The Analysis On Nantong Hometextile Enterperise's Export Predicament And Development Strategy

As an important branch of traditional textile industry,Nantong home textile industry has been developing rapidly and forms industrial agglomeration,relying on the accumulated talent and technical advantages of traditional textile industry and its industrial chain.The government has been taking a number of measures to accelerate its development as well.At present,the home textile industry has been a very important industry in Nantong,which has attracted a large number of labor force.As an important production base both at home and abroad,this industry has attracted a large number of foreign investment.As a regional brand,Nantong home textile enjoys high popularity and occupies a large market share in the domestic and foreign markets.However,in recent years,with the increase of labor costs and raw material prices,the cost comparative advantage of Nantong's home textile industry has been gradually lost.The intensification of industry competition,the restriction of the quality of the labor force and the lack of self-awareness of the high awareness make it difficult for the domestic textile enterprises to occupy a favorable position in the market.On international market,the sustained growth of exports has suffered a lot from the anti-dumping investigations,the green barriers and other non-tariff trade barriers.While,on the other hand,the rapid development of cross-border electronic commerce and automation technology and the market purchase trade pilot also bring new opportunities and challenges to the development of the industry.To better carry on the supply side reform and find new growth opportunity,it is necessary for the home textile enterprises to actively make changes.Considering that Nantong textile industry is still dominated by small and medium enterprises,this paper investigates a typical medium company Nantong MY Textile Company,which is specialized in textile production and export,and collect some information.The political,economic,social and technical environment of the enterprise is analyzed with PEST analysis.The development difficulties faced by MY is analyzed with Porter's five-force model from competitive rivalry,threats of potential entrants,threats of substitute,bargaining power of customers and bargaining power of suppliers.The development dilemma.Finally,by using SWOT analysis,this paper finds that MY Company has location and brand advantages,government policy support,huge market demand and so on,while it also has disadvantage of low profit level,lack of design and senior management personnel,and needs to update management urgently and so on.Meanwhile,the intensification of industrial competition,the increasingly stringent environmental review in China,the lack of demand in Europe and the United States and other developed countries have also suppressed the sustainable development of MY Company's export.Therefore,this article believes that MY Company should actively implement the target marketing strategy and differential marketing strategy cooperating with the corresponding market,innovation,personnel and supply chain strategy,and use the limited resources to expand market share.