Research On China Marketing Strategy Of ME&CITY Brand Fashion Of Metersbonwe Apparel Company

Based on the rapid development of the national economy,China's apparel industry has achieved a historic breakthrough,and China has also evolved into the world's largest apparel producer and consumer country.The role of push.In the new century,China's urbanization rate is accelerating,and the ranks of the middle class can no longer be underestimated.This will also evolve into the backbone of China's future consumer market.Although the income level and consumption level of the middle class have increased in recent years,the texture requirements and personalization requirements of the products are also more stringent,which puts forward new requirements for the development of the apparel industry.Only brands that meet customer requirements can develop More durable.On the other hand,the sales platform and the beginning of online shopping have also changed the development of the apparel industry.Many live streaming apps such as Douyin and Kuaishou have created a new online sales model.In the past,companies mainly based on offline stores have begun to target In the online market,the integrated development of online and offline is an inevitable trend of future evolution,which is both an opportunity and a threat to traditional apparel retail companies.Opportunities and threats coexist,and the development prospects of the apparel industry are also struggling.There are many competitors in the same industry,serious product homogeneity,and a series of difficult problems such as long time from design to shelf,which restrict the prospects of the apparel industry.This is also a problem that the apparel industry must prioritize under the new sales model.The goal of the full text is to analyze how fast fashion apparel companies in China,especially fast fashion brands,establish and implement marketing strategies in today's situation.The full text selects the literature research method,comparative analysis method and field research method,based on classic theory,accurate data and accurate cases,to formulate strategies to guide the company's marketing development.Metersbonwe Apparel Co.,Ltd.is a apparel company integrating R & D,procurement and marketing,establishing its own Metersbonwe "Meters / bonwe" and urban series "ME & CITY" apparel brands.In the development process,Metersbonwe Clothing Co.,Ltd.is also facing difficulties,especially in marketing strategy,is the company's most urgent problem to be solved.Through the analysis and detail of the external macro environment of the apparel industry,the full text summarizes and summarizes the internal profile of Metersbonwe Apparel Co.,Ltd.,and then uses the SWOT analysis method to formulate the company's marketing strategy strategy.After fully researching Metersbonwe Apparel Co.,Ltd.,this article will develop the company's brand apparel retail business,strengthen the private custom business,innovate the lifestyle business operation mode,and improve the brand management,marketing management and marketing level.Through accumulation platform operation,capital operation,rational use of resources,brand operation,etc.,Metersbonwe Co.,Ltd.lays the foundation for the future development of the upstream and downstream of the entire industry chain.And after establishing the development strategy,in order to implement the guarantee strategy,it put forward elaborate implementation measures in the marketing,brand planning,capital operation and other parts,mainly in the guarantee measures part,it is proposed to improve the organization of Metersbonwe Clothing Co.,Ltd.Structure,organize talent team,sort out business processes,improve operational efficiency,and create company culture.