China Clothing Brand Operating Strategy Study

For tens of years' development, China apparel industry has become the most important and the leading industry in the field of country's consuming and exportation. China has been gained the name of " the biggest country of clothing manufacturing and exportation" in the world since 1994. But in fact, what we won on the exportation only depend on the production scale and OEM business but not the brand . It is a pity that up to now we still have not one world famous brand in apparel . Reviewing to the development of our apparel industry in recent years, we can find that there are many problems arising behind the prosperity of the whole industry. Comparing with the external world famous brand of clothing and garments, except the quality ,our apparel enterprises have much disparity such as the grade of product ,pattern's design, the management of brand. But if our enterprises could study their own characteristics ,deepen their knowledge on the brand connotation and try to find out their most competitive advantages, it is possible to break away from the present difficulties.The writer analyzed the above problems to which many Chinese apparel manufacturers' are facing in their management according to Mr.Michael E.Porter's theory, and find out the key reason of the present difficulties of enterprises exists in their managing in same way and no their own managing characteristics. The solution identified by the writer is that they must set up their differentiated competitive advantages. And to reach to this target, the writer states that the best way for the enterprises choice is to create the characteristic apparel brand in their management. Then the writer further dissertates on how to set up the characteristic brand and enforce the brand power of the enterprises from four aspects such as brand connotation and focus, brand orientation, modes of brand management and innovation.The writer of this dissertation is the first person who applies the theory of competitive advantages to the specific industry of apparel,to get the key reason of the difficulties of the industry and to provide a solution to solve the problems through theoretical discussion and case analysis.