Research On Textile Clothing Foreign Market Focus Strategy Of SW Company

China is the biggest exporter of textile clothing in the world.Recent years,with the impact caused by increase of raw materials,labor costs,exchange rate for RMB to USD,Sino-US trade friction and the perfecting of textile clothing industrial structure of Southeast Asia countries,the competition situation of foreign trade market for textile clothing changes dramatically,and the development of China’s textile clothing foreign trade is confronting tremendous pressure.In addition,the Covid-19 pandemic outbreak worldwide since the end of 2019 takes the declining demands of international consumer goods market.The exporting of China textile clothing is suffering new serious influence.How to survive and develop in the extreme competition situation becomes an urgent matter that need to be settled by management of small and middle-sized foreign trade enterprises with single export business.Based on this issue,this paper takes SW Company as the case for empirical research and finds the survival and development path for the majority of small and medium-sized foreign trade enterprises through the focus strategy.Using the focus strategy,foreign market competition theory,domestic and abroad relative documents,the thesis analyzes the external environment and industrial environment by PEST method and five-force model respectively,and gets the advantage and disadvantage factors of the current external environment for the development of China’s textile clothing foreign trade enterprises,and expounds the overall status of foreign trade textile clothing industry development and proposes the overall countermeasures for the industry;Then,in terms of internal environment,the paper analyzes the business performance and internal resources and ability of SW company at present,and takes advantage of SWOT Analysis for studying the strengths,weaknesses,opportunities and threats.According to issues that SW company has on the competition strategy,the paper proposes the adaptive adjustments to the enterprise and determines the necessity of using focus strategy;Then,in view of current situation of SW company,the paper suggests making the choice for the feasible focus strategy types,and analyzes the benefits and risks of focus strategy,explores the mode selection,phased developments and long goals for the focus strategy,and give detailed guidance on the specific implementing schemes and the formulation of safeguard measures for the focus strategy.At the end,the paper gets the following conclusions: Under the new economic environment,the existing competitive strategy can’t maintain the needs of the survival and sustainable development of SW Company.The usage of focus strategy,and the selection of correct strategy mode and strategic safeguard measures can enhance the core competitiveness of SW Company and solve the problem of enterprise survival and development;In the part of research prospect,the contribution and deficiency of the thesis are described,and research direction is expected in future.