Research On The Development Strategy Of Multinational Retail Enterprises In China

In 2001,China joined the World Trade Organization(WTO).A series of commitments to the WTO became a step-by-step action.The retail market was fully open,and many multinational retail companies flocked to the Chinese market.For a time,foreign retail companies were everywhere,with Wal-Mart and Carrefour.The leading multinational retailer Super Enterprise has set off a store boom in China.While earning a lot of money,it has also injected new blood into China's retail market,bringing unprecedented consumer experience to Chinese consumers.In recent years,with the in-depth implementation of the “Internet Plus” action plan,the retail industry continues to expand and the number of retail enterprises has accelerated.In 2018,the number of retail business units in China has exceeded 20 million,and the sales of retail goods have exceeded 30 trillion yuan,an increase of 9.1%.On November 5,2018,the first China International Import Expo was held at the Shanghai National Convention and Exhibition Center,which added a new display channel for the development of multinational retail companies in China,and also provided more cooperation opportunities for these enterprises.In January 2019,Rosen(China)Investment Co.,Ltd.ushered in the 2,000 th store in China.Burger King(China)CEO Ekrem Ozer said: "In three years,Burger King will open another 1000 in China.Home stores...These examples show that China's current retail market is large and retail companies are developing rapidly.Therefore,it is of great theoretical and practical significance to study the business strategies and strategies of multinational retail companies in China.This paper aims to introduce the related concepts of retail,retail enterprises and corporate strategy.By analyzing the development and operating environment of retail enterprises in China,and drawing on the business strategy of multinational retail enterprises in China,this paper analyzes the development strategy of retail enterprises in China.The choice provides a reference for the development of China's retail industry.As an important part of the global retail format,the author starts with the most representative apparel retail industry directly facing consumers,and selects the leading company in the industry,Under Armour,the third largest sports goods retailer in North America.The first part of the article expounds the research background of the topic,the research methods and tools of research significance,and the framework structure and research status of the research.The second part is the concept definition and theoretical basis,which mainly defines the related concepts of retail enterprises and expounds the theoretical basis of retail enterprises.The third part analyzes the development strategy of multinational retail enterprises in China,mainly from two aspects: macro environment analysis and micro environment analysis.Among them,macro-environmental analysis includes political and legal environment,economic environment and social environment.The micro-environment analysis is mainly the analysis of the status quo and development trend of multinational retail enterprises in China.The fourth part is to analyze the development status of Under Armour in China,mainly from two aspects: the development status of Under Armour in China and the analysis of the industry environment in which Under Armour is located.Among them,the development profile in China is considered from three dimensions: development history,human resources status and the status of the company's management resources.The status quo of development layout is mainly divided into two parts from the perspective of the industry itself.The first part is from the layout of sales channels,and the second part is from the perspective of regional layout.The industry environment analysis uses the Porter Five Force model to analyze from five aspects,including major competitor analysis,potential entrant analysis,other alternative analysis,supplier bargaining power,and buyer bargaining power.The fifth part is the analysis of the strategic choice of Under Armour 's development in China.It mainly conducts a SWOT analysis of Under Armour 's operation in China,and conducts a preliminary discussion on the development strategy of Under Armour 's development in China.The sixth part is to summarize the main measures of the development strategy of Under Armour 's development strategy in China in combination with the above analysis,and put forward some thoughts on the development of China's retail industry with its development in China.