Research On Marketing Strategy Of Skiwear Products Of Yiguanjia Company

With China’s GDP per capita rising,the purchasing power of the people is gradually increasing,the public enthusiasm for sports consumption has significantly increased.Since China’s successful bid for the Winter Olympics,the government has issued a number of positive policies related to ice and snow sports,paying great attention to the development of the industry.Ski,the sport with the highest number of participants,has become a popular sport,with skiing and related industries entering a rapid growth phase that is expected to last at least five to 10 years.As a necessity of participating in this sport,skiwear industry has attracted many domestic and foreign companies to compete.Yiguanjia Company took advantage of the situation to add a range of ski clothing products,in the current fierce market environment,how to improve the competitiveness of enterprises,market share and profitability,the company needs to seek long-term development of the problem.This paper focuses on the skiwear products of Yiguanjia Company as the research subject.Firstly,it introduces the basic situation of Yiguanjia Company and the current marketing situation of its skiwear products,elaborates on the problems that exist in its marketing process,such as unclear brand image,lack of product diversification,insufficient sales places,and monotonous promotion methods.It also analyzes the root causes,which are due to the backward marketing concept of the company and insufficient talent team.Based on the analysis of the marketing environment,at a macro level,the government has issued many favorable policies to promote the development of the snow and ice industry.The improvement of people’s living standards has also led to an increase in sports consumption.With the successful hosting of the Beijing Winter Olympics,a skiing boom has been ignited in China,and the potential of the skiwear market has also been stimulated.Due to the special and professional nature of skiing,the threat of substitute products is weak.The threat from suppliers’ bargaining power is moderate as factories have experienced production and transparent pricing.Consumers of skiing generally have a high acceptance of high-priced equipment products,and the threat from consumer bargaining power is weak.Overall,the industry competition environment is relatively healthy.Based on the SWOT analysis of Yiguanjia Company,the study suggests that the company should choose the WO strategy,seize the opportunity brought by China’s skiing boom,build online channels,strengthen new media marketing,and take advantage of the momentum to improve the company’s reputation and market share.Based on the above analysis,the market for the skiwear products of Yiguanjia Company is segmented according to the age and income of skiing enthusiasts,and a suitable target market is selected.The company’s market positioning is to provide high-quality,cost-effective products and differentiated customized services.Combining with the current consumption trend,the company should update its products accordingly and make targeted marketing efforts to meet consumer demands,so as to find a suitable direction for its own development.At the same time,the company can apply the 4P marketing strategy,enrich existing styles and categories,improve product quality,and perfect services.In pricing,the company can make diversified adjustments.In sales channels,the company can optimize offline and expand online,and achieve dual-channel linkage.Focusing on placing and promotional activities,optimizing products and pricing can play a role in establishing a good corporate image,enhancing brand influence,improving user loyalty,and increasing product sales.In addition,by formulating corresponding safeguard measures for the company’s talent team,organizational system,capital operation and other aspects,the positive function of marketing strategies can be exerted.Through the research on marketing strategy of skiwear products of Yiguanjia Company,this paper points out the direction for the company’s marketing practice and business development,and hopes to provide a reference for the formulation of marketing strategies for other skiwear companies.