Marketing Strategy Research Of H Garment Company

In recent years,with the upstream production capacity migration and industry integration continued,the downstream consumer demand continued to improve,and the apparel industry showed a weak recovery.The market for the men's wear industry in China continued to grow.Due to the high degree of standardization of men's wear,industry concentration and market share have continued to increase.Emerging consumption methods and channels such as the Internet are becoming more and more perfect,but the traditional online sales of traditional clothing companies account for a very small percentage of total sales.They still rely on offline stores to join as the main sales profit method,and the same brand online and offline price wars,shops When there is improper competition,it happens.If traditional clothing companies can better adapt to new environmental forms,improve omni-channel construction,and improve supply chain relationships,they will bring great advantages to enterprise competition,reduce operating costs,and ultimately improve performance.Through the use of PEST,Porter's five-force model,SWOT and other analytical tools,this paper analyzes the clothing market environment from the perspective of H-clothing company's listed clothing enterprise,and studies and develops the overall marketing strategy of H-clothing company under the Internet environment.This paper comprehensively analyzes the internal and external environment of the company,and combines the background of the Internet environment to make a new positioning for the company's new products.From the four aspects of product,pricing,channel and promotion,it proposes specific improvement planning for H clothing company's marketing strategy.This paper proposes that the company should do a good job in brand promotion planning,grasp the consumer's personality preferences according to the positioning and market segmentation,promote and coordinate the integration of online and offline channels,expand the multi-service business,and increase the activity of the mall and self-platform.Collect consumer big data,feedback to provide more customized personalized service;improve clothing quality and after-sales service,complete online sales transformation,supplemented by offline clothing service experience;adhere to target strategy,maintain existing market,and identify sub-brands Target market segments,open up new territories;protect brand value,and achieve brand promotion by participating in hot activities.And proposed to implement new marketing strategy safeguards.This paper provides a series of specific suggestions to provide reference value for the company to solve practical problems,and also provides a set of solutions for other garment enterprises to solve problems when they encounter performance growth problems.