The Analysis On The Management Of Brand Internationalization Of China's Clothing Enterprises

The management of Brand Internationalization is a quite important strategy to the development of the enterprises. The current era is an era of brand's competition. To the enterprises in the era of brand competition, the possession of strong brands and apt strategies of brands' management are the guarantee of winning market and gaining high profits. An expert from the United States once said: In the future, the possession of the market is more important than the possession of factory; and the only way of possessing market is by owing brand which has dominant position in the market. Many world-famous brands of clothing have a deep understanding of this point, and they firmly control the international and domestic markets by brands' strategy. Therefore, it is only a problem of early or late for China's enterprises to operate the management of brand internationalization.China's clothing industry is one of the most competitive and most mature industries in China. During the process of long- term development, a large number of famous brands emerge in the China's market. However, as the entrance of the world-famous brands to the China's market and the increasingly mature of the domestic consumers, the developing space for China's domestic clothing market is increasingly small but the domestic competition is increasingly fierce. With China's accession to the WTO, the development of the China's clothing enterprises is gradually melting into the world's developing tide. Following the pace of world's development, a number of well-known domestic brands gradually change their developing strategy and shift their vision to the foreign market, with the hope of making their development by occupying foreign markets. Some enterprises have been exploiting foreign markets by using their own brands. Therefore, studying the cases of the brands' internationalization and summing up the lessons of the management of brands' internationalization have a profound significance to other clothing enterprises.From this foothold, this paper analyzes the causes, experience, lessons and other contents of brand internationalization by unifying the theoretical and cases' analysis and furthermore achieves the conclusions including the choice of the target market of Brand Internationalization. Basing on this thought, this paper is composed of four chapters. Chapter 1 introduces the basic concept of brand, including the definition of the brand, the definition of the brand internationalization and so on. Chapter 2 shows the experience and problems coming from the management of brand internationalization by analyzing the two successful cases (Shanshan and Younger) .Chapter 3 analyzes the conditions that the enterprises which carry out the management of brand internationalization should have by SWOT model and the choice of the target market. By that, it suggests that the developing countries are the better target markets for China's clothing enterprises which will carry out the brand internationalization. Chapter 4 brings forward the relative Countermeasures for China's clothing enterprises, including Countermeasures from the enterprises, industry associations and the government.