The Research On The Multi-brand Strategy Optimazation Of Handu Group

China is not only the world's largest garment producer,2014 also surpass the United States as the world's largest consumer.Garment industry has experienced a high-speed growth,the development rate slowed down significantly,the increasingly fierce competition between clothing enterprises.In order to compete in the fierce market competition,many garment enterprises choose to implement multi-brand strategy in order to occupy more market share.In this paper,Handu Group's multi-brand strategy is taken as the research object.Through the analysis of Handu Group's external environment and internal resources,this paper summarizes the key success factors and bottlenecks of Handu Group in the implementation of multi-brand strategy,and puts forward the optimization scheme And safeguards.The significance of this study is to study the status quo of multi-brand strategy in the apparel industry,and to combine the theory of strategic management and marketing management to improve the theoretical support of multi-brand strategy in the apparel industry.Second,hope that this study can Handu Group in the increasingly competitive apparel market to seize market opportunities,to maintain competitive advantage to provide useful guidance.Third,multi-brand strategy can help garment enterprises in the market competition in the better positioning of different market segments,improve market share,but the company must also have the ability to operate multiple brands at the same time,hope this article for reference to the role of related enterprises TheIn the course of the study,the PEST tool was used to analyze the macroscopic environment of Handu Group,and the opportunity and threat coexist to the enterprise.Through the analysis of the status quo of the garment industry,it was concluded that although the whole industry was highly competitive,This paper analyzes the internal resources of Handu Group,sums up the key success factors of its implementation of multi-brand strategy,and points out that in the future,it may be possible to implement the multi-brand strategy in the process of implementation of multi-brand strategy.To the development of bottlenecks,and provide the appropriate optimization programs and safeguards.This paper studies the key success factors that Handu Group's successful implementation of multi-brand strategy is mainly based on the information system developed by business process,the organizational innovation of group system,the fine operation based on customer data accumulation and analysis,the flexible flexible supply chain system and the Internet Marketing strategies such as the lack of flexible supply chain suppliers,the increase in Internet traffic costs and network security issues.The optimization programs include recruiting and cultivating simultaneous talent programs,integrating upstream suppliers through the cloud,optimizing the supply with large data Chain level,multi-channel access to low-cost traffic,accurate use of traffic,expand sales channels,together with the platform to build network security firewall.The innovation of this article,although there are many enterprises in the apparel industry to implement a multi-brand strategy,the number of related research literature is also a large number,but based on the Internet to grow up clothing enterprises in recent years only appeared,and which have the ability to implement multi-brand The number of firms in the strategy is very limited,so the number of relevant research literature is still very small.Based on the analysis of its external environment and internal resources,this paper summarizes the key success factors and bottlenecks in the implementation of multi-brand strategy,and puts forward the corresponding optimization plan and safeguard measures.This is the guiding significance of the development of Handu Group,and other related enterprises for reference.