Research On The Development Strategy Patterns And Selections Of Chinese Outdoor Jacket Industry

With the increase of people’s interest in outdoor activities and nature,and the improving of consciousness on keeping healthy lifestyle,outdoor jacket has been developed quickly and become an important part in outdoor product market.At present,Chinese outdoor brand quantity is increased year by year,and price war as well as homogeneous competition reach the peak.Enterprises have difficulty to increase in the fierce market competition,also this phenomenon proposes new demands and challenges for the strategic thinking and strategic selection of outdoor jacket enterprises in China.How to choose a suitable strategic mode and to reverse the competition situation have become the issues which must be considered by Chinese outdoor jacket company.Through analyzing the current situation and issues of outdoor jacket industry in China,this paper analyzes the development environment and strategic models of China outdoor jacket industry by using PEST model,Porter Five Forces model and SWOT model.At last,puts forward that different enterprises should choose different strategies.The main study contents and innovations in this paper are mainly listed as follows:(1)The problems existed in outdoor jacket industry in China and its development environment are summarized.Through analysis,it is summarized that the main obstacles which caused weak competitiveness,disordered channels,and stagnated development of Chinese outdoor jacket industry are "absence of brand core competitiveness","single development channel","absence of strategies",and"backward management concept",etc.(2)The external environment and competitive environment of outdoor jacket industry in China are analyzed.Firstly,it is summarized after analysis of PEST model tool that China’s political support,economic development level and overall social environment are beneficial for the development of outdoor jacket industry,however,Chinese technology restricted the sustainable development of outdoor jacket enterprises severely.Secondly,through the analysis on the competitive environment of outdoor jacket industry in China with Michael Porter’s Five Forces Model,it is found out that suppliers,consumers,and the existing industry competitors all threaten outdoor jacket enterprises in China greatly,while the threat brought by new entrants and substitute goods is weak.(3)Both the advantages and disadvantages of development strategy modes in outdoor jacket industry in China are analyzed.Through analysis with SWOT tool,it is summarized that Chinese outdoor jacket enterprises should combine with the industry advantages of production,industry chain and big market volume,master the opportunities including national macroscopic policy support,residents’ consumption ability enhancement and internet development,and solve the industry disadvantages of shortage of technology,brand,supervision,talents and strategic awareness,thus to further solve the threats brought by technology development environment and strong competitors.(4)It is proposed that different outdoor jacket enterprises of different types should make different strategic mode selection.Through analyzing industry chain of outdoor jacket in China,the outdoor jacket enterprises are divided into manufacturer enterprise,brand owner enterprise,and retailer enterprise.Moreover,according to scales,it is divided into large-scale outdoor jacket enterprises and middle and small-sized outdoor jacket enterprises.There is different situation for different outdoor jacket enterprises in different development stages.The appropriate strategic selection is made after making the advantages and disadvantages of each strategy clear and the development stage of enterprises.