competition. We use the research methodology of case study approach to analyze the industry follower, the PRECIOUS. First, the industry status and structural characteristics were depicted. Then, together with the present situation of it, PRECIOUS's market and competitive conditions were characterized. Based on the above description, the paper discussed the unified brand strategy and exclusive channel strategy in the next section. All the reasons and specific implementations are presented in that part. Further more, we analyze the potential problems of current strategies and its possible negative influence to the firm's future development. In the final part, the article summarizes the viable marketing strategy in China's sewing machine industry and makes suggestion to the future brand and channel improvement tactics for PRECIOUS, including increase of the OEM, brand extension, brand differentiation, and channel diversification together with the improvement of the management team in order to support the firm to obtain long-term growth. This article provided some guidelines of the specific brand and channel tactics the private enterprise should use to cultivate their own core competitiveness as an implicate industrial challenger, so as to lower the competition risk and obtain long-term and sustainable development.