Study On The Adaptability Of The International Second And Third Tier Clothing Brand Entered The Chinese Market

International brands into the Chinese market is diverse state in the pattern, namely bothdirectly, but also agent, joint venture, etc., on class differentiation status, in the high-endmarket in China now, is basically a foreign brand in the world, and in many upscale malls,also it is not difficult to find the figure of foreign brands. At present in the Chinese market isabout more than60world high-end fashion brands and more than500world famous fashionbrand. There, both we know the international top luxury brands such as Louis Vuitton, Dior,Versace, Hermes and so on, also there are a lot of second-and third-tier clothing brands suchas LAGA, JOTA+GE, European Culture, Gattinoni, Byblos, etc,through agent or jointventure into the china market. It is easy to draw a conclusion: the globalization of economycollaboration, suit the east gradually has become a developing trend, China has entered the eraof brand consumption. Gate international co., LTD. Shi ji tracker, says Mr Brand agent andbrand holder is a community of interests, in recent years, many international brand of second-and third-tier because there is no abundant capital support, like luxury goods can enter theChinese market in the form of directly, instead, choose the brand agent, joint venture, trust,etc way to enter into the Chinese market, general agents need to paid about5%of the brand tobrand royalty. According to a2011in dalian, IBAC (INTERNATIONAL BRAND AGENCYCENTER, IBAC) International Brand agent center and China (dalian) International garmentworking experience in textile exposition, to IBAC attended the2011China (dalian)International garment textile expo more than40international second-and third-tier clothingbrand from brand into the introduction of the preparatory work before the brand, brandpromotion, mode of operation, and the introduction of brand development to date for a periodof two years on the current situation of track and record, and the second-and third-tierinternational clothing brand after the market in China has carried on the induction andanalysis of the actual problem for the writing of this thesis provides a realistic basis.The selected topic in second-and third-tier international clothing brand into the Chinesemarket marketing channel as the research path, through the analysis, research, and empirical, it entered the Chinese market adaptability for research purposes, has a certain practicalsignificance.First of all, the international clothing brand into the Chinese market is a big trend, bystudying the second-and third-tier apparel brands, management concept, advanced scientificresearch ability and innovation ability, etc., can help our country clothing entrepreneursrealize local clothing brand in China and the gap between the clothing brand in the world,make up for the defects existing in the development of clothing enterprises in China, such asthe lack of brand competitiveness, the lack of scientific brand management concept and brandoperation management confusion, low value-added products, etc., and the second-andthird-tier clothing brand into the Chinese market, to accelerate the development of theclothing market and orderly competition, improve local clothing brand in China’s ability tocompete with the international fashion brand, improve the overall competitiveness of ourcountry’s clothing enterprise.Secondly, on the current international when the second-and third-tier brand into theChinese market marketing path of research and analysis, and the channel construction andmanagement in the Chinese market marketing strategy analysis and research, to find a suitablefor the international brand of second-and third-tier adaptability under the condition ofChinese market development, promote international second-and third-tier clothing brand inthe Chinese market development and extension of brand vitality.Through literature research, market research, on-the-spot investigation, sum up method,and the article about the concepts, problems, conclusion, investigation, analysis and records,and through own re-creation, sum up out to second-and third-tier international clothingbrands in China’s development of flexibility, so as to build the body of the thesis.