Business Proposal Of QS Underwear Project

With the continuous development and growth of China's economy,the focus of China's economic development has gradually shifted from speed to quality.In recent years,domestic consumption has been continuously improved,the textile market volume is also expanding,and the domestic market is developing.Along with the instability of the international trade market and the intensification of international trade frictions,especially the China-US trade wars that have received much attention during this period of time,many domestic OEM companies that used to focus on export have been transforming.Some of them do domestic brand OEM,the others to launch their own brand.As an important town of China's underwear industry,there are many factories and enterprises in the eastern part of Guangdong to transform themselves into retail business.Many well-known domestic brands in China are coming out in Chaoshan area,such as Mannifen.Domestic enterprises have advantages in technology and production,but often lack of experience in designing and marketing,and there is a big gap between them and mature foreign brands in the market.QS underwear brand project came into being under such a background.QS underwear brand predecessor is a production enterprise with more than 20 years of international brand OEM experience.Compared with other peers,QS underwear is especially unique in its excellent independent research and development and design capabilities,which is what the domestic brands in the market are most lacking.The research objective of this paper is how QS underwear brand create a new independent brand,based on its rich production experience,perfect production chain and excellect design team.This paper introduces the operation mode,project features and management team of QS underwear brand project.This paper used the PEST analysis method to analyze the macro environment,and applies the Porter Five Force model to analyze the internal competition situation of the underwear industry,and further analyzes the advantages and disadvantages of the project development and the opportunities and threats faced by the project through SWOT analysis.On this basis,the S-O strategy is determined as the overall development strategy of the QS underwear brand,and provides direction for the formulation of marketing strategies.Based on the above analysis,this paper applies the STP model to classify the underwear market,selects the segmentation market,and conducts market positioning for the brand.According to the market positioning,this paper applies 4P marketing theory as the basic methodology for the development of relatively perfect marketing strategies.Judging the feasibility of this project through financial indicators,analyzing the possible risks in the process of project development one by one,and formulating risk plans and countermeasures to prevent them,so as to protect the rights and interests of investors.QS Enterprise focuses on exploring the segmentation of the underwear market to meet people's growing consumer demand and increasing product requirements and aesthetic needs.QS Enterprise should strengthen its efforts to make up for the shortcomings of marketing,open the market and improve brand awareness.In this process,the enterprise should not forget the brand quality,wins the trust of consumers,and builds QS brand into a benchmark of production enterprise transformation and a well-known domestic underwear brand.