Research On The Chinese Promotion Strategy In XX Clothing Of USA HJ Co.

Along with the rapid development of China’s economy and the speeding up of economic globalization, more and more companies of international clothing brand is putting China as their next important target market. How of the international clothing brand company to effectively integrate into Chinese market is more and more highlights. Therefore, the author of this article, with the help of the working experience on HJ company in the Unite State,searching on the strategy of HJ company doing their brand promotion when they came into Chinese domestic market, using the SWOT management tools to analyze, and propose a set of promotion strategy on how to entering the Chinese market in the three aspects of product docking strategy, product design strategy, product channel selective strategy, in order to deal with the Chinese market competition and to adapt to the consumer preferences.The value of this full set promotion strategy is marching the product’s brand value with the customer demand through the entire supply chain, effectively adjusting the product structure combing the marketing competition with their ability through product design strategy, building the availability of the product through product channel strategy. This strategy can be used to guide the HJ Company to overcome the bottleneck when they came into the Chinese market, to occupy the market better, to improve the enterprise economic benefits, to increase competitiveness by applying effective strategy.