Study On The E-commerce Marketing Strategy Of Wandesheng Textiles Co.,LTD

After China’s reform and opening up, the economy has made tremendous development,all industries including apparel industries has made great progress, especially after China joined the WTO, with the further deepening of globalization China’s garment industry has achieved explosive growth, China’s garment industry has rapidly grown into the world’s largest producer, the largest exporter and the largest consumer. However, the reality is not optimistic about China’s garment industry,who is not only facing the shrinking demand impact caused by the 2008 economic crisis in USA and Europe,also facing stiff competition from other countries, while its industrial chain has problems, such as low levels of design, extensive production management production costs increasing year by year, homogeneous competition,tough price competition, high channel fees, some famous international brands eroding Chinese market, domestic brands’living conditions is not optimistic and so on. However, the market demand trends and competitive trends will not change because of these problems, the future consumer trends and competition will force our clothing industry to transform and upgrade. How to keep up the pace of the market?That is the same issue that each garment enterprises will have to face.In the meantime, the popularity of the Internet in China drives the rapid development of e-commerce, especially in apparel B2C e-commerce, not only the number consumers and market size grows explorsively,but also the amount of clothing enterprises to participate grows explorsively. Both with age and income structure changes, we also expect continued future growth, and grow as the next major shopping channels and shopping patterns. This also offers new opportunities for the garment enterprises to upgrade. However, B2C e-commerce also exist in some of their own problems comparing with the traditional mode of shopping,in the future, how to overcome these problems and benefit from all the clothing B2C e-commerce will be a common issue. Meanwhile, so many companies have forecasted and expected this opportunity, so the competition is fierce, how can we stand it? The enterprises who can make the strategy carefully and implement the strategy closely will improve the probability of success.Wandesheng is a company established in 2008, has developed rapidly in recent years, but as a typical small and medium garment enterprises, facing with the new market environment, especially the tough competitive market environment and the apparel B2C e-commerce opportunities,how to seize the opportunities and transit successfully, so that they can" live well"," live longer ", this article will be discussed deeply.The external market environment, demand trends, competition trends will be disscussed to summed apparel e-commerce market and find out the existing opportunity.Combining Wandesheng’s own strength and condition, with SWOT analysis tools, we can summerize the strategic direction. Combining with strategic management theory and marketing management theory, formulated Wandesheng’s strategic planning and strategic support system. This thesis will also provide a reference for the companies who has been or will involve the apparel B2C e-commerce buisiness when they will formulate their strategies.