Lefa Brand’s Marketing Strategy Of The Italian Market

Since reform and opening, Chinese economy gained rapiddevelopment, people’s living standards are improving, Chinese privateeconomy has gained rapid development and become an important pillarof Chinese economy.But behind the bright, Chinese private economy exists manyshortcomings: lack of skills, lack of funds, mismanagement, weak scale,these factors are restricting the development of Chinese private economy.Since the financial crisis, Chinese private economy is in trouble: risinglabor costs, financing channels narrow, RMB appreciation, rising rawmaterials, inflation, these factors lead to the development of privateeconomy into a bottleneck, many private companies enter into collapseand barely stay afloat situation. Private economy is facing an urgentchange in the past to earn meager profits of cheap labor situation. If successful transformation of China’s private economy will usher in arapid development in the spring, it will radiate more vitality, and promotethe further development of the Chinese economy.This paper studies the theory of marketing, international marketingmanagement theory, theory of competitive advantage and other relatedtheories to the study of Chinese private economy to go abroad, thepossibility to enter the international market. Through SWOT, STP,PESTE and other tools to analyze and study how small private enterprisesto enter foreign markets, how to analyze their own and competitors’strengths and weaknesses, through the accurate positioning of the blankinto the market and weak areas to establish their own competitiveadvantage in order to successfully set up their own sales channels andbrands.Based on the background of Shanghai Fochier International TradeCo., Ltd, through the Italian market industry analysis and competitoranalysis, in conjunction with the actual situation of Shanghai FochierInternational Trade Co., Ltd, The paper analysis and established thecompetitive advantage of LEFA luggage brand in the Italian market,discussed LEFA brand likelihood of success in the Italian market.This article hopes to be able to help small private Chineseenterprises break through the difficulties to find a way to enter theinternational market to build their own international brands make a modest contribution, to make China’s hundreds of thousands of smallbusinesses recognize the international is not the patent of big companies,small businesses can succeed through their own efforts ofinternationalization. These small and medium enterprises go abroad bylearning and understanding foreign competitors, to further improve theirmanagement and competitive advantage and experience to turn theirexperiences as more private Chinese companies to learn, so that morebusinesses go out of the abroad, succeed in internationalization.