Research On Competition Strategy Selection Of HBJH Clothing Company

China is a big country in clothing production,export and consumption,but because clothing manufacturing is a labor-intensive industry,with low added value and lack of brand effect,the development of our country’s clothing enterprises is facing considerable difficulties.Under the background of rapid social and economic development in our country,the demand for clothing and textiles is expanding both in terms of category and quantity.However,with the rapid development in recent years,various domestic clothing brands have been increasing,the market has gradually saturated,and the competition in the clothing industry has become a reality.Although the total consumption of clothing in the market is increasing,the profit margin of enterprises is gradually declining in the opposite direction.Now,the "same competition" in the clothing industry is very serious,and excessive competition will only bring meager benefits to enterprises.In addition,many companies are facing the risk of high inventory,which will seriously affect the company’s subsequent development capabilities.By studying the competitive strategy choices of clothing manufacturing enterprises,we can start from the perspectives of how to choose and formulate competitive strategies,enhance brand influence,and determine suitable sales models,find a development path,and solve enterprise development problems.This paper takes the clothing company as the research object,and analyzes the internal environment of the company’s resources and company capabilities,and uses the PEST analysis method and Porter’s five forces analysis method to analyze the external environment of the macro environment and industry environment.The SWOT analysis matrix was used to select the competitive strategy,and the QSPM quantitative analysis carried out a series of strategic evaluations.Finally,the differentiated competitive strategy was selected according to the evaluation results,and the differentiated strategy was specifically carried out from the three aspects of products,marketing channels and services.In order to meet the needs of differentiated strategic development,HBJH should improve and improve in many aspects such as corporate brand building,technology update and innovation,sales channel expansion,and organizational management in the future.It is hoped that it can provide reference for the strategic transformation of our country’s clothing manufacturing enterprises and promote the development of the clothing manufacturing industry useful reference for peers.