Study For Strategies Of Coctree Brand Development

The expense on clothing increases along with higher quality of people's life. Meanwhile, consumers' demand for clothing shows its feature of variety, and the subsection of apparel industry tends to be thorough and specific. After China joined in WTO and stepped into worldwide economic competition, domestic apparel industry not only faces the challenges from the "outcomers", but has to undertake the responsibility of "going abroad" as well. These make its advantage of low-priced labor not obvious anymore. Therefore, In order to meet the pace of global competition, establishing a unique brand has become a significant means of market competition.As an important part of an enterprise's survival and development, brand has been known by increasing number of people, and the number of studies on brand strategy is growing. Reasonable brand positioning plays a crucial role on enhancing market share for apparel enterprises. Based on the view above, the paper tries to start with the relation between brand planning and target market positioning, taking Coctree brand development strategy as the case, analyzing aspects such as differentiated marketing related to brand construction, brand extending and organization structure, hoping to obtain inspirations, so as to expand clothing brands and make contributions to keep their competitiveness alive.