| Garment industry is a highly personalized area,the most influential brand in a certain area cannot get more than 1% of all people because no one wants to wear the same clothes of others unless they have to meet specific job requirements.World economy develops fast,more and more people can afford personalized clothes and more brands appears.The effects of economy crisis in 2008 and the uncertainty brought by trade war between China and America make all the corporations in garment industry suffering and experiencing fall in profit.The companies satisfying rich consumers face the risk of replacement by companies using lower pricing strategy.The companies positioning at ordinary people suffer a lot because they have no brand premium.Company A is a typical huge retailing enterprise group which was found in 1938.It has over 1300 retailing stores till 2017,36% market share.In recent years,it has experienced a hard period with lower sales number and net profit.In this article,author took company A as an example to explore the approaches to increase the market share and influences of brands in order to have advantages in fierce competitions.Based on the current situations of marketing strategy of company A,Author found aspects which can be optimized.Using Porter's Five Forces analysis and SWOT analysis,STP theory,Author found the target market of company A and offer more effective positioning.With the help of 4P,4C,consumer behavior and psychology theory,author brought out the final optimized marketing strategies.Garment industry in China has many hierarchies,customer behaviors differ a lot.But retailing companies face many similar situations.Alibaba brought out the new retailing concepts which can give new thoughts for all traditional companies.Yong Hui supermarket developed its own clothe brand.This also can be learned by other companies.Author hopes that companies facing similar situations can learn something from this article,which will make this article having both theory and practice value. |
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