Research On Improvement Of Bagger World Brand Competitive Strength In Mainland China

With the development of the economy and the improvement of living standards, Chinese consumers’awareness of bags has evolved from functionality to fashionability and from quality to brands. Intensified market competition has brought branding under the spotlight of competition in the bags and luggage market. In spite of its authentic DNA as an international brand, Bagger World was facing a severe sales crisis due to the market squeeze, with a shrinking market share and a great challenge in both brand and channel development.The article identifies the primary problem for the brand development, which lies with the initial brand positioning, via PEST analysis on the business environment, Michael Porter’s Five Forces Model and SWOT analysis. The medium-low market positioning did not bring into play the advantage of Bagger World as an international brand and its brand development has also been restricted by the buying power, consumption habits and preferences of the merdium&low-end consumers, which has led the brand development into an adverse situation. Furthermore, the ambiguous positioning of Bagger World’s’Street Culture’is also facing the competition from the sportswear and leisure brands in the market, in which case the cultural positioning failed to create business opportunities but clashes in market competition-this is another challenge for the brand.The STP strategy research and4P’s marketing mix model has shown that brand value enhancement and rebranding will be the best choice for Bagger World to turn its brand around. Through analysis and review of the market environment, competitors and consumers’ preferences and buying power, the thesis creates a systematic plan for rebranding of Bagger World, improving its positioning from ML-end to MH-end:to switch the brand image by mining the brand story and meanings; to refine the core values of the brand to make it resonate with consumers; to highlight the competitive edges of the brand by increasing functional features of the brand; to strengthen market supervision of the brand and create an effective brand structure; to integrate brand resources and enhance the overall competitiveness of the brand. Eventually, Bagger World reshaped itself and embarked on a new brand journey.The thesis is trying to address the issue of the sluggish sales, declining market share, stalemate branding and redevelopment of ML-end brands.