The Marketing Strategy Research On Men's Wear Brand Bahcio In China

With the economy development and living standard improvement in China, the Chinese consumers were not only satisfied with the living requisite, so the luxury goods largely entered the domestic consumption market, from yacht to watch and from suitcase to garment. The top international brands from different fields keep fast development in China. Men's wear brand Bahcio was the earliest one to develop its Chinese market. Because of the financial crisis, Chinese enterprises mainly for foreign trade processing in the past began to attach the importance to domestic market and started to cultivate their own brands. It has changed China's market competition.This article took international men's wear brand Bahcio as the research object, and did research on its marketing strategy in China. Firstly it analyzed the macro-environment, market requirement, competitors and Bahcio own resources, at the same time sum up their advantages and shortcomings.Then it introduced the situation of China's top men's wear market, Bahcio's targeted market selection and brand positioning, grasped the essence of Bahcio's marketing and secured operation strategies from the four perspectives:product, price, promotion and place. According to the above research and analysis, I proposed the ideas to solve the present existed problems in the article.There are three main problems for Bahcio's marketing strategy in China:the marketing spreading is not enough; the brand extension can't cover enough customers;the channel construction should be solidified.Though Bahcio has operated in China for many years, Bahcio needs adjust the marketing strategy to keep the leader of the field on the basis of its own present development because of the change of market requirement. Simultaneously, I hope this article could possibly provide some thinking for the domestic and overseas garment brands in their business operation.